Use SEO to Help Your Dental Practice Grow

Use SEO to Help Your Dental Practice Grow

If you’ve heard of any of the hottest marketing trends in recent years, you’ve undoubtedly heard of SEO, which has quickly become one of the most popular marketing tools in the world.

At least, so we’re told. Even today, 70% of businesses still have no SEO strategy.

For your practice, that’s great news. It means there’s less competition standing in your way, especially at the local level. Let’s talk about the importance of SEO for dentists and how to use it for your dental practice!

What Is SEO?

Search engine optimization (SEO) is the process of optimizing your website’s content for Google and other search engines, allowing you to rank higher for various searches. The higher you rank, the more traffic you’ll receive!

SEO is an attempt to rank higher in the organic results, which users tend to trust more than search ads. In many cases, this can lead to greater trust and higher conversion rates.

Also, the SEO process is completely different from paid ads. Instead of buying space at the top, you simply attempt to prove to Google’s algorithm that you have the most comprehensive, engaging, relevant, and user-friendly content for users.

How Does SEO Work?

Google and other search engines use software known as crawlers that index and rank hundreds of billions of pages on the web. They do this using a sophisticated algorithm that attempts to match the best content with users based on keywords and search intent.

This is why when you search for “dry cleaners” on Google while you’re in Maine, you don’t get results for dry cleaners in Virginia. Google understands that your search intent was likely to find dry cleaners near you, so it used your location as a factor in your search results.

Because of this, organizations and websites are constantly trying to compete with one another to rank ahead on various keywords and searches. To do this, they need to optimize their websites, content, and even off-page ranking factors. These are the three “pillars” of an SEO strategy.

Google wants to match the best content with users, but they need to understand a site’s credibility and usability before promoting its content. For this reason, Google uses over 200 ranking factors to determine the quality of a website. Most importantly, you should focus on page loading times, mobile-friendliness, and UX design.

To establish a site’s authority (credibility) on a topic, they rely on other websites to “vote” in their favor by linking to their content. These are called backlinks, and the more you have, the easier it will be to rank ahead of the competition in your given niche. From there, strong content that’s engaging and informative for users is all you need for SEO success!

How to Use Local SEO for Dental Practice

Now that you know how SEO works, you can see why it’s become such a popular dental marketing strategy. It’s great for driving organic traffic, but only if you know how to use it! Let’s talk about how to use local SEO for dentists.

Keyword Research

When we discussed matching keywords for searches, what was the first one that came to mind for your industry? Was it “dentist” or “dentist near me”? These are two of the most likely searches users would use if they are looking for a dentist in their area.

However, it’s best to diversify your keyword strategy. If your entire competition is trying to rank for these short-tail keywords, then it may be challenging to rank ahead of them, especially in the short term. For that reason, try adding long-tail keywords into your strategy for more immediate results!

Keywords like “dental practices in Boston, MA” or “root canal near me” are going to have less search volume than “dentist.” However, the people who search for these keywords are more relevant to your niche and more likely to convert into paying patients. Therefore, you should use a healthy mix of these keywords in your strategy.

Using your favorite online keyword research tool, find related keywords to your industry. You can also analyze your competitor sites on these tools to see which keywords they’re ranking for. This can help you diversify, generate new topic ideas, and more.

Don’t just go with the obvious ones. Use as many as possible that have decent search volume (use Google Trends to compare) and low competition. Once they’re on your website, there’s no limit to how much they can offer!

Update Your Website

It would reflect poorly on Google’s service if they were constantly promoting low-quality sites to their users, so their crawlers are constantly testing usability. Most importantly, they look for:

  • Page loading times
  • Mobile-friendly design
  • Clean navigation system
  • Proper page structure
  • Internal and external linking structure
  • Image optimization
  • Metadata

The list goes on, but optimizing these site wide will go a long way toward improving your SEO campaigns. Without a strong website, you’re building a house on a broken foundation.

There are SEO tools available online to test these, and you should compare yours to your competitors to see what needs improvement. However, a lot of these tools will lead you down rabbit holes that are entirely unnecessary, so proceed with caution. If you want expert insights, always choose a professional SEO audit for the best results.

Build a Content Marketing Strategy

Dental marketing doesn’t have to be too tricky. You already have the industry knowledge that you need, allowing you to create or outline content, which can save you plenty of money by taking on some of the work yourself.

