There’s only so much time in any given day to get things done and assuming everyone wants around eight hours of rest every night, we’re all working with the same amount of time on our hands. That means that being efficient in every way that we can is important because unlike in that wonderful movie starring Adam Sandler called ‘Click’, we can’t just press the pause button in life. Life keeps going and we have to roll with the punches, whether it’s in literal terms because we’re a professional boxer or figuratively because we’re an orthodontist just trying to make our practice successful. Many people have to learn to roll with the punches, so to speak, who are in the business of helping orthodontic practices be successful by working for orthodontic marketing agencies. Often, these people also do advertising work in other industries but as the internet continues to evolve, the people who are in the constant informational flow are learning the most about the changes that are occurring and are able to react quickly in ways that can serve their clients well.
Orthodontists work hard and go to school for a long time in order to eventually be in a position to start their own practices. It’s important that when that time comes, they’re able to enlist the help of an expert in the internet marketing field who also has specific knowledge of their field and can set up an effective orthodontic website for their prospective patients to find on the internet. The days of referring to the phonebook for the goods and services that we require are long gone and unless you live in a small town, you probably immediately recycle the phone books you receive once they arrive on your doorstep anyway. No one can hide from the future because it’s already here, staring us all in the eyeball and it’s going to take no prisoners. So, getting any business started and beginning to bring in business starts with a website and the rest flows from there as long as there aren’t any hiccups with the website because it isn’t designed effectively.
What is an effective orthodontic website as opposed to an ineffective one? That’s a good question and one that is certainly worth asking if you’re in any business that touches either of the ones I’m referring to. Effective websites for orthodontists are always fully functional, meaning they contain no broken links and the most important information is only a click away. Most of these websites utilize headers at the top of the page that indicate common and easy-to-understand words that make it obvious what a website visitor is about to see when they click on it. ‘About Us’ is a common header and what it’s designed to do is appeal to the human element by putting a face to a name. An orthodontic practice isn’t just the orthodontist, it also includes assistants and those who handle the financial and administrative part of the practice. This is where you not only can match a faces names, but you can also provide some other helpful information in an efficient manner.
Instead of just putting a picture of everyone under the ‘About Us’ tab and listing their job title, it’s a good idea to pose a question in the introduction process, like ‘What is an orthodontist assistant and what do they do?”. This way, not only can a brief bio be included and presented next to a picture of whomever the orthodontic assistant is, but it can also explain their critical job function and why their role is critical in providing their patients with the best possible experience that they can have. There is a lot of fierce competition in the orthodontistry business and only so many ways for a practice to differentiate themselves from everyone else.
If an effective web developer is hired who understands the orthodontic industry and is able to direct a steady amount of business to their website, then all that needs to happen in order to be successful from there on out is to execute properly and treat the patients right once they make a phone call or come through the door. I like to use a fishing analogy when describing the role of an orthodontic web developer as it pertains to the orthodontic industry. The role of the developer is to act as a fishing net and know the places to the put the net in the fast flowing river of customers swimming down the river in order to catch them and bring them to the dinner table. How it is that they’re going to be cleaned and prepared though, is up to the whomever is in charge of preparing supper. Does that make sense?