How Much Does a Dental Office Website Cost?
This whitepaper will help you find out how much your dental practice should be paying for a professionally designed and developed website.
This will be able to make you a better-informed decision about how much you should be spending and what you should be getting in return.
Website Cost – Executive Summary
You can get prices for a dental website from $500-30,000.
If you are a typical dentist, you want to consider spending $3,500 to 10,000. Yes that’s a big range, but there’s a lot of variation in what you can get. Here’s some guidelines that can help you.
- If you just want an attractive 5 page website, you can get that for $2,000.
- If you want a more thorough 15 page website you are probably looking at 4,000-6,000.
- If you want a high end custom designed website where someone else does all of the copywriting, you can be looking at $10,000-15,000.
If you need to promote your website with advertising, search engine optimization, review promotion, or social media, these are additional monthly costs.
In general, when you are working with a web design company or digital marketing agency, you want to tell them:
- Your budget
- What business objectives you want to achieve
Based on your needs and your understanding you can be in the drivers seat in finding the website you want at the price you expect.
How Much is a 15 Page Website?
We’ve already established that there is a broad range of prices for a website. For this section we will assume that you are looking for a 15 page website. The site structure could look something like this:
- Home (an overview of your services)
- About (overview of your practice)
- Team (all of the people that work for you)
- About You (profile of you)
- First Visit
- Dental Checkups and Cleanings
- Dental Implants
- Crowns and Bridges
- Porcelain Veneers
- Root Canals
Why the Significant Variation?
We know that $3,500-10,000 is a pretty big variation in cost. Here’s some of the factors that impact the variation:
- The quality of the design.
- Whether the website is custom designed.
- The amount of design work. For example, the home page may have a lot of design work done on it, but the inside pages may have minimal design work.
- How well it’s developed (the coding and details, including mobile responsiveness).
- How well the Search Engine Optimization has been incorporated into your website.
There’s Even More
What you’ve just learned gives you a high level understanding of what you need to know for how much a website should cost your dental practice. The rest of this document will give you a greater depth of understand of the options, cost factors and how you can impact the success of your practice.
More Information on How Much It Costs
We are breaking down for you all of the factors that are part of a website. This can help you determine whether you want them to be a part of your website or not.
Costs for websites vary based on a lot of factors. The foundations of a good website should be:
- Designed to look great and professionally represent your practice
- Custom designed for your practice
- Well developed, working well with mobile devices and good page speed
- Solid Search Engine Optimization incorporated into the copy and the development of the website in order to help you rank better with Google
As we’ve already give above, the range for a 15-page website should be around 3,500-10,000. A 3,500 website should be good. An 10,000 website should be better, both in design and development.
You Can Do It For Cheaper… If You Want
Of course, if you want a cheaper website, you can do it by yourself, but then the quality of the site design suffers. The quality of your website makes a statement about your practice. If it’s a poor quality website, it could be making a statement about you and your practice that you don’t like.
Another way you can reduce the cost is to reduce the number of pages too, but here’s the problem: it makes it harder to properly represent the services you offer. Additionally, you will sacrifice some of your ability to rank on Google. For example, if you don’t have a page on tooth extractions, you are less likely to be ranked well on Google for tooth extractions.
Moving Forward: Consider What You Want
Consider what you want your website to look like. Look at your peers and websites outside of your industry. Make a list of the websites you like the most.
You need to consider what you want your website to look like, including the style of your home page and inside pages. You also need to consider what are the main services that you offer. You want to have your new website present them in a way that’s easy to understand.
Make a list of the services you offer. Highlight your top 3-6 most important services.
Moving Forward: Consider Your Needs
You will need to consider what you want your website to look like, including the style of your home page and inside pages. You also need to consider what are the main services that you offer. You want to have your new website present them in a way that’s easy to understand.
Related Costs in Web Design and Development
Many of the following items will likely not be included in a base web design pricing (with the exception of development). These are services that may help you better achieve the business goals of your practice.
In the very least, you should have photos of the dentists. It’s normal practice to have photos of each team member too. Now, while you don’t have to get professional photographs for your website, but it’s probably a good idea. They almost always look much better, giving a better impression of you and your practice.
Make sure that the photos that are taken at photos that can work well for a website. Elevate99 has a handy guide to help ensure that your photographer can provide you with the photos you want for your website.
