Turning Websites Into Patient Connections (E.304)

“It was what I wanted, and I didn’t even know what I wanted.” – Dr. Crystal Martin

Episode Overview:

For years, Dr. Crystal Martin avoided updating her website. Every option felt the same: cookie-cutter, uninspired, and disconnected from the heart of her practice. In this episode, she opens up about how the right process not only delivered a website she loves but also reenergized her career, aligned her team, and drew patients in with authenticity.

What This Episode Reveals:

• Why most dental websites fail to connect with patients
• How Dr. Martin overcame years of website frustration
• The real reason her new site is attracting high-anxiety patients

What You’ll Learn:

• How to build a website that reflects your team and values
• The role authenticity plays in patient trust and loyalty
• Why your website experience can transform how you feel about your practice

If This Sounds Familiar:

• You’ve put off updating your website for years
• You’re frustrated with cookie-cutter marketing options
• You want your digital presence to reflect who you really are

Next Steps:

Listen now and discover how an authentic website can reignite your practice and reconnect you with your patients.

TRANSCRIPT

[00:00:00] Regan Robertson: Welcome to Everyday Practices Dental Podcast. I am your host, Reagan Robertson here, and I’m bringing you a special gift today because raise your hand if you’ve had to build a website and perhaps the process has been less than thoroughly enjoyable. I know since you are listing, you’re likely a business owner and so you’ve had to at one point in time or another, build a website for your business, and it really hurts my heart to hear of all of the stories about people who have a really frustrating time with that process. So we’ve invited Dr. Crystal Martin, on the podcast today, and I am here with PDA teammate, Rosie Yacon. Is it Rosie Yacon? 

[00:00:45] Rosie Yacone: It is. You got, 

[00:00:46] Regan Robertson: I got it. All right, cool. Who was part of the team that helped, uh, Crystal in developing her website, and, um, and I would just love Crystal, your firsthand experience of what this has, you know, been like for you but first and foremost, Dr. Crystal Martin, welcome to the show. Tell our listeners a little bit about yourself. 

[00:01:04] Dr. Crystal Martin: Well, thanks so much for inviting me, um, I am a dentist in a St. Louis suburb. I have, um, been a dentist for 33 years and I partnered with PDA, uh, year and a half ago, and it has been an amazing experience. Not just the website, but just everything. 

[00:01:29] Regan Robertson: I didn’t realize that you’ve been practicing for 33 years. 

[00:01:32] Dr. Crystal Martin: Yes. 

[00:01:32] Regan Robertson: Is it in the same location? 

[00:01:35] Dr. Crystal Martin: No, um, I bought this practice 22 years ago, so when I was an associate for a while. 

[00:01:45] Regan Robertson: Oh, okay. Well, congratulations. You’re, you’ve had some experience then with developing your brand and developing your voice, I think, um, when I went to your website. So listeners, it is crystalmartindds.com and I highly, highly recommend that as you’re listening to this podcast, you pull up that website because, uh, it, it, the, the words jumped out at me. I felt like I got to know you right away, and I know that that comes with intention. So, in 30 years time, you probably developed more than a few websites, uh, have you had frustrating experiences or have they all been pretty easy for you? 

[00:02:27] Dr. Crystal Martin: Oh, yeah, it was frustrating. So basically the last website I had sat there untouched for years and it was, it was a terrible website and I knew I needed to update, so I would talk to different companies and no one impressed me, and I was like, “I am not investing that money, and I would go to the next company and I’m like, “Well, they’re just like the last company,” and so then I literally, for five years straight, talked to nobody and we did not update our website. We did not add a picture, um, my team, we all looked really young with our pictures, 

[00:03:14] Regan Robertson: So you wanted to keep those up, but everything else it can be. It’s really it. It’s, I, I knew this was gonna be a heartfelt episode, one because I love branding so much, but two, that is the reality that I’ve seen. You don’t wanna touch it because it’s just the thought of it can be painful to have to go through it again, and, um, I’m genuinely really curious. When you talked about the companies that were approaching you, what were you feeling from them that made you say, “This isn’t gonna be a good fit for me?” 

