What Great Design Gets You
I have worked in the Internet business a very long time now and I have seen some great web design – in fact I worked on major projects for the BBC and a project which was nominated for a BAFTA design award – and I have worked with some fantastic designers. Although, ironically, coming from a technical background I have been so close to so many excellent designers that I can almost design myself. I would go as far to say I have good taste when it comes to design.
But over the years I have worked in the Internet and marketing industries, I have seen businesses both big and small throw hundreds of thousands of dollars down the drain on design and branding. It’s not that the design was bad, far from it. In fact many of the projects I have been lucky to work on excelled in every aspect – except one – marketing.
I can give you what good dental web design is in one sentence – and you don’t even have to pay me – consistent and simple. Whoever is doing your web design make sure their design on EVERY page is consistent and simple. That way whoever is on your website will know it is your website – because it looks the same (consistent) and doesn’t get confused with flashing thingy’s and over complicated navigation (simple). OK I admit that there is more to design than those two words but I promise you they cover about 80% of it. But this is not why I am writing this article. I’m writing this article to go against everything these designers will tell you and me. Design is NOT the most important element of your webpage (bet you didn’t think you would read that sentence in a dental web design article!) What great design gets you is nothing in respect to your turnover, it just gets you good looking webpages.
What Is Missing From Most Web Pages
First things first. What is the point of having any website? To attract business – clients and patients. If it is not attracting patients then why have any page on your website anyway?
Now I am not saying that each page should be trying to sell your services to your patients – in fact far from it – what I am saying is when adding a webpage to your website, there should be a clear purpose for that page and a desired response you want. Whether you have the page there to be informing, for the user to download a free report or to sign-up, or just a humble newsletter there must be an action you want the reader to take.
The reality is for most designers, and most websites, are put there without any thought into why the pages should be there and what are they doing – their focus is design and content. In my view the purpose and the desired response should drive the design and content not the other way around. Have a slightly different conversation with your web company.
What Matters Most To You
Whatever type of dentist professional you are, you know that the core to your dental services is about building relationships with your patients and providing them with a service making them happy. Gaining trust with people means you do more business with them – no matter what industry you are in.
I believe it is all about your intention – is your intention to have a beautiful website or is it to provide a high quality service to your patients. I’m sure the answer to that question is obvious and when you are investing in a marketing service or website – your intention is to see measurable results and give your patients and potential patients what they need and want.
What Dental Web Design Means To You
Don’t think like the rest of them. Think about your intention for each webpage and what the desired action you want from your patient or potential patient is. Yes is going against what most web design companies will tell you but just because everyone else is doing it doesn’t mean you should be too – if it’s not working.
Don’t think design – think action….