Hi readers! My name is Shannon, I am the Website Strategist here at PostcardMania. I was asked by the blog editorial team to start a new column where I analyze a new small business website design made by PostcardMania’s design team and point out how they incorporated the 5 essential elements for every business website. These posts are a fitting compliment to Joy’s critiques of customers’ current sites, so you can see examples of sites that need an overhaul and examples of sites that have it all together.
With that said, let’s get into it! My first analysis is of a dental website we did for a dental arts company called Trey Dental Arts in Prairie Village, Kansas.
See the site in action: www.treydentalarts.com
When it comes to design, there are a couple really important things to keep in mind:
1. The design needs to match the personality of the business
2. The design needs to clearly communicate the business’ message
As you can see from this website’s homepage, the design is very clean and elegant looking. It immediately communicates that the company behind it is professional and capable. In addition, the images used in the banner, which draw your eye right away, do two jobs at once. They communicate that the website is for a dental-related business, and they add to overall clean, professional feel of the site.
There are 3 things related to the marketing on the website that I want to mention.
1. The phone number is immediately visible in the upper right hand corner. You need this because many times people go to a website just to get a phone number to call, and if you don’t make it easy to find, they may get frustrated and abandon the site.
2. The bullet points are highlighted. This is important because visitors often don’t read all the copy on a site, so you want to highlight the important info you want them to take away.
3. There is a strong call to action at the bottom of the page. Without a strong call to action, the prospect can drift aimlessly from page to page, without ever taking the action you want them to take. Make sure to let them know what you want from them.
SEO (Search Engine Optimization)
SEO is the practice of optimizing the copy on your website so that search engines can understand what your website is about and how they should rank it for particular keywords. The Trey Dental Arts site does a great job incorporating keywords like “dental laboratory” and “dental lab services” with the mention of their location (prairie village, KS). This lets Google know that their business provides dental lab services and is located in Prairie Village, KS. Then, when someone searches for those terms, Google will direct them to the Trey Dental Arts website.
As far as copywriting on this site, they do a wonderful job of matching their tone and word choice to the feel of the website. Phrases like “bid farewell”, “conscience and creativity”, and “21st century dental prosthetics” clearly announce that Trey Dental Arts is a high class dental lab. Additionally, the copy is not overwhelming and does a good job sticking to the core message of the page, which is “quality over quantity”.
This is the element you can’t see in the picture, but it is nonetheless important. A site that doesn’t function well will lower the credibility of your business in the eyes of potential customers. The Trey Dental Arts site functions flawlessly, which only adds to the report the prospect has with this site.
What do you think about this site? Let’s get the conversation going in the comments section below.