The easiest way to get started with content marketing is to start a blog. You can answer regular questions that your patients have and position your services as the solution. For example, you could have topics like:

  • “Why do my teeth hurt? Common causes of tooth pain.”
  • “Does a root canal hurt? The procedure explained.”
  • “Dental implant vs bridge: What’s the difference?”

The list goes on. These are great ways to draw relevant traffic to your website. From there, you can answer their questions and let them know at the end about your services and how you can help with their problems.

Always end your posts with strong calls to action (CTAs), encouraging users to contact you or seek out your services. Just remember that you’re writing for potential patients, not search engines. Keep your content engaging and informative, and always try to eliminate fluff or filler content.

It’s good to have long-form, comprehensive posts that engage readers, but only if the content is clear and concise. Try breaking up walls of text, reducing wordy sentences, and always having something to say!

Off-Page SEO

Building backlinks isn’t too important for a local dental practice, but you do still need to worry about your off-page ranking factors. If you have local affiliates that can offer backlinks, they could give you an edge over the competition, but don’t stress too much about them. Instead, focus more on what’s in your control.

First, you should claim and optimize your listing on Google My Business. This could be the first thing users see when searching for dentists in your area. Answer all of the prompts on your profile and try to engage with users whenever possible.

Next, get listed on other local business listings or dentistry-specific listings, and keep all of your information consistent. Remember to update all of them if anything changes. All of this will help confirm to Google that you are who you say you are, but only if the information is accurate and consistent.

Also, because you have an official office, don’t forget to list your dental practice on Google Maps and other popular GPS systems. This can help in similar ways to Google My Business, but it will also help draw new users looking for dentists near them on the map. Google Maps may also show up as the first result when users search “dentists near me,”so make sure your practice is seen!

Start Ranking Your Practice Today

Now that you know how to use SEO for your dental practice, put these tips to use and get the most out of your strategy today. SEO takes time to come to fruition, so the sooner you start building your strategy, the sooner you’ll see long-lasting results.

Stay up to date with our latest digital marketing news for your practice and feel free to contact us with any questions or for help with your SEO strategy!

Dental PPC Guide to New Patients

Dental PPC Guide to New Patients

Do you have the right digital marketing plan in place? A system that drives new patient phone calls and increased search volume. Every dental practice needs the right tailored plan. Let’s explore dental ppc advertising.

PPC advertising differs from SEO in that it is much quicker to see results from. While SEO can take several months to show any measurable results, PPC can be set up almost immediately to bring visitors to a site.

This guide is for you if you’re looking to learn about PPC for Dentists and how to get started on a successful campaign. We’ll introduce you to the basics of PPC and its benefits, so you can make the most of this marketing tool.

Google Ads for Dentiststodd-boak-dental-marketer

Dental PPC advertising is an affordable solution that could bring you more attention online. You’re only charged for the advertisement when someone clicks on it, so it’s uniquely affordable.

PPC ads can help your dental office market your services by reaching more prospective patients online. Here are the top 6 reasons PPC advertising can help:

  1. Increased visibility – PPC advertising is the quickest way to appear at the top of search engine results pages. Paid ads will place your website at the top of the results almost immediately, rather than waiting weeks for organic ranking.
  2. Beat the competition – Reaching the top of the search engine results can be difficult, especially if your website is new. Paying for top placement with PPC ads can give you exposure above your competitors.
  3. Targeted website traffic – Studies show that only 5% of searchers click paid advertisements, but that 5% is also much more motivated to enlist services than the average Internet user. If you’re running ads for a term searched at least 400 times per month, this highly interested 5% could equate to at least 20 new patients each month.
  4. Control over spending – When running PPC ads, you set your maximum daily budget, so you never spend more than you want. You can also stop the ads immediately if you determine they aren’t as lucrative as you hoped.
  5. Keyword management – When creating an advertising campaign, you can select which keywords you want to target. This makes onsite optimization easier and allows you to control which terms you want to be known for.
  6. Trackable success – PPC ads have a clear ROI, unlike traditional SEO. With SEO, you have to wait for search engines to index your site, and even then tracking results can be difficult. With PPC, your entire campaign is tracked, so you can see exactly how it impacts your web traffic and marketing efforts.

Dental PPC Pros & Cons

There are pros and cons to every method. Before you make any decisions you should know them.


Immediate Visibility – PPC ads offer immediate visibility when you choose your keywords well. They appear on the top and next to organic results, on the first page of search results, so your audience can see them without having to scroll down. Organic SEO can take up to months to generate traffic to your site, while PPC ads can offer fast results for timely offers.

