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Hi Dr Dinsmore, coming to you for your Swift Kick! Web Critique. I’m just going to show you a little bit about what we’re finding out about you on the Internet. We actually found a bad review about you floating around the Internet. I’ll go over your web presence, your website, your social media – all of the different facets of your web marketing presence, your online reputation. I’ll show you some ideas on what we might suggest for some areas to improve on, and areas where we can find you some more patients at.
So let’s jump right in.
We’ll start here on this page, this is just a simple Google search page where I’ve Googled your name: 95th Street Dental, David Dinsmore. It looks like I can see your website here at the top. You’ve actually got three listing here at the top, which means that Google is displaying multiple listings on you. This means your website is being found by Google and it’s been indexed by Google. Looking down through the search here I see some other stuff with your name in it; nothing of any big significance here, Super Pages and some Yellow Page stuff, CitySearch – you know these big sites that are the ‘Yellow Pages’ of the Internet, so to speak. I’ll touch on one important point here, a lot of the Yellow Page sales guys these days are saying “Hey, let’s get you advertising in the Yellow Pages, we’ll put you in our online directory, and people will find you online.” Well, as you can see here, if somebody is searching for you directly and they already know you’re the guy for them and they’re searching for your dental practice or your name, you are showing up in the first three results before the Yellow Pages even comes up.
Now let’s take a step back and let’s do a search for ‘Lafayette, Colarado, dentist’, and here again no Yellow Pages can be found. You’ve got your Google Pay-Per-Click ads – that’s these three right here at the top – you’ve got your Pay-Per-Click ads going down the side here, you’ve got your local search going on right here in the middle which, by the way, I don’t see you here on the local listings. I don’t see you in the paid listings. And then you get down here to the organic listings – oh here they are! Way down here at the bottom: Yellowpages.com.
So, perfect example of why the Yellow Pages is literally a dying breed. I said in one of my podcasts a couple of weeks ago that I expect the Yellow Pages to become completely extinct within 18 months, you know their paper book, their printed book is on it’s way out – it’s been on it’s way out for five years – I looked at the circulation numbers, we’ve been watching them for years and had our poll tracking involved and it’s just been an ugly sight. And even their online services, you know Google just doesn’t see them as credible, they don’t see them as a real good search result, so, even Google is putting them way down at the bottom of a page. So, for the money you’re spending, for the guys that used to spend $500 or a $1000, or $2500 a month or more on the Yellow Pages, they’re getting terrible placements because, let me give you an example: You pay $1000 to the Yellow Pages, and somebody searches for ‘Lafayette Colarado dentist’ and let’s say they scroll to the bottom of the first page and click on us here, now you’re still competing, they had to find you amongst the fifteen results in the search engines, and then they click on you and then you’re still competing for market share in this list on the Yellow Pages, so say you’re paying the Yellow Pages $1000 a month for traffic, you click on the link on Google and if they come here to the Yellow Pages and if you’re the lucky guy that’s right here at the top that’s paying big money – yes you might get picked – but who’s going to scroll down here to the bottom to Taylor Workman or Workman Taylor, Mitchell Freedman, these guys down here at the bottom are just out of luck, they’re not only at the bottom of the first page of Google, somebody had to scroll to the bottom of the first page of Google and then click on the Yellow Pages and then scroll all the way down the Yellow Pages list to find them, so this is the perfect example. I didn’t mean to go off on a tangent there! But I just saw that as an opportunity to better explain why the Yellow Pages is such a dying breed.
But, let’s continue on. Going on to your website. I’m going to go through this pretty quickly. I’d love to have this bit tied up in 15 to 20 minutes. I’m going to go through here and talk about everything I see. First off I like your logo, I like the branding you have here at the top, it’s good contrast and it’s easy to read. You’ve got your phone number here at the top and ‘Make an Appointment’ with very good contrast, though I might bold it up a little bit. But overall it is very easy to read. The one thing I notice is that here on the sides of your website over here, and over here, you’ve got a lot of gray space. And, we see this a lot on older websites because three or four or five or ten years ago, computer monitors were a lot smaller, and as the cost of production has come down, monitors have gotten bigger. If you have an older website, generally it’s going to be smaller because it was designed for a smaller monitor a few years ago. On new websites we like to make them bigger so that they expand, and you can get more information on the page that way. So, that would be one cue I can think of that you probably have a little bit of an older website right here. The stock photography, if you’ve seen some of our other critiques that we’ve done, I’m not a big fan of them. The reason is that the consumer is very educated these days, and the average consumer knows that you can buy stock photography online, for instance these testimonials you have here, people know that you can just make this stuff up and then put a name on it! In this case you don’t even have a real name on it, just ‘DP’. Those don’t hold a lot of credibility in people’s minds anymore, because they’ve seen this. The Internet’s been around for 15 years now, and especially in the past three to four years with the drastic growth of information, people know that all this stuff is available; stock photography, written testimonials, stuff of that nature, so we usually don’t use a whole lot of that because we don’t see it as carrying a lot of impact with your consumer, with your patients.
