- 16 Minute Read -

Hi Dr. Miller and Donna. This is Colin Receveur, SmartBox Web Marketing. I’m bringing you this swift quick critique of your website and your web marketing presence. We talked quite a bit last month and I just wanted to follow up and give you a little bit more idea of an action plan of what we can do to get you guys more patients. Because that’s what it’s all about—marketing that is going to convert into dollars and patients for you.

So let’s jump right in. The first thing I see here is your homepage. I love the warm, inviting picture of Dr. Miller. You’ve got your phone number, your contact information right here at the top. Logo very cleanly done. I know this is a template look with the torn edges here.

Let’s go in and actually look at the search engine optimization and see what you’ve got going on here. I’m looking at the code of your site. I’m looking for your keyword tag and the description tag. What I’m seeing here on both of them is there’s nothing set up here.

So when you are talking about search engine optimization from the perspective of getting Google to index your site, getting Google to trust you, getting Google to even know what kind of searches you want to come to you, these are two important tags that basically are not set up at all. “Keywords go here”.

There’s also a number of other tags, these meta tags, that are missing from here. There’s a meta author tag. It would probably be good to spell out Colorado here in the title. That’s also a very short Title tag. We should probably make this quite a bit longer. I would bring it out here somewhere in the 15-30 word range. Right now you have five words. Somewhere around 15, 20, 30 words max is what I would put there.

Let’s go down through the page here and see what else we find. I don’t see any kind of Google Analytics on here. Google Analytics is a critical tool to show you what’s going on with your website, what kind of searches people are finding you under.

Typically, I’m going to see that Google Analytic tag right here, right above this body tag here. I don’t see any kind of Google Analytics here. That’s something that you definitely want installed on your website so you know what’s going on with it. It’s not something that’s going to tell you whether your website is successful or not, but it is one tool that is going to give you an idea of, “Hey, am I getting the kind of traffic I want? Are people searching for me? What kind of keywords are they searching for that they’re coming to my website under?”

Right here on the front page: “Click here to schedule an appointment”. Fantastic. So many dentists don’t put any kind of direct response metric on their website. You’ve got an email address here, which is click to email enabled.

You do have a bad image down here in the corner. This little bitty image down here probably doesn’t make a lot of difference. Google will de-rank you if your site is not properly constructed—you have bad links, bad images showing up. I would definitely fix it. I don’t think it’s really causing you any harm sitting down there in the corner.

You’ve also got your contact form here. I’m going to go ahead and plug my information in here and see if this works for you. Email verification. I’m not really big on these things. It’s another step that somebody has to go through. It’s kind of burdensome. I know it seems simple. But, so you get a little bit of spam through your website. We’ve done tests where we put in those spam checkers, and while that word here, this one looks OK to read, if I click new image enough, eventually I’m going to get one that is not readable. Two letters are going to run together or they are going to mush or mesh in a funny way and it’s going to be difficult to read, and your visitor is not going to be able to read it, and they are going to get frustrated, and they might back out of the contact.

It’s just something of “why do it?” when a little bit of spam is not that big of a deal. So I would recommend taking that off.

As far as the contact request form here, I love the simplicity. A lot of times they have all kinds of buttons and gadgets and gizmos. You’ve got the vitals—name, address, phone number, email, “When do you want us to call you?”, “What are your symptoms?” I commend you on that.

Hours and location; very simple here: three days a week, 8-5. Of course, you’ve got the Google map here, which I like. I love to see the Google gadget here so you can plug this right in and get thrown off to Google to what’s going on here. I just plugged in the office address and of course we’re 17 ½ hours away.

The other thing I would look at is here on Google Maps you are linking directly to your address. But what I would recommend you do is actually link to your Google Places page.

So here on Google Maps, let’s search for “Dr. Melissa Miller in Colorado”. You’re not showing up. That’s something else that I would recommend to fix. Maybe it’s under “Mile High Esthetics Colorado”. Nope, don’t see it there either.

I would strongly recommend you get your Google Local Places page set up. Get your Google+ page set up. Because this is the most used search engine in the world. Google controls 70% of searches in the United States. Not being found here, this is the search engine people go to when they are looking for local service providers. So when you are not able to be found here within these few searches here...

Let’s see. You are in Lone Tree Colorado. Let’s try this: “Lone Tree Colorado Dentist”. Don’t see you here. Not showing up. Why don’t we go back to the actual regular Google page: “Lone Tree Colorado Cosmetic Dentist”. Looks like here is one of your competitors. Some more competitors here.

Let me give you a breakdown of kind of what we are looking at here. The first thing you see is this shaded box right here that has these first three search results in it. This is your paid ads. This is number one, this is number two, and this is number three. The over here on the side you also have paid advertisements, starting with number four.

