Dental Copywriting
How a Minimalist Approach to Your Dental Website Compels a Response
So, my wife cleaned out her closet recently. It prompted my thinking about your dental website.
There’s a significant mindset shift contained in her closet reorganization that can help you streamline your dental website.
Comparisons reveal a lot. Compare my wife’s newly reorganized closet to mine…and…well let’s not!
You get the picture.
Compare your dental website to others. Some pale by comparison while others create a compelling reason to do a reorganization.
Renew or regret
A healthy comparison of your current website with others in your industry is helpful. Be careful not to overthink it (more on that in a moment).
The idea is to compare by first-impressions. For example, I can feel drawn into a website and compelled to explore their content or the opposite.
More isn’t always better (by comparison)
These days, you’ll notice a more minimal approach to standard, main page content (e.g. Home page, About Us, Dental Services/Procedures, etc.). And you’ll see more substance on a blog/article page, social media feeds, etc.
Content “numbing” happens more than you’d like to admit. This means when your readers see a been-there-done-that, feature-heavy Home page or Services pages they’re more likely to dial-out and move on.
I’m not a design expert. But I am intuitive enough to know what numbs and what engages.
Intuition is key
It’s vital to your dental website that you be intuitive. Think like a “reader” or “site visitor.”
Avoid thinking like a dental professional. That’s not to say ignore your expertise or service value.
It simply implies that you should put yourself in the mindset of a person looking for an answer to their question or a solution to their problem. This approach must trump the all-to-common “hey-look-at-our-latest-greatest-state-of-the-art-technology-that-we’re-proud-to-announce” approach.
Provide solutions more than you salivate (gross, I know…)
How to Take a Minimalist Approach to Your Dental Website That Compels a Response
1-Create content that’s readable and relevant
By readable I’m not talking about language and grammar (entirely, though don’t discount them). Readability has more to do with voice, flow, and clarity.
- Write like you talk. Keep the “voice” conversational in tone. Why? It builds a relationship of trust faster than over-the-heads, impressive language.
- Create a story-like thread of thought. Think of “flow” as ease of use. Avoid overcomplicating your message with “fluff-wording” that numbs or sounds like every other industry website you visit. Keep it real, in other words.
- Be clear, above all. Most copy/content online or offline suffers from too many themes. Narrow your page message down to one, clear, compelling BIG IDEA. Ask yourself – “what is the ONE idea we want the reader to know?” Write to that solely and clearly.
2-Review and renew your services pages
Remember as a dental professional that you’re not writing to industry colleagues. It’s more engaging to your reader/site visitor for you to avoid industry-speak.
Words like periodontics, endodontics, orthodontics, prosthodontics, etc., sound impressive and translate well during a CE course or convention conversations. But in the day to day your readers are thinking gums, root canals, braces, and dentures – use words they can relate to.
- Inventory your service pages. Look for industry language. Replace it with a “street” word.
- Get out of your own head as a dental professional. Outsource your website revisions to a skilled web copywriter who knows the dental industry.
3-Repurpose and revise your webpage content
All those pages that are feature-heavy or full of industry-speak…don’t trash them yet! These can be repurposed into benefit oriented, solution-providing content on a blog/article page or a published newsletter.
- Adopt a new mindset about your content. Begin to think about it as a platform and not a stand-alone, one time and done set of webpages.
- Deep dive into your current website. Or ask a trained-eye to do a site audit for you.
You once invested time and dollars to create the content on your webpages. Now’s the time to re-invest some fresh perspective (and perhaps a few more dollars) to renew dated or data-heavy content.
Themes, benefits, new ideas, etc., live between the lines of your current web copy, blog posts, and newsletter archives. Breathe new life into them through some repurposing.
Reorganize and reduce the “fluff” in your digital (web) “closet.” It can give you valuable breathing room to improve your dental marketing content.
How to Assure that Your Dental Content is Clear and Useful
I love it when clients “get” what I’m about to share with you! It’s simple really and it can add value to your dental content – online or offline.
I recently wrote the copy for a dental client’s website. The pediatric dental content was brief and to the point – as they preferred.
They asked for a minor revision. It involved copy on a somewhat obscure dental issue. Though pleased with the copy, the client recognized that the existing content could be a bit confusing to their “audience.”
It’s vital that your content connect on a compelling AND clear level with your reader.
