Why UX is Important to Your Dental Marketing
One of the fastest growing professions in technology and marketing today is the focus on user experience and user interface – also known as UX/UI design. Beyond the inner workings of a website, however, UX also refers to the overall contact and observations a person has when interacting with a business, service, or product. Their perceptions and responses all contribute to their user experience.
Effective UX design in dental marketing should enhance user satisfaction through usability, accessibility, preferences, aesthetics, and more. In today’s competitive landscape, web design and marketing should take into consideration patient demographics, behaviors, and pain points in order to set the practice apart from others – especially in a saturated market.
Let’s look at the key factors that go into a successful user experience.
Because your website is both business card and central hub to new and existing patients, it’s important to make sure it’s user-friendly. And as a healthcare provider, accessibility and inclusivity is even more vital to incorporate into web design. Ask these questions when evaluating your website:
Simple design. Is everything easy to find, like services, insurance, appointments?
Architecture. Do the menus flow in a way that makes sense when users are looking for a particular specialty or provider?
Easy navigation for all. Do you have alternative text on images, captioning, and other online tools for disabilities? Do you provide language options depending on your community demographic?
More than 50% of those searching the internet these days use their mobile phones so the site must be as easy to view there as it is on a desktop or tablet. If it’s not fully responsive on multiple types of devices, key information could be missing or out of view on the mobile experience, and prospective patients might give up.
Many dentists use a patient portal on their website so this interface should be just as user-friendly as the rest of the site. This can be especially true for patients who aren’t typically comfortable on the internet. The more streamlined experience they have online means less time the front desk has to spend on extra communication.
A positive user experience should ultimately convert website visitors to patients. In addition to web traffic, make sure that digital marketing and paid ads are clear and easy to read, and lead directly where you want them to click.
Content and Branding
Visitors will find your site and marketing more familiar with consistent branding which includes logo, colors, tagline, and more. Written content should include easy-to-understand messaging that’s geared to the target audience. Does it convey your expertise and that of your team? And of course, it needs to support search engine optimization (SEO) for quality ranking.
Ultimately, a proactive and thoughtful UX will lead to increased user engagement, patient loyalty, and more word-of-mouth recommendations.
The day-to-day experience of patients who receive care in your practice is in your control to improve and maintain. But when it comes to providing a rewarding online UX or UI in the process of reaching those patients, a marketing company that specializes in dentistry can help fill in the gaps.
Schedule a free strategy session with RAMP today to discuss the state of your practice’s user experience.