Building Your Complete Web Presence So

They Find You!

Rich Hirschinger, DDS, MBA, Officite Dental Advisory Member

» Course Objectives

• Discover the ever growing importance

of creating an online presence for your

practice

• See how patients search for a dentist

online

• Review core strategies of a complete

Web presence

» You Need an Entire Web Presence

Website A professional practice Website is the hub

of your Web Presence

Search Marketing Attract more patients with a

higher search ranking

Mobile Website Transform your website for use

on all mobile devices

Reputation

Management Improve your online reputation

Social Media Generate new patient referrals

Patient Education Educational content for your

website

Brand Marketing Unify your online & offline

communications

» How Do People Interact With You Online?

» There are Many Ways…

• Website

• Search Engine

› Local Search

› General Search

› Search by Name

• Consumer Sites

• Mobile

• Social Media

» There are Many Ways…

• Website

• Search Engine

› Local Search

› General Search

› Search by Name

• Consumer Sites

• Mobile

• Social Media

» Website

You need a professional, practice Website

• Must attract Google & search engines

• Must engage visitors

• Professional, modern design

• Focal point of all marketing & patient

education

• Encourages & links to other online &

offline marketing communication

• Enhanced office efficiencies

• Easy navigation & speed

• Works for your practice 24/7

Example

• Contact form

• Appointment requests

• Appointment reminders

• Patient forms &

resources

» Website – Patient Communications

» Website – Patient Education

Patient Education

• Optimize your site with service keywords

• Patient education helps your search ranking & emphasizes your

experience & expertise to the patient visiting your site

• Patient education library

• Patient resources

• Integrated blog

• Educate your patients outside the

practice

• Example

» Website – Educational Graphics

In-depth education with

accompanying graphics

• Dental Services

• Patient Info

• Smile Gallery

• Technology

» There are Many Ways…

• Website

• Search Engine

› Local Search

› General Search

› Search by Name

• Consumer Sites

• Mobile Search

• Social Media

» Search Engine – Local Search

What are they searching for?

› Searching based off location

› Search engines already use your

location (through IP address) to

determine your results

• Examples

› Dentist Chicago il

› Atlanta dentist

› Dentist near 33101

» Search Engine – General Search

What are they searching for?

› Searching for specific services &

specialties

› Also location based

• Examples

› Dental Implants Savannah GA

› Teeth Whitening Roswell GA

› Cavities Macon GA

» Search Engine – Search By Name

• Examples

› John Smith Dentist

› David Clark, DDS

› Dr. Sarah Summers

What are they searching for?

› Referred patients

› Doctor Name

» Search Engine - Results

What do they see?

• Paid Ads (PPC)

• SEO

• Online Reviews

• Directory Listings

Paid Ads

Google

Places

SEO

Reviews

» Search Engine - SEO

Search Engine Optimization

• 75% of users never scroll past the 1st page of Google

• 70% of links clicked are in the organic search results

• SEO Strategies

› Keyword selection

› Title tags, Meta descriptions, Sitemap

› Website content & image optimization

› Directory submissions

› Link building and content marketing

Pay Per Click • Pay Per Click advertising allows you to promote specific services in your

target area that show up in the sponsored listings when patients are

searching for that specific service

» Search Engine – PPC

• Attract new patients right away while

your SEO kicks in

• Promote niche services to a targeted

audience (5, 10, 50 miles) of your

office

• Bid & budget process

• Immediate results

» Search Engine – Directory Listings

• Reviews will show up in search

results

• Having verified, accurate

listings will help with your

overall search ranking

• Google + Local

• Yelp

• Yahoo!

• Example

» There are Many Ways…

• Search Engine

› Local Search

› General Search

› Search by Name

• Consumer Sites

• Mobile Search

• Social Media

» Consumer Sites

Online Reviews

• Searching patients also look to online directories for a new dentist,

by reading patient reviews…

• Are you listed in the

directories?

• What do patients see?

“HORRIBLE PRACTICE!

I am never going here

again”

“They exceeded my

expectations! Great staff,

great service & great

facility”

http://www.youtube.com/watch?v=7D

4WxokJJGc

» Consumer Sites

Reputation is everything

• Double-edged sword– good reviews get you new patients while bad reviews keep your practice from succeeding

• Reviews amplify word-of-mouth

• Yelp alone has over 78 million monthly visitors • 72% of consumers trust online reviews as much as personal recommendations

• 87% claim online reviews reinforce

their purchasing decisions

• Patients will leave and read reviews

about you online whether you have a

plan or not– be proactive!

