Dentaltown February 2023 - 54

A great website gives you more new-patient leads-
not because it's generating more prospects,
but because it's converting more traff ic into
clicks-to-call or filled-out forms.
on a website, from the moment they
land on the site to when they exit. Your
average session time should be greater
than one minute. Th ings that aff ect
session time include user experience
(UX), website load speed and having
high-value pages that entice visitors to
stay longer.
Perform A/B testing. You may
launch a website with a brand new
design that has a very low conversion
rate, but this doesn't always
mean there's a need to redesign! Your
website is never truly done; your team
should be A/B testing various components
and making recommendations
based on CRO best practices to help
improve performance.
Th e key with any A/B test is making
incremental changes so you can
accurately attribute increased performance
to that particular change.
For example, A/B test the headline on
your homepage but leave everything
else on the page the same. Th en monitor
the performance of the website for
a month to see which version of the
headline outperformed the other.
Onsite SEO
While the above performance helps
you convert more of your website
visitors, when your website ranks well
on Google, you'll increase the amount
of visitors to your site. Th ere are
many diff erent elements to this and
approaches to take, but the following
tips will get you started.
Have a clear strategy. While I'm
here giving you tips, if you take them
out of context from your overall strategy,
you won't get far. Your strategy
must be mapped out and planned
to ensure you can achieve specifi c
results. For example, know which
keywords you want to target. It's not
advised to have only one " treatments "
page where you're targeting aligners,
implants, adults, kids and sedation
dentistry; instead, optimize each individual
page with a goal of targeting
a niche set of keywords. So, you might
decide to have a main " Treatments "
page that lists all the options, then
interlink to individual pages, each
dedicated to a particular treatment.
Create keyword-rich content.
Th is doesn't necessarily mean you
need to write new pages consistently,
like blog posts, but you need to ensure
all of the pages on your site are properly
optimized. Th is includes the headers
of each page (H1 and H2). Word count
is important for all main pages; make
sure they have about 800-1,000 words.
Add backlinks. A backlink is a link
from one website to another. Th e best
kind of backlinks come from partnerships,
charities and other quality
sources, so when you sponsor the local
soccer club, for example, be sure it gets
you a link on the club's website.
Focus on quality as well as strategically
selecting the page to link. You
could send all backlinks to your homepage,
but a better option would be to
make the user journey hyper-relevant.
In the soccer club example, you could
create a co-branded landing page that
showcases patients involved in the
soccer club, information about any
off er exclusive to the club's athletes
and what to expect at the new-patient
consultation.
Conclusion
To win big, you need to marry UX
and SEO. Th e Google algorithm is becoming
more and more advanced and
you simply cannot fake the system.
Google knows that its users care about
UX, and now it's using UX elements
as a ranking factor. Ultimately, fi nd a
website provider who can deliver the
design you want and be a partner in
the ongoing optimization process. DT
Casey Bull, the global director of content and community at The Invisible Orthodontist
(TIO), drives TIO's eff orts to provide member practices with marketing and business
management expertise. Bull began her career in the orthodontic industry in 2014
working for Dr. Alexander Waldman in Beverly Hills, where she developed a range of
practice management processes encompassing tracking and reporting, management
systems and templates, treatment plans, marketing programs and more.
FEBRUARY 2023 | 54 | DENTALTOWN.COM
http://www.DENTALTOWN.COM
Dentaltown February 2023

Table of Contents for the Digital Edition of Dentaltown February 2023
