Your website can be a key driver in boosting the overall value of your practice, but not if you’re relying on generic templated designs that can’t be optimized for your individual marketing goals.

By Otis Nelson

WOULD I HIRE an attorney to help me fight a $90 traffic ticket? Probably not. But I would absolutely hire one to represent me in a six-figure property dispute. When the stakes are high, you don’t want to do it yourself. The same goes for websites. A prebuilt $50-per-month site with drag-and-drop elements may be good enough for, say, a fun little side hustle selling T-shirts. But for a dental practice that’s not only your primary source of income but perhaps also your most valuable asset? No way.

A strong online presence is crucial for a business to thrive. A website serves as the cornerstone of a practice’s online identity—a virtual storefront. It can attract, engage and convert potential patients . . . or not. It’s so much more than simply checking a box on your marketing list. Design matters. Site architecture matters. User interaction matters. And, of course, ROI matters. If it doesn’t draw visitors in, it’s a waste. If it doesn’t make a great impression, it’s a waste. If it doesn’t rank on Google . . .

A website is so much more than simply checking a box on your list of marketing must-haves. Design matters. Site architecture matters. User interaction matters.

Marketing agencies specialize in creating and optimizing websites that are tailored to meet the unique needs of businesses. They employ skilled pros who are well-versed in design, development, SEO, content creation and digital marketing. Their expertise can help a practice ensure that its site looks professional and performs optimally across devices and platforms. Here’s how.

Customization and personalization: Marketing agencies take a bespoke approach to site development, making time to understand the goals, audience and brand identity of each client. With a DIY site builder, a business is often limited to generic templates and designs. No customization. No brand differentiation.

Time and efficiency: Building and optimizing a website requires time, effort and technical know-how. Marketing agencies have the resources and experience to streamline the process, from initial design and development to ongoing maintenance and updates. By outsourcing site management to a marketing agency, practices can save valuable time and focus on their core activities.

Search engine optimization (SEO): A key component of website success is search visibility. Marketing agencies have a deep understanding of SEO, enabling them to optimize websites for higher rankings and increased organic traffic. From keyword research and on-page optimization to link building and content crea­tion, agencies employ a comprehensive approach for long-term results. DIY site builders offer basic SEO tools but typically lackthe sophistication and effectiveness of professional SEO strategies.

Return on investment: Hiring an agency entails upfront costs, but the potential ROI far outweighs the initial expenditure. A well-designed and optimized website will generate leads, drive conversions and increase revenue for a business over time. A poorly executed DIY site may result in missed opportunities and losses. It can also prompt people to ask, “If they care this little about their website, how much will they care about me as a patient?”

While DIY tools seem alluring, practices stand to benefit from partnering with a marketing agency. From professional design and customization to expert SEO and ongoing support, agencies offer a comprehensive solution that delivers tangible results. Invest in an agency and position yourself for success in the competitive online landscape and achieve your growth objectives effectively.

OTIS NELSON is SVP of Sales & Business Development for LassoMD, a fully integrated engagement marketing platform that merges all stages of patient acquisition. He has 14 years of dental health care experience and holds a BBA from Utah State University. Visit lassomd.com for more tips and advice.