Choosing Imagery For Your Dental Website: Tips From A Photographer
Choosing a dental surgeon in Sydney is a daunting experience for patients. After all, dentistry and orthodontics have permanent effects on the patient’s face and smile. Not to mention the potential pain!
If you can you the worries patients have, wouldn’t it help them take the first step to book a consultation?
How To Stand Out From Other Dentists
As photographers specialised in Sydney dental photography, we have some tips about how you can stand out from the rest. We also got advice from an expert: Jeran Meah of Dental Metrics who has years experience creating high converting dental websites!
Consider Your Target Audience
In Australia websites are still the primary acquisition source of new patients for dentists and oral surgeons.
It’s obvious when you say it out loud – your dental website should appeal to your dental patients. For most clinics, this will be
- the general public – your patients
- other referring doctors/dentists
With each we would further consider what they are looking for. For example are you a Paediatric Dentist, Orthodontist, Prosthodontist, or Oral and Maxillofacial Surgeon? You would use different types of photographs to attract your customers/patients.
Do you get referrals from doctors or dentists? What are their motivations in referring you? They need to feel confident in you. You need photographs that are professional and also match their level of branding. Ie, if you want referrals from the local celebrity dentist, your site should also have a feel of luxury to it.
Show The Professional You
Most dentists dread to hear this – but you must appear on your dental website. Nothing would scare a potential patient in Sydney more than a website where the dentists and staff are seemingly ‘hiding’.
Most business owners are nervous about appearing in photographs, and that’s where a good photographer comes in. We help you relax, show you how to pose, give you detailed expression coaching. This results in friendly, professional photographs you’ll be proud to use.
The bare minimum is having headshots of you and your staff. Yes, your staff need to be there too. If only the main dentist is shown, it makes your practice look like a “one-man band.” This just feels strange, as patients intuitively know all dental clinics at least have a dental assistant and a receptionist.
Get Rid Of Stock Photos
Many dental websites have the same style of stock photos – the female model with already perfect teeth, the granddad laughing with a young girl, grandma with boy, the ridiculously beautiful family of four. These feel cliche and don’t connect with the viewer. They’re pretty, but not business effective.
You need photographs of real people. Google studies have shown a remarkable increase in conversion rates when stock photographs are replaced by real photographs. You can benefit from this too.
Eye-tracking studies have found that people who look like models are less likely to draw attention than ‘normal’ people
Jeran Meah, Dental Metrics
Show That You Care
What patients really want to see is if they can trust you to look after them.
We can help you create scenes of patient interactions, that give patients a feel of what it would be like being treated in your dental clinic. We show you as a capable professional, but it’s also a chance to show your friendly and approachable side.
Using a real patient shows you are genuine, and lets viewers imagine themselves as your patient.
Make Patients Feel Welcomed
A number of studies showed it took only 50 milliseconds for users to form an opinion about a website.
This determined whether they liked the site or not, and whether they left or stayed. The quality of your imagery has a large influence on this first impression.
Instead of random pictures of impossibly white teeth, why not show how how patients will be greeted when they come in the door? Instead of fuzzy phone photos, show that you took the step to get tidied up to take a professional headshot.
Google research shows it takes 50 milliseconds for users to form an opinion about a website, this determines whether they’ll stay or leave.
Jeran Meah, Dental Metrics
Show Off Your Clinic
Research by MDG Advertising showed two-thirds of online shoppers rated high quality images as “very important” to their buying decision, rating even higher than “product information”, “long product descriptions”, and “reviews”.
All of these other things are important, but your photography is the glue that will keep visitors on your page, and keep them interested in reading your other info.
In Sydney dental clinics this doesn’t mean photos of chipped or rotten teeth you’ve taken out. It means showing off your clean patient rooms, modern facilities, and high-tech equipment. What’s more, these can be added to your Google & Bing map listings – this increases your ranking and elevates your brand.
Two-thirds of online shoppers rated quality images higher than “product information”, “long product descriptions”, and “reviews”.
Jeran Meah, Dental Metrics
Show A Great Experience
Studies also found that 79% of patients expect a have consistent experience across touchpoints. That means, if your website shows a great experience, they will also anticipate a great experience at your clinic, and vice versa.
So show off your dental practice, show that it’s modern, bright and friendly. Let your patients imagine themselves sitting in that chair, relaxed. Photographs of interactions with your staff increase the audience’s trust of your practice. They show that the patient experience is enjoyable from the start to end.
We will help you prepare your clinic so that it looks welcoming and attractive. We consider your goals and plan with you. We capture a mix of photographs that are useful in different parts of your website and marketing plans.
Stand Out from the Crowd
When consumers see genuine photographs, they get to know and trust you. They feel a connection with you and stay on your website to learn more about you. This is the most effective way of getting more enquiries, and book more consultations.
Is that something you would like for your dental practice?
Executive Images provides Professional Website Photography for your dental practice. Contact us now and let us help you discover how you can show off your brand.
Contact our expert advisor Jeran Meah of Dental Metrics for help with your dental website conversion.
Dental & Orthodontic Website Photography Info
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