5 Things EVERY Dentist's Website Should Have

Perusing the Internet, looking at a number of dental practice web sites, it's clear to see why some many doctors still have not invested in one of their own. Certainly, you know a professional colleague who has spent hundreds (though hopefully not thousands) of dollars getting a web site designed and published, only to have it "just sit there," doing nothing for their business.


Having contracted with a professional web designer, the dentist may have a very nice looking home page, with attractive photos and even professional look. But the content can often be meaningless, boring or, worse yet, a turn off to potential and current patients.

While there are other pieces of information and ideas that may be beneficial to have on a Dentist's website, here are 5 things EVERY dentist's website should have easily accessible on or from their home page:

1. A Map with Directions to the Office
   Think like a patient. As with this entire list, consider the most common questions your receptionist answers on the phone. "Where's your office located?" Refer to any landmarks and stores/offices next to your own.
2. Office Hours
   Include the days your open and your normal office hours. As a bonus, look into offering an online scheduling option for potential and current patients to request appointments.
3. Insurance Plans Accepted
   At the end of the list of insurance plans you accept, whether long or short, include an invitation to potential patients with other insurance plans to call your office to discuss their options.
4. New Patient/Health History Forms
   This will only save your patients and your office time if you tell new patients (or email them a link) to visit your website ahead of their visit in order to complete the forms.
5. Dentist AND (more importantly) Staff Bios and Photos
   I'm sure most dentists are aware of the fact that their patients generally have a stronger relationship and more frequent conversations with their staff members than with the doctor. Make sure you have your staff members listed with bios and photos.

Once you have all of these items on your website, market it to your patients. Hang a snapshot of your home page in your waiting room (or place it on the front desk) with the printed question, "Have you visited our web site yet?"

Other great ideas for your website include an office newsletter, frequently asked questions about hygiene and oral health, and perhaps even your office's financial policy.

Doctors who add these five items to their websites and then consistently market it to their patients will find that they actually increase their business's efficiency and will eventually drive new business to the practice.

Do Your Patients Know How Smart You Are?

There are numerous reasons for pursuing--and various benefits of completing--continuing education. One that I have seen very little of, though, relates to "marketing" it to patients.

When I sit in a waiting room (which is hopefully not very long), I have yet to see information on the continuing education that my dentists or their staffs are completing or pursuing. No plaques on the wall, no binder of photos or certificates, no log of class attendance...nothing.

Your clients may not know their perio from their endo, and frankly, they probably don't care. But I guarantee you that they do care that you and your staff know.

If you and/or your staff attend a dental conference, take a continuing education course, or go to a society meeting, bring back a certificate--or print one up--and display it somewhere in your waiting room. It will increase your patients' confidence in your care and, who knows, may even serve as conversation fodder.