Photography can cost $1,000-4,000
Some dentists might think that they can use some standard text that can just be copied into their website. Here’s the problem. Google searches for duplicate copy. If Google finds duplicate copy, they will penalize your rankings. That means the traffic to your website will decrease, impacting your flow of new patients. (If you want to check and see if your present website has duplicate copy, use a service like Copyscape).
We don’t recommend using copying content from someone else’s website or using stock copy. Write new copy yourself or get someone else to do it for you.
The cost of your copy will depend on four factors:
- The number of pages written
- The amount of words per page
- Whether there is any SEO strategy done for the pages
- The quality of the copy that’s written and any strategy for marketing or conversion
Quality Copy Costs More and Delivers More
More expensive copy should be better written. Better writing is more engaging, creates more trust and gets you want you want – it is better at getting people to schedule an appointment with your practice. Additionally, Google pays attention to the quality of your writing – and that will impact significantly on your Google ranking.
The amount of copy per page we normally recommend is 400-1,000 words. There are many reasons that we include this amount of copywriting per page.
- People don’t read, they skim. And that means that you need to have content that they can skim over. Using various techniques, we make it so that people can skim your content easily. And if they are interested after skimming, they will go back and read more of the text. You need to give them enough text to read.
- People believe that there’s something valuable able having lots of copy vs very little. But remember the rule – there’s no such thing as too much copy, only bad copy. If you are going to have a lot of copy, make it goo.
- Google also believes that there’s value in volume. One of the ranking factors for Google is the amount of copy that’s been written. Having around 800 words or more is a recognized factor in helping your rank on Google.
- Having a lot of copy allows keywords to be seeded naturally.
- Having a lot of copy means people can spend more time on your page. And Google likes to see that people are spending a lot of time on any given page.
If you want to write copy yourself, you can. Alternatively, you can find a firm (like Elevate99) that can write it for you. We are happy to help either way.
The estimated cost you should be paying for 15 pages of copywriting: $2,000-6,000.
Digital Marketing Strategy
How is your practice going to be successful in achieving your business objectives? A digital marketing strategy will provide a roadmap for the success of your dental practice. Some web design firms will do a general strategy as part of their proposal development. Others will do an advanced strategy for which there will be a fee charged.
A digital marketing strategy may be included in a proposal or an advanced digital marketing strategy can cost $1,000-4,000.
Other Services to Enhance Your Website
In order to achieve the business objectives for your practice, you may require some of these services.
Search Engine Optimization
One of the most common ways people look for a dentist, is to search using a search engine (Google is the biggest Search Engine out there, so throughout this document, for simplicity’s sake, we just refer to Google when we are talking about search engines in general).
When you do any search, Google’s goal, is to provide the best search result for you. With Search Engine Optimization, we are constantly working to help Google understand why your website is the most relevant website for various keyword searches.
Success in Search Engine Optimization is often one of the best ways for a dental practice to be successful in getting new patients. Many of the successful Dental Practices today have active SEO campaigns.
If you are going to do an SEO campaign, make sure know what your provider is doing. And track the results, which includes: Rank of Keywords with total monthly volume. Number of visitors to your site from search engines.
The services offered for Search Engine Optimization can vary significantly, so can the cost. For a monthly SEO campaign, expect to pay $400-$2,000.
The two most popular ways of online advertising include:
1. Google AdWords: Google’s advertising system whereas dentist can pay Google to direct traffic to their website when people search for specific keywords (such as ‘dentist’, ‘dentist near me’, and ‘dentists in Springfield MI’). When someone searches for one of your keywords, your advertisement shows up on Google’s search results with a clickable text advertisement (usually located at the top or bottom of the search result list). You only pay when someone clicks on the ad. Other search engines (such as Bing and Yahoo) also have similar systems.
- Google Display Ads: Google has a huge network of websites on the internet where your visual advertisement can be placed. You select the kinds of websites you want to be placed on. These ads can be paid for on a basis of pay per click (PPC) or based on the number of impressions (number of times it is shown).
When done well, online advertising can be an effective way to grow your practice. If it’s not done right, it can be a quick way to spend a lot of money with little results to show for it.
Management of an advertising campaign can vary significantly and the management fee often has a direct tie in with the amount of money being spent. Most monthly budgets for SEO campaigns will fall within a budget ranging in between $250 to $2,000.
Conversion Rate Optimization
Conversation Rate Optimization is the process of increasing the percentage of visitors to your website who take an action, like filling out a contact form, which can lead them to becoming one of your patients.
