In this day and age of interconnectivity and on-line search, we all know and recognize the importance of your practice website. Whether for marketing or patient verification, your website has replaced the Yellow Pages to let the world know how to find you, who you are, and what you stand for.

Two recent problems reported to me by clients have prompted me to write this post. Without going into the gory details, each client, when trying to upgrade or re-skin an existing website – using a different website developer – found out that they did not have control of their domain name.

A fresh look to your website is an absolute must these days. New artwork and different graphics can make a big difference. I am currently in plans to do this to my own website even though I did a makeover only four years ago. The one thing that absolutely can’t change – for numerous SEO reasons – is your domain name. So here are some basics that you need to know.

1. Ownership. When you own your business’s domain, you possess a superior level of control over your web presence, your practice’s branding, and the portability of your website, should you ever experience the need to move it from one host to another.

2. Expiration and Renewal. The majority of domains must be renewed once every year. A domain name that is allowed to expire can rapidly be picked up by a third party – either for their personal use or for the sole purpose of reselling it later – maybe even back to you at an exorbitant price! Develop a way of reminding yourself when your domain comes due for renewal or, better yet, consider renewing for an extended period of time rather than the typical span of 12 months. Domains that have been renewed consistently and for longer stretches of time tend to be favored by search engines like Google.

3. Trust – Entrusting an individual entity or company with the possession of your domain means knowing that the entity has your best interests in mind. Never hesitate to ask questions: Am I listed as the owner / registrant of the domain name? If important changes are required, how do I ensure that they are made? Can I be sure that everything will be set up properly and, if not, do I have the ability to have these issues rectified? A trusted partner will help you navigate the more complex aspects of domain name ownership and maintenance.

4. Contact Information. Often, a domain will be purchased and associated with a specific set of contact details, including an email address that is used for confirmations, expiration reminders, and notifications of impending changes. If your contact information with your registrar or host is out of date, you may miss vital correspondence pertaining to your domain and, therefore, your practice’s website. Perhaps you ordered the domain name from an old aol or hotmail account that you don’t use any more. All pertinent information regarding any domain name currently registered can be found using the helpful search tool at whois.sc. You can quickly view your domain’s expiration date and the name to which it is registered. Being an informed consumer, particularly when it comes to your domain, ensures a more successful web presence overall.

I have had a trusted relationship for nine years with TNT Dental. Full disclosure – I receive no compensation from this company. If you need help or advice about any of the issues I have discussed above, you won’t find nicer or smarter people.

How I wish I could be as eloquent as Seth Godin. Godin is a marketer, an extraordinary successful entrepreneur, the author of 17 best-selling books, a world class public speaker, and a committed  philanthropist. He writes a daily blog that is read by millions of people around the globe. I am a big fan, and normally start my day by reading his posts. I am continually amazed at how relevant his advice is and how sage his observations are regarding what is important to be successful in business.

The over-riding message that I hear and take away from Seth – and one which I totally embrace and share with my clients – is the need to think long term. How you must resist the temptation of taking short term profits at the expense of long term relationships.

As a dentist, if you agree with the statement that the lifetime value of a patient is significant – and if you agree that in our crowded and competitive marketplace that value is only increasing – then it behooves you and your team to think long term. Godin commented on this very topic in a wonderful post called “Thinking Lifetime – Don‘t Break the Chain” where he remarked that “a customer is never out of warranty even if his product is.”

Always ask yourself how you – if you were a patient in your dental practice – would feel by the solution offered to “fix” your problem. Whether it was a scheduling conflict, or a financial misunderstanding, or a dental insurance issue. Was it done quickly and expeditiously?  Was it fair?  Was it convenient? Was it generous? Would it have exceeded your expectations?

Empower your staff to offer solutions that are more than fair. Ritz Carlton has pioneered this philosophy and is considered the gold standard of exquisite customer service. The customer is always right. You never want to say “no”.  Be very careful about taking a “line in the sand” mentality. You never want to give a patient a reason to leave your practice.

And above all else, never abuse a patient’s trust. It takes time and effort to earn that trust. And as Seth says “while trust is expensive – trust is worth it.”