First impressions matter: The importance of online branding

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First impressions matter: The importance of online branding

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Patients must be able to find websites easily via search engines. (Photograph: Georgejmclittle/Shutterstock)
Amanda Baxter-Jones, HubSpider

By Amanda Baxter-Jones, HubSpider

Sun. 2. August 2015

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Every dental practice seeks to attract a specific type of patient, whether it is local families or people requiring specialist treatment. First impressions are difficult to change; it takes just one glance for someone to evaluate your business. For this reason, it is important that the first impressions of prospective clients be among your primary considerations when branding your practice.

Branding your dental practice

Choosing the brand for your dental practice is one of the most important aspects of attracting loyal patients. This goes far beyond choosing a logo: it is important to consider the décor, the way your patients communicate with your staff and how your patient feels when he or she leaves your office.

At HubSpider, we take patients’ needs and customer experience into consideration when creating an online brand. We have over 60 years’ experience collectively in working with dentists and a versatile understanding of what a dental practice requires from its brand.

One of our recent clients was the Curaden Dental Clinic, a prestigious dental practice that opened on New Bond Street in London on 15 March 2015. HubSpider supported them in building their online brand well before their grand opening. The clinic is a pioneering practice offering a full range of innovative and preventative dentistry services. This is what we wanted prospective clients to experience from their first impressions online.

The elegant use of colour

The colours you use in your dental practice are an important part of your brand. Having an understanding of colours and how they can affect the way patients feel about you will inspire the design of your brand.

Curaden Dental Clinic chose white as their primary colour to establish an impression of style and elegance. White also creates a vivid image of purity and cleanliness associated with healthy teeth and beautiful smiles. This colour complimented the clinic’s branding slogan, “Would you like to be our next smiling patient?”.

In developing the Curaden Dental Clinic website, HubSpider took the elegance of the practice, their “beautiful smile” theme and the connection to their partner company, Curaden, into consideration. The scheme of the website is white, with eye-catching images of beautiful smiles. A blue accent was used throughout the website to demonstrate a subtle link to Curaden.

Importance of professional service

Establishing an online presence for any business is an intricate task, and it is recommended that you enlist the services of a professional web developer. Ensuring that your website is branded in the same manner as your dental practice to create a sense of reassurance for patients is only one aspect of web design. There are many other matters to consider:

  • Prospective and current patients must be able to find your website easily via search engines.
  • Their user experience extends to their smartphones, and therefore your company’s website will have to be mobile friendly.
  • Today’s patient wants to be able to communicate with you through social media channels.

For these reasons, it is important that you choose a web developer who is passionate about your business, has the expertise to develop your online marketing strategy, and has the ability to direct clients to your dental practice through social media.

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