Qualified Target Audience – PPC ads give you the ability to target specific individuals who are interested in finding a dentist or getting a dental procedure within a certain location. With PPC, you can geo-target your ad based on a certain radius, which is important if you’re pulling in patients from several towns. It is very hard to optimize your website for a town other than the one your practice is located in, so PPC is a great solution to capitalize on business from surrounding towns.

Budget Conscious –PPC ads allow you to target potential customers interested in dental services near you. Geo-targeting lets you show ads to people within a certain radius of your practice, making it easier to attract patients from several nearby towns.


PPC ads can be expensive if you don’t know what you’re doing. Smart Insights recently did a study that found PPC conversion rates averaged around 3%. If you pay for 100 clicks at $50 per click, you could end up spending $5000 with only a 3% conversion rate.

Campaign Management – It’s not enough to just make a PPC ad and hope for the best – someone needs to manage them effectively in order to see results. This means testing keywords, messaging and target preferences, and being able to quickly analyze and adjust the ads for maximum impact.

Lack of Conversions – Ad clicks don’t necessarily mean conversions. Someone clicking your ad may not necessarily result in a call to your practice. Having great ad copy that drives searchers to a landing page on your website is extremely important. Qualified internet marketing companies will review and create landing pages when developing your PPC marketing strategy, which is a key factor in making a successful PPC campaign.

Internet users have become accustomed to seeing ads in various forms, such as banner ads, remarketing messages, and PPC placement in search results. Therefore, it is important to carefully select keywords, messaging, and testing in order to grab your audience’s attention. Each internet marketing channel works in conjunction with the others, so it can be difficult to find the right combination of channels and messages if you are busy running your own practice.

Interested in learning more? Harris & Ward is a leading dental ppc agency. Let’s talk!

Complete Guide to Dental SEO (2022)

Complete Guide to Dental SEO (2022)

Complete Guide to Dental SEO

Do you want more dental patients? Investing in search engine optimization (SEO) and digital marketing can make a world of difference and help you get them! Like compound interest, gains can be exponential.

The keys to successful SEO for dentists are consistency, creativity, and patience. If you stick to a plan and pay attention to keyword blogging, Google My Business, web design, backlinking, and online reviews, you are guaranteed to improve your pool of prospective patients.

If you’re unsure about any of the jargon associated with SEO, don’t worry. We’ve explained all the key concepts that dentists need to know in order to create a successful digital marketing campaign that will attract patients. Good SEO companies will use these strategies.

dental seo strategy

Before We Start, Let’s Establish Some Definitions

On-Site and Off-Site SEO

There are two main types of online marketing techniques: on-site and off-site SEO. On-site SEO refers to things that can be done on your website, while off-site SEO involves the actions of other websites.

On-site SEO includes optimizing your website for search engines through techniques like internal linking, metadata maintenance, and blogging. Off-site SEO involves promoting your website through activities like guest posting, article syndication, and backlinking.


SERPs are the lists of results that search engines return when someone types in a query. The goal of all SEO efforts is to get as close to the top of the SERPs as possible.


Keywords are the words and phrases that people type into search engines. They help to establish what the person is looking for, or the intent of their search. Popular keywords for dentists include:

  • Dentist in [insert area]
  • Benefits of dental care
  • Can a dentist help with pain?
  • Teeth whitening
  • Dental practices near me

SEO for Dentists: Building an SEO-Friendly Website

A website is essential for any online marketing campaign. It provides a place to promote and link to your products or services. However, it’s important to consider what your website says, how many pages it has, and how it balances user experience with search engine rankings.

Must Be Responsive

An SEO-friendly website must be responsive, meaning it must look good on any size screen, from a small phone to a large wall tv screen.

Home and Landing Pages

At a minimum, dentists should have five core pages on their websites.

  1. Homepage
  2. About page
  3. Services page
  4. Blog homepage
  5. Contact page

It’s crucial to have a separate landing page for each service, with at least 500 words (though 1,000 or 2,000 is even better). For example, if you offer dental cleaning, teeth-whitening, cosmetic, and dental implant services, make sure you have a landing page for each one.

In our experience, dental websites with over 20 pages and weekly blog posts perform the best.

Custom Design and WordPress Development

Custom WordPress websites are ideal since the platform is well-supported and easy to use. By using WordPress, you don’t need to reinvent the wheel. And, after a bit of instruction, most people can publish blog posts without help.

