What are your goals? What do you expect from having a web site? Do you want it to exist simply as a giant display ad? Or do you want it to be interactive and/or functional? Do you want the ability to make changes to the site yourself or rely on your hosting company for updates? Most people reading this article might not know the answers to these questions at this time. Web sites, by definition, are a "work in progress." What's acceptable to you today might be totally different a year from now. People, including your own patients, will not return to your web site more than once if the material is boring or if the information becomes stale. So, you need to look for ways to drive people to your web site and then get them to return.

You must decide on a budget to build your web site and don't forget to include the annual hosting fee. Costs for web sites range from $600 to $10,000. Find out before you sign up with anyone how much it will cost to make future changes to your site and how quickly they will be done.

Remember, the web site will be a reflection of your practice. Don't show something in your cyber office that you wouldn't consider appropriate to display in your regular office. This necessitates that you take an active role in determining what content, images and concepts are going to be highlighted on your site.

The Internet has changed dentistry forever, and we're currently experience only the tip of the iceberg. For example, patients usually don't look elsewhere once they develop trust and confidence in you; a good "bedside" manner has always been able to forge patient loyalty; patients don't walk into other dental practices to observe the surroundings. But, maybe, you haven't kept up with painting around the office or your equipment is getting somewhat outdated. In the past it really didn't matter. Trust kept them around. Now patients can and do look at other offices on the Internet. They see new, high-tech practices by taking virtual tours; they are bombarded with information about cosmetic dentistry, implants and a variety of dental services. Patients quickly learn that there are a lot of choices out there. I predict that this will lead to a high rate of patient mobility, the likes of which our profession has never seen.

Don't let your own vanity get in the way of practicality. There are at least a dozen excellent web site designers who cater to dentists. But remember, sites that are heavy on "flash" programs or need to upload heavy graphics may look great but could lose potential customers who have slow [dial-up] bandwidths or who become impatient if the site doesn't load instantly. In the blink of an eye, they are "surfing" to another dental site. The immediate goals should be to get the person into and navigating through your site. Professional looking sites are essential, but functionality and the ability of the patient to interact with your practice from the web site are more sustaining. Try to achieve a good balance.

While web sites have the potential to aid practice and income growth, there is a learning curve for patients before they get comfortable with the idea of seeking information or filling out forms on your web site. Our sites put a major emphasis on functionality. This may have slower acceptance for some patients and potential patients.

Presently, web sites are powerful internal marketing tools - helping current patients take advantage of more of your services, especially what have traditionally been considered elective procedures. How do you get people coming back time and again to see your web site? You have to post new material on a regular basis - give them a reason to return. Any new technique, material, equipment, program, etc. should be highlighted. Or have a contest for several months at a time. Give away a DVD, color T.V. or a free tooth whitening. Be sure you have a guarantee from your hosting company to get new material up in a timely fashion.

Whomever you choose to design and develop your web site, insist that you own your domain name. This will protect you if the host company goes out of business or if you don't get along for whatever reason. Included with our fee is that we will obtain a domain name for you or help transfer one that you already have. In either case, you will own the name. We will also purchase and install the initial secure certificate for your site as part of the set-up fee.

Investment

We include within the same price a 'managed' site that the public does not see. This allows you to make your own changes instantly without incurring additional costs. We provide one standard professional site for $4,500 and $49.95 hosting per month [automatic through credit card each month]. We include within the same price a ‘managed’ site that the public does not see. This allows you to make your own changes instantly without incurring additional costs. With this you get up to 20 e-mails for yourself and your staff. You will also have the ability to track visitors and will have functional uploading of patient history forms, registration and questionnaires. Patients may communicate with you from the site by "Ask the Dentist," "Suggestion Box," "Express Appointment Scheduling," regular e-mail, etc. When a patient uploads a form, you automatically receive an e-mail telling you to look for the form, and the patient receives an e-mail saying that you will contact them shortly, if a response is required. You may upload your own text and images from a password protected managed section of your site. A "site map" will also be included. It takes about 4-6 weeks from when we receive all the content and images to complete your site.

If you think we should be the ones to build your new web site or if you still have questions or would like to see a sample, call me toll-free at 1.888.385.1535 [1.516.593.3806 -outside the US].If you want both a web site and the monthly eNewsletter, ask us about the special discount package.

Click here to view our typical web site.