[00:03:46] Dr. Crystal Martin: They looked very cookie-cutter. They looked, when I looked at the websites of the dentists, dental offices around me, they pretty much all looked like the same and I did not want my website to look like that, and so I, I froze. I didn’t e and I don’t, I’m not a tech savvy person, so I didn’t really even know where to go from there, so I just went nowhere. 

[00:04:22] Regan Robertson: Wow. Well, what is the, what was that moment that made you decide, okay, I’m gonna, well, other than maybe saying it’s been five years, I’m gonna have to find a solution to it. When you, when you met, um, PDA and, and was even open to the possibility of discussing it, what did that conversation look like for you and how was it different? 

[00:04:43] Dr. Crystal Martin:  Um, it was when I met with Kate at the workshop and she’s like, let’s set up a little meeting just together, and she showed me what PDA could do with their, you know, marketing and at first it was resistant and, um, be triggered. Yes, and, um, but she’s so wonderful. She was not. She was just like, “On your own time, we can do it. We can help you,” and so we, we slowly started talking more and I just kept, we just had a conversation. I kept telling Kate, I was like, “I, I don’t even know what I want. I know what I don’t want,” and, um, it, and it just. It wasn’t even like Kate had a list of questions like, what do you want on your website? Is it this, is it that, it was just like this conversation that just developed and, and it just developed into this website that, um, I love and it expresses our, not just my office and me, but my team. 

[00:06:03] Regan Robertson: It’s interesting to me one, I think it’s very fair to acknowledge that it’s really hard to build back trust when you’ve felt, um, disappointed and, and perhaps, you know, burned and then you get to that frozen point. So I think it’s, I think it’s a really good testament to you to say, okay, I’m going to, you know, reach out. I know this probably has to be done, um, but also when I read your website to me, I’ve never met you before, like I’ve never had a conversation with you, but you feel like a really good active listener, and what comes across to me is that you are dentistry is the deliverable, but there’s so much more around it that centers around the human and the emotions, and it’s like you see the person from that full perspective, and I’m wondering in that moment, if that’s what Kate maybe gave to you instead of a transactional, you know? Okay, we’ll make sure you have a homepage and an about us page and a team page. What do you want on each of these things?  

[00:07:00] Dr. Crystal Martin: Oh, that is most definitely that. You put it perfectly, and it was like I said, it was just this conversation that flowed and she was able to help me verbalize what I wanted the website to look like, what I wanted it to portray, um, and of course I have a office dog and she, she knew how like my, ah, my team feels about the dog and my patients love her, and it was just like, it just, it captured our personality and it was like, it’s, we do great dentistry and we take care of our patients, but we still have a, we still have fun in our office and it’s great.

[00:07:46] Regan Robertson: Uh, this, uh, my smile can’t get any bigger because, you know, um especially if you’re listening and you’ve listened to other podcasts right now, you’ll know that I’m gonna say this and I laugh because on your website I do see team in black scrubs. So before I do like a conference or something that has, uh, multiple doctors are gonna be in the room with multiple different practices, I go behind the scenes and I pull images from their website, and what I find the majority of the time is that there are black scrubs, and so I put up like everybody’s photo in like a collage, and I say, how do I know? How I can choose you based on this when you all kind of look the same to a consumer who doesn’t know anything about dentistry. So other than the transactional elements of, I need a filling, I need a crown, do you provide that? And do you take my insurance? How do you get to pull out that personality in an authentic way that feels right to you so that they can, they can see that information on the website and then when they walk in your doors, they experience exactly what they’ve seen, and so you’re setting that expectation and I do think like this website to me, like I have a feeling and a sense of exactly what I’m going to go in and see, including the dog, which is adorable, and I don’t recommend everybody get a dog. However, having it present there, like everybody’s going to know right out of the gate. You can, you can expect this, and Rosie, you’re their team development coach, is that correct? 

