Make it easy for them! Don't make visitors work to find information.

One of the keys to effective website marketing is to make it EASY for visitors to find what they are looking for.  If your other marketing and search engine results direct them only to your home page, then they will have to "drill down" through your menus to find what they're looking for.  That increases the chances of visitors just hitting the "back" button.

Take them RIGHT to the information they seek.  If you're advertising implants in the newspaper (radio, tv, direct mail, etc.) and you simply list your website's address, they'll end up on the home page.  Now what?  Now they've got to find (usually on another page, deep within your site) where the implant information is.  You're making them WORK for it.  Bad idea.  Web searchers are lazy and impatient.  If they can't find what they are looking for in THREE seconds, they're GONE and off to the next website.  Make your site "sticky."

The "take home message" is this:  Consider registering additional domains specific to what you may be advertising and use them in your traditional marketing.  Then forward those domains directly to the relevant webpage deep within your website.  Take them RIGHT TO IT.  This is called "deep linking."  An example of this that I've used is www.BoyntonBeachDentalImplants.com.  This is simply a domain that is forwarded / deep-linked to the Dental Implants page on my primary website, www.PalmBeachSmiles.com.  So, if I had a newspaper or radio ad about implants I'd use "BoyntonBeachDentalImplants.com" in the ad (instead of PalmBeachSmiles.com) so those prospects would be taken directly to the relevant information.  Make sense?

If you want to DOMINATE the web in your area, check out The Complete Website Owner's Manual for Dentists!  Be sure to read the testimonials from dentists just like yourself.  :-)