Our hardest working employee is…

In our dental office, our hardest working employee isn’t the doctor, the assistants, the hygienists, or even me (the office manager). I know what you are thinking, “But Missy, not only are you in charge of a successful practice, you also run your own practice management company, how are you NOT the hardest working employee there?” I know, right? But it’s true, there is something around here that works a whole lot harder than me. Can you take a guess as to what it is?

I’ll give you some hints. Our hardest working employee does the following things:

Helps bring in new patients

Captures patient attention

Offers visually appealing information

Encourages patients to book a dental reservation with us

Works 24/7

Any guesses? Who do you have in your office that works that hard?

Let me come clean. Our hardest working employee isn’t actually a person, it’s our website!

Our old website was built by a nice recent college grad who knew how to build some websites. He had some pretty cool looking websites on his online portfolio, and because we didn’t know any better, we thought he might be a good choice to build our site. His online gallery told me that he could build a site for a local automotive garage, and for a cute little bakery that sold cupcakes. The content seemed alright and the cupcake photos looked yummy. Surely he was a good fit for our site. I sent him an email to inquire about his services. He replied with a questionnaire about our business and after a short time, our site was done.

For many years, we lived with that site. Every now and then we would make a small change or two, but for the most part, we had our little place holder on the internet. If you would have asked me years ago if I was happy with that site, I would have said yes. BUT THAT WAS BECAUSE I DIDN’T KNOW ANY BETTER!

When we were preparing to move to our new office, I knew we needed a new website to match. Although I didn’t know a lot about websites, I knew that our old site wasn’t doing enough for us. I decided to scrap our old site and start fresh.

Enter Short Hills Design.

I came across information about Short Hills Design and soon learned that a website should be MORE than just a little piece of the internet. A website should actually work FOR you and your office. Part of that process starts with utilizing a company that not only understands the field of dentistry, but is also run by a dentist. It just makes sense that a proper dental website be built by someone who works in dentistry. Our former web guy, although very nice, was not equipped to create a site that truly understood our audience, our patients. He didn’t understand their urgency, their need to be reassured, their mindset at all. He also had no idea what a crown was. Why in the world did we let that go on for so long? It’s just another example of live and learn.

So back to Short Hills Design. We contacted them and spoke to Dr. David Wank. I quickly learned that his process was the polar opposite from our previous web guy. Dr. Wank involved us in every step of the process. You must be prepared to work hand in hand with this team, but that’s how it should be! After all, it’s YOUR office! He is not the kind of designer who will give you a place holder on the web, but rather one who will create a site that will capture your demographic. I’m not an SEO (search engine optimization) expert by any means, but I do know that our site has the tools to put us above other sites in google searches, and that’s what we want. People are GLUED to their phones for everything these days-including searching for health care providers. There’s a reason our office doesn’t advertise in the yellow pages anymore. We have to market where the people are and it has to be done correctly.

We’ve been using our new Short Hills Design site for about a year and a half. We receive new patient reservation requests ALMOST DAILY from our site. We were lucky to get 1 in 6 months with our last website.

Some people don’t want to make an investment in their websites. They are wrong and just don’t understand exactly WHAT their site should be doing. The amount of hits we get on our site is higher than its ever been. The amount of new patients we’ve seen from our site has long since paid for the website investment.

I strongly encourage you to not keep making the same mistake we made with our old web guy. Yeah, we had a website, but it was pretty worthless. Would you keep an employee around if he/she wasn’t doing any work to help improve your business?

I know better now. And thanks to this blog, now you do too!

About Missy


  1. Definitely some sound advice in this post, Missy! Websites are an amazing asset when used correctly. Nowadays, it’s a necessity to have a wellmade website for your practice.

  2. This is really good advice. I guess you get what you pay for, for a website. This will help me in the future. A good website is the key to business.