dental website
How to Create a Better Path to Your Services Using Informative Dental Content
Though I can’t remember the source or a few details – the story is still practical. Especially as it relates to establishing your authority and influence via well-timed, informative dental copywriting and dental content.
Here’s the story as I remember it…
A developer built a multi-story office complex on several acres. The general structure was in place. Now came time for sidewalks and landscaping.
His contractor was quick to plot out the location of various greenbelt and water features and sidewalks throughout the pristine acreage. The location of sidewalks would follow the predictable layout leading to all points of entry from an expansive multi-story parking facility.
The developer placed a pause on the sidewalk construction. He asked the contractor to delay for a few weeks.
The perplexed contractor pushed-back asking why, knowing that sidewalks are standard for such a facility. And noted that any delays would create problems for the already beautiful landscaping being placed.
The developer held his ground while offering his somewhat outside-the-box wisdom.
Being practical, it made more sense to him that the people using the facility on a daily basis determine where the sidewalks should be placed.
He noted that people predictably walk where they have the easiest and most convenient access to the facility. In his experience, sidewalks are best placed where the highest percentage of foot traffic travels to and from the facility.
His wisdom: let the people create the path then place the sidewalk where they routinely to walk.
Are you building “sidewalks” with your dental content that no one’s using?
Traffic is everything to your online presence as a dental practice or dental service provider. Patients and/or clients arrive, stay, and then exit your dental website for a variety of reasons.
As important as navigation and trendy eye-candy graphics are to many – they matter less to your target audience than you might think.
Why?
Everyone’s doing it or done it…countless times. What was once trendy is now numbing and a distraction to what site visitors come to your site looking for.
Investing thousands in a flashy, trendy, or otherwise templated website is like placing a sidewalk where no one’s walking – simply because it’s where you think a “sidewalk” should for all practical purposes be placed.
Your dental website visitors are looking for one thing!
Dental services? Yes, but something more.
State-of-the-art technology? A nice feature if you have it…but no!
Amenities like coffee and tea in the waiting area? Again, a nice touch…but again, no!
Contests, give-aways, a chance to be your 1000th “Like” or “Follower” on Facebook or Instagram? Really…?!
I think you get the picture (and if not, you will or your website will continue to be a “sidewalk” that few use).
So, what are your website visitors looking for?
Solutions!
Why?
Because they have a particular problem they believe or at least hope you can solve.
And they’ll find your website and stay on your website to the point of making contact with you if…and only if…you provide solutions to their problems and/or answers to their questions.
Gone are the days when you can throw up a templated, looks-like-every-other-dental-website up on the web, fill it with feature-heavy, industry-speak, technical, self-aggrandizing, flashy content and wait for the phone to ring or the contact forms to pour in.
How to create a path that generates more patient or client leads (without doing what everyone else does)
Know your audience…who’s your avatar?
“A dental patient,” you say.
Right, but who are they?
- What are their health goals?
- How do they view dentistry?
- When was their last examination and cleaning?
- Why haven’t they scheduled treatment that’s been planned?
Those are all dental related questions. But go a bit deeper.
- What embarrasses them about their smile?
- How will they finance treatment they know they need?
- When is their next big social event (e.g. wedding, reunion, interview, etc) that they want to look and feel confident attending?
The latter questions probe a bit deeper. You’re getting to an emotional core when you ask and seek answers to these questions.
Transform your dental website from an “online brochure” to an information platform
This might “sting” a little.
Without consistent, informative published content (e.g. a blog, articles) your dental website is nothing more than an easily discarded online “brochure.”
To step away from you crowd it’s essential that you share your expertise as it directly relates to the “pains” and “desires” of your “audience.”
Realize, the dental seeking public search for your services for basically two reasons:
- They’re in pain and want relief.
- They have an emotional or physical motivation to repair or restore something about their smile.
Sure, there are more reasons but those are fundamentally what compels your “audience” or “avatar” to seek your services.
It’s essential that you position yourself as the “expert.”
How?
Through publishing (weekly is best, bi-weekly at a minimum) informative content that compels a person seeking dentistry (for whatever reason) to schedule.