Now sometimes, Google won’t display the ads here at the top. Sometimes they will start here on the side with number one. It just depends. Google is constantly testing things, changing things up.
The second thing we see here is we see the map. This is part of Google’s Local Places initiative. And then you also see one map listing right here, and this is number one in Google Maps.

Now, something else I see here which is interesting is here in the paid listings, you see this listing here and this listing here have reviews, address, and phone number in addition to the advertisement, compared to this ad right here that just has a title and the advertisement. Then this one here as well has phone number, address; it’s a much larger advertisement.

That is Google’s AdWords Express initiative. What that is, it’s actually a combination of your Google pay-per-click and the Google Local. They’ve come together and you can actually pay for placement onto…well, here’s actually another one right here at the top. You see it’s got the address and make appointment page, but it’s in the paid listings.

So Google allows you to pay for placement on the local searches, which is an extremely powerful area for finding new patients. It’s one of the best returns on investment that we’re doing right now. You get this little blue marker up here on the map as opposed to the unpaid ones are red. So you get to stand out.

So you’ve got the paid listings. You’ve got the local listings. You have the AdWords Express listings that Google kinda sprinkles in there. And then the last area you have is these listings right here. These are actually the organic listings. This is Google’s traditional search engine. When you hear about getting ranked in the organic searches, this is where you are at down here.

It’s not the most best ROI in today’s market, but it is something that you want to look at when you are trying to get listed up in Google.

Now, here is something else that Google is doing. You’ve got your local listings here. Organic listing, local listing in green, and then Google comes back and they put more local listings down here.

So Google is constantly testing things trying to see what motivates their customers the best. You are not Google’s customer. You are Google’s vendor. You are buying advertisement and you are wanting Google to place you in front of their customers. But their customers are the people searching.

So Google is constantly flipping this around and trying to see what works best. Right now, as you scroll up and down you will see this map stays with the page, this map up here in the corner. So as we scroll down, now here’s the bottom of the local results. So you still have the map up here at the top. You have these local results here. And then here’s Google sprinkling in some more organic results down here.

So they are testing things, trying to find out what works the best. So what works six months ago doesn’t work today. But the cosmetic cases, crown and bridge type dentistry that you are looking for, you have to be seen out here on the internet. These are the different search engines that you can be seen on: the local search, the paid search, the organic search, the AdWords Express search. You also have a mobile search engine that Google is pushing these days; people searching from their iPads, iPhones, tablets, things like that.

One thing I noticed, I did a search for your reputation, trying to see what is out there. I did find you on Wellness.com here. It says you have one review, a four star review. It doesn’t look like you’ve claimed this listing, though.

And by that, what you can do on these review sites is come out here and click to update your profile: “Are you Melissa A. Miller, DDS?” You can claim that as yours. What that will allow you to do is you can edit the information. Say this phone number is wrong. It very well could be. We see a lot of dentists that have these directory listings that the information is wrong because they are just syndicating information from wherever they can find it, and oftentimes it’s an old number of they just flat out syndicated the wrong information.

Reach out and claim this. Get this claimed as yours right here. Because if you get a bad review, if you have some bad information on here, now you can get notified about it. So I would highly recommend you do that.

The other thing I notice is, number one, when I search for “Melissa Miller dentist Colorado” is a Ponzi scheme that it looks like you were the victim of. While you were the victim of it, I have to say I’m not sure that having this number one when a customer comes here and searches for your name is in the best interesting of your dental practice.

There’s certainly a trend in the country right now of those that have money and those that don’t. The fact that you were able to invest a large amount of money with a Ponzi scheme that you were the victim of, and it says down here on the bottom somewhere, I think, you are involved in a lawsuit with these guys currently, granted this was a few years ago, five years ago, I would not want this…

Let me put it this way. If this was my dental practice, I wouldn’t want this showing up when somebody searched for my name. This wouldn’t be the kind of press and the kind of first impression that I would want my customers to see about me.

Doing a reputation management campaign that would push this down in the rankings…the way I look at things like this that are possibly questionable is: what’s the upside and what’s the downside? On something like this, I don’t see any upside, which leaves only downside for people that find this information out.

So I would encourage you to run a reputation campaign. Things like this can be pushed down in the rankings. Supplement your reputation, your online presence, with more positive information—stuff that you are currently doing, advances, press releases, articles you’ve published. Putting together a content campaign, that’s going to get you ranked up here in the search engines.

Let’s go back to your website. Services. I like how this dropdown here happens. That’s kinda cool. Let’s look at the search engine optimization. Again, here on the inside pages as well, you’ve got a meta description tag. You’ve got your Title tag, which is actually duplicated from all the other pages, which is a big no-no here. I don’t see a meta Title tag. There should be some more tags here that are missing.

