hospital-lane-receptionA leading Kent dental clinic has launched a new website which aims to give patients an open and honest insight into the procedures available.

Hospital Lane on Blue Bell Hill is a large practice with state-of-the art facilities and 30 staff.  Clinical Director Tony Auger worked with local company Netsite to develop a unique and very different website from others in the dental sector.

Tony explains: “There are a lot of copycat websites out there but we wanted something that would set us apart from other practices. The ideas for the site grew as it developed and Netsite really understood what we wanted and took my ideas on board.”

The structure of the new site means patients can get a snapshot of information or probe deeper into the site depending on the information they need.

“Some patients like to thoroughly research the treatment they are considering. They can even download consent forms from the site. Giving people confidence in your service is extremely important as is being authentic,” Tony said.

Hospital Lane has a long-standing relationship with Chatham-based Netsite who developed their first website several years ago. As well as a new design, Hospital Lane needed a site that was mobile friendly and complied with current web standards. An important element of the brief was also to ensure that the site did not lose its prominence in the search engines.

To enhance the site, Hospital Lane commissioned a video production company to film patients talking about their experiences. This was combined with short videos of each dentist talking to camera.

Netsite was able to use the films and design the website in a way that encouraged prospective patients to click through from the homepage and find the individual dentists that may be treating them. Users can also click through to a ‘Gallery’ page displaying examples of dental work and specific treatments on past and existing patients. The new site also includes a ‘filter’ function to display work by each dentist and/or type of treatment.

Tony explains: “The videos have helped to transform the site and bring it alive. Essentially the site is now a fantastic window into what we do. It took many months of effort and I think the effort really shows. We tried to keep the site as simple as possible but professional and see things from the patients point of view. Around 60 per cent of our patients come from recommendations and we know that they will go to our website before making the decision to come to Hospital Lane for treatment – that’s why the website is so important and is a key part of our marketing.”

Netsite Managing Director Paul Duthoit added: “The result of the site is the client now has a very powerful sales tool for anyone wanting to find a leading dental implant clinic in Kent and the South East. With its enhanced visual appeal, clear navigation and striking imagery, as well as adapting to mobile and multi-screen devices, Hospital Lane clinic now has a website that reflects its own high standards. By carefully rebuilding the site and making sure the site structure and existing navigation was not radically changed, we also ensured the site kept its important search engine rankings intact.”

Established in Rochester in 1990, Hospital Lane relocated to its new purpose-built clinic in 2007. The clinic is one of the most up to date and best equipped in the country and offers the very highest quality of dentistry and dental implant treatment. Hospital Lane clinicians have experience and advanced training in every aspect of dentistry which allows them to help each new patient choose a dentist whose skills and experience match their particular and individual needs.

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