We are in the process of running marketing campaigns aimed specifically at dental practitioners, promoting website design, waiting room screens, dental animation software and video production.
During the course of research, I have been astounded by the number of dental surgeries that seems intent on wasting money on Google Adword campaigns. That is not to say that the campaign itself is a great way of getting their website in front of prospective patients, but what happens when that prospective client clicks on the link (and costs the dental practice some money!).
In the course of the past couple of days, I have seen single-page websites for dental practices that are as compelling as a blank wall. I have attempted to contact the practice using the email address on the website to find that the email address link has been mis-spelt. Websites have no clear call-to-action, nor do they give a concise overview of the services and treatments that are available.
This is a salient lesson to any business advertising using Adwords or other sponsored scheme. If your website is not at the top of its game in terms of message, design and construction, and call-to-action, then you might as well take the advertising budget and flush it down the drain.
If only we all had money to waste...
Postscript: If your website is not getting the enquiries you expect from your sponsored links, take a break and consider a contribution to:
http://www.redcross.org.uk/japantsunami
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