It was a random, out of season, statement. Especially during the heat of July.
There’s a gap between making an association and making an assumption. One can benefit your dental website content. The other can hinder it’s impact.
The key is playing to your strengths. Especially on the benefit side.
Our grandson was thoroughly enjoying some chive and onion cream cheese spread during a family gathering. Scooping a glob of deliciousness onto his cracker he commented, “This dip tastes like Christmas…”
We laughed at his seasonal leap from the summer, mid-year heat to thoughts of cooler temps and holiday gatherings. I found it interesting that, at his young age, he could make such a brilliant taste association.
A matter of taste
You have the benefit of associating certain tastes, smells, sights, and sounds with experiences. Some good and pleasant. Others bad and unpleasant.
You hear a song on the radio and you’re immediately transported to another time and place. The smell of a certain food overtakes you and you’re immediately back at grandma’s dinner table.
Your dental website also comes with a certain set of associations. I’ll deal with some “deadly” assumptions in a moment.
The moment a search lands someone on your site you have an extremely limited amount of time (as in seconds) to form an association for the reader. In fact, you have somewhere between two and five seconds to be exact.
“Guilt” by association or “death” by assumption
If you have a choice, in my professional opinion it’s better to be “guilty” on the association side of your web content than it is die a slow “death” by assumption.
Here’s an example of making an assumption: The more you say about what makes you different or better than another dental practice down the street will lead to more scheduled treatment.
It’s better to lead your website visitors to make an association. For example, your dental website should remind visitors of what they will receive by scheduling or doing business with you. Create website copy/content that answers the question, “So what…?”
“So what…,” you have a new state of the art digital x-ray device – how does it benefit the patient?
“So what…,” your dental practice features a lobby coffee bar, satellite TV on three, 60 inch, HD tv’s, and warm towels in the patient exam rooms – list a deeper benefit for each of those.
Those and many more are excellent (and overly promoted) features associated with many dental practices these days. The key: connect them with stated benefits.
Another assumption: The more words I have on my web pages, the better my search results will be.
It’s common to assume that more is better. That more words makes you more legitimate or search engine friendly.
Not. So. Much.
In fact much or more is not always better.
Try this association: Your readers will better associate with your dental website copy when it’s simply and usefully worded. Remember “fluff” and “bloated” page content bores and prompts a click away from the page.
Create website copy that’s readable, “You”-focused, easy to navigate with benefit oriented bullet points, and plenty of eye-appealing white space.
And yet another assumption: Your website will create all the response you need if it’s full of eye-candy graphics, images of smiling, “beautiful” people, and a trendy looking design.
Compare dental websites in your area or community. Make note of the stock images you find that are used on your site and/or a number of others.
This creates a deja-vu feeling – “I’ve been here before…next!”
And with a click they’re gone. Translation: new patient, next treatment, production…lost!
Association: Your site visitors will respond when you compel them to. Website visitors respond when they’re told what to do next.
And that next step is easier because you have a clear call-to-action. Create compelling, call-to-action copy and links on every web page.
Answer the question clearly: “Where do I go/click next…?” Use action words like, “schedule,” “call us…,” “contact…”
On your dental website one paragraph of copy/content should naturally and compellingly lead to another. Design useful, informative, benefit-focused, action-friendly web pages throughout your site.
Make no “deadly” assumptions. Instead, create new, fresh associations.
You’ll create site visitors who say, “This reads (”tastes”) like a dental provider I could schedule with.”
And isn’t that why you have a website in the first place?