[00:09:09] Rosie Yacone: I am, and Spritzy is definitely one of my favorite team members. We won’t, we won’t put Spritzy at the top of the line in front of all of our human team members. Certainly, I, I gave some love and took some pictures when I was in the office and you know, when you’re talking about that authenticity, it’s become this buzz word lately and I knew developing and creating the website would not be the difficult part because I completely trusted that Dr. Martin was in great hands with our Phoenix team in the creation of it, um, but when you’re in the office, it’s that human element that you said, “How do we get the heart of what this feels like?” ’cause even before I had gone in, you know, you know what you know, and you know who you meet, but when you put it all together and you’re in the practice, it’s like, “How does this heartbeat get represented? How does this feeling get represented?” I’m like, darn, I wish I wasn’t in New Jersey and I wish I lived closer. ’cause I would definitely be coming here because it feels so good, and after seeing the website in full development. They, they nailed it and it’s exactly what happens in that practice. The relationships between Dr. Martin and her team and her patients are next level. It’s, it’s really extraordinary and there’s, you know, no surprise that they were able to resonate that in, in digital form, which is the, well, I was waiting to see, “Okay, how does this all manifest?” Because I know what it felt like. I know what it looks like. I know what the team has been working so hard on, um, and when you’re new and you haven’t felt it yet, how do we see it and read it and click on it so that patients finding the practice for the first time, maybe through the website, would get a little taste of that, and they really, really do, and uh. Spritzy is loved. All the patients love. You just see hands coming off of every chair. 

[00:12:05] Regan Robertson: Oh really? 

[00:12:06] Rosie Yacone: Every chair when Spritzy comes by, it’s just, you know, patients laying back in chairs and hands touching the dog, and that was so beautiful. I was like, this is bringing such a level of calmness to the patients that. Was new for me to experience, and I love that Spritzy on the website and the patience. It is authentic to what you’re going to see when you come in. There’s so many places that you see a website and you have an idea. You’re like, “Okay, you presented me with this, but then I walked in and I got this, and you’re like, whoa, wait a second. There’s a little misalignment here,” but when you look at Dr. Martin’s website and then you go there, it is exactly how, um, you envisioned it would be. 

[00:12:20] Regan Robertson: Let’s walk through that process in capturing that vision, um. Crystal, the, I’m curious. So on any website, that first moment, it’s called the Hero banner, so you know it, if you load up a website, you’ll see it. It’s that first section right there, um, did you have existing already the, the, the tagline of the slogan, your smile matters, but you matter more? Was that something that existed before the website? 

[00:12:47] Dr. Crystal Martin: I believe PDA helped me with that. Kate helped me with that. It was, um, that really wasn’t our tagline, but it, it was, I wanted something different than what I saw on other websites and I’m, and we tossed around a few things and I’m like, that is perfect. It was just perfect. 