I made a minor adjustment to the copy. All it involved was a simple tweak in the language followed by a clarifying explanation of the issue.
I’ll share the “language” I used in a moment.
Clarity first
I’ve written about what is called the “power of one.” It’s the principle that your copy/content is more compelling and useful when it focuses on one, clear idea.
It’s common for marketing or promotional copy/content to take on too much. Words carry weight but too many ideas all at once can weigh-down and confuse your reader.
Narrow your focus to one clear, compelling, big idea. And make sure that idea is clearly communicated (what my client gets).
How to Assure that Your Dental Content is Clearly Useful
1-Know your audience
This is Communication-101. Who are you talking, writing, marketing, promoting to? Dentistry is a technical, knowledge-based industry. As a dentist, your education holds esteemed value to your patients (and it certainly should).
Your audience “pays” for your knowledge and expertise. But that knowledge-base requires a clear explanation when it’s shared with those other than industry colleagues (i.e., your patients).
- View your services through the “eyes” of your patient. Explain, promote, educate them with words they understand. This is a fundamental task of my dental content writing – clarifying and attaching benefits to what is otherwise obscure or irrelevant.
- Get to the benefit level as quickly and clearly as possible. Remember that the benefits of your services must connect with your patient’s emotions. Features, on the other hand, appeal to their logic. Use both (features and benefits) but clarify what you provide around the benefit they will receive.
2-Paint a “picture.”
It’s useful to illustrate the “idea” you’re communicating. This is what I did recently with my client.
I used a few simple words to clarify the complex issue. Instead of using albeit accurate technical language I illustrated it by saying, “Think of it this way…,” then crafted a short connection to a relatable idea.
Those simple words shifted their thinking to something they could understand. When your reader makes the “shift” they inch closer to accepting what you’re communicating.
Art takes work.
Invest time creating clear ways to communicate your services. What can you compare it to? Is there a connection to something your patient(s) know and understand?
3-Tell a story.
This is about your core message. Those who read your content aren’t looking for a screenplay but they are looking for value in what your provide.
The more you draw them into your services the better your outcomes.
- Help your patient see themselves using and benefitting from your service. It’s not about “whiter teeth” it’s really about confidence at their daughter’s wedding or feeling attractive at their upcoming high school reunion.
- List as many plot-lines as you can think of for each of your dental services. By “plot-line” I’m referring to the path you guide them on from problem to solution. What ultimately does this “problem” cause if avoided and what would it look like if they accept the “solution?”
- Mine your reviews, surveys, and patient testimonials for story themes. Patients tell you their story through their post-treatment comments. Listen chair side for clues to your patient’s story. What are they really wanting from the service you’ve treatment planned for them?
That’s story!
Simplify your copy. And remember that clarity adds value to the content you publish to promote your services.
Two Strategies That Will Keep People Reading Your Dental Content
There’s a reason this adult coloring book trend is catching on. The deeper vibe you can gain from it also applies to how you position yourself in the minds of those who consume your dental marketing content.
A friend and colleague has joined the tribe of adult coloring book publishers. Hers goes beyond the simple act of coloring the stress relieving pages.
Her “Thoughtful Colouring” approach includes the refreshing aspect of coloring designs. It adds a corresponding page with an inspirational quote and blank space to process it however you choose (while you’re coloring).
Cool! I agree.
It’s that small addition to the trend that I believe offers a principle you must consider in the content you curate and create.
You increase your authority with your patients/clients when you implant value in your content.
Words, especially the common, fluff your reader is accustomed to can become numbing and an eventual turn-off.
Your content audience has too much info-noise coming at them minute by minute. It’s your task as content creator and publisher to capture their focus.
This is the precise reason I encourage dental providers to step away from a standard, brochure-like website design. Refresh your design (and with it your authority) by adding an information platform to your site (e.g a blog/article page, a newsletter portal, etc).
Your content gains traction when you list dental implants among your services. It increases in value when that page links to an archived blog post/article that answers a common question about “dental implants.”
In fact, in today’s search rankings, you might discover that the article page ranks higher than your keyword intense services/procedures page. The reason: search engines like Google place a higher priority on your value-providing intention via a blog post than on standard webpage content.
How to Add Some “Color” to Your Dental Content Marketing Strategy
Inspire your reader
How inspiring can dental content be? Appeal to your reader’s curiosity and hunger for solutions to their dental problem and your inspiration-factor increases.