Building a website on WordPress has increased security advantages. WordPress is a popular platform that is constantly updated to keep users safe from cyber attacks. There are also several trusted security plugins available.

Click here to learn more about Harris & Ward’s WordPress development services for dentists.

SEO for Dentists: Claiming Your Territory

Every dentist should claim their business on search engines, industry websites, and map directories when launching an online marketing campaign.

Claim Your Search Engine Business Accounts

Google My Business is the first account you should set up for your business. Google is the most-used search engine in the United States, processing an estimated 5.6 billion searches a day. By claiming your territory on the platform, you can ensure that your business is visible to potential customers.

There are many benefits to optimizing your website for local search, including appearing higher in search engine results pages (SERPs) for relevant keywords.

Remember, though, that while Google may be the biggest game in town, it’s not the only one. So claim your business accounts on other platforms like Bing and Yahoo!

Get Yourself on Directories

There are thousands of online directories, but not all of them are legitimate or helpful. Sign up for the ones that are relevant to your industry and will actually be beneficial for you.

You can use Yext and Synup to find good medical and dental directories, but both programs cost money to access fully. Harris & Ward is a professional online marketing team that maintains memberships with such services.

SEO for Dentists: Content Wins

Content creation is essential for any SEO campaign. The more articles, landing pages, and digital media you produce and publish, the more online visibility you will gain. This in turn will attract more links and traffic.

Service and Landing Pages

Your website should have a main landing page (homepage), a contact page, blog, and specific landing pages for each service offered. Each service page should be at least 500 words, but more is better, and well written.

Develop a Blogging Strategy

Blogging can help improve your website’s SEO. Fresh, weekly content is pleasing to search engine bots, and the more content you have, the more questions and issues you can address. In most cases, websites with more content tend to do better in search engine results, providing more opportunities to build your online presence.

Developing a blogging strategy can help you write relevant posts and publish them regularly. Most businesses with effective blogs use content calendars. Using one can help you save time. 

As long as your writing relates to dental care or your practice, you should be fine. It can also be helpful to pick topics that conform to potential clients’ search intent. However, be sure to optimize your writing for conversions, or you’ll miss out on an opportunity.

When blogging, you should never:

  • Blog about religion or politics topics
  • Blog too often about terms unrelated to dental care
  • Write about your patients without gaining their permission
  • Badmouth other dentists or treatment methods

If you want to write your own dental blog posts, make sure you know how to use keywords and other SEO techniques like metadata, title tags, h1-h2 tags, and alt image text.

Article Syndication

Article syndication can help you get backlinks and name recognition, but be careful – if it’s not done correctly, it can harm your SERP ranking.

This is a process of publishing articles written by someone else under your name. Getting your name and practice out there online is great, but be careful of which websites you publish on. Algorithms may penalize you for duplicate content if not done correctly, which could negatively impact your ranking.

Guest Posts

Posting articles on your blog and guest posting on other blogs has three core benefits:

  • Expands your digital marketing footprint
  • Gives you brand name exposure
  • Provides quality backlinks to your businesses website

Working with a professional online marketing team that has already established a network of publications is the easiest way to secure guest posts. If you’re doing it alone, a good place to start is with affiliated professional organizations. For example, ask if your dentist’s association or local Chamber of Commerce has a publication that accepts articles from members. Also, dentists who aren’t competing for the same patients will sometimes collaborate on guest posting projects.

SEO for Dentists: Links Matter

To secure top spots on SERPs for desired keywords, you need to build a link portfolio. Without one, it is nearly impossible to land those coveted spots. So the question becomes: what types of links do you need to cultivate?

Foundational Backlinks

The value of a website’s backlinks depends on the website’s reputation. The more respected and established a website is, the more valuable its backlinks are.

Websites with .edu and .gov top-level domain suffixes offer the most valuable links. Links If you can get backlinks from established websites like Wikipedia and .org sites, do it! The same goes for .com backlinks from top industry sites.

Internal Links

Strategic internal links are a great way to link to other pages on your website. For example, this is an internal link to our blog post about the advantages of using WordPress. They are easy to implement and help both users and algorithm bots.

Backlinks and Mentions

Foundational backlinks come from websites with low authority, but they can provide a lot of “link juice” if you have enough of them. Guest post backlinks from high-authority websites are much more effective and can help improve your rankings quickly if done correctly. Mentioning your website on a local newspaper’s website is another good way to boost your local SEO.

