I’m not here to debate their music. In fact, I’ll go on record and say that I’m a major U2 fan.

It’s their platform – like your dental marketing platform – that enables them to deliver consistently whenever and wherever they choose to make music.

Speaking of wherever, New Yorkers were drawn to a gathering of “street performers” on a subway platform. Imagine the signature sound being created not by some local tribute band but Bono and crew themselves.

I experienced U2 a few years ago in a massive, produced, high-energy, sold-out stadium show. It was epic and I would expect nothing less from an impromptu, street gig as well.

It’s what fans expect from an iconic band.

And it shouldn’t surprise you that the simplicity of an unplugged, street-level gig would have the same awe inspiring impact. That’s U2.

Whatever your “music”, simply deliver

These days dental website copy and content seems to migrate towards a massive, produced, shiny-object approach. Maybe it’s an attempt to legitimize your services in an increasingly competitive market.

Equally popular is the trend towards content “fluff.” Dental-speak, tech-speak, call it what you will.

And even more trending are the easy-way-out, set-it-and-forget-it website platforms that replace your unique “story” (your dental practice brand) with cookie-cutter branding.

It’s time to simplify.

Your dental practice story deserves a platform. In fact, to cut through the noise, it’s required.

You’re in the business of providing dental services and skilled treatment to people. As you’re aware, those who seek your services are, more often than not, motivated by pain (e.g. a tooth ache, swollen gums, tooth loss, etc.).

They don’t wake up daily with the notion of, “Hey, I think I’ll surf the internet for dental information…” But if they’re in pain or if they’re aware of the benefits of dentistry to their overall health, your opportunity to create a “fan” is higher.

So what’s unique about your website?

I’m not talking about graphics, flashy design, pop-ups, sliders, slide-shows, YouTube videos, stock images of beautiful people with Hollywood smiles, page headlines that include the words “state-of-the-art” (promise me you’ll STOP using those words…PLEASE!) and any words that end in “-est.”

Think simplicity.

Okay, let’s define it.

Ready?

Be useful.

Time is of the essence when you capture the online attention of a current or potential dental patient. They stop to listen for one reason – they found YOU.

YOU – in a massive, produced, crowd of dental websites.

And they aren’t there to admire your website.

They want information. Easy to read, easy to understand, take-action-on information.

Information they found by a simple question or word typed into a popular online search tool (Google, Bing, etc.).

The question that defines how “useful” you are: Do they find an answer?

Here are some simple strategies to help:

• Publish blog or article page content that’s readable, conversational, lacks dental-speak, and could be understood by a 5th grader (not sounds like it was written by one…there’s a difference).
• Create downloadable, free information (e-book) on a trendy, seasonal dental topic (teeth whitening for wedding season, back to school dental care, how to use your insurance benefits before it’s too late, etc.).
• Produce a 5 minute weekly podcast episode on Frequently Asked Questions (answer one question per episode…how’s that for being simple and useful).
• Design a monthly or quarterly e-newsletter available by (free) subscription only. Give your readers your behind-the-scenes stuff here and make it appealing to belong to your “tribe” (special offers, promotions, etc just for joining).
• Brainstorm more ideas. Let your mind run free (or email me and we can start a conversation…why not?).

Remember this…

Your online success doesn’t depend on your ability to impress. It does depend on your ability to deliver simply what people have come to expect when they find you.

Simple, useful information.