You inspire by compelling your reader through the solutions you offer.
General site content promotes your services. Consistent, fresh content inspires your reader with answers to their questions and solutions to their problems.
You become a source of inspiration to your patients/clients when they get that you’re listening to them. The best proof of listening is to mirror their “pain,” “problem,” or “concern” through relevant content.
- Listen to every patient/client conversation with content in mind.
- Ask information-gathering questions: “How can I help you with…,” “What’s your biggest fear about…,” etc.
Simple, right? Inspiration shouldn’t be complicated.
Next…
Import secondary value
Think deeper benefits related to what you provide.
You deliver a primary value as a dental professional or a dental marketing professional. Respectively, you help, heal, or you promote in a way that leads to a buying decision.
Your secondary value to your patients or clients is vital too. This happens when you move from an “I’ll-call-when-I-need-you” relationship to a “Go-to-source-of-useful-shareable-information” relationship.
Secondary value rises as you become a consistent “well” of practical (not technical) information.
- Invest the time and marketing dollars in a consistent well-spring of content. Again, focus on the needs, wants, desires, questions, and problems of your patients/clients.
- Create a front-of-mind expectation. The more consistently you appear on their “radar” via a blog post, article, newsletter, social media link, etc the more influence you’ll earn.
Influence has value. Give your patients and/or clients something to value alongside the primary services you provide.
How Influence is More Vital Than Ever to Your Dental Content Marketing Strategy
Election season. You love it or hate it.
Wherever you affectionately land there’s more to the process. The same is true for having an online presence for your dental practice or dental industry business.
I don’t blame those who are a bit disinterested or jaded about American politics. And I’m not here to “stump” one way or the other.
My better point: the right to vote (however you feel about the current stable of candidates) is a privilege of citizenship. It’s a right granted you and I as result of our country’s fight for and preservation of freedom.I
What comes with the “territory”
Rights and privileges are worth protecting. Better is their ability to be used or maximized to their fullest potential.
You don’t have to agree with everything or everyone. But you do have a cause to act.
Action is the energy of your online dental marketing efforts. Succeed or fail, “casting-your-vote” is the essence of the privilege associated with having a piece of territory on the internet.
Sure, it’s a massive space. And you’re one among the billion or so.
Daunting. Yes.
But it comes down to one thing
Value. Not everyone who owns a piece of cyberspace uses it deliver value.
You? Me? I count myself among the value-delivery crowd. And hopefully you do as well.
No, not every blog post, Tweet, newsletter, email, or shared article is a world-changer. But I do approach it feeling as though I deliver something my growing “tribe” will read and be helped by.
And frankly, for starters, that’s enough!
Whatever you do online…do this as consistently as possible.
Create, Deliver, and Share Valuable Content
Increase your influence
I have a client whose influence as a consultant is on the rise. Why?
She recognizes the value, scope, and scalability of hers and her organization’s influence. The weekly content I help her create provides value to a segment of her industry target.
Notice I said, “segment.” You won’t influence everyone.
Focus on a niche within the greater industry universe you occupy. Tap into their pain, problems, and search for relevant solutions. Write, broadcast, email, market to that…consistently!
Showing up on their consciousness “radar” on a regular basis will nestle you into their thinking when they need the help you provide.
Online search these days revolves more and more around your intent. What kind of intent?
Your intent to help. Your online presence that’s branded, so to speak, with a particular library of useful content.
Invest in your influence
Desiring to have influence and being able to consistently deliver on that desire are two different things. For example, as a copy/content writer and content strategist I’m an investment to my previously mentioned consultant client.
I collaborate and create content for her “brand.” She has invested an amount of her marketing stake in my skill to research and write content.
Many dental professionals, dentists, and dental industry business owners desire to expand their influence. And they take a step into the content marketing sea.
Then they become weary. Why?
Consistent content curation, content writing, and content publishing takes time. For most, it’s time you as a professional do not have.
Outsource content curation and creation to other skilled professionals. Locate a go-to copy/content writer, resource them financially, and set them free to consistently stoke your influence via your brand’s content.
Your name is still the one in lights. The content shines on your behalf.
It’s a better approach than a random blog post or digital article here and there. Consistency reveals that you’re dialed in, available, and in tune with your “audience.”