Learn more about Link Building for Dentists Who Want to Grow Their SEO.

SEO for Dentists: Social Media

Social media is essential for businesses today. Many people in their 20s and 30s rarely use search engines, instead relying on social media to find products and services. Therefore, it is important to have active accounts on multiple platforms, such as Facebook, Instagram, and Twitter.

In terms of social media content, every week you should:

  • Post links to any new blog entries and guest blog spots
  • Post links to evergreen landing pages
  • Highlight industry news
  • Comment on accounts that potential patients may also follow

Avoid controversial topics on social media, as you would when blogging. You want to attract clients, not drive them away.

Dentist SEO: Tools You Can Use

If you want to super-charge your SEO efforts like the pros, you’ll need a couple of tools.

  • Yoast: The Apple of WordPress SEO plugins, the free version of Yoast is fine for beginners, but if you want to unlock the plugin’s potential, you should upgrade to the premium version.
  • SEMrush and Ahrefs: The two leading standalone SEO platforms are SEMrush and Ahrefs. They both have dynamic keyword and backlink features that give account holders an edge.

SEO for Dentists: Good Reviews

Google, Facebook, and Yelp reviews can be very effective. For the best results, it is most important to establish a consistent flow of Google reviews. Positive Yelp posts can also be very helpful, and adding Facebook mentions often does the trick.

Paying for reviews can be considered unfair and deceptive marketing, which is punishable by the Federal Trade Commission. It may be better to hire a professional marketer to get testimonials and reviews.

Tip: Avoid Cookie-Cutter Dental Marketing Agencies

Do not use a cookie-cutter dental digital marketing company. Your investment will be cannibalized if you do because the content and designs will be the same as your competitors.

To stand out, you need to cover similar topics and themes as other dentists, but in a way that is fresh and new. Algorithms and people are both drawn to what is new and different, so if you can find a way to stand out, you will be more successful.

Connect with a Digital Marketer

Harris & Ward is a digital marketing team that can help you attract more clients. We have a track record for helping dentists rank highly on search engines, so you can be sure we know what we’re doing. If you’re ready to get more clients, contact us and we’ll get started.

We tailor our online marketing and promotional services to each individual client, ensuring that they stand out from the competition. We don’t use generic templates – every client is unique to us. Follow us on social media and check out our blog for more tips on seo for dentists.

Want to learn more? How to Generate Inbound Traffic to Your Dental Website

Choosing the Best Dental Marketing Company

Choosing the Best Dental Marketing Company

Healthcare marketing is a nuanced and competitive space. We’re currently at the crossroads of escalated consolidation and private practice stabilization. As Digital Marketers, this puts us in a challenging place because dentists are choosing to join a corporate entity (DSO) or claim their local territory by same-store growth, expansion, or partnering with other practices. To patients, however, this may all look the same to them.

Should I be doing SEO or PPC?

The short answer is both. It’s important to know where to start though. Prioritizing your local presence starts with a high powered SEO (Search Engine Optimization) plan. Marketing budgets aren’t endless so we at Harris & Ward believe in building a strong foundation and that seo for dentists is a top priority. 

Once your dental website is optimized for user experience (UX) and personalized to your business, your marketing strategy should focus on Google’s organic ranking factors and local seo. Below, we’ve compiled some interesting data related to SEO and PPC from wonderful, credible, third party sources.


  • Google processes approximately 70,000 search queries every second.
  • 53% of website traffic comes from organic search.
  • Almost a third of consumers search for local businesses on a daily basis.
  • Over 99% of all searchers click on one of the links in the first SERP.
  • Organic search drives over ten times more website traffic than organic social media.
  • The first result on a Google SERP has a 28.5% click-through rate. By the time you get to the 10th result, the CTR has fallen to 2.5%.
  • 95.88% of Google searches are four words or more.
  • Google owns 96% of all mobile searches and 92% of all desktop searches.


Dental Industry CPC Data



  • 27% of website traffic comes from paid search.
  • In 2020, Google’s ad revenue amounted to $146.92 billion US dollars.
  • Advertising accounts for about 81% of Google’s total revenue.
  • Advertisers are predicted to spend $99.22 billion on search annually by 2024.
  • People encounter approximately 6,000 to 10,000 ads every day, on average.
  • The Google Display Network reaches over 90% of internet users.
  • Google Ads display network consists of over 650,000 apps.
Section sources:

Average cost per click for search ads by industry

Average cost per click (CPC) is a simple measure of how much an advertiser is paying each time a user clicks one of their ads. Many factors, including your industry and the competition level of the keywords you’re bidding on, can affect your CPC. You can learn how cost per click is determined in Google Ads specifically with this infographic.


