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Cosmetic Websites vs. Family Dentistry Web Sites
Healthcare Marketing Article

There is a difference between a cosmetic website and a family website. It's important to define your Internet presence. Your website is your first introduction to a new patient. You have just a few seconds to convince the patient that they have selected the right practice.

Developing your branded image on the Internet should begin with the type of practice or procedures you want to advertise. Some dentists choose to be seen as a family practitioner while others have an adult practice and only highlight cosmetic procedures. Many others acknowledge they have a comprehensive approach to dentistry and offer restorative, preventive and cosmetic procedures to patients of all ages with inevitable overlap.

It is important to market your family practice general dental procedures separately from your cosmetic procedures on the Internet, just as you would with print advertising. Your website is a searchable tool. Nearly 90% of Internet users use a search engine to find information.¹ You will want to increase the likelihood of patients finding your website when they search the Internet. This can be accomplished by narrowing your website focus.

Here are some suggestions:
1. Decide the focus of your website: Family, Preventive, or Cosmetic.
2. Develop a new fresh contemporary website to reflect this image.
3. Use photos on the website that reflect the nature of the site:
   • A family practice website should feature mothers, fathers and children of various ages and highlight routine dental health, prevention and procedures.
   • A Cosmetic site should feature adults with beautiful smiles highlighting cosmetic procedures such as whitening, veneers and porcelain.
4. Make sure your site is easy to read and gives your patients an immediate visual impression confirming their decision to call your office to make an appointment.
5. If you already have a website, consider adding a second website with a new focus targeting a new market to expand your patient base.