Who says, “More is better?” Perhaps the best discussion of “more” is…WHERE it’s better.

I hear this often, “We need MORE content on our dental website home page…on our services pages…” More. More. More.

Enough?

Again, the real issue is where to apply a “more-is-better” strategy. And there’s a strategic point of evaluation that’s often missed.

In a recent post I shared some insight regarding today’s new reality about SEO. Bottom-line: online searches these days return more links to articles/blog posts than they do actual websites.

So, wouldn’t it make sense for you to invest more dental marketing energy (and dollars) creating useful, informative article content than you would in higher word counts on standard toolbar pages (i.e., Home, About, Services/Procedures pages)?

That’s a good question. And it’s only provocative if you still aren’t sold on the strategy that – being useful online via your blog/article content is your MORE important than overly indulgent core web page content.

3 ways to apply a more-is-better strategy where it matters the most.

1-Deliver value through your online dental content

I’ll indulge your quest for “more” throughout your dental website on ONE condition. That you provide value!

What is valuable content?

Valuable content focuses on benefits more than it does features.

Don’t misunderstand. Features are important but not when they’re overused or without a compelling benefit attached.

Your dental service benefits connect with your patient’s or client’s emotional desires. Your dental service features appeal to your patient’s or client’s logic.

Both are necessary in your dental marketing content. But…

Remember to “sell” or “promote” first with benefits then help them rationalize their decision with an emphasis on features.

This takes some strategic thought. And I’ll go on record again by saying it must involve more than throwing “state-of-the-art” or “cutting-edge” ahead of your newest or greatest technology, etc.

2-Write dental content that’s readable.

Not all content will be read. But it’s certain that the time someone spends with your content will increase or decrease based on its readability.

Readable content ditches the tech-speak that’s only understood by industry insiders. Understand, your patients or clients are more than likely not up to speed on the jargon that so easily flows off your tongue at an industry trade show or event.

Readable content sounds and reads like you talk. Apply the bar stool-principle – would you say what you’re about to say in the form you’re about to say it if you were sitting on a bar stool, having a conversation with a friend, colleague, or family member?

Readable content assumes that the reader isn’t up to speed. Thus, it’s job-one of your content to help them understand what it is you want them to do.

Readable content is action oriented. Your content must include – at several points within – a clear, compelling call-to-action (i.e. tell them what to do…tell them again…and tell them again…)

3-Design your dental content to be searchable.

By design I recommend you invest more time, energy, and dollars into your blog/article pages. Why?

Again, this is where more online searches land these days.

• Listen to your patient/client questions or reviews and write content that answers their questions or insights.
• Create a content editorial calendar of topics based on what you hear your patients or clients talking about or asking about.
• Consistently publish content that helps your patients and clients. I recommend a minimum of two times per month on your blog/article page…but weekly is MORE effective.

More IS better. But make sure it’s delivered in the most strategically effective location on your dental website.