Going down the page here, the one thing I notice on your page is that it’s very solution-orientated. Imagine you’re driving down the highway, and you see a police car up ahead with lights on – reds and blues, sirens going and everything – that’s going to grab your attention. You’re immediately going to focus on that. My Grandpa used to call it ‘rubber-necking’; everybody that used to go past a police car used to slow down and look and see what was going on with it. But, it does that because it’s a problem, it’s an anomaly in our mind. And what you have here on your website is a lot of stuff about “We help you to look your best”, “We understand your past”, “Dr Dinsmore is not your typical dentist”, “We want you to feel important”. You’re talking all about yourself, and all about the solution that you offer. But you’re not addressing the problem that people are coming to your website for. So when people are searching in the search engines they are searching for the problems that they’re having. They’re searching for ‘sore dentures’ or ‘loose dentures’, or ‘uncomfortable partials’, or maybe they are not confident with their smile and they want to find out what cosmetic treatments are available to rejuvenate their smile. Or maybe they’ve got a crown that’s popped off or is loose– I mean I’ve seen people put denture glue under crowns to hold them back on – and so they’re trying to find out a solution for that. And, people search for these problems and they want you to address their problems, but you just jump right into the solution. I think there’s room there to better connect with your prospects that are coming to your website. The copy here is really good, but it’s all solution-orientated, I would like to tweak it a little bit to be more problem-solution-orientated, problem first – then solution. Because, once you connect with them, once the patient knows that you understand their problem, now they’re ready to hear your solution. So, that’s just a little bit of a different mode that I would put in there.
‘Meet the Team’: you have got some great information in here. I like how you touch on your personal stuff a little bit, so many doctors try to keep it all clinical and they list all their certifications and all that stuff is really good because the patient has to have trust in you, but they want to know who you are as a person: you’re a husband, you’re a dad, your greatest day was your wedding day – that’s all good stuff! What we like to do on these pages is shoot a series of videos with you to really show who you are and what you’re about, because the text is great but people are pretty lazy these days on the Internet and they want to, or they would rather watch a video than read all of this.
We do a lot of analytics on our site, you might have seen some of the ‘heat map’ or the ‘scroll map’ analytics that we posted on our blog recently and with that technology we have the ability to see exactly where people’s mouse is looking at on the page, because there is a lot of research that links our eyes to where the mouse moves to on the screen. When people are reading, their mouse will move like this. And they’ll read, and you’ll probably find yourself doing this now that I’ve pointed it out, as we read our mouse goes across the screen as we go down, so with that correlation we can track what people read. And, if somebody is reading like this and their mouse is going like this, we know they’re skimming, and a lot of times on these long bio pages, it has a lot of good information but putting it in text, you can’t relay it to your prospects because they’re not interested in taking a few minutes to read it. They just want the highlights. So, by packaging it into a video, you’re going to captivate your prospects, you’re going to hold their attention better and you’re going to force them to listen to everything you have to say because they’re either going to pause the video or they don’t pause the video and they listen to what you have to say, because they can’t really skim a video, so to speak. And it really humanizes you, it allows you to connect with your prospects in a much more personal way – it begins the relationship.