[00:13:12] Regan Robertson: I’m glad that it’s, I mean. It matters to, it’s, it’s, most importantly, it’s your brand. I’ll tell you from a consumer standpoint, um, and I don’t know if I’m your ideal target audience or not, but when I, when I saw that, remember, this is completely blind, so it was today that I saw this. There’s these moments where sometimes you see copy and it catches in your throat, and my sons elementary school teacher, he’s graduating into middle school now, she wrote a letter For the start of the year. So he’s, he’s already been, the summer’s already gone by and he gets it in the mail and it reached out. It was the most, I mean, it, it brought tears to my eyes and my son’s eyes and my husband’s eyes, and it was just very much, “I see you and I know how you might be feeling and let me, you know, help guide you into this new experience even though I’m not your teacher anymore,” and it was so moving, and when I saw that your smile matters, but you matter more and you is like high highlighted as the pop color of that. It told me like in a nanosecond, whoa, like, this dentist is way different. This is, this is not, I’ll get your implant in, this is something we’re on a different plane entirely, um, and so that compelled me to scroll and I, I, you know, I know that, you know, in all the, the websites that I’ve been a part of I use something called heat mapping, and that is where it will track, uh, mouse movements or eye movements, and then you can go in and look and see like a heat map where, where people’s eyes fall and then how far they scroll down a page, and a lot of times you’ll see like it’ll hit in that beginning and then people won’t be compelled to scroll down. So they’ll either go to another page or they’ll find what they need in that moment, but I was really interested in finding out. Why, why, why do I matter more? Like, and you’re talking directly to me as a person. I thought that was so beautiful. Which it leads into the relationship portion and then, and then one quick scroll and you get down to spritzy. So then you see the dog also, which I think is interesting. So if you could be my eyes and ears and my listeners eyes and ears. When you, you know, Kate introduced you and started to take you on this journey. That’s fantastic, and, and we know in sales too, like, you know, in a traditional sales model that can feel good and then the actual development of the site happens. What was that like for you? Because I guess I’m assuming you would have to work with Kate or with the writers and the designers. So could you walk us through what that felt like for you? 

[00:15:38] Dr. Crystal Martin: They, it, it was just so easy. I would re, I would receive the, um, emails and they would ask me some questions, like a little bit how I wanted the design and, you know, even just some colors, and then they would have like the little mockup, kind of the test website, and honestly, the first time I saw it. There were tears in my eyes. I was like, “It’s so wonderful. It’s like, how did they figure, like how did they figure me out?” It was like it was what I wanted and I didn’t know what I wanted, and um, they, and then I wanted a few things, tweaked a few things, rearranged some wording, but it was all. They, they were like, no problem, and tweaked a few things and then sent it back to me, and I looked at it and it was just, it was the most enjoyable thing. It, it was just a pleasure. It was not stressful, and it was fun actually, to tell you the truth. 

[00:16:55] Regan Robertson: That’s a, that is a massive turnaround from, I don’t wanna touch it for five years ’cause I ain’t it the process so much. So you had, it felt like it was a healing process even more so than, than just having a new website, um, I’m curious what, if any differences you have noticed, uh, this is sort of brass tacks, I guess this is data driven, but have you noticed, other than feeling great and feeling like, “Okay, finally I have, you know, a digital presence that reflects who, who we are and who, what my brand stands for.” Have you noticed any, any difference, um, in your practice since launching the website? How long has it been up, by the way? Ooh,

[00:17:37] Dr. Crystal Martin: I, um, oh gosh. I can’t even tell you that. Six months. Six months. Okay. Maybe nine. Yeah, nine months. I don’t know. Rosie. 

[00:17:49] Rosie Yacone: A few months. Yeah. Pretty recent. Only a few months I believe. Yeah, maybe six. 

[00:17:55] Dr. Crystal Martin: Yeah, but patient, I ha, you know, ’cause we always, every time a new patient calls, we always ask how they, you know, found us, and a lot of times, um, patients will say, oh, you know, unless it was a direct referral from a existing patient, they’ll say, “Google,” and then we looked at your website and, “Oh, we saw that you have a dog.” 

[00:18:20] Regan Robertson: Really? 

[00:18:20] Dr. Crystal Martin: Yes, and so we’ve specifically patients who have said, we wanna go to your office because you have a dog, and because I’m scared of dentists and I think a dog will help me.

[00:18:31] Regan Robertson: Oh, there was, let me, okay. There, there was a particular. Line in here. I’ve gotta, I’ve gotta find it. Oh, okay. Yeah. So you, you scrolling down and, and it supports the, the hero banner message, which is, is you matter, and I call that opening a story loop, which means I’m intrigued, I want to know more about why I matter, and as I scroll down on the homepage, there’s the subhead, the way you feel matters, which they thought was really interesting, and the subhead to it says, “We don’t expect you to be brave, we just want you to feel safe.” I’m curious, this has nothing to do with the website. Why, why is that? Like, why is this so important to you That people feel safe and, and that you, you know, will go so far as to have spritzy come in and be a part of your team 

[00:19:24] Dr. Crystal Martin: In some way, over the years, I’ve gotten this little niche of. High anxiety patients. I don’t do oral sedation. Mm-hmm, um, I think it’s just listening to their fears, um, whether it was childhood fears or just needle phobia, um, and I always say, it’s okay if we don’t get that feeling done today. If all we need to do is like, have a little chat so you can get to know us, and, um, so, and they captured that on the wax side. 