» Consumer Sites

Manage Your Online Reputation

• Take Control of Directories

• Claim listings

• Eliminate duplications

• Optimize listings

• Update listings

• Audit listings

• Integrate with website & online marketing

• Put Together a Reviews Strategy

• Identify “optimal” reviewers

• Train staff to garner reviews

• Learn how to solicit reviews

• Implement post-appointment reviews request

You need optimized reviews

• Reviews by experienced, review-savvy patients

• More than a few

• Steady flow

» Consumer Sites

• Use multiple review sites,

including medical-based

• You need a plan

» Consumer Sites

Tools to manage your reputation

• In-office strategy

› Review Cards

• Mobile Emphasis

› Make it easy for your practice to be found on mobile

› (Google Maps & Apple Maps)

• Alerts

• Reputation Monitor Program

› Detailed overview of the conversations

happening about your practice online

› All of your reviews centralized

» Consumer Sites

Monitor your online reputation

» There are Many Ways…

• Search Engine

› Local Search

› General Search

› Search by Name

• Consumer Sites

• Mobile

• Social Media

» Mobile

Patients are using their mobile devices to access

information and may be interacting with or searching for

your site on their smartphones or tablets

» Mobile

» Mobile

Daily search usage trend by platform

Source: Google

Internal Date,

2011. % of each

platform’s traffic

shown hourly for

one day.

Does not

indicate absolute

or relative traffic

volumes.

» Mobile

Mobile Comparison

• Non-mobile: slow browsing

experience; small fonts; excessive

scrolling; poor user experience

• Mobile Ready: Click-to-call; one-touch

directions; appointment requesting;

social media; reviews, HTML 5

Example: Go to: www.strobeldentistry.com on

your mobile phone

» Mobile

Mobile Search

• 66% of mobile users find

mobile sites through a search

engine

• 61% of mobile users will leave

a site if they don’t find what

they are looking for right away

on a mobile site

• Google prioritizes mobile

optimized websites in their

mobile search results

» There are Many Ways…

• Search Engine

› Local Search

› General Search

› Search by Name

• Consumer Sites

• Mobile Search

• Social Media

» Social Media

Patients may find your practice information on a social

networking site

› Facebook

› Twitter

› Blogs

• Social Media is the new referral network!

• https://vimeo.com/user11856318/review/62165167/7cb5

5b7b3b

» Social Media

• Automated blogs

• Personalized, Professional

Facebook Page

› Customized Welcome Page

› “Like Us” strategy

• Social Media office signage

Example

A winning Social Media strategy

» Social Media

Friends of your patients may

read your blog

• Post regularly (weekly or bi-monthly)

• Post educational & entertaining

content

• An engaging blog will keep potential &

existing patients on your website or

social media sites longer, increasing

the chance for an appointment

request

• Blog should be hosted on website &

integrated with Facebook & Twitter

» Social Media

Professional Facebook page

› Professional Page allows you to

create unlimited pages for a

business

› Anyone can “Like” a page

› Implement a Welcome Page on your

FB

› Request an appointment & quick

links to your practice website on your

FB

» Social Media

Get patients to “Like” you

Reach out to them!

• Branding & Identity › Custom Practice Logo

› Tie all marketing (online & offline) together for

consistency & brand recognition

• Print Marketing › Neighborhood Mailer

› New Mover Mailer

› Banner

› Brochures

› Business Cards

› Custom Print marketing

› Envelopes

› Letterhead

› Practice Profile Cards

» When Patients Aren’t Searching For You…

» Be Findable with a Successful Web Presence

• Website is hub of entire Internet

presence

• More than a website

• Search Marketing

• Patient Education

• Reputation Management

• Mobile Website

• Social Media

• Brand Marketing

1. You have to do something

2. You can’t do this by yourself

3. Find an expert with experience in all areas of dental websites and

online marketing

4. Choose a leader in technology and industry

5. Consult with a dedicated advisor to implement Web presence

solutions that fit your practices goals

6. Partner with a provider that works with your practice individually &

consistently to help manage & guide your Web presence

» What Now?

Rich Hirschinger, DDS, MBA

(866) 731-8834| www.Officite.com | rich@officite.com

Booth # 100

Vanessa Vitagliano, SCDA Web Presence Advisor | vvitagliano@officite.com