We live in a visual world, every day we are bombarded with images both still or in movement. It is essential that when you are choosing images for your dental business they are all on brand. However, that is easier said than done for dental marketing as the wrong imagery can put off, confuse or even scare your patients.
Online prospects rate high-quality images as being “very important” to their purchase decision, often more important than “product specific information”, “long descriptions”, and even “reviews and ratings”.
Here are the top things to avoid to help you make a better selection.
1. Inappropriate stock images
When was the last time you took a photo like this? You can spot a badly chosen stock image a mile off. People can look really unnatural (even creepy) and new patients may struggle to identify with them; you need your images to appeal to your target audience not alienate them. If you don’t want to pay for custom photography, at least take some time to browse and choose photo’s that look as natural as possible. Avoid stock images with people smiling in the dentist chair with an array of tools inside their mouth. It’s unnecessary and unrealistic.
We always advocate custom photography over stock but stock imagery is cheap and so easy to source. However, bear in mind that everyone is using imagery from the same pool, and guess what, it could even be your competitor. Now that would be embarrassing!
2. Close up of bad teeth
The smile gallery, my biggest bugbear! Being bombarded with close-up images of crooked, decayed teeth and diseased gums. These images aren’t appealing and I doubt they convince the viewer to ask for your help; even if you have a gleaming “after” image by its side. Stick to natural smiles and use case studies or video testimonials to showcase your work. Ask your patients to describe how their bad teeth or wonky smile was destroying their confidence and causing anxiety, better still how their lives have been transformed post treatment. If you really want to show the transformation, consider hiding the before image so that people can choose to view it. You don’t want to scare people off before they’ve had a chance to read about the treatment.
3. A lack of consistency
To ensure your website is on brand, make sure your images are consistent and of a similar quality and style. Above all they must appeal to your target audience. Avoid using blurry team page photo’s taken on someone’s phone which contrasts with bright, heavily photoshopped images of the practice. Consider how you want to present your practice and communicate this with consistent imagery.
4. Scary detailed Illustrations
Showing diagrams with screws sticking out of gums is scary to your average patient – not just the kids! There are alternative softer ways to explain intimidating treatments like a root canal or dental implants. These sorts of diagrams could be saved for use in the patient consultation when you can reassure them along the way. For your website, use graphics or videos to explain the treatment in a more appealing way.
5. Not using images at all
When it comes to online imagery, it’s not so much about simply including images for the sake of it, it is about making sure those images give the visitor a sense of identity, detail, context and brand. Steve Krug said that “people tend to spend very little time reading most web pages. Instead, we scan (or skim) them, looking for something that catches our eye”. When using images, as opposed to large blocks of text, you have more chance of catching people’s attention. Images can be a quick, clear way to help people understand your message but it’s important that they represent your brand, values and key messages.
If you need help designing your marketing collateral or website, call us on 01872 300232 or email us at hello@hivebusiness.co.uk.