[00:20:03] Regan Robertson: Wow. The Rosie, you’ve been in office, I’m assuming, and oh yeah because you saw Spritzy going around in all the little hands coming out. How do you feel like this reflects to her team members? So I’m looking at Crystal and I, I feel the calmness, I feel reassured, like, um, how does this transfer to the team and your experience being there. Do you think the website is an accurate reflection of what, of what you see? 

[00:20:28] Rosie Yacone: When you look at the pictures of the team on the website, they’re all smiling and that is what they’re doing in reality. They all get along. They function as a unit. They step in and help each other. Their patients come first. They treat their patients like family. They teach each other like family, and family is something that also came across to me on the website as well. Mm-hmm, um, think it’s your granddaughter, right? That’s on 

[00:20:54] Dr. Crystal Martin: Yes. That was. 

[00:20:55] Rosie Yacone: The feeling of family, the feeling of wanting to be there, showing up for work, and actually enjoying it. You feel that on the website through their expressions, they’re close to each other in photos, right? And they genuinely are like that in person. They truly, truly operate as a team. They function as a team. They work together as a team, and every single smile you see on that website reflects their, their true passion for showing up for each other and showing up for their patients. We know dentistry is hard. We know every day is not skipping through a field of daisy, but when you lean on your team in those moments, when you can pick up for each other, when those moments happen, that’s when you know you have something really, really special, and they truly, truly do. 

[00:21:57] Regan Robertson: This is not a website related again, however, there is, there is content on, um, on the homepage that I noticed, and there’s one particular phrase that stands out to me and it says, “Please consider yourself at home under our protective wing.” To me that is actual poetry and it’s, it’s, um, I’m definitely not over exaggerating it. It’s a very unique way of presenting yourself out to the world, and, um, and I’m wondering what is your philosophy around your work with your team? Because it is really, it is really like. It’s not magic. I think it takes intention and I think it takes a lot of thoughtfulness around building a team that that expresses themselves authentically. The way that that Rosie is describing, and it’s not your first rodeo, you’ve been in dentistry for a while, but are, are there any sort of insights or advice from maybe things that you’ve learned over the years that you could give, um, our listeners on how to be able to get that team that is caring and smiling and, and believes that they have a role in that protective wing that helps people feel at home with you?  

[00:23:19] Dr. Crystal Martin: I think the, the compassion I show my patients, I show my team and. We all go through some rough patches in life, and it’s like, I’m there to support them too. It’s like, yes, I’m still their boss and, but I will help them out. I, I mean, there’s times I, they’re going maybe through a terrible personal time, and I can tell they are just struggling to not be crying, and I will say, “It’s time for you to maybe take the rest of the day off,” and it’s just that, and I think that they know I really care about them as a person and not just as my team member and even, um, one of my hygienists the other day, I mean this was like, this happened a couple years ago. I literally had hired her nine months pregnant and she was gonna work a month and she was so miserable. Like she had two more weeks to work and I finally said, “Oh, you need to take the rest of the time off. You need to go home and start nesting and you know you need the rest,” and she was just talking about that. I heard her talking about that to a patient the other day. She was like, “Dr. Martin, she hired me when I was nine months pregnant.” Yelled over and I’m like, “Because you were the perfect one. 

[00:25:03] Regan Robertson: So you invested, you trusted, you extended trust. 

[00:25:07] Dr. Crystal Martin: Yes. 

