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.