So you need a new website, but why?
At around this time of year we often have plenty of enquires from clients that want to design or redesign their website. This makes sense of course. It’s a new year, you’re looking for a fresh look, out with the old, in with the new etc etc. Most of the time it’s a really good idea too, so why the why?
Sometimes we can be guilty of jumping into the pool before we’ve tested the water. Before starting on a project as big as a redesign it’s important to take stock of your current position in the market. And that starts with looking at what your competition is doing.
Take a look at the highest ranking dentists in your area. Do they have modern looking websites? Are they easy to navigate? Do they entice you to enquire further? Do they have plenty of calls to action? Do they work? Basically, you’re trying to find out why this website is better than yours currently and how you can make a new one better than theirs.
Additionally it’s helpful to see what treatments they offer and what prices they charge. It’s all well and good having the best looking website for miles around, but if you’re charging twice as much as the second best one then it’s likely that your potential patients are going to go with the competition. There’s no need to price match (you aren’t a supermarket!) but there needs to be a level of sensible thought when it comes to comparing with the other providers on the market. Additionally, check out what offers they have. Do they offer free initial consultations? Do you? This simple conceit can translate into a lot of new business without having to break the bank.
Finally, it’s important to look for gaps. Are their services that you offer that your competitors don’t? Do you have specialist services where your experience and expertise puts you ahead of them? These are crucial USPs and if you shape the website around this then you’re going to have a huge advantage from the outset.
We are a consultative company when it comes to our design and marketing services. We can tell you what works and what doesn’t and we can research your competitors to ensure that you know what your up against. However, it’s important that you understand exactly what everyone else is doing so you can put your best foot forward, especially when doing something as important and long lasting as rebuilding your website. Follow this method and you’ll go a long way to being best in class in your area when it comes to your digital marketing.
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