Orthotown July/August 2022 - 47

by Casey Bull
Casey Bull, the global
director of content and
community at The Invisible
Orthodontist (TIO), drives TIO's
efforts 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.
Your website should be more than just a pretty face. Sure, design
is important, but it's not the end-all, be-all. Your website should be modern, aesthetically
pleasing and an accurate digital representation of your practice-but think for a moment
about its purpose, too:
* You may want patients to be able to access forms, schedule appointments or even
submit payments.
* You undoubtedly want the site to attract new patients and rank well on Google.
As with anything else, it's important to have a set strategy and purpose driving your
plans and design when it comes to your website and its conversion rate optimization (CRO)
and search engine optimization (SEO).
Set your purpose
While your site will also have peripheral uses, its main purpose should be to convert web
traffic into new patient prospects. A great website gives you more new-patient leads-not
because it's generating more prospects, but because it's converting more traffic into a
clicks-to-call or filled-out forms.
All your marketing efforts-both on the ground and digital-direct people to ask
about your practice, and while some may call the practice directly, most will look at your
website first. So it's critical to build your site with conversion rate 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 (the percentage of unique monthly visitors who
convert to a click-to-call or filled-out form).
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.
orthotown.com \\ JULY/AUGUST 2022 47

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Orthotown July/August 2022

Table of Contents for the Digital Edition of Orthotown July/August 2022

Orthotown July/August 2022 - Cover1
Orthotown July/August 2022 - Cover2
Orthotown July/August 2022 - 1
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Orthotown July/August 2022 - Cover3
Orthotown July/August 2022 - Cover4
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