Get Patients Knocking

Your clinical skills keep patients coming back, but how do you get them in the door for that first visit? “Attracting and converting patients requires more than just excellent clinical skills,” said Melyssa Horton, general manager of VivioSites, which offers customizable dental website design and digital marketing services. “Boosting your practice’s visibility and patient acquisition requires SEO [search engine optimization] and website retargeting.”

These strategies work together to enhance patient acquisition. However, you first have to build the foundation—your practice website.

“Your practice website serves as the cornerstone of your digital presence,” Horton said.

Without clear navigation, mobile optimization, and fast loading speeds, patient acquisition will stall. Horton also noted the importance of compelling content. “You want to address patient concerns, showcase your expertise, and spotlight appointment booking,” she said.

SEO Essentials

“Patients find you because of SEO,” Horton explained. She advised researching keywords relevant to your specialty, such as “painless root canal treatment." Once you determine the words applicable to the services you provide, use them frequently—but judiciously—throughout your website’s content as well as in meta descriptions and header tags.

Horton also advised posting blogs that speak to frequently asked questions about oral health. “The blogs will help to establish your clinical expertise and authority while also capturing search traffic,” she said.

Your practice’s Google Business Profile also needs attention. Keep it up to date with accurate information, high-quality photos, and positive reviews.

Re-Engage with Retargeting

Of course, not every potential patient who takes a peek at your website will book an appointment. Retargeting helps to remind them you’re available with the services they need. A pixel on your website will help you track those who’ve visited and then display ads for your practice when they visit other sites or scroll social media.

“Develop retargeting campaigns that address specific patient concerns,” Horton advised. “For example, if a patient visits pages on your site related to cosmetic dentistry, target them with ads that showcase smile makeovers.”

Most likely, you don’t have the time (or knowledge) to manage online marketing. To best meet the needs of your practice, turn to the experts.