Friday is internationally renowned “Small Business Website Design Day.” Or so I have just declared…
In its honor, let’s look at what you can do to make your website better at attracting and converting prospects. Seems like a decent way to celebrate, right?
So, here’s what I got for you this week: An analysis of a San Antonio dental laboratory’s website. Let’s find out what Palmer Dental Ceramics can teach us about how to put together a good website!
Standard rules apply: there are 5 essentials of business website design that you have to know if you want to turn online prospects into customers. I’ll point them out as I analyze Palmer Dental’s website so you can see them in a real-life context.
See the site in action: palmerdentalceramics.com
Teeth, teeth, and more teeth! That’s what I see when I look at this site’s design. I mean, there are teeth or the illusion of teeth everywhere you turn! Is this good or bad? Definitely good. And here’s why.
The very first goal you want to accomplish with a web page is to orient the visitor. In other words, you want to answer the question, “Where am I?” as soon as humanly possible. In this case, the prospect (who will be a dentist) lands on this page and the first thing they want to know is “Did I get the right place? Is this a dental lab’s website?” And with all those choppers staring them in the face, there is little chance they will get the wrong impression. This is one of the subtleties that go into great websites.
There are a number of marketing elements Palmer Dental Ceramics incorporates well. Here are a few…
1) Contact Info in the Right Place – Boom. Right there in the top right corner is the number you call to reach them. This is vital for businesses trying to generate calls.
2) About Page – I love that there is a picture of the actual Palmer Dental staff, and I LOVE that the copy on the page comes straight from the dentist himself. This really builds trust and affinity with prospects.
3) Trust Logos – On the bottom of the home page, Palmer Dental includes a line of logos from powerful brands that dentists will trust. This is essentially saying, “Look, these people you trust, trust us,” which is an awesome thing to say, if you can!
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. You’ll notice that phrases like “dental lab,” “dental restorations,” and “San Antonio” pop up in the most important parts of the website (i.e. page titles, headlines, body copy, etc.). This makes it easier for search engines to understand what the website is about. Great work!
The tone of the copy on the homepage and services page is straightforward and professional, but I love the switch to a more personal tone on the about page. On this page, the writing comes straight from the John Palmer, the CEO of the lab. He is able to show off some of the personality of himself and the business, all while connecting with prospects on a level that is not accessible with straight business talk.
If your website is a car, programming is the engine. So unless you want the equivalent of a Ferrari that you have to push around, invest time and resources into making sure your website runs like Ferrari before you dress it like one. I thought Palmer Dental’s site hummed along splendidly.