Dental Laboratory Website Design Analysis — Scottsdale, AZ

Happy Friday!

Ready for some small business website design tips? You better be!

You know the drill: there are 5 essentials of business website design you have to know if you want a website that boosts your bottom line. To make them easier to learn, every Friday I analyze a real customer’s site, paying specific attention to the 5 essentials.

This week’s small business is Cruz Dental Studio in Scottsdale, Arizona. So, let’s get this party started!

See the site in action: cruzdental.com

Design:

I love when I can guess where a business is located just by taking a quick look at the homepage. I immediately guessed (and I bet you did too) that this business was in either New Mexico or Arizona. That southwestern design pattern is a dead giveaway! And of course there is more to this than simply being able to guess where in the world the business is…

The key point here is that by choosing design elements that reflect the culture of their target area, Cruz Dental Studio makes an immediate connection with the prospect. Two things the visitor knows right away:

1. I have successfully found the website of a dental lab.
2. These guys are local! Perfect!

Not every business cares about being known as local, but the headline on this site is “Scottsdale’s Premier Dental Lab,” so clearly that is a selling point for them.

Marketing:

Here are a couple great marketing essentials on this page…

1) Phone Number in Top Right Corner – I mention this a lot in these posts – and I’m going to keep mentioning it until I stop seeing websites without contact information in the top right corner! Again: This is where people look for contact info (in addition to the contact page and the website footer). Don’t let them down.

2) Testimonials – Navigate on over to the services and about pages and you’re greeted with a testimonial right at the top of the page’s copy. Testimonials are hugely important to building trust and rapport with visitors. I wouldn’t mind seeing one on the homepage either…

The only thing I think is missing from this site is a form on the homepage to capture lead information. Sure, some people will call, but there are others who may fill out a form for more info, but definitely won’t call. You don’t want to let them leave without a way to stay in touch!

SEO (Search Engine Optimization):

SEO is the practice of optimizing your website so that search engines can understand what your website is about and rank it for relevant keywords people might be using to search for sites like yours. The better your SEO, the higher your website ranks for certain keywords. Cruz Dental Studio optimizes for industry keywords like “dental lab,” dental studio,” and “restoration,” while also targeting local keywords like “Scottsdale” and “Tempe.”

Copywriting:

The copywriting on the site is what you expect from a B2B business – nothing fancy, but crystal clear and to the point. As someone with a lot of experience working with dentists, I can tell you that (in most cases) this is exactly what they are looking for. They tend to be busy little bees!

Programming:

Programming is what makes your site run. And (unless you’re a programmer) you never think about it. Alas! This is not good. Make sure every little part of your site works properly or you risk leaving a bad impression on your visitors, or worse – frustrating them! Professional programming is vital.

Does your site have all 5 of the small business web design essentials? Find out by downloading our Ultimate Small Business Web Design Checklist.

Best,
Joy