Dental Industry CPC Data


Search Advertising Benchmarks

Average Cost Per Click

Average Cost Per Click


The average cost-per-click for a search ads in 2022 is in the range of $2 to $4. As has been the pattern in years past, industries with the highest average cost per click include Attorneys & Legal Services, Dentists & Dental Services, and Home & Home Improvement at $6-8 per click. This is not surprising as click-through rates for these industries tend to run lower than others, which can drive up CPCs. 

These are competitive industries with higher marketing costs and longer decision cycles, but also a higher value placed on each individual conversion, since these services tend to be more expensive.


Average click-through rate for search ads by industry

Average click-through rate or CTR is an indicator of how relevant your ads are to the audience they’re reaching. Simply put, CTR is the ratio of ad clicks to ad impressions. A CTR of 1% means that 1 out of every 100 people who see your ad click it.

Section sources:


What Does This Data Mean in the Dental Industry?


  • Dentists & Dental Services as a category has positives and negatives
    • Second highest Cost-Per-Click (CPC) – $7.10
    • Third lowest Click-Thru-Rate (CTR) – 5.03%
    • Third highest Conversion Rate – 13.33%
  • Google Ads for dentists is costly but effective
  • Organic Search offers the most trusted search results
  • 52.5% of all search comes from the first three organic ranking spots.
  • Find the right Dental Marketing Agency.


Why Should You Take Our Word?

Here is an Orthodontic SEO Case Study

You can see what happened with this client’s orthodontics SEO after they decided to enroll in our Competitive SEO Plan. They came to us after spending five years with a company they met at American Association of Orthodontists (AAO) annual conference where they touted themselves as the best marketing dental practice company around.

Small growth was being made but once we nailed down a specific, comprehensive SEO campaign run by an industry leading dental seo company, their traffic spiked from 25 to 165 visitors per month.


Orthodontic SEO Case Study


Our team optimized their on-page SEO, web copy, and content, and we were excited to learn that their ranking keywords went from 50 to 595.

These new ranking keywords were a big factor in boosting the client’s overall web traffic.


Harris & Ward SEO Case Study


And finally, after the many guest posts we created and published for the client, we increased their links from 10 to 37.

That’s a 270% jump in backlinks!

Check out the chart below:


Orthodontic SEO Case Study

This Orthodontist has grown their dental practice by engaging in the 80:20 rule. Heavy emphasis on the search engine results page (SERP). Recognizing that page one of Google, including Google Maps should be the foundation of their marketing plan. They then supplement a structured set of target keywords through Google Ads.

Google My Business (GMB), now known as Google Business Profile, is a crucial search engine optimization seo factor. People looking for “Teeth Whitening” or “Orthodontist Near Me” often get served listings from these profiles in the Map Pack of Google’s first page. It’s important to use all of Google’s tools to ensure you have the best chance to outrank your competition.


Individual SEO products can earn you more traffic or links, but in the long term, you need a comprehensive dental SEO strategy to jumpstart your site and maintain your gains. We work with dental offices across the country ensuring they have the top search engine results. 

Many of them had experienced some periods of mild growth before our fully managed SEO marketing program sent their metrics through the roof!

Our experienced dental seo experts can take a look under your hood and find out exactly what your site needs to beat the competition.

Would you like to learn more about H&W or how we can help your site?

Book a call with an SEO expert and we can have a conversation about your goals.

Dental Marketing Mistakes to Avoid

Dental Marketing Mistakes to Avoid

With 199,486 dentists working in the dentistry field as of 2018, being competitive to attract more clients is a crucial responsibility of your dental practice. The average retirement age of dentists is increasing, which means more of your competition is sticking around longer.

1. Having a Weak Website

You need a dental website that looks visually pleasing and is functional. If the visuals are outdated, poor quality, or unappealing, potential clients may click away before they get past the first page. Making the website pretty only gets you so far if visitors can’t find the information they’re looking for.

A well-functioning website is one with easy navigation where patients can clearly find the info they want immediately. It also loads quickly and is secure.

Updating your website regularly also helps. If you haven’t changed anything in years, potential clients may wonder if your practice is reliable and current on other things, like dental techniques.