[00:25:08] Regan Robertson: Wow. Wow, and you, so with that, with those successes under, under your belt, I think, I’m not going to make you uncomfortable, but I You, you are also in PDA coaching. Correct. 

[00:25:25] Dr. Crystal Martin: Yes. 

[00:25:26] Regan Robertson: What in, what, what enticed you to to join that? That’s an investment. So a website kind of feels sometimes like a necessary blessing or a necessary evil, depending on your experience and background with it, but, but coaching to me is something that, you know, value can mean very different things to different people. What got you excited about that and why, why did you decide, I’m gonna go ahead and, and go into coaching? 

[00:25:48] Dr. Crystal Martin: Um. I was a busy practice. However, I remember telling when I talked to Brent first, I said, I feel like a hamster on a wheel, and I felt like I was working hard, but I was very stressed and I felt like I was working hard but not reaping the benefits of my hard work, and I. Was also suffering some neck problems, and I was just getting really frustrated and I, I had looked into other, you know, there’s other coaching companies or, and it kind of felt like in the same thing as the website. They all looked cookie-cutter, and I didn’t, I didn’t want, I’m not like everybody else. I wanted to be myself. I didn’t want them to change me, and then I came across PDA and I was like, “They still let me be myself,” and they just helped me and like after, and I was slow to start. It was like my coaches can tell me, it was like, I need little bits and pieces. It’s hard for me to make big changes, and it’s like they have been incredibly supportive and very good about the reminders, like, “Hey, we’re still waiting on this info.” Oh yeah. Okay. Got it. You know, um, but they didn’t try to change, like my, my practice, my personality, they enhanced it, and I, 

[00:27:31] Regan Robertson: I love that. Like the, the not changing, ’cause I’m thinking of when you think of. When I hear cookie cutter, are you, are you meaning like they would come in and say, okay, this system works this way. We don’t make any exceptions. 

[00:27:46] Dr. Crystal Martin: Yes, or it was like, you know, I’ve, I remember talking to, uh, practice coaching company and they’re like, you should only do crown preps in the morning because this is when you’re fresh, and, and it was just not, it was not relationship driven. It was money-driven, and I did not like that.

[00:28:11] Regan Robertson: Oh, you’re hitting it. You’re hitting a passion point. Keep going. I’m interrupting you. 

[00:28:16] Dr. Crystal Martin: No, and um. What helped my resistance a little bit was I, I started thinking about, I’m like, well, I can just read more about how to, you know, schedule better, and then I realized, you know, I played sports when I was younger and I was like, my team had a coach. I could have read a book, how to play softball and do plays and play basketball, but we still needed a coach, and I realized it’s like I still needed a coach and, um, and PDA fit me perfectly. 

[00:28:59] Regan Robertson: I, I thank you for sharing, especially that journey when it comes to the personalization of it and keeping your human spirit intact and, and being able to feel like yourself while running a really, you know, productive and, and profitable successful practice that serves everyone. ’cause I’ve seen this challenge come up so many times and it’s, it’s almost like it’s a generalization. However, it’s like an MBA goes in and looks at, uh, a P and L statement or a chart with a financial analyst, and they, they decide, okay, like you said, if you prep it this time in the morning, it’ll make, you know, it’ll be X amount more productive and it’ll do this, and there’s just, there’s. It does tell numbers, tell an absolutely critical story, but it doesn’t always align with the human element of it, and I think that’s a really fascinating theme to touch on, um, because, You know, I always hear, there’s a couple of things. One, I’m suffering from burnout, which being the hamster on the spinning wheel is so common. I think if you, if you, if we were to survey, uh, the world of, of professional adults in the United States, I’m guessing eight outta 10 would say, I’m, I’m a hamster. You know, on the wheel. Just, just running and going. So there’s the burnout capacity, and then there’s that. I’m lost. I’m not seen. I’m not felt, and I’m just, you know, I am just doing the motions of it. So I think it’s, um, I think the secret to beating those is making sure that our human relationship site isn’t lost, and that’s the one thing we can’t automate. That’s the one thing that AI really will never be able to capture and hold is our connection, like our, our human connection to each other, uh, Rosie, since going in-office again, I’m, I am very curious, you know, from your perspective as a, as a coach. What are some of the ways where you can, you’ve helped Crystal maybe, or, uh, or helped, you know, practices maintain and even, even accentuate the human and the relationship side in a way that doesn’t, uh, force a cookie-cutter solution on them.

