Weekly Web Tip: The less actions and processes to the user the better. Have you ever wondered why google has the design they use? Huge amounts of money has been spent on research for the way that people interact with information. We see the LMT bridge now with a white background and black text because it has been proven to be the easiest text to read. Keep the design simple and easy to use.
Another aspect that google uses, that isn't always adopted by websites is keeping the information in a standard browser page. If a user has to scroll through text for 5 minutes to get to what they're looking for, then you have to redesign the page. Most web designers will automatically factor this in. But if you control the content of your website it can seem like you could never post enough information. Try to keep it to a minimum, be direct and concise.
As you design and manage your content you will learn a lot about your business, who are your real customers, who are people that show interest, are you appealing to the right audience. There is a proven test called the 'Grandmother' test. If your grandmother can read it and it still makes sense and has the right message - you've succeeded. There are lots of sites that focus just in aesthetics all over the web. If you see a page you like then emulate it, the more pride you have in your site the more you will develop it and the more conversions.
Be sure you have a goal for your site too. Many lab owners will say "More customers" is the goal and that would be a great achievement, but we're in an industry that is built on relationships. Maybe you want more awareness, education, organizing education events, networking etc. Your site can be a stepping stone to securing new business but it won't do it alone. Use it to bridge the gap, break the ice and begin new relationships with dentists you intend to do business with for a very long time.
These tips are designed to inspire and educate dental lab owners about their websites and how to apply them. If you have any experiences you would like to add, please comment.