Startling Research Shows Your Website Has Little Time to Make a First Impression

Patient Attraction Episode 176

As a dentist, you know the importance of a first impression. Someone’s smile is one of the first things others notice about them. When we come back, we’re going to talk about the importance of your website’s first impression.

– Welcome back. I am Colin Receveur of SmartBox Web Marketing.

– Today I want to talk about the importance of your website.

– A website is so important to your web marketing that some people think having a good website is the goal.

– It isn’t, of course.

– Getting more patients is the goal.

– But the website is such an important tool that some dentists pour dollar after dollar into their website thinking it alone will bring in new patients.

– THAT’S how important a good website is.

– Well, I saw a blog recently that really opened my eyes about just HOW important a good website is.

– According to an eye-tracking study done at the Missouri University of Science and Technology, it takes only TWO-TENTHS of a second to form a first impression of a website.

– Two-tenths of a second!

– What can you see in two-tenths of a second?

– Logo

– Main image or video still

– Color scheme

– Typography

– Layout

– Headlines

– and Buttons

– So you can actually get a FEEL for quite a lot in that little time.

– What does this mean to you?

– That everything needs to be simplified to its most basic forms, right?

– Wrong!

– It shows five things to me:

1. The page must represent the tone of your practice. If you want to be a gentle dentist, then you should use soothing tones. If you want to be a spa-like dentist, you should use elegant typography. But someone should be able to blink their eye after looking and get the “feeling” of your practice.

2. The page needs to work in harmony. If you are going for a soothing tone, the colors, images and design all need to express that feeling. If you are going for a high-energy feel, everything should fit that feeling. You start mixing and matching different elements and the person is confused right away.

3. Your calls or calls to action must be clear. At SmartBox, we suggest three big buttons that immediately identify patients’ problems. In two-tenths of a second they can see that you can solve their problem.

4. The page must be easy to navigate. That doesn’t mean simple or stripped down. But the eye should travel very easily through the page, directed by color, typography and images.

5. The page must emphasize the patient, not the dentist. It is very easy to subconsciously see how many headlines and subheads say “You” or “Our patients” and how many say “We” or “Doctor X.”

– Come back tomorrow and we are going to look at more website research.

– Until then, keep moving forward.


If you’re ready to begin getting the only result that matters from your marketing-more and better patients in your chairs - get started today and schedule your Practice Discovery Session™. They’re free to serious dentists who want to see a Patient Attraction System™ that can double or even triple their practice.