Design Your Mobile Website to Convert New Patients

Lauren Hong


According to marketing statistics curated by HubSpot, 27% of consumers will leave a site if it is not optimized for mobile devices. That’s why 61% of today’s companies have created mobile sites or optimized their existing sites for mobile devices.

Why does this matter for healthcare providers such as yourself?

If there’s a profession where trust matters, dentistry is it—and patients will judge a book by its cover. Landing on a mobile-optimized website while on the hunt for a dentist or in search of making an appointment will aid them and help you build the trust and credibility your team deserves with your current and potential patients.

8 Steps to Mobile Optimization

A visit to the dentist’s office isn’t the number one activity on anyone’s “joy” list. So how can you make it easier on patients from the get-go? Create a beautiful website that’s optimized for mobile and will render correctly no matter which portable device your client is using.

Nearly half of all users in one study said a non-responsive website frustrates them. It frustrates Google, as well. With an ever-changing algorithm, the search engine giant now penalizes sites that aren’t properly optimized for mobile, and there’s no sign of Google changing.

Optimizing for mobile can feel like a tall task. But when you go in prepared with what’s important, it’s well worth the effort. Here’s where to start:

  1. Test your site. Fortunately, Google makes it easy to test whether its algorithm will treat your website as mobile-friendly. Simply drop your URL into the test site here, and Google will kick back a result for you. If you get an “Awesome! This page is mobile-friendly” notification, pat yourself on the back. But even if Google is happy, there are almost always ways to make your site even better for your customer.
  1. Communicate your value. Within 3 to 5 seconds of landing on your mobile-optimized site, people should be able to tell who you are and what value you provide. Remind people of the value you add with a clear but catchy headline and sub-header, and don’t ignore the impact images can have on communication value.
  1. Choose your keywords. While old “black hat” keyword hacks are long gone (at least, in our eyes), strategically using keywords on your mobile site will help your organic search results with your newly mobile-optimized website. Start by listing the terms that people are searching to find you. Not sure what they might be? Ask your visitors, and then test your keywords in Google’s Keyword Planner.
  1. Define what conversion means to you. Pleasing clients with a clean, responsive site pays off. Mobile-optimized websites can increase your conversions by 10% or more. Setting goals around conversion requires defining what conversion means to you, whether it’s appointments booked, consultations requested, email signups, or more.
  1. Opt for clean over clever. Intuitive navigation can make or break a desktop site, and that becomes even more important when visitors are viewing the site on a much smaller screen. Opt for easy-to-read navigation menus that usher people around your site. Keep the layout simple and uncluttered, and use content headers to give visitors a bird’s eye view of all content on the page.
  1. Make your call to action obvious. Conversion is focused on inspiring your visitors to take a specific action. Don’t make them guess what that is. Make it obvious with a call to action (CTA) button that is easy to read, easy to understand, and easy to click. (Keep those fat fingers in mind.) As a general rule, color matters, but contrast matters more. Help your CTA stand out by encasing it in a contrasting box.
  1. Help visitors get in touch. Eight percent of people report leaving a website if contact details aren’t provided. We’d go out on a limb and say that number is likely higher. Make it easy for your potential customers and current clients to get in touch with you by making your phone number and address both prominent and clickable.
  1. Don’t forget about forms. Need a patient to fill out a form prior to coming to the office? Whether it’s a general contact form or specific to a service you offer, don’t ignore your forms when optimizing for mobile, as well.

Making a Mobile Website Work

These general elements of a mobile website are incredibly important for making it work. But how can you customize it even more for your office?

First, add social proof. Reviews, testimonials, awards, or places you’ve been featured are all points of “social proof” that will help build trust and credibility amongst new and current visitors. As you know, visitors who hear from a fellow patient whom they can relate to are more likely to book an appointment.

Next, ditch the stock photos. Clean, eye-catching photos can add value to your website. Rather than opting for the standard stock photography, though, consider arranging a photo shoot within your own office to create warmth, trust, and reliability—and give clients a glimpse at what they’ll truly be experiencing.

Third, get personal. Don’t be afraid to infuse personality into your mobile website. Further personalization can come in providing details unique to your office, such as info on the office mascot, easy-to-find hours, or where to park. Show your clients you care about their experience, and they’ll return that respect.

And finally, make it easy for your patients to find you—and to keep coming back. It costs five times more to attract a new customer than to retain a current one, a fact most marketers recognize. Creating a seamless experience between your desktop and mobile website gives your office the benefit of making the right first impression with potential patients and building the trust and credibility needed to keep them returning.

Want a few (complimentary!) personalized recommendations on how to optimize your website? Send a quick note with your website URL to We look forward to hearing from you!

Lauren Hong founded Out & About Communications, a full-service marketing firm, in 2013. Today, Out & About is a 15+ person team with a suite of marketing services and specialists devoted to transforming their clients’ marketing. Her past experience is shaped by a degree in graphic design and advertising from Drake University and a master’s in international studies in South Korea, where she first arrived as a Fulbright grantee. During that time, she worked in international relations and marketing roles at the US Embassy in Seoul. She also worked with Oxfam Hong Kong and Humanitas Global Development in Washington, DC. Questions? Don’t hesitate to send a note to or call (619) 432-2888.