So, you must “pour your sidewalk” where they’re walking…
- Probe for questions and problems during every opportunity you have with a patient. Your current patients will provide clues to what the dental seeking public desire.
- Keep a running list (spreadsheet, etc) of every seed thought, seed question, or verbatim question or problem you encounter from patients. This is a goldmine for content and copy themes.
- Write conversational content that answers questions and solves problems. Few (really) are doing this. And you’ll grow your influence (and production) when you position yourself as a problem-solver.
Remember, sidewalks provide convenient access to a facility or they’re simply a place to go for a stroll. The easier the access the better.
The same applies to your dental website. Create an informative platform and you’ll make accessing your services easier.
How to Use Your Dental Blog as a “Home Base” to Engage Your Patients or Clients
Say what you will about having a dental blog. But your dental practice or dental business has an opportunity to capitalize.
According to Heidi Cohen you’re in a “renaissance” era for blogging.
“Blogging pioneers, Copyblogger’s Brian Clark and Problogger’s Darren Rowse, are leading the blogging renaissance. It’s documented in their discussion ‘Blogging is Back.’
They want to recapture the power and human essence of blogging, especially as an owned home base.”
Speaking of “home base.”
A high percentage of my work as a dental copywriter is invested in writing and/or rewriting webpage copy for dental practices or dental industry businesses. Another increasing percentage of my work is on the dental content strategy side of things – writing blog content for those who understand (by default or instinct) this “blogging renaissance” idea.
Yes, you need an engaging, conversationally written dental website. No doubt about that, my friends.
But building that “house” (so to speak) and not inhabiting it with ongoing, credible, and useful content (via a blog) can disconnect you from your audience.
Who’s your audience?
It’s those who search for information relative to their dental needs and/or questions. As I say to clients, “People aren’t looking to bookmark dental website copy or clamoring to read it…”
That said, they ARE searching online for answers to their questions about dental treatment, dental procedures, building their dental business, growing their dental group, etc.
Your “static content” (i.e. Your standard Home, About Us, Services pages) needs the support (now more than ever) of an active, consistently fresh blog and/or article page. Thus “home base” content that YOU own and that’s posted on YOUR online property (your website).
What’s wrong with social media?
Nothing, fundamentally. The exception is that it’s becoming more difficult for your business (including dental practices) to have, for example, a Facebook page you can effectively and profitably use without having to invest your valuable marketing dollars to maximize your reach.
What this means for you…is that you need an accessible, information-rich source of content your audience can consume consistently.
How to Use Your Dental Blog as an Engaging Home Base
1-Create and publish blog content that answers the core questions your “audience” is asking.
Start with needs. Your patient or client questions are a bread-crumb path to what’s front-of-mind related to your services.
They search…but are you answering?
“I have info on my Services pages…,” you say. Good, but remember that’s static content (meaning it rarely, if ever, changes or evolves).
Cohen highlights the 5 types of information your audience seeks,
- Product information
- Customer FAQ’s
- How to’s
- Product (or Service) styling or best-in-class practices
- Ratings and reviews
Answer questions via your blog posts that tap into those areas of interest. Use their language and speak to their emotional desires.
2-Publish dental blog posts consistently to establish presence and availability.
Consistency isn’t about being obsessive. It’s more about being present as a go-to source of useful information (content).
Know your audience and their needs. Again, this relies on your listening strategies.
Use social media listening by scanning your page feeds, comment history, etc. Open channels in your clinical and/or consultant and sales force zones – what are your assistants, consultants, etc., hearing or being asked?
Publish on theme.
For example, April is Oral Cancer Awareness month, Spring and Summer is wedding and reunion season. What are your patients thinking about during those seasons – prevention, improving their appearance, etc?
Post about the value of oral cancer screenings, preventive dentistry that decreases oral cancer risk. Publish content about teeth whitening, “professional whitening vs. DIY whitening,” porcelain veneers, dental bonding, etc.
3-Spotlight and re-purpose your dental blog content via accessible channels.
Post the content primarily on your “home base” (your dental website).
