Recently, we deployed the new website for City Bridge Dental, an independent dentist based in Winchester. Whilst working on the project I got to learn more about their industry and the way their customers interact with with their dental practice. I’m one of the lucky ones so I’ve never really had to spend a lot of time at the dentists, usually it’s a case of ‘open wide’, getting the all clear and im out the door until next year. Dental practices have come a long way and the technology they have is pretty amazing. I never really viewed going to the dentist as a long-term relationship that needs to be nurtured, especially not digitally.
When approaching this project, one of the first difficulties was getting the images right on the dentist website. Too many smiles and it looks very-cheesy but too far on the lifestyle look and feel and it could be an advert for life insurance. Taking time to create mood-boards, researching existing dentist websites and getting a photographer on-board really helped to show a good balance of the team (the friendly faces behind the terrifying thought of a dentist) and the comfortable, state-of-the-art practice they boast.
City Bridge Dental offer a wide range of treatments so it was important to consider the different audiences and services those audiences might be looking for. Competition for cosmetic treatments is huge; due to the celebrity culture, many people are now looking for the perfect hollywood smile and will pay good money to get it.
As with any organisation and it’s customers, getting the language correct can always be a difficult task. What might seem obvious to you, might not be what your customers are searching for – you might know the meaning of periodontal but you’re customers are more likely to search for gum disease.
If you’re looking to design a new dental website for your practice; it’s worth considering the following:
- Look and Feel – Show your credibility, consider hiring a photographer and try not to make it too stock image heavy
- Fees – Be transparent with your potential customers, this will reassure them of your credibility and won’t leave them with any nasty surprises when it comes to paying their bill.
- Contact – Make sure there are no barriers to letting your customers get in touch. Consider having your phone number / address / email somewhere obvious and be sure to include a contact form.
- Usability – It might look nice having flash site but consider the use of smart phones and tablets. Make sure your website is easy to view on handheld devices.
- Dynamic – Keeping your website up-to-date will give your customers a reason to keep coming back. Consider using a blog, running competitions or having special offers. A dynamic site will also help your SEO.