dental marketing websiteRecently, I had calls with several All-on-X focused docs who had either recently spent $12K plus with Einstein Dental on a website or were considering it.

It’s utter nonsense to spend this kind of money on a website now, next year, or the year after and be it with Einstein, Progressive, or whoever, and I’ll go into the reasons below.

Now for these two particular practices for which we were discussing the Full Arch Program, when I hear $12,000 I think of 2-3 months of an ad budget to generate 6-10 full arch implant cases being consumed by something that NO PATIENT will see unless it’s advertised!

5 Important Things for All-on-X Practice Websites To Remember

For those who care, here’s the skinny on niche service websites such as All-on-X.

1) Patients DO expect your website to meet certain aesthetic standards.

Call it Fortune 1000 quality and appearance.  A Fortune 1000 quality website should cost no more than $5K regardless of how “special” or fancy you may feel your practice is. Knowing this, you probably can understand my “WTH?!?” moment related to the price tag.

Most “bread and butter” general practices can get away with spending less than $2K on a website and meet consumer expectations.  If you are “fancy” that number should be no more than $4K.

2. Google absolutely hates dental “content farms.”

Content farming is writing content that gets used on multiple sites for multiple practices.  Anyone with a website from a company targeting dentists (e.g. Einstein, TNT, Sesame, ProSites, etc.) that provides hundreds if not thousands of dental websites, needs to be aware that Google’s algorithms push those sites automatically DOWN in the natural search result rankings as the content is FARMED.

Google doesn’t care if the site cost $10K or $500, if “content farming” is at work, the algorithm recognizes this.  If you want to wind up on the first page of the natural searches or stay there, it’s custom content forever.

3. If you don’t market A LOT, almost no one will go to your website.

Our Full Arch Program puts PPC ads (and offline ads) in front of hundreds of thousands of patients around your practice.  In some markets, we use TV and newsprint to put the same message in front of 500K-1M+ if Medicare implant messaging is on the menu.

Traffic to these websites is high. That traffic is part of the first step in a special All-on-X sales process, and, because of such, very specific sales content about the All-on-X procedure is present that motivates these patients to call our members.

4. MOST dental websites are written to SELL other dentists on buying a website!

Take a hard look at the content out there especially on niche focused dental websites in your area.  In many cases, the terminology is written as if the dentist was trying to convince a patient to go to dental school.  So much jargon that doesn’t generate a phone call!!

Beyond the jargon, there are the photos.  It’s common to show lots of photos that don’t attract patients but actually repel them. Does anyone besides a dentist care about HD photos of operatories or equipment?  What about the hi-res spinning dental implant?  No!

5. It’s NOT about how much time someone spends on a website that matters but IF THEY PICK UP THE PHONE AND CALL.

Full arch cases are 100% advertising and relationship driven. If the patient isn’t picking up the phone to call you there is a serious problem with the advertising and with the website content.

Give patients compelling reasons on the top of the page to call NOT to spend time digging deeper in the site and then doing nothing.  It’s calls that matter not time spent on the site.

There’s no way to have a REAL sales process unless there’s a personal phone call made to your office and you see that patient in person.

Click here to have your one-on-one discussion about this with Dr. McAnally.

Full-Arch Program Testimonials

“James, please turn off your full arch implant ads! We have so many cases right now we can’t keep up. Two back to back record months in my 25 year career this summer. October already has $90K on the books and we are routinely presenting three $50K cases every week. Having fun but so busy!”
– Dr. Kathy C., Buffalo, NY

“The Full Arch Program with Medicare Option has given me the implant practice of my dreams.”
– Dr. F. A. Charlotte, NC