00:00:00 – chris
With you today, I want to really explore how you can infuse your personality into your website and not only attract visitors, but also convert them into actual patients. Because clicks are great and people going to your website are great, but it doesn’t really matter unless somebody actually signs up in converting website visitors into actual loyal patients, you know, the ones that come into your practice actually get into the chair and then they leave and they come back every six months or so. Those are really ones we’re looking at. Right? So in a word, where patients have, you know, endless options really at their fingertips, standing out is absolutely crucial. There’s never been more competition in dental. Welcome back to the no BS Dental Growth Podcast. I’m your host, Chris Pistorius, and today we’re going to dive into a topic that can really make or break your practices online strategy, and that’s the role of personality and authenticity in converting website visitors into actual loyal patients.
00:01:04 – chris
You know, the ones that come into your practice actually get into the chair and then they leave and they come back every six months or so. Those are really ones we’re looking at. Right? So in a world where patients have, you know, endless options really at their fingertips, standing out is absolutely crucial.
00:01:20 – chris
There’s never been more competition in dental. Your website is often that first impression that potential patients have of your practice, and it really needs to reflect who you are, both as a dentist or an orthodontist and as a person, as a human. Because really, people buy from people, and at the end of the day, that’s what people are looking for. They want to relate to the person that’s going to be in charge of their oral healthcare. So why does this matter? Well, because authenticity does build trust, and trust leads to conversions. If people know you, like you and trust you, they’re way more likely to do business with you. Today I want to really explore how you can infuse your personality into your website and not only attract visitors, but also convert them into actual patients. Because clicks are great and people going to your website are great, but it doesn’t really matter unless somebody actually signs up. Right, but before we jump in, I just want to make sure that you subscribe on this page to the no BS Dental Growth Podcast.
00:02:21 – chris
And that way, you just never miss an episode of When We Drop One. It’s just packed with actionable insights to help you grow your practice and stuff that you can really use as a dental practice owner or manager immediately to really help you stand out from the competition and drive more activity into the practice. So let’s talk a little bit about the importance of authenticity when it comes to really in all marketing, but specifically in website, you know, in the dental and orthodontic fields, patients are really looking for more than just clinical expertise.
00:02:56 – chris
They really want to feel a connection. You know, one of the reasons, you know, they always say there are three top reasons that people don’t go to the dentist is because money, time, or fear or a combination of all three of those. So when you’re building your website and you’re creating your marketing, you know that those are real world reasons why people don’t go.
00:03:15 – chris
And so you really got to treat it as a checklist and start checking off those objections. When you’re doing anything in your marketing, it’ll just get you ahead of the game. World example would be like Dr. Smith will say he’s an orthodontist. You know, he shares his journey on his website. He talks about why he became an orthodontist, his passion for helping kids smile, and even shares a few personal antidotes about his own family. Now this transparency creates really a relatable image that resonates with visitors. Now an actionable insight here for you, for everybody watching this. To enhance your authenticity, consider adding a personal bio section on your website. And not just a normal one, but like, I went to school here and I was top of the class here and I’m, you know, part of this association. Everybody’s doing that. Make yourself different, share your story, get personal with people, your values, you know, what drives you in your practice.
00:04:12 – chris
You know, this not only humanizes your brand, but it also fosters trust with potential patients, right? Because they want to really relate to you and they want to know if you’re a good fit for them. You know, some people want a more serious, like business approach. Others want more of a laid back, kind of fun of experience. And this will allow people to really understand what they’re getting into, if you will, prior to making that decision.
00:04:37 – chris
And it really helps you because you already know who your ideal patient is, right? And if you don’t, call me. But you know, it helps you make sure that you identify with the type of patient that you really want to work with. So you’re getting more qualified, for lack of a better word, patients coming into the practice. So let’s talk about showcasing your personality a little bit because I think a lot of dental practices miss this. Let’s really understand that the website really should reflect that unique style and approach to dentistry. It should really copy your culture. Right? So are you that really Business kind of, you know, serious type practice.
