Dentaltown February 2023 - 53

Right Clicks
Running
with
the
Your website should do more than just look good-
it needs to attract and convert patients, too
BY CASEY BULL
monthly visitors who convert to a clickto-call
or filled-out form) as a focus.
Would you send 100 new patients
a month to a treatment coordinator
(TC) who converts half as much as
they should? That would be a waste of
resources; you'd invest in training to
improve the TC's conversion rate or
bring in a new person. Unfortunately,
most websites just sit there and don't
get the attention the TC does. Most
practices don't even know their website
conversion rate.
Website traffic varies dramatically
from practice to practice based on
many factors, including if they're
running digital ads, but for illustrative
purposes, let's assume 1,000 visitors
to the website and a conversion rate
of 2.5%, which means 25 new-patient
calls or filled-out forms.
A benchmark conversion rate for a
solid website is 5%, which based on the
same number of visitors would give
the practice 50 new calls or filled-out
forms. By increasing the conversion
rate by 2.5%, you can double your
new-patient calls without spending a
dime on paid advertising. This is why
website performance is critical to your
practice success.
Top tips for a
high-performing website
Set up proper tracking. To make
data-informed decisions, you must
have tracking properly set up on your
website. Tools like Google Analytics
FEBRUARY 2023 | 53 | DENTALTOWN.COM
will track, measure and report on
website activity and visitor behavior,
including traffic, clicks and conversion
rate. This is the best way to ensure
you can monitor what's happening on
your website: You can see what is and
isn't working and make adjustments
accordingly.
Monitor these two KPIs. The most
important key performance indicators
to focus on are conversion rate and
average session time. As mentioned
above, conversion rate is the percentage
of unique visitors who convert to a
call or completed form-and it should
be above 5%. (The average website my
company manages converts at 7.3%.)
Average session time measures the
average length of time visitors spend

http://www.DENTALTOWN.COM

Dentaltown February 2023

Table of Contents for the Digital Edition of Dentaltown February 2023

Dentaltown February 2023 - Intro
Dentaltown February 2023 - Cover1
Dentaltown February 2023 - Cover2
Dentaltown February 2023 - 1
Dentaltown February 2023 - 2
Dentaltown February 2023 - 3
Dentaltown February 2023 - 4
Dentaltown February 2023 - 5
Dentaltown February 2023 - 6
Dentaltown February 2023 - 7
Dentaltown February 2023 - 8
Dentaltown February 2023 - 9
Dentaltown February 2023 - 10
Dentaltown February 2023 - 11
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Dentaltown February 2023 - 14
Dentaltown February 2023 - 15
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Dentaltown February 2023 - 53
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Dentaltown February 2023 - Cover3
Dentaltown February 2023 - Cover4
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