So skipping on, ‘Emergency Treatment’, of course everybody has emergencies. You have some good stuff here, and I see a lot of ‘problem-orientated’ copy here on this page; a broken tooth and different problems that they’re having here. You might be going a little too clinical here, oftentimes patients are interested in the solution as it pertains to them; not necessarily the solution as it would mean to you as a dentist or what we call the ‘process’ of the solution. So, a patient has a pain in one of their molars. To them they just want to get rid of the pain, and they want to be able to chew comfortably, and they want the swelling to go down so they don’t have a golf ball on their cheek. To you, you might see a dental abscess, you might see an infection, so to you – we all have a tendency to do this, we’re all passionate about what we do, we love what we do – we want to explain how we’re going to do it and how our clinical skills for our search engine optimization or whatever it is, is the best that they could find out there, that the technology and the market has to offer. But you as a dentist, for a patient coming to you with an abscess or an infection, all they really want to know is one thing: “Can you fix my problem?” Oh I’m sorry, two things, and: “Will it hurt?” And, if you address those two things: “Yes sir we can fix your problem, and no it won’t hurt”, and “Yes you can chew great after the fact”, that patient is going to come in and they’re going to leave as happy as a horse! And it’s the same thing with dentists, they just want to know that they’re going to get new patients from the marketing they do. They don’t want to know about how to do link building and SEO and produce a reverse testimonial, and of course there are some techie dentists out there that want to be more involved with some things, but overall, 90-95% of dentists just want to know that patients are going to call, and that’s the bottom line. The patients focus more on the bottom line, rather than showing them the process of what’s going on here.
‘What We Do For You’. This is good stuff, ‘day guards’, ‘night guards’, ‘restorative’, ‘early detection’, all good stuff that a lot of times we will take this and produce – I think we’ve talked before about our .tv video package, our 51-video package. – well, we’ll turn this into a series of 50 videos in about half a day, and show all the different procedures that you can offer, and how that helps the consumer, the patient, to comfortably overcome their fears, to have a great smile, to have confidence – whatever it may be.
I noticed the video stuff down here at the bottom, which is something that I have a pretty strong opinion about. I see these a lot on dental websites, and it goes back to the process, the clinical process. If I click through here you’re showing inlaying in a porcelain inlay, showing how a crown works with the prepped tooth there. Showing how probing works with the instruments and dental implants with the posts going in. All of this really clinical stuff is stuff I try and stay far, far away from. The Internet has literally exploded in the past four years, five or six years ago you didn’t have Wikipedia, you didn’t have WebMD, you didn’t have YouTube, you didn’t have all these vast, vast websites with information on. And, with this explosion of multi-media, this explosion of information in the past three or four years – five years, pushing it – in a very, very short period of time, patients are now self-diagnosing themselves. They are researching the problems online and they are coming in 100-fold more educated than your patients five or ten years ago were. And what we find is that your patient wants to find out how you scale or do root planing, how an implant works or how a crown works, or something about endodontics, or how root canal actually works. There are plenty of websites out there that can show them all the clinical information to their heart’s content. But, our focus on video and on web, and on your online reputation, is to connect with your prospect, because showing your consumer how a root canal works, doesn’t really tell them about you. You might be the worst guy at root canals in the entire universe, and just because you showed them how a root canal works doesn’t mean that you’re going to do it pain-free and you’re going to do it well, and it’s going to last for a long time.
So when we’re doing video, and we’re doing websites, our focus is on letting you connect with your prospects, showing them that you have a genuine passion for what you do, that you have this advanced clinical training, that you’ve been doing this for a long time and hey, here’s 20 of my most successful or happiest patients that are so happy that they came in here today to talk on video with me. And when you’re patients see you interacting on film; talking to us, and we have an interview process that we go through with our video packages, and they see your patients coming out of the woodwork to say good things about you and how you helped them overcome their fears, that’s all the patient needs to know. Again, it’s simplifying the solution. They don’t want to know the process or even the technical problem, they just know that it hurts and that you’re not going to screw them. That you’re going to take care of them and be a patient advocate and that it’s going to work and it’s not going to hurt and it’s going to last for a good long time. And if you can get past those points, if you can overcome those objections, they don’t want to know how a root canal works or how you prep for a crown or how a porcelain inlay goes on or how you root plane. That doesn’t have a lot of value with the consumer.