00:05:14 – chris
And that’s fine if you are, that’s nothing wrong with that all are you more like a jokester and you like to have fun and joke around and make people at ease more an example that would be like for instance, let’s say Dr. Lee Lee’s practice. She uses friendly conversational tone throughout her website from the homepage all the way to the FAQs and the contact page.
00:05:32 – chris
Now instead of using like jargon, you know, a bunch of acronyms and really, you know, upper level educational terms, she really helps explain procedures in simple terms making it really accessible for everyone. I mean people say that, you know, with a website you should really write most copy at about an 8th grade level so that everybody is completely understands it and you shouldn’t have to worry about having to over explain things. So here’s a suggestion on what you can do. Use engaging visuals. Use pictures. Don’t use stock images, please, please don’t do that.
00:06:04 – chris
And a consistent tone of voice that reflects your personality. Incorporate your culture, incorporate videos. I love videos for this and they don’t have to be, you know, professionally done and you know, spend thousands of dollars to come in. A lot of them can be done with your phone and just kind of off the cuff. Those typically perform better for us with clients than others.
00:06:24 – chris
You know, you introduce, you, you introduce your team on the video and this not only makes your practice more relatable, but it also allows potential patients to see the faces behind the practice so that you can significantly increase their comfort level. They already know what to expect before they get there. Right. You know, I think it is so important to do things like this and these are the little things that a lot of practices kind of forget.
00:06:48 – chris
It’s more like a robotic process sometimes when you a website or marketing materials. Are you looking to grow your practice but are a little unclear on what the best way is? Let us help you out. We have over 13 years of experience in helping practices just like yours increase new patient growth. Just go to kickstartdental.com and sign up for a free strategy session where we will give you some great insights on how to take your practice to the next level. So now let’s talk a little bit about the most powerful tools in your conversion arsenal, if you will. Testimonials, you know, case studies, you know, for you implant dentists out there, you should be all over this. You know, every, every patient you do, you know a video, one of the best performing videos that we’ve done for an implant Dentist, anyway, was they blindfold the person after their procedure. They haven’t seen their teeth yet. Huge transformation. And they videotape the moment they walk this person into the mirror and show her her new smile. And it’s a raw reaction, right? Now, obviously, you got to get permission from your patient to do this or you could be in all kinds of trouble. But you know, that that is very powerful. It’s very emotional. She started crying and you could tell it was authentic. You know, it wasn’t, you know, a made for TV type moment. Authentic testimonials like that can really significantly boost your credibility.
00:08:15 – chris
And when potential patients see stuff like this, real stories from, you know, satisfied patients, it just builds that trust even more and encourages them to go ahead and take action. So think about doing it. Create a dedicated testimonials page on your website. Don’t make it just like everybody else’s where it’s, oh, we have the greatest this, that, or everything. Put your online reviews on there. Everybody does that, right? And I’m not saying don’t do that, but try to stick out a little bit.
00:08:41 – chris
Because honestly, who’s going to put bad reviews on their website, right? So you might as well put the good ones that really show the emotion of people there. And please, please, please encourage your happy patients to share their experiences and consider using video testimonials for just that greater impact. Make sure that these testimonials do reflect your personality and the atmosphere of the practice. And one tip I would talk about here is don’t shy away from showcasing a few challenges that you’ve helped patients overcome.
00:09:09 – chris
You know, that dental implant case was an example of that. I think, you know, that kind of transparency can really resonate deeply with potential patients who may be facing very similar issues. You know, they could be looking at that video and going, oh, wow, that’s, you know, my smile is terrible right now. And look at the joy that, you know, this person has through this. When you start removing barriers like that, cost starts to go out the window because they want to feel like that.
00:09:37 – chris
And yeah, if they have to spend a little extra money to do that, it’s worth it for them. Right? So finally, let’s touch on user experience. A website that’s easy to navigate, it’s visually appealing, is important, and can really enhance the authenticity that you’re looking to convey. So take a look at your website. If you feel like it’s cluttered, if you’ve got too many pages, you know, don’t do that, don’t, don’t list Every possible service that you could do and you know, you have a drop down menu that goes like this far. Right. Don’t do that. It just causes confusion. Stay with the core of the website. Don’t make it difficult for people to, you know, navigate around or what’s going to happen is they’re probably going to leave before they even get a. Get to that sense of personality that we just talked about. Work with somebody, invest in, you know, a clean, user friendly website. You know, on the mobile side too, because mobile you have even smaller screen share. Right. So you really can’t overdo it there for sure.
