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Professional News Articles : FRONT DESK by Mary M. Byers, CAE : Is it time for a Web site update?

Is it time for a Web site update?

April 4, 2008

I’ve had a Web site for my consulting business for nearly a decade. Recently, however, I noticed that it was dated compared to other sites I visited online. As a result, I chose to completely revamp my site.

If you have a practice site, perhaps it’s time for an update as well. Here’s how you can move the process along in a way that’s both beneficial and constructive for the practice you work for.

Surf other area dentists’ Web sites and compare notes. You don’t have to have the latest technology or all the bells and whistles to make your site effective. However, comparing your site to other practices in the area may well reveal any shortcomings you have. This is a good place to start.

Print out a copy of each page of your site and review for accuracy. It’s best to print out a hard copy so that you can review each page and make notations regarding necessary content changes. As you’re reading, ask:

  • Is this information accurate?
  • What’s listed that is no longer relevant?
  • What isn’t included that needs to be added (i.e. new services or policies)?


Make additions and deletions as necessary.

As you review content, consider graphics and color. Does you site accurately reflect your practice? If you’re high-end, you need a high-end site. If you’re office is contemporary, your site should be, too.

Are the colors eye-catching and pleasing? Or dull and boring? Since new patients may visit your site before they visit your practice, their first impression will be influenced by your online presence.

Your content and graphic review will help you determine if you simply need an update or require an entirely new site.

Include more than just the basics. Obviously, your site should include the basics such as the doctor’s name, office address, hours of operation and contact information. The following will enhance your site:

  • Staff biographies
  • Frequently asked questions, including payment policies
  • Post-operative instructions
  • Guidelines for emergency calls    
  • Links to other credible sites
  • A link to online mapping which enables patients to access turn-by-turn directions to your office


Develop an update policy and accountability. Once you’ve updated your site, determine how often you’ll review it and who will be responsible for the review. Then, make sure this individual has the time necessary to do this task, as well as the training. New software allows content changes to be made easily from any computer, but training may be necessary in order for this task to be handled internally.

Promote, promote, promote! Your Web site is useless if no one knows it exists. Include the Web address on all office materials, including the toothbrushes you hand out. Check to see that it is on your appointment cards, letterhead, reminder notices, brochures, business cards and yellow page ads. If it’s not, add it.

List with search engines. If you don’t know how to do this yourself, find out how or hire someone to do it for you. It’s essential that you’re listed so that patients and prospective patients can find your site easily.

Gather e-mail addresses. Begin today to collect e-mail addresses for your patients so that you can send appointment reminders and special notices via e-mail. This will reduce your printing and postage costs while enabling you to promote services your patients may not even know you offer. Be sure to ask for permission to communicate with patients this way, however, so that you’re not guilty of sending spam.

An online presence is necessary in today’s Internet-driven world. Take a few minutes to review your practice site and make sure it’s all that it can be. If it’s not, make plans now to get it where it needs to be.  

CDS presents Front Desk, a column addressing problems dentists and staff members experience in the office. Front Desk is prepared by Mary M. Byers, CAE, a professional speaker and freelance writer. Ms. Byers may be reached at mbyers@marybyers.com or www.marybyers.com. Send suggestions for topics to be covered to review@cds.org.

© 2008, Chicago Dental Society