[00:31:05] Rosie Yacone: Well, I love where we’re at in this conversation because sometimes we hear the story and they’re on the other side of it, and while we’re on the other side of the development of the website mm-hmm. We’re still very much in the practice. Right. We talk a lot about working in the practice, working on the practice, and this is one step along the journey, right. You know, a very long journey, and it’s great to hear. Dr. Martin’s story in the middle of the journey. Right. It’s not past tense that I’ve overcome. I’m at the end of my, um, you know, transformation. Exactly. Exactly, because a lot of dentist listenings are probably at that same place, we’re in it right now. We’re going through it right now, and in the while in the office, one thing that’s been really important. With the team as well is if we’re working on a system, how do we make it our own? How does it sound like us? How does it, we don’t want a script that everybody is going to say the same thing. How do we take the system that worked really, really well and customize it to our practice? And by doing those little things, the team has been able to implement systems in their way. In the way that has integrated into what aligns with Dr. Martin’s beliefs, what aligns with her philosophy of care and what they’re able to do, and speak to the patients and implement in a way that they still feel like I’m talking to them the way I would normally talk to my patients. So, a lot of progress, um, has been made in system implementation along, along this journey. 

[00:33:02] Regan Robertson: I don’t know that I have ever really correlated. Developing a website and the process to develop a website and the how similar it is to establishing a successful relationship with a patient, because I’m gonna summarize, and then Crystal, you can tell me if I’m right or not. First and foremost, like you met Kate and she listened to you, so you felt seen, and then she acknowledged. The, uh, you know, the past trauma or frustration or concerns that made you hesitant to move forward and, and then between the two of you, you started to build trust and, and take steps and really enjoy that process together. So is, is that kind of how that whole felt with the, with the website, which translated over into the coaching site as well. So it gives you that, that momentum and that oomph to understand, “Okay, this is where I’m at in the process and I might not be on the other side of my growth where it’s all, and we both, we all know that it’s not, I get to be successful and all of a sudden everything’s easy.” It’s more like, “I get to that other side and, and something new opens up, and then I have capacity for another challenge along the way,” but, uh, does that, does that sort of summarize how you felt like with the, the website experience that kind of transferred over into coaching? 

[00:34:20] Dr. Crystal Martin: Oh, most definitely. It just, um, it did, it just gave, gives me more momentum to, and um, like I feel like the burnout’s gone. Yes, I, I really, after 30 something years, I was, I was tired and this has just revitalized me, um, it has just kind of brought back a little bit of, since the business part got less frustrating, uh, as like, I’m in just enjoying dentistry more again, so because I love the patient part. 

[00:35:04] Regan Robertson: It is, it is amazing to me how an individual and then an organization from a brand perspective absolutely blossoms and thrives. It’s like you can’t see, uh, you see my one big poem back there, but in front of me are all these plants. I, and, and you know, you can water them, but I have recently learned as I learn about plants, that they can definitely pick up on your vibe and your energy and they will respond in kind, in addition to just light and water, and I think it’s really fascinating because it, it sounds to me like you were given care that equals the care that you give patients, and it allowed you to feel, seen and heard and valued in your own respect, which rippled out to your team. Ultimately benefits, you know, the patients, but we can’t, can’t burn out our clinicians. Like there’s no, there’s just, and it doesn’t feel authentic either. It’s harder, I think, to provide a protective way. When you’re not, you’re not feeling that yourself. 

[00:36:03] Dr. Crystal Martin: I completely agree with that. 