2. Not Understanding Your Target Audience

Who are your typical dental clients? Your marketing strategy should change depending on your target audience, whether you’re a pediatric dentist, orthodontist, or general dental practitioner. If you cater to low-income families, your marketing will look different than a cosmetic dentist targeting wealthier clients.
Fully understanding your target audience helps with your branding, which is the image you create through your graphics, wording, and all other portrayals of your business. Including your branding in your marketing to fit your audience makes it more effective. Your clients respond better to marketing when it appeals to them or addresses their pain points.

3. Missing Out on Social Media

Social media connects you with current and potential patients in ways you can’t achieve with a website alone. You interact directly with the people who follow your page, which builds a relationship that makes your dental practice different than the competition.

You can also use social media channels to have your loyal patients spread the word about your dental practice. Seeing engaged followers, likes on your post, and shares of what you post builds a positive image of your dental practice.

Social media also allows for stronger industry relationships and cross-promotional opportunities. If you specialize in pediatric dentistry, you might share information or a post made by a local orthodontist. Building those relationships and sharing referrals can help grow both businesses.

Trying to use all social media platforms takes too much effort and often isn’t effective. Choose social media platforms that match your target audience best to maximize your time. Master one or two platforms to avoid spreading yourself too thin.

4. Ignoring Local Search Potential

Your online presence is only effective if people can find you. Search engine optimization helps people find you through searches. SEO incorporates complex factors, including keyword usage, formatting, and quality of your content.

As a service provider, you want to attract local traffic. Massive web traffic doesn’t help grow your business if visitors aren’t local and won’t use your dental services.

Including local keywords and clearly incorporating contact information into your website helps Google figure out where you’re located. This allows you to show up when people search for local dentists.

5. Failing to Adapt Your Strategies

Dental marketing strategies change frequently. If you stick with the same dental and orthodontic marketing strategies, you’ll get left behind.

Incorporating several different marketing strategies helps broaden your appeal. Content marketing, such as blog with helpful dental information, can draw in more web traffic. Email marketing lets you communicate directly to current patients and prospects.

You don’t have to use every possible strategy, but being open to new options can make your marketing more effective. Working with a marketing company that specializes in helping dental practices can help you stay on top of the latest marketing techniques.

6. Not Managing Your Online Reputation

Word of mouth is changing from telling your neighbor about your experiences to blasting your opinions all over the internet. One unhappy patient can drag your dental practice’s online reputation through the mud. But online reviews also help SEO, which makes your dental practice easier to find.

Your online reputation can affect a potential patient’s decision on using your practice. Statistics show that 90% of people go online to look for reviews on businesses. Online reviews hold as much credibility as personal recommendations for 84% of consumers.

One or two negative reviews may not hurt your reputation too much, but be aware of repeated complaints and negative feedback. Monitoring your online reputation can alert you to issues you need to address in your practice.

Increasing the number of positive reviews you have can help overshadow one or two rogue negative reviewers. Providing the best customer service increases the chances of positive reviews. Don’t be afraid to ask satisfied patients to leave positive reviews for your practice.

If you decide to address negative reviews, keep in mind HIPAA regulations and patient privacy. You can’t reveal any personal information or anything related to the care received. You can post a general response acknowledging the situation, but word it carefully and avoid an emotional response or an escalated argument with the unhappy reviewer.

7. Ignoring Data

Trying all the latest trends in dental marketing doesn’t help your business if you don’t analyze its effectiveness. Not every strategy works the same for every dental practice. Simply using various strategies doesn’t mean you’re implementing them effectively.

Google Analytics helps you see your web traffic to see if your marketing campaigns are working. Looking at the sources of traffic and which pages on your site visitors use can help you focus on the most effective practices and improve those that aren’t as effective.

Effective Dental Marketing

Effective dental marketing makes your practice more visible with potential clients. When done well, it establishes you as a local expert in the dental field.
But simple marketing mistakes can turn away potential clients or make your practice difficult for prospects to find. Since your area of expertise is dentistry, you may not even realize you’re making common mistakes.

Improve your Digital Marketing Strategy Today

Strong dental marketing keeps your practice competitive and helps you attract new patients. Plan a well-rounded marketing strategy to reach prospects via different avenues. If you’re ready to improve your dental marketing, explore our services for more details of what we offer.

Drive Leads with Paid Search

Digital advertising, such as PPC, can be an excellent way to help your business stand out in a crowded marketplace. Contact us today to discuss how PPC can help small businesses like yours!

