Dental Tribune United Kingdom Edition

so much information at the outset that they are put off and log off. Makesurecontentiseasytofind and in a variety of ways. A top navi- gation, side navigation, search and home button are great players in this field. No matter how good your website is, always assume there will be users who get lost along the way and cater for their needs. The bottom line is if a user can’t find the information they are looking for, they have no reason to be on your site. A call to action ‘contact’ button must be accessible on every page – after all, the main purpose is that your viewers contact you. Visitors don’t want to have to think too hard when viewing your web pages, they want answers to the questions they are asking and to be fascinated by anything else they come across. Increasingly, web surfers show a maddening unwillingness to stay put on any one website, so make sure you stir their emotions to keep them hooked. People talk about this in terms of ‘stickiness’, meaning that your site must keep you viewer’s attention glued rather than let them click on someone else’s. Re- member, your rival practice web- site is just one click away. ‘Hot’ buttons will grab viewers’ attention on the home page. Not too many, perhaps three or four, which identify common problems and present a solution. An exam- ple problem might be ‘Dental Im- plants – the solution to unsightly gaps’. Hot buttons are also a great way of capturing attention via in- centives, discounts or instant ac- cess to details of payment plans. Just take care to limit the number of these buttons so as not to over- whelm the user. The language you use should always be uncomplicated and patient centered. When explain- ing treatments remember that al- though patients are interested in the techniques, their primary con- cern focus is more likely the out- come for themselves. Patients will also be looking for evidence of your reputation and checking out testimonials. Before and after photo galleries show the remarkable transforma- tions that can be achieved, so make sure your photo galleries scroll to show how much experience you have. Include plenty of written, or preferably video, testimonials, but do remember to ask for patient consent. All in all, make sure you take every step you can to ensure the user experience is a good one by giving them what they want as quickly as possible. The funda- mental features that make a web- site work can be elusive, but the underlying trick is to know your target market and design your site to serve their needs. Well organ- ised, edited, and timely original content set in an attractive, memo- rable, interactive, Google-friendly and consistent format are some key traits of great websites – and when you have a great website, marketing becomes a much easier walk in the park. DT About the author Cathy Johnson specialises in design for dentists and will design your prac- tice image, stationery, welcome packs, referral packs, external signage and website to raise the profile of your practice and attract the patients you are looking for. She also writes and produces a biannual patient newslet- ter, branded for you to send to your patients. Cathy’s success is built on more than 25 years of experience as a graphic designer combined with in-depth understanding of the needs of the dental profession. She and her team are based in London and work with practices across the UK and abroad. Working with single practi- tioners through to large dental groups, all services are tailor-made to suit each individual practice. Cathy Johnson De- sign Tel: 020 7289 1215 Email:cathy@ cathyjohnsondesign.com www.cathy- johnsondesign.com April 25-May 1, 2011United Kingdom Edition Examples of websites