And the quality is also no longer an issue. Although being there with consistently, useful content holds the top spot.
Influence transcends many things. And I’d have to agree that (given the current season where I live) politics is one of them.
Is This Obsession “Killing” Your Dental Marketing Content?
An obsession. You probably have one (or more).
I do.
Relax. This isn’t confession time.
But I will confess to one thing. I’m obsessed these days with helping dental website owners and developers end their obsession with feature-heavy content.
Features have their place. Actually, they have one strategic purpose…and overuse isn’t one of them.
My so-called, “rant” is valid these days. It’s a “sore-spot” with me primarily because I’m still recoiling from related (“You didn’t tell people how great we are…”) push-back on a client’s web page copy I recently shipped (it’s not the first time and probably won’t be the last).
Let’s define what I mean by “features.” They are any aspect or related wording that describes your product or service.
Think color, clarity, class, or construction. Features are the easiest to spot and “spin” when writing copy.
Typically, feature-intense writing requires less creative energy. Why?
You’re merely describing what’s in front of you or how you want your reader, buyer, customer, client, or patient to see your product/service.
Features are easy to recognize because they’re commonly accented with words like “state-of-the-art,” “cutting-edge,” or any word ending in “-est” (e.g. “latest,” “greatest,” “best,” etc).
The comparative truth about features in your copy/content
Features have their place. Where?
Alongside compelling benefits.
Features appeal to your patient’s or client’s logic. Benefits connect your patient’s or client’s emotional desire with your product or service.
Compel a response with BENEFITS.
Then…
Rationalize their decision with FEATURES.
Copywriter and author, Bob Bly, shares a classic illustration of the Feature-Benefit issue in his book, The Copywriter’s Handbook.
“Features and Benefits of a #2 Pencil
Feature: The pencil is a wooden cylinder surrounded by a graphite core. Benefit: Can be re-sharpened as often as you like to ensure clean, crisp writing.
Feature: One end is capped by a rubber eraser. Benefit: Convenient eraser lets you correct writing errors cleanly and quickly.
Feature: Eraser is attached with a metal band. Benefit: Tight-fitting metal band holds eraser snugly in place – so you’ll always have an eraser when you need it.
Feature: Pencil is 7.5 inches long. Benefit: Long length ensures long writing life.
Feature: Pencil is 1/4 inch in diameter. Benefit: Slender shape makes it easy to hold and comfortable to write with.
Feature: Pencil is a #2. Benefit: Graphite core is blended so that it writes smoothly , yet is crisp and easy-to-read.
Feature: Yellow exterior. Benefit: Bright yellow exterior ensures that it’s easy to spot on a messy desk or in a crowded drawer.
Feature: Sold by the dozen. Benefit: Sold in a convenient 12-pack so if you lose one, you don’t have to run to the store for another. Also, more cost-effective.” (pp. 59-60)
Understand that features have their place in your content. But ultimately, the “selling/compelling point” is the benefit.
How to Turn Your Obsession with Features Into More Compelling, Benefit-Focused Content
For every feature – think benefit
Review Bly’s #2 pencil illustration. You’ve held a pencil, placed a pencil behind your ear, chewed on a pencil for years, right?
And you probably didn’t give thought to the benefits listed in the example. But they are present nonetheless.
The task of your copy/content is to uncover the hidden benefits, expose them to your reader, and compel them to take action as result. This is the hard work of copywriting.
- Train your senses to see, hear, smell, touch benefits. View your products/services through a sensory lens.
- List every benefit you can think of for the product/service you’re promoting. Build your content around them.
Refuse to list a feature in your copy/content unless it’s accompanied by a compelling benefit.
Ruthlessly eliminate feature-fluff in your copy. I’ll go so far as to say that using fluff words (”state-of-the-art,” “cutting-edge,” etc) is the lazy approach.
Again, it takes work to uncover and craft content around benefits. Then apply the extra effort to rationalize them with features.
Ask why your newest equipment, service, product, etc is “state-of-the-art.” How does that “fluff-wording” translate to a compelling benefit? Write to that!
Get emotional.
Compelling copy grabs your reader’s emotions. It’s not only about tears and fears (though those are strong emotional responses).
The better part of emotions involves painting a picture for your reader. It’s guiding them to see themselves using, benefiting from, and being changed by your product or service.
