After this year’s Super Bowl, I ran across a recent post by Ron Ashkenas and Holly Newman on the Harvard Business Review Blog Network. The topic was 3 ways that Super Bowl advertisers try to take advantage of very expensive 30 second spots to grab attention and impress viewers.
The same principals discussed in the post also apply to your orthodontic website and Internet marketing strategies. Your website is the first contact with the majority of potential new patients who research online every day. Is your website a good representation of you and your business?
More is not better when offering written content and can obscure the visitor’s ability to analyze what they are reading, what you have to offer, and how it differs from competitors. Is your message simple and clear on the homepage and is the information throughout your site to the point on the different features and benefits of services you offer?
It is quite probable that prospective new patients will visit multiple orthodontic websites. What makes your practice unique? Evaluate your competitor’s website like a consumer. What can be done to make your message more concise and engaging?
Let’s review, in my mind, the most memorable statement from the HBR blog post.
“Our world is filled with noise, information, and distractions; so having someone’s undivided attention – even for 30 seconds – is an opportunity that shouldn’t be wasted. If you can use those 30 seconds to capture their attention, deliver your message and distinguish yourself from others, you’re likely to be heard, understood, and remembered.”
Much like a Super Bowl Commercial, you can only have a short period of time with your website to grab attention, deliver your message, and differentiate your business before visitors move to the next competitor’s website in search results. Make the most of your website traffic by doing a self-assessment of these 3 key components and stand out from the crowd.
Signup for Part 2 of Mary Kay Miller’s Internet Marketing Series presented by Ortho2 on Tuesday, February 21st at 5:30 P.M. PST. Internet Marketing 101 (Part 2) – Correct Web Design Will Make or Break Your Web Presence" and Part 3 - Internet Marketing 101 (Part 3) – Google Places Visibility – The Gold Standard" is offered on Monday, March 26th at 5:30 P.M. PST.
Mary Kay Miller is an internet marketing consultant for the orthodontic profession and founder of Orthopreneur Internet Marketing Solutions. With over 30 years hands on experience in the field of orthodontics and certified SEO specialist, Mary Kay offers a unique perspective on how to integrate the internet marketing experience to attract more new patients and increase ROI of the latest internet marketing strategies. For a complimentary internet marketing evaluation, contact Mary Kay at 877-295-5611 or email@example.com.