00:10:31 – chris
Most of our clients have about 60 to 70% of their practices. Website visitors come from a mobile site. So it’s incredibly, incredibly important that the mobile site’s optimized for this as well. But remove the clutter, get to your core points, combine some services into one page. You don’t really need to list out everything. Okay. Also, I would say, you know, ensure that your contact information is easily accessible. Right. I mean that sounds like duh, why wouldn’t I do that? But a lot of people miss that. You know, make sure there’s a way to reach out to you on every page of your website. I’ll give you an example. We had a dentist a long time ago, a few years ago, Dr. Johnson, we revamped the site with a very simple layout, very clear calls to action. He was one of these guys that had every page of everything he could possibly do, you know, which is great content.
00:11:22 – chris
But you don’t necessarily have to show all that content in the navigation menu. Right. You can still have it on your website so that Google can crawl it and it helps with SEO and it can show up in other places, but it doesn’t have to always be in that nav bar. Right. But anyway, as a result, he, he saw a 30% increase in appointment bookings within the first 30 days of US relaunching that website. It was incredible. It’s, it was a, one of the top I’ve seen in terms of that quick turnaround. And just remember, you know, a seamless user experience complements your authentic voice and personality, making it so much easier for potential patients to connect with you.
00:12:01 – chris
Trying to wrap up here, let’s just kind of summarize some of the key points that we did discuss. You know, I think we talked about authenticity builds trust. Right. It’s more essential for converting website visitors into actual patients. Right. Look different, you know, don’t be a robotic dentist where everything looks cookie cutter and you Know your website’s just like somebody else’s. Show your personality, showcase it throughout your website. Engaging content of videos of you blog. Really cool stuff that people can relate to. Testimonials. We talked about very powerful tools that can enhance the credibility and authenticity and really encourage potential patients to choose your practice over your competition. And finally, a user friendly website. Don’t make it cluttered. Right? A seamless user experience that really reflects the culture of your practice and your authentic voice.
00:12:54 – chris
So I challenge you today. Review your website this week. Take a look at it. Identify one area specifically where you can infuse more of your personality and authenticity. Whether it’s updating your bio page, adding a video, or showcasing your testimonials, take that step to reconnect with your audience. It will pay off dividends for years to come. And remember, continuous learning, it’s a big part of your jobs.
00:13:19 – chris
You know, it’s just key to growing your practice. You know, learning new stuff like this and putting in and taking action on it is really the biggest thing thing. Let’s just try to keep pushing forward together, right? Take these advice, these tips, and if you’re going to implement just one thing out of everything that I produce, you’re going to be miles ahead of your competition. So, wrapping up. Thank you so much for tuning in to this episode of the NoBS Dental Growth Podcast.
00:13:45 – chris
I hope you found these insights valuable and I really hope it does help inspire you to make your website a true reflection of you and who you are as a dental professional. And please don’t forget to subscribe so you don’t miss out on any episodes we drop. Sometimes we do it on different times of the days, filled with practical tips and strategies to help you use to make your practice thrive.
00:14:07 – chris
And for more resources and to connect with us, you can Visit my website kickstartdental.com or follow us anywhere on social media. We’re all over the place and until next time, keep growing and keep it real. Thanks for joining us this week on the Dental Marketing Podcast. Make sure to Visit our website www.kickstartdental.com where you can subscribe to the show in itunes, Spotify or via rss. So you’ll never miss a show while you’re at it. If you found value in this show, we’d appreciate a rating on itunes.
00:14:41 – chris
Or if you’d simply tell a friend about the show, that would help us out too. If you are ready to grow your practice, then you might want to schedule a free strategy session with us. Just go to kickstartdental.com and click the free Strategy Session button and give us 15 minutes of your time to change your practice forever. Be sure to tune in next week for our next episode. And thanks for listening to the Dental Marketing Podcast by Kickstart Dental Marketing, where dentists go to win online.