A feature gets their attention. A benefit compels a decision.
- Think like your reader/client/patient. What would you feel, sense, believe about the product/service?
- List the emotional triggers that your product/service touches on. Attach a benefit to that emotion.
Get obsessed about your copy/content. But make sure there’s a benefit.
How to Create Headlines That Compel a Positive Response to Your Dental Marketing Content
How important are headlines? Before I reveal how to create them, understand that your dental promotions, dental web page copy, and even your dental blog posts can succeed or fail based on the headline.
Advertising and copywriting legend, John Caples, once said they are the most important part of your advertisement. He proved his point by committing four of his 18 chapters to them in his book, Tested Advertising Methods.
Your headline copy can make or break your dental marketing. This is why they’re so difficult and occasionally time-consuming to write.
Professionally speaking, I invest the first phase of writing to the headline. You should expect to do the same if…you want to compel your reader to engage with your content.
Your headline has ONE job
Your headline MUST grab your reader’s attention.
John Caples adds this jolting perspective – “If the headline is poor, the copy will not be read. And copy that is not read does not sell goods.”
You could say, “I”m a dental provider, I don’t ‘sell’.” I encourage you to not get caught up in the semantics of what is or is not “sales.”
Bottom line, your headline compels or it doesn’t. The middle ground is littered with well intentioned, creative, salesy hype, or lame attempts at trying to be cute.
How to Create Headlines that Compel Your Readers to Keep Reading to the Point of Doing What You’re Asking Them to Do
(By the way, there are two bonus insights in that sub-heading.)
1-Promise something.
Too many promotions are vague. Vagueness should not be confused with compliance with dental industry marketing standards.
There’s a difference in making unsubstantiated claims about a treatment or service and being vague about the benefit they can potentially deliver.
Make a promise that introduces a benefit.
“Who else wants whiter teeth – in less time?”
(Promise: whiter teeth, less time)
“Great new discovery controls bad breath – makes your teeth healthier too.”
(Promise: fresher breath, healthier teeth)
Those promises include practical benefits. The stated benefits compel your reader to read deeper into your promotion to discover more.
Promised results or benefits compel your reader to stay in the conversation with you via your promotion.
- List at least 5 benefits of the service you’re promoting.
- Use specific, direct wording that establishes your service as THE solution (promised result) for taking action.
2-Embed an image in your reader’s mind.
What your reader can see themselves using, doing, etc will compel them to take action. Avoid language that’s overused, technical, industry-oriented, insider-based, etc.
You “know, like, and trust” your industry, right? This makes it natural for you to feel as though everyone else (including your patients/clients) do also.
This is where “How To…” headlines work well.
“How to [COMMON TASK] That [REWARDING BENEFIT].”
The “common task” creates an image of an action, activity, priority, etc. And again, you compel with a “rewarding benefit” – in this instance, something the reader can “see” themselves enjoying, etc.
3-”State a fact.”
Facts establish credibility. When you can highlight a fact in your content headline – do it!
Your reader will be drawn deeper in to your content. And they will begin to trust you as a credible source of information.
Select portions of your positive reviews or testimonials. Remember: You can protect the identity of your source by using their first name initial or their full name initials (e.g. “E” “ES,” etc.) for attribution.
Here’s an example:
“…I went to my high school reunion and the compliments made me feel like I’d been crowned homecoming queen!” – JS. Want the Same Results?
Research data sources of your product or service. Share benefit oriented statistics in you headline.
92% of Our Dental Patients Said This One Thing Eliminated Their [PROBLEM]
If You Do This Two Times Per Year You Could Reduce Your Dental Treatment Costs by [X]%
Facts help compel a response.
4-”Ask a question.”
Questions create curiosity. They also produce engagement with your solution or answer.
In the previous headline example using the quotation (“I went to my high school reunion and the compliments made me feel like I’d been crowned homecoming queen!” – JS Want the Same Results?) the question creates curiosity on two levels.
1) Tell me more about the “results” and 2) Give me more information about what she did to achieve them.
Questions also give your reader a way to process their assumptions. Your question-oriented headline can create a “Hmmm, I haven’t thought about that before…” response.
Your reader will begin to engage with your content by answering the question you posed. It’s important that your question headline prompts curiosity.
A question headline works for a simple reason. It creates a compelling reason to stay with your content and eventually take action as result.
