Please critique this dentist website
 

My friend has a dental office and is currently running an Adwords campaign but his conversion rate is pretty low. Can you suggest any improvements for his homepage? The rest of the pages on the site pretty much follow the same structure.

I don't see any huge problems with it personally.

-The phone number's at the top
-Aesthetic header photo
-Special deal in big letters right at the top
-"Why choose us" list of reason to choose them over others
-Decent copy writing on the left
-Convenient info on bottom left like the address, map, hours, and accepted form of payments
-Contact form on the bottom right

Is there anything I'm missing? Maybe the Adwords campaign is the problem?

http://georgetowndentalspa.com

Re: Please critique this dentist website
 

Remove the generic header with the family.

Replace it with a image of outside looking at the office,
especially you say it's new.

On the right hand side of the header put a image
of the dentist with his no pain guarantee with his signiture.

By no pain, I mean what do most patients don't like going to a dentist?
Say it won't happen.
Also in the Adwords keywords and website there needs to be what
specialist area he works in.

Those are the 2 biggest issues with what you have now.

Best,
Doctor E. Vile

Re: Please critique this dentist website
 

How do you measure conversion? Is it the contact form at the bottom or calling?

I thought the offer should be more prominent. I only noticed it after glancing through the page a few times. Perhaps experiment with having the offer in place of the header and use an opt in form instead?

Re: Please critique this dentist website
 

Couple of reasons here:

1. The site looks bland. Looks like thousands of other dentist website and cards
mailed.
2. Website is too wide. Keep it under 700 px.
3. What's his USP? What differentiates this office from others?

With these types of "commodity" services you really have to
stand out from the crowd. Don't be afraid to be weird in your marketing.

I once read of one new dentist who in order to get patients rented a
bunch of cars to fill the office parking lot so the office can appear
busy to passersby. Now that's outside of the box marketing.

-Ray Edwards

Re: Please critique this dentist website
 

What you must do is try to cater to one type of person. You have to answer the question that the prospect is having in his head, "What's in it for me?" Now on first glance it's obvious it is a dentist office - but I don't know what's in it for me?

Within the first three seconds, you must have them interested or they're BOUNCED! The key focus should be value. People don't go to dentists because they want to go to a dentist. Or people get their teeth cleaned regularly just to get them cleaned.

There is an UNDERLYING REASON. And you must be very clear when attempting to communicate with your prospects within this 3 second time-frame.

Now let's brainstorm... What value do people receive by going to the dentist?
- They become more attractive to the opposite sex
- Higher confidence/self esteem
- They know if they do, they won't LOOSE their teeth

These are just a few, but you must talk to these valued benefits to stand out, and don't worry about being all things to all people, because those who are get no conversions.

If he prefers more of an young adult crowd, specify the benefit that THEY want ASAP. Same applies throughout every age segment. One thing to keep in mind is that everyone has their own values. What one values, another doesn't.

To Simplify: What you're doing is saying what you are, but people don't resonate with that, it's really what's in it for me? If there's nothing that strikes interest and talks to me, I'm going to click out because it's not worth my precious time and the next guy will have the headline that talks directly to me and my desire.

Hope this helped!