Endodontics South LTD is a dental practice in Jefferson County Missouri specializing in performing root canal therapy. As you can imagine, promoting root canal therapy is a unique challenge.
The majority of Endodontics South’s clientele are women, either as patients or making appointments for their family. I also learned that fellow dentists would likely use the website as part of a vetting process before referring a patient to the practice. These two market segmentation realities would inform the design decisions.
For fellow professionals, we determined that membership in professional organizations would be an important promotional matter.
We reviewed the websites of other endodontic practices as part of our development process. This look at professional colleagues around the country provided ideas and direction. I helped develop an information architecture that separated information offered to professionals and patients, giving each a particular path to follow from the home page.
During the selection of a design the client consulted with women who were either family or colleagues at work. The client provided some very attractive images that were used in the featured content scroller on the home page. These images serve to soften the website and lend visual interest to the site. Clicking on these images will lead the user to specific content providing an additional navigational path to content the client deems most important.
Within the site are links, biographies and curriculum vitae for the doctors of the practice as well as images and short bios for staff members. I spent a few hours at their office taking shots that are used on the site. An RSS feed from a prominent journal in the endodontics is providing periodic keyword-specific updates on the site providing search engine optimization.
Finally, the site is running on a WordPress content management system. This empowers the doctors or their delegates to maintain and update their own site on their own terms.
Please visit the site EndoSouthLTD.com, and see your dentist.