Are you a practice owner who ponders profitability? Always trying to maximize efficiencies and appointment volume while mitigating overhead (which is always going up!)? If this sounds like you, there’s a tool – a tool you may already have – that can help your practice be more profitable. It’s your website. After working with clients every day, I often hear things like:

• My website’s outdated, but it’s fine.
• I haven’t looked at my website since I opened my practice 5 years ago.
• No one goes to my website, so it really doesn’t matter.
• I’m too busy running a practice to even think about my website.

What I’m actually hearing with statements like these is a missed opportunity to have a more efficient and profitable practice! A well-structured, engaging, and informative website can serve as a robust platform to attract right-fit patients, right-fit employees, reduce inefficiencies for staff, reduce overhead, and ultimately, increase your practice’s profitability. Because your website is where the most people will interact with your brand, it serves as a platform to build trust, enhance the patient experience, and attract the next generation of great employees.

First Impressions Matter

You can’t shake hands and personally introduce yourself to thousands of prospects—but your website can. When you’re only one search away from hundreds or even thousands of potential patients, first impressions truly matter. A well-designed, easy-to-navigate website evokes professionalism and trust in your practice. An aesthetically pleasing website with a clean, modern design makes your practice look polished and reliable. It also makes users want to stay, look around, and most importantly, schedule an appointment. You risk turning away a great patient, or even a potential employee, if your website looks cluttered, confusing, outdated, or unprofessional.

Consumer-centric Patient Experience Matters

It’s certainly not news to you that the patient experience is critically important to the success of your practice! Your website is the first, most important touchpoint in the patient experience. According to a survey conducted by Prophet of 500 healthcare practices, the number one patient complaint is difficulty in scheduling and rescheduling appointments. Today’s patients expect the same level of scheduling flexibility for healthcare appointments as they experience in other aspects of their lives. They also expect access to services around the clock, to get help when needed, and to communicate directly with you. I would go as far in saying that if you’ve neglected your online presence, you’re neglecting a huge piece of the patient experience. If you really want to dig into patient experience, read this.

Improving Operational Efficiency

Websites are accessible around the clock, thus, providing an avenue for your practice to always be “open”. If a new patient stumbles upon your website after office hours, they can still learn about your practice, the services you provide, and even book an appointment. Not only that, but your website can streamline the patient acquisition processes. By serving as a 24/7 information hub, it reduces the need for patients to call in during office hours for basic inquiries, thus freeing up staff time for other tasks. This capability not only improves operational efficiency but can also lead to cost savings by optimizing staff workload and reducing missed opportunities for attracting new patients.

Online Reviews

Online reviews have become a vital platform for patient feedback. Patient reviews act as social proof, enhancing your reputation and credibility in the eyes of potential new patients. Including a section on your website for patient testimonials can greatly influence the decision of a future patient. To give you an example from the dental industry, a report from Dental Economics highlighted the impact of digital upgrades on the patient experience. It mentions that after implementing digital upgrades, Coast Dental saw a surge in the amount of customer feedback they received, experiencing an almost 375% increase in reviews. Moreover, the average rating was an impressive 4.5 out of 5. This showcases how improvements to a practice’s website can lead to a better patient experience, which is then reflected in more frequent and more positive reviews.

Online Bookings

The advent of online bookings has significantly simplified the appointment process. Scheduling software can be linked or integrated into your website. This allows patients to book appointments at any time, reducing the workload of your administrative staff and decreasing missed or forgotten appointments, thereby enhancing your office’s productivity and revenue.

Search Engine Optimization

A well-optimized website can help you climb the search engine rankings, making your practice more visible to potential patients. This ensures that when prospective patients or clients are searching for providers in their local area, your practice shows up early in the search results.

Marketing

Your website is your most important marketing tool, and it should work hard for you. You can leverage website features to run targeted marketing campaigns, create enticing offers, and track their efficacy. For instance, blog posts about dental hygiene, infographics about the importance of regular check-ups, and articles related to your specialty could position you as an authority in dental care in your community and draw in more patients. In conclusion, a robust website is an invaluable tool for dental practices (and all private practices, for that matter). It enhances accessibility, improves patient acquisition, boosts your visibility, and serves as a platform to showcase your professionalism and services. If you are a dental practice owner, investing in a top-notch website is a surefire way to bolster your profitability.