How Good Web Design Can Turn Bad August 1, 2009
Recently, we were asked to estimate on a website for a dentist. Now this dentist already has a website that was very well ordered. In addition, the design of the website was set up professionally. But despite being in the five listings and attracting a significant volume of traffic, the amount of new business generated by the site was low.
I felt very quickly that the problem was, but we need more research to confirm. For more information. Through my research, I discovered that my client is not alone in its industry of the immense question of dentistry is one of cheese smiles of all ages and eye-catching graphics change.
From my point of view, a large number of dentists, was found as false and full of photography. This left me feeling worried that if I went to see the dentist that I was dealing with someone who was about marketing and all may not be the best dentist around – OUCH!.
The real underlying issue here is trust, or more precisely – the lack thereof. You must understand that when you create a website to make sure you do everything to generate the maximum of trust with potential customers.
If the site generates confidence, give the customer the confidence to commit to a purchase decision (in this case – an appointment). Now, what went wrong is that web developers have focused more on the need to convey the fact that the dentist was technologically advanced for the development of a flashy site. More most impressive flash = FALSE!. What is the final result was, however, that the site is completely undermined confidence in its services because it seems more than a sale, and the medical profession is a no-no.
Interestingly, in support of this suspicion, the dentist told me a story about a person submitted by a patient. “Go see my dentist because it is excellent,” was the reference of patients. But before acting on the referral, the patient, the dentist to check the website, which prompted him to ask his friend. “Are you sure this guy?”.
What happened is that the site has undermined the trust that was set up by the friend in question.. Fortunately, in this case was found with her friend who told him to forget the site and go see the dentist. But how many other references have been terrorized by a website which seems to overestimate the person or department?
The lesson here is to ensure that when you design a web site that you take into account their expectations of their markets for the industry and the design of market psychology and expectations. Health professionals should not seek to exaggerate themselves and be aware that excessive use of flash photography and can undermine confidence and affect your business.
Subsequently learned that the client hated the woman of your website. Maybe next time he will listen.