Attract the Right Patients By Weeding Out the Wrong Ones

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Patient Attraction Episode 441

Recently, I came across a blog that directly contradicts something I have been telling you. Normally, this podcast would be devoted to why they are wrong and I am right. But today, I’m going to tell you why they are right and I am … er .. less right. Stay tuned.

– Colin Receveur here.

– I got my start in dental marketing as a website designer.

– I didn’t worry too much about how the prospect got there.

– I just wanted to convert them from a prospect to a patient once they got to the website.

– A big part of that conversion is what is called user experience, or UX.

– I have podcast about this numerous times.

– About a month ago I gave you a podcast ( that gave you tips on how to improve UX, and then followed that with a series on how to improve your website content.

– In all my UX podcasts, the message generally centers around one theme:

– Make your website as easy to navigate as possible.

– There is all sorts of data to support this.

– People already have a short attention span on the web.

– 55 percent of people spend less than 15 seconds on a web page.

– 66 percent of people scroll down the page.

– Research by PhD Jakob Nielsen shows that the average page view lasts A LITTLE LESS THAN A MINUTE.

– Data from Microsoft Research show that page visitors are most likely to leave before they have been on the page 10 seconds.

– So when I came across a blog touting the benefits of friction, or user effort, I was ready to give somebody a verbal beatdown.

– Here is what the blog says, in short:

– Making the website visitor work a little gives him or her a feeling of accomplishment, make people think, and weed out bad prospects.

– It is that last point that really hit home with me.

– When you look at the other two points through the lens of weeding out BAD prospects, they make sense.

– Let’s look at the other two points first.

  1. A little effort makes dental prospects feel good when they find what they want on your site.

– OK, I’m going to call BS on this one if you look at it on its face.

– You do not want the prospects you are trying to attract to face any usability issues.

– They are more likely to bounce than to continue to search for what they want.

– But looking at friction as a way to weed out bad prospects, and this works great.

– So you make it very easy to find information about the procedures and benefits of your practice that you want to enhance: implants, TMJ treatment, cosmetic dentistry.

– For our clients, we create big buttons that talk about problems those procedures would fix.

– To discourage the prospects you’re not looking for, such as those looking for whether you take their insurance, you tuck that information away in a less-conspicuous part of your website.

  1. Friction, or user effort, also makes people think.

– Again, you don’t want the wrong people thinking too much.

– Let’s look at writing for a second.

– You should not write content on your site at such a high level that only other dentists can understand it.

– That’s why I encourage you to avoid dental jargon.

– But if you are looking for people with higher income, you can write at a higher reading level.

– Those with higher educational, and presumably income, levels will be understand.

– Those with lower education, and presumably income, levels may get frustrated and find and easier-to-understand site.

– So friction turns out to be a valuable tool when used to meet your goals, which is attracting the patients YOU want.

– Until tomorrow, keep moving forward.