[00:36:06] Regan Robertson: Well, what is next for you, Crystal? You’re in the middle of coaching right now, uh, your beautiful site. Thank you for sharing. Is there anything else around the website that you wanna share for doctors that are maybe having, holding onto a website they’ve had for five years that they don’t wanna touch it because it was such a painful process? 

[00:36:24] Dr. Crystal Martin: It, it was, it’s just they are your part. PDA is your partner to make it like whatever you want it to be. It’s like they, you, Kate listened to me. She extracted information outta me that I didn’t even even know she was. It’s just like, it was just, just this wonderful conversation and, um, it was just, it was just, like I said before, it was fun and it, it’s like, I’m just so glad I did it. It was just like, I still scroll through the website and I’m like, “I love it so much.”

[00:37:04] Regan Robertson: It is, we’re totally not joking. It really is that good. So listener, if you have not, go to crystal martin dds.com and read it and tell me, email me Regan, R-E-G-A-N, at productive dentist.com. Tell me that you don’t love it. I would really be highly interested to see. I think it’s just fascinating and if you are in a website development phase yourself, maybe it will give you some ideas and perhaps some of your own bravery to put yourself out there because I know that that can also be a very different. Thing, and even though I’ve been speaking on it for like 14 years now, get rid of the stock or please put in your own photos. Don’t be afraid to be yourself, uh, really it is, it is about having a, a trusted partner. I think you’re not expected to do it yourself, but if you can find someone that you trust that can help peel back the layers and really showcase your spirit for what it is, um, I think you’ll see a lot of success with it, and I did. I did go look at your, uh, reviews and you do have a lot of five star reviews. Do you check your reviews by chance? 

[00:38:09] Dr. Crystal Martin:  Um, my team does, um, your team does, but you do not. I do not. Rosie’s laughing. 

[00:38:10] Regan Robertson: Oh, yeah. You you have some beautiful, I mean, there there are, there’s lots of, of five stars coming in and I thought, uh, you know, may I read one? Sure. Should we close this out? Okay. I think this is great, um, oh, it, yeah. One of the, uh, one of the little secrets that I do if I am writing copy for any, any brand experience. I have done this for also for many years. I go to existing Google reviews if, if anybody has them, and I will read them through, and what I look for are specific words or phrases that tell me that that website, the copy, the way it looks, the way it feels is accurate because the reviews are actually what the experience is the website is what we hope it to be like, what we aspire to be, but then the truth and, and you know, that lies there is in the reviews, and so this one came in two weeks ago. You got one just a little bit ago, but I like this one too, um, “I want to give thanks and appreciation to Dr. Crystal Martin Dentistry for putting their patients first. Everyone goes above and beyond and putting the patient at ease and comfort. I had already taken my antibiotic required for dental work due to a knee replacement, and the hygienist was out with a car trouble before opening hours.” So let’s pause right there real quick, and the hygienist was out with car trouble. So that kind of like reminds me of you saying, you know, if somebody’s having a bad day, I say, go home. We’ll work it out. Okay. I’m gonna continue before opening hours. Dr. Martin herself made arrangements for my cleaning within the timeframe of my antibiotic. This is a great dentist with a servant heart. What a blessing she is to all of her patients. Thank you, Dr. Martin and staff. That’s so sweet. I think it really reflects, uh, the website and what I got to learn about you on the website and our time today. Aw, thanks so much. Thank you for caring so much about your patience. Rosie, anything you’d like to add?

[00:40:09] Rosie Yacone: Everything and with actually something I learned from you Regan, um, which is your brand, is your promise of your experience. That is certainly true of what has been created for Dr. Martin. What you see is absolutely what you’re going to get and it’s extraordinary.

[00:40:31] Regan Robertson: Well, Dr. Crystal Martin, thank you so much for being a guest on the Everyday Practices Dental Podcast. I’m really excited to share your story with everyone and um, I know that you listening right now, listeners are gonna get a lot from this, so thank you, Dr. Martin. Thanks so much for having me.