So the search engine optimization of your site is not existent. The fact that you created all these pages, the way that these pages are set up is in such a way that I don’t think you are getting the best bang for your buck with the SEO.

If you notice, this address up here at the top does not change as you click through these pages. What that means is all these pages, Google looks at all of these different categories down here as a single page. That’s not the way I would prefer to do it. This address right here is what I’m talking about that’s not changing.

You want to optimize all those different services as individual pages so that when somebody is searching for specific information, Google looks at that and goes, “Oh, Dr. Miller has a page for that specifically on crowns and bridges. This patient wants to know about crowns and bridges. Here’s a page.”

What you’ve got is everything just kind of thrown together all on a single page. Here’s a link that takes you off the site. Now, you did open it up in a new window, which is good. But I generally don’t like to put links offsite, especially without explicitly telling the user that you are taking them offsite. I think it kind of diminishes that trust that you have with them.

Resources, online forms, patient login—all good things to have. Financial information, always good. Office tour; let’s see what we got going on here. Ah, very nice. Great pictures of your office. We like to do video tours where we actually let you as the doctor walk through the office and introduce your office. But these pictures are great. Meet the doctor, beautiful.

Good content here. It’s not overwhelming. Sometimes dentists like to put all their accreditations and CE and everything in there and it becomes an alphabet soup. Very down to earth, very easy to read.
Juvederm takes you off the site again, and the Botox link. I’m not a big fan of that. I would rather have the information on your site. For one, it’s going to give you a better search engine ranking. Having the link off your site, Google doesn’t look at you as an authoritative resource for that information. That’s what you want Google to do, is to look at you and go, “Dr. Miller has got that information. Let me give this link to my customer, the person searching, and we’ll take them to Dr. Miller’s site and Dr. Miller can explain everything to you.”

So yeah, that’s really the rundown of what I see on here. I don’t see any social media links. I’d love to see Facebook, Twitter, YouTube, Google+ pages set up. That’s not something that you need to be doing constantly. Some offices get all worried that they have to be posting on their daily and weekly. We don’t subscribe to that mentality. We set it up. We put it out there for you. But we don’t see new patients come from social media. By design, you are not going to find new patients in social media. It’s an internal marketing tool. But I’d love to see that setup, linked here on the site.

I’d love to see some video about you. Video is going to allow you to connect with people. You can put words on a page all day, but video is going to show sincerity, it’s going to express real concern, genuine compassion. You can put on here that you are the most compassionate dentist in the world, but when you are on video and you really feel that way about your dental practice and how you interact with your patients, it comes right out in the video.

Good video is paramount to setting yourself apart, because everybody has a website these days. Most dentists have five or 10 websites. But very few of them have good video. A lot of them have stock video from the templated video stuff, but that’s for another discussion.

I did see one thing in here, crowns and bridges, that I didn’t like where you’ve got some pictures here showing the missing tooth and the prepped crowns. I’m not a big fan of this clinical type information. A lot of sites like to put these clinical videos on there and clinical pictures. You as a dentist, you love dentistry. You got into dentistry because you love it. You have a passion for it.

But patients don’t want to know about how you are going to do the work. They have a few questions in their head. They want to know that it’s not going to hurt. They want to know that you are the person to do the job. You are the expert or you have the clinical skills to do it. And they want to know that it’s going to last and it’s going to be a good value. It doesn’t mean it has to be the lowest price, but value commiserate with the level of service you are going to provide.

The problem with putting clinical stuff out there is that it doesn’t answer any of those questions. Showing somebody how a crown works, they can find this information on WebMD, or Wikipedia, or these titans of information out there on the internet that they can practically self-diagnose themselves with.

So if you had the opportunity to get a patient on your site that wants to know more about crown and bridge, or they want to know more about cosmetic dentistry, take that opportunity to connect with them. People do business with people they like. If your patient likes you, if your prospective patient likes you, they are going to call you and set up and appointment.

So if you can get a patient on your website that will come to the cosmetic dentistry page, don’t tell them how cosmetic dentistry works. That doesn’t help you. Tell them how you can help them. Talk 60% about how you can help them and 40% about yourself; 60% them, 40% you.

Talk about the emotion of cosmetic dentistry. Why do people get it done? Well, they are embarrassed about their smile. They can’t chew foods anymore. Their daughter is getting married and they are tired of carrying their teeth in their pocket. There’s always an emotional trigger behind it—embarrassment or fear. Fear is often the motivator why people stay away from the dentist. But why people come to the dentist, they can’t take it anymore. They can’t chew. They can’t eat. They’re not healthy.

