DTUK1810

advert Y ou may be aware that the different sides of the brain are responsible for different functions; the left half of the brain is logical, analyti- cal and objective, whereas the right half is random, intuitive, creative and subjective. In the majority of people, one side of the brain is dominant leading to distinct personalities and skill- sets: left brained people tend to be methodical, organised, tech- nical, deep thinkers, while right brained people are geared to- wards being creative, abstract and conceptual thinking. Looking around our studio, I see developers typing away, brows furrowed in concentra- tion, writing the lines of code and planning the infrastructure that makes our websites work. Clear- ly they are left brained. Across from me I can see David, our lead designer; he’s leaning back in his chair, focusing on his sketch pad, thinking about design concepts and ideas for one of our current projects, creativity oozing from him: clearly he’s right brained, guided by his imagination and powers of visualisation. Not a team effort It is amazing how many dental websites I see that have clearly been put together by only a de- signer: they’ll be visually excit- ing, quite often with striking graphics or animations, but lack easy navigation, the structure is not intuitive and they are virtual- ly invisible to the search engines. Alternatively there are many that have been put together by only a developer or programmer: the website design will be laid out in an orderly fashion, there may be one or two graphics, but noth- ing creative. On the other hand, it will probably do well from an SEO point of view (attraction) as the content will be well or- ganised, and it’ll have been built with future updates in mind. However, will it actually pro- mote the practice and lead to in- creased sales, almost certainly not! Clearly, more attention is required for conversion. For both types of websites, I’d describe them as being only half brained,notthroughanyfaultofthe site author, but just because of the way the human brain functions. It is rarer to see websites that have both effective design and function, these I’d define as be- ing full brained: not only is the design captivating, influential and appeals to the general den- tal patient (or potential patient), but the site’s functionality works: it’s quick to load, easy to navigate and all the relevant information is easy to find as it’s right where it should be. This is the advantage of us- ing a good web design agency that have a team in place with both right brained designers and left brained developers working on the website design projects. Their work is balanced and effective; it attracts qualified potential patients through effective Search Engine Optimi- sation, and then converts them into paying patients through excellent conversion tools from the design. Are you happy with your website? So look at your website objective- ly: is it only half brained or have you achieved that rare website nirvana? That is, a fully brained website with both beautiful web design and excellent techni- cal functionality. If you have, you’ll be attracting and convert- ing more patients than you can deal with, which I’m sure you’ll agree, is a great situation to find yourself in. DT Half Brained website? Iain Scott highlights how dental websites need to focus not only on aesthetics, but also on function About the author Iain Scott is managing director or website design agency, Base Creative. He will be speaking at the BACD Con- ference, Esthetics Meets Aesthetics, on 23–25 September 2010 at the Hilton London Metropole. To register, visit www.aacd.org. Call Eschmann DIRECT: 01903 875787 E: ic.sales@eschmann.co.uk W: www.eschmann.co.uk Benchtop and Underbench Washer Disinfectors • Floor standing and benchtop models available • PLUS models with unique Directional Irrigation System • RO ready with integral water softeners as standard • Rapid Wash/Disinfect in 40 minutes. • Optional printer or cycle logger available. • Includes HTM 01-05 validation and annual service when purchased direct from Eschmann LittleSister IWD 51 htm Prices from £3,248.00 or £99.99pm Vacuum and Non-vacuum Autoclaves • 11 litre and 22 litre models • Vacuum models with non- vacuum cycle options • One touch operation • Self checking cycles • Direct drain option • Direct Data Download • Optional Cycle logger or printer • Includes 24 months warranty and HTM 01-05 validation and service when purchased direct from Eschmann SES 113 11 litre N Type non-vacuum £3,488.00 or £94.99pm SES 113B 11 litre B Type vacuum £4,388.00 or £124.99pm SES 225B 22 litre B Type vacuum £5,388.00 or £139.99pm Handpiece Care System • Cleans and lubricates up to three dental handpieces in only 45 secs • Saves time and avoids expensive maintenance • No mess, no fuss, no over-oiling • Suitable for high and slow speeds • Couplings for all major makes of handpiece • FREE lubricating spray included 360 ECOND Decontamination room solutions from Eschmann Call now for your free copy of our Decon360 Advice and Solutions Guide 01903 875787 Enjoy Complete Confidence IWD 7881 Prices from £4,188.00 or £114.99pm • Impulse heating system allows for on-demand sealing of sterilising pouch reels in line with HTM 01-05 guidance • Effective uniform sealing process compatible with EN 868 sealable pouches and reels • HFiT compatible - 200mm reel ideal for loaded HFiT 10’s • Selection of reel widths available Inspection Lamps • Medical quality magnifying lights are required by HTM 01-05 for the inspection of cleaned instruments • High quality fluorescent tubes with low distortion lenses create cool, natural light • Low distortion lenses help ensure user comfort • Excellent manoeuvrability and positioning accuracy * Prices quoted valid to 31st July 2010 excl. Carriage and VAT. LeasePlan60 rates (5 year term) shown for business purposes only With EschmannDirect enjoy: Optica 288w 4 diopter circular light £249.00 Optica 388w 3 diopter - tri-directional £349.00 hd 320 MS-8 Thermal pouch sealer OFFER PRICE £695.00 RRP £995.00 SAVE up to £500* on selected washer disinfector models - Call for details *Applies to IWD7881 stainless steel LDS models and IWD51 htm standard models only. 22 litre model shown HCS 300 Handpiece Care System OFFER PRICE £1600.00 RRP £1800.00 NEW Benchtop and Underbench TO ORDER CALL 01903 875787 Thermal Pouch Sealer Compliance to HTM 01-05 Five years comprehensive warranty and service with LeasePlan 60 finance option. 60 dedicated Eschmann engineers Decon 360 advice and solutions 11Practice ManagmentJuly 12-18, 2010United Kingdom Edition