Many dental websites are “stock” websites with impersonal copy and stock photography, with only some personalized elements on the home and about us pages. They also usually lack any kind of marketing elements such as attractive headlines and appropriate call-to-actions. This doesn’t work to convert your website visitor to a new patient. What’s more, a website that isn’t correctly designed for marketing and conversion, is often also not following Google search engine optimization best practices.

Our websites are custom-made to convert your web visitor to a new patient. They are also made to procure higher-production procedures such as implants, cosmetic, Invisalign and laser gum treatment.

Marketing with primarily stock photos is like elevator music: it blends into the background and has little to no impact. A lot of the stock photos used on dental websites are repeated on other dentist’s websites as well as in numerous other places. You’ve all heard the saying “a picture is worth a thousand words.” Images in dental websites are a key tool to communicate the value of going to your practice. Stock photos rarely do the job. Part of our custom website program is a professional photoshoot designed to get the images which will best communicate the benefits of going to your practice.

Most dental websites contain generic content about services that could be in any dentist’s website or even in informational websites such as WebMd. We’ve seen services pages that don’t even mention the doctor. This is not what your website visitor is looking for. They want to find a doctor and practice they can trust and feel comfortable in, and that will provide the best solution for their dental needs.

Each services page on a Gilleard custom website is written for that practice. We use interviews with the doctors, market research and surveys, along with what we know works historically.

Our copywriters are trained in dental copywriting as well as marketing. The end result is a custom page designed to interest the reader in getting that dental service at your practice.

A landing page is the page that a web visitor lands on first through advertising or search engine optimization. The main dental procedures and services you want to market are made into landing pages.

A landing page is a self-contained marketing unit, as you have to assume that the visitor may not go to any other pages. Our landing pages are designed to immediately attract attention using hot buttons and imagery, and engage and inform the visitor enough to book an appointment with the practice.

A lot has been said about Search Engine Optimization (SEO) and its potential benefits in driving new business to small businesses such as dental practices. In all the hype, it is easy to get lost in the technical concepts relating to SEO. As a result, few business owners seem to have a good grasp on what SEO is and how it works.

In simple terms, Search Engine Optimization is the practice of doing things to try to get one’s website to rise in the search engine rankings of a certain search engine (usually Google, since Google has the biggest search engine market share).

Things that people do in the name of Search Engine Optimization can generally be classed into two categories. The first category consists of “white-hat” methods that Google encourages (and these are also methods that align with the actual marketing purpose of the website), such as providing detailed and unique information to potential customers and making the site more user-friendly and easier to read for search engines. The second category consists of “black-hat” (artificial) methods that have no marketing value whatsoever and that are done only to try to “trick” Google into giving a website a higher search engine ranking (an example would be to add in a whole bunch of white text on your page against a white background – no website visitor would see it but the search engine could be tricked into thinking that this website contains a large section of unique content on a certain topic when it really doesn’t).