Use your email list to broadcast new and available posts. Do this when new content is published and to repurpose content that informs your patients or clients about relevant questions they’re asking (those theme seasons, etc.). Provide a blog post snippet with a clickable link to the actual, full post.
Publish an e-newsletter to your list using the full blog post as the content. Include links back to your website and use the newsletter format as another opportunity to share current promotions (do this without being salesy).
Start with these. Soon you’ll be capitalizing on the current blogging renaissance.
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.
How “Irritating” is Your Dental Content? And is That a Good Thing?
Years ago, I heard author/consultant, Jim Collins (Built to Last, Good to Great), speak. During his talk he said something I will always remember.
Your dental marketing influence on new patients or new clients rises and falls. It will achieve greater consistency when you create and use content according to what I remember Collins saying.
He made this statement about the sharing of ideas and principles – “I want what I share today to be like an irritating grain of sand stuck in the folds of your brain…”
Not to say that you want to “irritate” new or potential patients/clients into action. But the principle applies.
Content irritation?
The goal of your dental marketing content isn’t to irritate in the purest sense of that word. It’s more a matter of sustained front-of-mind presence.
Your potential patients/clients seek their information differently these days. It’s short of reflexive to reach for a smart phone or tablet device and “Google” the answer to their “burning” question.
What shows up in the search queue is vital to your ongoing ability to reach and compel them. More often than not a link to an article will pop-up in their search results.
Are you there?
I’m talking “there” in the sense of having a consistent presence via content that’s useful and relevant to their search. They’re looking for you, a dentist, or you as a dental industry professional and their “pain-point” is the motivation for seeking your services.
Or your new patient is sitting in your operatory following the exam, x-ray, and teeth cleaning as result of your latest promotion. Treatment is necessary.
A treatment plan is being presented. They have a decision to make.
Are they prepped and equipped with the information to make the decision?
Information flows
Your target audience makes decisions based on the compelling quality of the information presented to them. It would make sense that the more, compelling, informative, useful, and available information…the better, right?
Content creates a river effect. It flows towards expectant and otherwise seeking-to-be-informed people, not unlike yourself.
You’re reading this blog for much the same reason. A need or desire for the information prompted you to click a link and read it.
Or it was shared with you via a respected colleague, friend, or social media connection (always appreciated, by the way).
Welcome to the new era of content community.
How to Use Consistent Content to Inform and Compel New Patients or New Clients to Take Action on Your Services
Use the echo-effect.
Become a voice that “echoes” in the consciousness of your patients/clients. This happens when you show up consistently on their “radar” via compelling content.
You have limited hours of operation, marketing dollars to invest, and time to maximize your connections. Content works for you around-the-clock, so to speak.
Create “echo-points!”
- Create and send emails to your patient/client list. Link to relevant blog posts, articles, and/or social media channels. Limit how much you email promotions compared with the amount of “content-echo” you distribute to your list. A will timed email with a link to a relevant content channel could tip a new or current patient/client to take the next step.
- Use voice-mail (if you must rely on phone contact) more strategically. Craft the message (content) you leave with unavailable patients/clients to include a call to action. Avoid saying “call us back,” etc. Give them a reason to feel they’re missing out on something if they don’t return your call.
- Make audio/visual content available for after-hours “echoes.” Use short podcasts, YouTube videos, Periscope, Instagram, GIFs, SnapChat, etc.
Construct a go-to archive of valuable information.
Your online presence (via a website) should resemble a library more than a digital brochure. Archived content (blog posts, articles, videos, podcasts, etc.) set you up as an authority.
- Catalog your posts and articles by category. This improves eye-scan impact and ease of access.
- Use your content platform as reference point for patient/client questions – “What’s your email address? I’ll forward you a link to a blog post/article/podcast that will answer your question…” This gives you an opportunity to “echo.”
Release your collective influence.
This follows the previous tip. Your content becomes a second voice of influence beyond yours and that of your team.
Again, having content to share increases your authority and influence. Plus, not all of your team members (you included) are rock-stars at closing the “deal.” (treatment plans, etc.).