When you get somebody here to look at veneers, don’t show them how a veneer works. Don’t tell them about, “A veneer is a dental procedure placed outside of the tooth. Veneers are usually done to only done to the part of the teeth that are visible when talking or smiling. In two to three weeks it will come back from the lab…”

This is all counterproductive to getting them to call you and getting them to become your patient. Show them cases of veneers you’ve done. Talk about before and after pictures of how it has changed people’s lives. Get patients to go on video and talk about how before they had veneers they would cover up their mouth when they chew or talk, or how they were embarrassed to smile, and whenever there were family photos they just held their lips together.

That kind of stuff is powerful. That’s going to be what convinces people to come to your office, because they see that and they go, “Wow. That’s what I want. I want to be that guy.” They relate. Your marketing is a mirror reflection of the kind of patients you want to attract.

So they see you talking about not smiling at family events and they see your patient testimonials, your patients saying, “I couldn’t smile at family events for 20 years because I was embarrassed about my smile. I didn’t have any teeth to chew,” or whatever the case.

And then they see that and they go, “Wow. That’s me! That’s my problem. I want to go see Dr. Miller. She knows how to fix that.” And that’s what makes people choose you to be their dentist. It’s not that you can show them clinically how a veneer works.

So as far as your overall site design, I like what you’ve got going here. Very clearly defined navigation, logo/information up here at the top. You do have a little bit of space over here on the side that’s empty. Generally, we see this on an older website. Screen sizes three or five years ago were smaller, so you designed the website to fit a smaller screen.

This screen that I am on here right now is a 24 inch screen, which at Best Buy, a 24-inch LCD is under $200. It’s very reasonably priced that any consumer can buy it. So make sure you are taking advantage of this space over here on the side when you redesign your website.

As far as getting more people to your site, SEO, the AdWords we talked about. All that is going to get more people in the top of your funnel. A website with a ton of content is going to convert people into phone calls.

Right now Google has eight pages indexed from your website. Your website has eight pages on it. That’s going to be one reason why your website just isn’t found anywhere. Google wants fresh, unique content. If you’ve kept up with Google Panda or the Google Penguin updates here in the last 18 months to now, it’s been an ongoing major rollout change. Google wants websites that are dynamic, that have fresh, unique content, that it can send its customers to that are going to answer their questions.

Your patients are searching for answers to their problems. If you provide that answer, Google will up-rank you. The websites we’re designing right now have 30 pages right out of the gate. And we’re adding anywhere from 5-30 pages a month, new webpages a month, to their website answering other questions, creating FAQ’s and articles, press releases, blogs. That’s what SEO is about. That’s where you are going to get found by more people, is when Google sees you have more pages, they see you are answering more questions, you have more content on your site, well optimized. You will get ranked higher.

Paid placement. Back here to the search page, 50% of your patients are going to click on these paid ads. I talked to dentists all the time and they say, “Well I never click on the paid ads. I don’t want to advertise there.” Well, frankly, it’s not so important what the dentist thinks about where they want to click. What’s important is what the numbers tell us about where your patients are clicking. 50% are going to click on a paid ad here and here.

The other 50% are going to click on an organic or a local listing here or here. So you want to be in both places. We talk to patients when we’re doing video shoots and we always want to ask them: “Where do you click? Where do you search?” We have some patients that say, “I always click on the local listings because I don’t want to click on the ads, because I know there’s somebody paying for that.” We have other patients that say, “I only click on the paid ads because I think that means there’s a business there that’s paying money, and if they’re paying money, if they are reputable and they are spending money, they must be doing a good job. They are a successful business. They are spending money advertising. They must do a good job. So I only click on the paid ads.”
It really goes both ways. There’s not a rhyme or reason. But I would encourage you to be in both places, otherwise you are going to be losing patients.

That really ties up my web marketing plan—a website with a ton of content, getting your local search set up—you are not really found at all right now, getting your social media engaged, which is not that difficult—you just set it up and link to everything out there, and getting some visibility on the search engines here. I know you just paid to have your website done. I think what you have here is a good start, but you are not going to get new patients with what you have here. I think, frankly, that’s why you came to us, is you are looking at this saying, “Well, we have a website, but it’s still not sending us phone calls.”

I think what you have here is a very good start. It’s the first step. But you are still a step away from having the content, having the SEO, having the advertising that’s going to turn this into a marketing engine, not just a website sitting out there in cyberspace.

If some of these things I’ve said have resonated with you, I’d love to chat with you and see how we can help you. My direct line is 888-741-1413. I’m going to put my contact information at the bottom of the page here. If you have any questions, feel free to give me a call. Thanks for your time.


Written by rcarroll

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