Let’s talk about what that means for the bottom line of your practice.
- If you have 100 people coming to your website and 2 of them become patients, then you have a 2% conversion rate. Let’s say you paid $2,000 to get 100 people to come to your website. (in this example you are doing a pay per click campaign and paying $20 per click). That means you are paying $1000 per new patient.
- But if you increased your conversion rate to 4%, you would be paying $500 per new patient.
- Or if it decreased to 1%, you would be paying $2,000 per new patient.
Clearly, conversion rate is a big concern for a dental practice digital marketing campaign. There are a number of ways to improve conversion rate. A website that is designed and copywritten for conversion is a great start. And you can take it further and have a monthly conversion rate optimization campaign where your website is constantly being refined to better convert visitors into patients.
Getting well written copy will likely cost you $3,000-6,000 for your website. You may need to develop some landing pages ($300-1,000). A monthly Conversion Rate Optimization Campaign will cost $800-2,000 a month.
Social Media Marketing
Facebook, Twitter, LinkedIn, Instagram and more. Social media is pervasive in our society and with social media marketing, it can be a successful avenue for promoting your practice.
Facebook can be very effective in marketing for dentists. Facebook allows for advertisements, promotion of blog posts to targeted audiences, and they have a
A social media marketing campaign will run from $250-1,000 per month.
Branding is the creation of anything that helps to identify your dental practice as distinct from others. This can include your dental practice name, logo, symbols and other designs such as your website and your office sign.
The basic things you want to have designed for your practice include: logo, business cards, website, letterhead and office sign.
More advanced branding includes a full blown marketing strategy, research and more.
Branding can be simple or can be very expansive. Depending on what services you get, the cost will vary significantly. Expect that branding service will be a one-time investment of $400-$20,000.
Analytics and Reporting
There is a lot of ways to spend money marketing your dental practice. If the marketing is successful – great! If it’s not successful, that’s very bad. It’s important for you to know what’s happening with your website and digital marketing results. Get Google Analytics on your website and then start tracking the basics of what you need to know start with:
- How many people are coming to your website?
- Where are they coming from (direct, Paid Ad, SEO, etc.)?
- How long are they staying? What pages are the most popular?
- How are various keywords ranking on Google in your geographic area?
With analytics and reporting you can understand what’s happening with your website and how various marketing services are impacting your bottom line. If you are doing any marketing services (SEO, Advertising or Social Media Marketing), it’s essential for you to regularly measure the success of your marketing efforts.
Pulling It All Together
- Know what you want to accomplish. Do you want 2-3 more patients a month? Or are you looking to grow the number of patients by 10 or 20 or more a month? What else is important to accomplish.
- Determine a budget range that works for you.
- Get a website that is professionally designed.
- Determine what other services are needed to help you accomplish your business goals.
- Measure the success of your efforts.
- Determine what you need to continue doing, what needs to be improved and if anything needs to be dropped.
Your Return on Investment
You now have some ideas of what the various factors of your website can cost. Now you need to consider how much an average patient is worth. You shouldn’t be thinking about just the first visit. You should be considering the lifetime value of a new patient.
It’s estimated that a new dental patient is worth $1,500 in the first year and 10,000 over their lifetime. And if that new patient is a woman, they are likely to bring in 2-4 referrals, increasing the value of that new patient.
- If your digital marketing brings you in 5 new patients a month, that’s worth
- $90,000 a year
- $600,000 lifetime
- If your digital marketing brings you in 10 new patients a month, that’s worth
- $180,000 a year
- $1,200,000 lifetime
Consider your goals for growth clearly and understand how you expect your website to help your practice grow. This will enable you to understand how much you should be spending and be in a better position to measure your success on an ongoing basis.
Next Steps for Your Website
1. Consider what your most important services are.
2. Consider how you want your website to impact your business. Be specific with your goals. For example, you may want 5 new patients per month.
3. Determine the budget you want to spend on your website.
4. Find and compare your site to other dentists’ ‘better’ websites (or other types of businesses that appeal to you).
5. Find a web designer that you like and ask them to quote you on a website for your practice.
6. Get started on a website that will help your practice to achieve your business objectives
Elevate99 is focused on helping Dentists to achieve business success. Please contact us at 800-349-3394 or firstname.lastname@example.org for an initial consultation.