And content relieves all that “salesy-speak” that’s so easy to use when trying to close treatment or a sale.
Content gives you permission to keep promoting – even when you aren’t present…or as a reference point when you are.
Front-of-mind consistency is the strength of your dental content. It’s the type of “irritation” you shouldn’t mind having.
Why Consistent Content Creation is a Supremely Healthy Dental Marketing Strategy
My wife and I have done this annually for the past three years. There’s a multi-layered benefit to it and the same is true of the commitment you can choose for creating and publishing content to promote your dental services.
We begin each year in January with a 21 day “fast.” Before you picture us in a meditative pose becoming emaciated by the day as we deny ourselves basic nourishment – that’s not the deal.
Basically, a “fast” can apply to denying yourself anything from food to technology for a designated period of time. Ours fundamentally involves eliminating “junk food” (all that sugar loaded goodness we overindulge in) and eating a cleaner, high-protein and vegetable intense diet.
Our core motivation and benefit is spiritual – denying ourselves cleanses the soul and sharpens our faith. The sub-plot benefits, if you would, include a system-cleanse (body health) and establishing new, healthier habits (diet, self-control, mindset, etc.).
Core benefits
There’s a primary reason for promoting your dental services – to provide solutions or deliver relief from “pain” (physical or emotional). There are more, sure, but this is a core reminder of why you do what you do.
Now, what’s your core marketing strategy?
It’s common to default to direct mail, launching a website, upgrading your website with graphics and other “flash,” purchasing Facebook or Google ads. And there’s nothing essentially wrong with any of those.
But can we talk “denial” for a moment?
Any one of those denies what is becoming a fundamental reality about how your patients or clients are compelled to do “business” with you.
A direct mailer can add to your production schedule (if the timing is right for what you’re promoting). Your new or newly redesigned website can improve your online curb-appeal (if your website is visited). And your Facebook or Google ad dollars invested can increase your online click-throughs and again, increase your bottom-line profits (again, if the timing or appeal of your promotion is spot-on as they scroll).
The core issue that an ever increasing crowd are beginning to understand (Are you one of them?)
Content is king…IF!
If I appear biased via this blog – you’re right…I am!
Perhaps it’s because I’m an information junkie. Or maybe it’s because I have an insatiable curiosity for new knowledge and problem solving information.
Yes to those reasons and many others. But it’s more about the fact that I know and understand that one thing ultimately compels people to respond to what you promote, provide, sell, or distribute.
It’s trust!
So…what does trust have to do with “content (being) king?”
Before I continue building my case for the “content is king…IF” idea, I must say that it’s about framework or context.
Content reigns supreme in today’s marketing when it’s intentional, strategic, and useful. You will need a framework to achieve long-term, beneficial results from it.
Blog posts, email series’, social media posts, newsletter articles, podcasts, etc are all part of a bigger picture, according to Sonia Simone.
Consider this a foundational piece of a framework I’m preparing to lay down over the next few weeks on this blog. My goal is to help you establish a new way of thinking about your dental marketing strategy and to encourage you to “fast” from all those go-to, default, knee-jerk, we-gotta-increase-our-production-so-call-the-printer-for-a-new-direct-mail-flyer type of reactions that are all too typical of some dental marketing campaigns.
Build trust outside-the-box…
…And use content to do it.
Rarely does anyone, if ever, feel a bond of trust with a service business because of flyer received in the mail. Sure, the eye-catching graphics or cleverly worded copy might open the door to a relationship but the appeal can be lost quicker than it’s gained in most instances.
Instead, consider what would happen if, over time, a relevant, useful piece of content was published and easily viewed via a smartphone or tablet. If the content solves a problem or answers a question relevant to your target reader, what begins to happen?
Trust rises.
You have a better opportunity for instilling trust through a problem-solving, question-answering blog post or podcast than you do through a random, numbing piece of paper that’s included in the daily mail. Front of mind can begin with a flashy mailer but trust is sustained over time via usefulness.
And usefulness translates BEST via easy to read and easy to consume content.
I’ll crown content “king” for now with that thought. Stay tuned…
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.