Continuing on, ‘Make an Appointment’. Love your ‘Make an Appointment’ page, very simple, very simple. You’ve got four boxes: Name, Email, Telephone, Comments and Submit. ‘If it’s an emergency, please call us right now.’ Too many times dentist make this ‘Make an Appointment’ form into a large complicated mess. And they’ve got 20 boxes, and you get to pick your time, and you get to do all this stuff and we see a very high bounce rate on those kind of pages. A bounce rate is where somebody goes to that page and then immediately clicks back or clicks off of that page. And it’s because it’s overwhelming, it’s confusing. Your contact pages should be short and succinct, and you’ve done just that here so very good job, very good job.
‘Community’, I know that we’ve talked about this before and the importance of you wanting to connect with your community and grow your practice as a total health package not just ‘Hey I’m a dentist but helping you in your total health, believing in you and your total health’. There’s ways to construct link pages that are very beneficial as well. We’ve done shoots with some dentists where we’ll shoot a short video introducing each of your links and why it’s important to you that you put this on your website. That’s something that you might consider when we come out there to do your video shoot.
‘Patient Resources’, I might change this to ‘Contact Us’. You’ve got your telephone, fax, email, mailing address here and your map. I would probably change that to ‘Contact Us’ so it’s a little clearer why a patient would click on it. Skipping forward, I found what I believe is your personal Facebook page. Denver, Colarado, David Dinsmore, but I thought your wife’s name was Jane and it says there married to a ‘Missy’. This is in Denver and I know that’s kind of the area where you’re at, but I couldn’t find a Facebook page for your business, and this was the only David Dinsmore I found in Colarado, so if this isn’t you my apologies.
I did find a presence with you on Yelp and I can’t tell if you’ve actually claimed this or not. I poked around here a little bit and couldn’t really see, but what I did see is that you’ve got a five star review on here. And this person goes on and on and on about you’re nice and professional. This patient, David A was scared to death before coming to the dentist and it’s an excellent testimonial. Skipping over here to CitySearch, also found another piece of real estate here with you guys, over here to DexKnows, again another piece of real estate that’s unclaimed with you guys. Then over here on Dr.Oogle, and this is where I found – I told you at the beginning I found a bad review – and this is it right here. One review you’ve had which is a three and a half star out of five reviews. It looks like you have four patient reviews on here. The results are average; two crowns against each other, too much gap, and the pain management. Unfortunately I’m not signed in here to Dr.Oogle right now so I can’t read the rest of it. But it’s definitely something that you’ll want to keep an eye out for. Right now you’re rated at 168 out of 217 dentists in Denver which, kind of hurts. That’s not bad but it’s certainly not good. There’s a lot of room for improvement there to get you ranked, to get some good reviews in here about you, and get some more information in here about you. So, something I would strongly urge you to take a look at is that over there.
And then here on Angie’s List, I found another piece of real estate that Angie’s List has set up, but as you can see here it’s unclaimed. So they don’t really have any information about you, there’s no reviews posted on here but it looks like on October 9, 2008, they created your profile for you, but then it’s not really gotten any activity ever since. And then on Doctor.com it’s the same deal, another profile but you haven’t claimed it here, so all properties out there on the Internet that you might want to reach out and grab onto. And that doesn’t mean that you’re actively doing anything with it, that doesn’t mean that you’re promoting it or spending any time or money on it, but once you claim it – which generally takes about a half hour per site – now if you get a good review or a bad review you’ll get a notification of it. It’s especially important with a bad review because patients leave reviews all across the Internet and there’s not rhyme or reason to where they go, and if you get a bad review you definitely want to know that immediately. One, so you can reach out to that patient and make it right, because oftentimes, one bad review is not bad. Everybody knows that nobody’s perfect, and having one bad review and handling it properly, and resolving the problem and then you can actually reply right below those reviews as yourself, the doctor, and showing that you’ve resolved it and you’re very apologetic and you want to make it right goes a long way to showing that not only do you strive to be a good dentist, but when there’s a problem you handle it properly and you fix it. If you’ve got five bad reviews you might have a different problem going on there, but one bad review that you correct and you handle properly is very much an asset.
So that’s all for my Swift Kick! Web Critique, we’d love to chat with you more about what we can do to help you find more patients. If you like what you’ve heard and what we’ve talked about, I know we’ve talked several times about what we can do for you and how we can help, then feel free to touch base with me. My direct line here is 502-509-1413 and you can always patch through toll free on 888-741-1413. If I’m not available somebody else will pick up and I’ll get right back to you. I appreciate your time, and look forward to talking to you soon.