There is more to a promotional headline than creativity or cuteness. Lead with benefits and you’ll win more often.
Are There “Gaps” in Your Dental Website That Expose You to Failure?
The recent winter weather did some damage to our property. It’s not significant but some minor repairs are in order.
Timing isn’t always on your side when the weather is involved. But the timing is always right to evaluate your current dental website and close some of the gaps that make your marketing vulnerable to failure.
A gap is precisely what I have in my fence as result of the strong winter winds that blew through my region recently. As I early mentioned, the damage isn’t significant by comparison but my suburban property feels exposed now that I lost two sections of privacy fencing.
Close the gaps
I write a significant amount of webpage copy for dental practices, dental consultants, and dental industry businesses. There’s a gap these days between those that are riding the wave of content marketing strategy (one that I do not believe will go away anytime soon) and those that are either satisfied with their online (website) presence or assume that having one up-and-done is enough.
The gap is widening. If you’re on the side of the fence that values consistent, useful content published via a blog, newsletter, podcast, online course, ebooks, email series’, etc you’re positioned to take your “world” by storm.
On the other hand, if you’re resisting or uninformed about the value of content to stimulate your dental marketing, brace yourself for a storm of frustration. You could find yourself wondering why your dental website visitors arrive but don’t stay…or more important – don’t schedule.
It’s time to close the gaps. You shouldn’t feel exposed to frustration or worse waste your valuable dental marketing dollars over the next 12 months on a website that’s basically a digital brochure.
Exposing Your Dental Website “Gaps” and the Strategic “Repairs” You Can Make to Increase Your Value to Patients or Clients
Assess the “damage”
Your patients/clients visit your website for one, primary reason – to access information about your services. Their response hinges on what they discover in the first few seconds of arriving there.
“Gap”: Thinking it’s necessary to differentiate yourself with flashy web page banners or spotlighting your brand image/logo. You can damage your online influence if you’re solely relying on “creative, visual elements” to compel your site visitor to schedule or contract with you.
Damage assessment solution: Build credibility and potential for repeat site visits by providing simple, understandable answers to the questions your patients/clients are asking.
- Fill-the-gap with blog posts/articles published a minimum of two times per month, a downloadable podcast, a consistently published Q&A-like newsletter, or an easy to access and read ebook.
- Spend your available annual marketing dollars on those strategies that provide useful, valuable information your visitors are seeking.
Clear the “debris”
No doubt, dentistry is a technical industry. Healthcare relies on skilled expertise to diagnose and treat effectively.
“Gap”: Thinking it’s essential to thoroughly explain the technical details of your dental services, treatment, and procedures so your patients/clients will want to schedule/use your services. In essence, believing that the more they know, the more likely they are to view you as an expert and schedule.
There’s a better way…
Clean-up solution: Your authority/expertise is recognized more by your ability to speak your site visitors language. Leave the industry-speak to your communication with colleagues, at conventions, or your local study-club.
- Eliminate “jargon,” “fluff-content,” over explained services/procedures, high word count descriptions, and unnecessary credential data.
- Create a compelling connection with your site visitor through every-day language via conversationally written web page copy, blog posts, articles, newsletters, etc. (to keep the language conversational and every-day it’s a good idea for someone to write it other than you…no offense).
Restore the “solution”
Clarity rules. And simplicity shouldn’t imply poor quality or design.
“Gap”: Thinking that a graphically intense, creatively unique, high word count website will build trust with your audience.
Repair solution: Creative design, more words, and indulgent graphics can make your website more difficult to navigate, to understand, and unclear about what visitors should do next. Ditch the mindset that says, “(Our) website must compete on a creative level with every other dental industry site in our area/region….”
Your patients/clients will visit, stay, return, and schedule your services for one fundamental reason – you provide clear, compelling answers to their questions or solutions to their problems. Clarity and simplicity trump creative.
- Stand out creatively through informative and consistent content. Distribute your creative-vibe via your social media channels (Facebook page, Instagram, YouTube, etc.).
- Be an authoritative resource and you’ll compel trust…and action. And speaking of action – restore your web pages to include a clear call-to-action (e.g. “Contact us to schedule…,” “Click here for more information…,” etc.).
These simple repairs will close the “gaps” in your website and your digital marketing strategy. It’s best to create good exposure for your authority and expertise than to be exposed via ineffective web page content.