Top 6 Elements of Great Web Design

Top 6 Elements of Great Web Design

Did you know that 94% of the first impressions of your website are design-related? 

A poorly designed website can lead to a negative user experience in which the user clicks off your page. Not only might they go to your competitors, but these potential customers now have a negative impression of your company.

So no matter how good your content is, you need to focus just as much on the elements of web design so your site is easy to use and is pleasing to the eye.

To help you, we’ve compiled the top 6 elements that every well-designed website should include. Keep reading to learn everything you need to know to create a website your customers will love.

1. Bold colors and images

Your color palette is a vital component of making sure your business materials are cohesive and on-brand.

Think about what primary and secondary colors you’d like to use on your website. Then, think about whether they represent your brand. You can use the principles of color psychology to help you. 

You can also use what’s called a hero image on your main page. A hero image is located at the top of your main page and acts as an oversized banner. 

The hero image should be high resolution, add value, and reflect your company’s unique selling point (USP). The hero image can also be a short video. 

Since all of the images of your website should reflect your brand, it’s a good idea to take your own photos instead of relying on stock images.

2. Clean and Eye-catching Typography

While you may love that new elegant, handwritten font you found, this type of font isn’t the best option for use on your entire website.

Think about the title/logo fonts of social media sites like Instagram and Twitter. Not only is their font easy to read, but you’d recognize it as their brand even without the logo.

Good web design uses fonts that are easy to read, catch your viewer’s eye, and also help establish your brand identity.

Some best practices when choosing your font are:

  • Black or gray typography
  • Text larger than 16 pixels
  • Enough space between the lines
  • Fonts that are standard for the web

If you want to add a handwritten font to add a more personalized and friendly touch to your site, use it sparingly. Make sure it fits with your brand story and use it in places like captions or when emphasizing certain words.

3. Search Bar

You might think that a search bar isn’t necessary if your menus are well-organized, but it’s a vital part of good web design.

While a potential customer may not need the search bar if they have no problems finding your contact information, they might need it when looking for a specific product, blog post, or any older information. 

You also want to reduce the number of clicks that users need to make to get the information they’re looking for. This reduces the chances that they’ll click off your website and go to a competitor’s website instead.

The best design for a search bar is that it’s easy to use and find on the page without interfering with your content. You can add a magnifying glass icon to make the search bar even easier to find.

4. Mobile-Friendly

Over 2 billion people use their smartphones to access the Internet, and this number is only expected to grow.

So if your website looks bad on mobile, is difficult to navigate, or doesn’t load at all, you can expect that your viewers will click off the page and go to your competitors instead.

Since creating a mobile-friendly website is very difficult if you’re not a web developer, you’ll want to get a web design SEO agency to help you.

Don’t forget to test site speed both on mobile and desktop, as a slow website will only make users click off the page and be unlikely to return.

5. Powerful Calls to Action

If you don’t have a call to action, you’re missing out on sales and making it difficult for website visitors to contact you.

A call to action (CTA) is text that prompts your website viewer, customer or lead to take action. A few examples of common CTAs include:

  • Buy now!
  • Subscribe to our newsletter for 15% off
  • Learn more
  • Contact us 

To create the right CTA for your website, first determine the purpose of your site. Then, create an easy-to-see action button that would make sense for your website.

For example, if you’re an e-commerce store, include a button for customers to sign up to your email list. If you’re a local mechanic, an essential CTA is a “contact me now” button.

6. Simple and Intuitive Navigation

Your website visitors shouldn’t have to click all around to find what they’re looking for, nor should they be confused when using your website.

One way to make your website navigation simple is to use minimal navigation menus. You also want to use a drop-down menu at the top of your website to reduce visual clutter.

The must-haves for navigation include:

  • Showing users where they are on your site
  • A “home” button
  • Directions or prompts, if needed

The best good website design examples are ones that let the user find what they are looking for without help.

If you’re not sure how usable your website is, think about conducting a usability test to see how users are navigating your website in real-time.

Include These Vital Elements of Web Design

Effective and clear web design not only makes it easy for users to navigate your site but builds trust by creating a positive impression of your brand.

Whether you have a website already or are looking to build one, include these important elements of web design to create a beautiful site that users will love.

Still have questions? Harris & Ward can help. Our skilled team of digital creatives specializes in seamless web design that facilitates growth for your brand and business.

Ready to create an eye-catching and easy-to-navigate website? Contact us today to get started.