Your dental website is the face of your practice online. It’s where your patients and prospects head to when they’re ready to find out about various dental services with the future intentions of availing of them. For this reason, your dental site should be filled with content that is geared towards converting visitors into paying prospects. To do just that, here are some of the tried and tested methods of producing great content:
1. Choose your words.
While you may have learned various dental jargon in school, it’s time to reserve those highfaluting terms for when you’re publishing a research or speaking to professionals who are in the same field as you are. But if your aim is to convert visitors into paying patients, you need to engage them at their level. Use words that are easy to understand but also veer away from using slang or embarrassingly basic terms reserved for third graders.
2. Focus on them.
One of the most common mistakes that dentists commit when trying to promote their practice online is that they overly promote that they come off as obnoxious and self-obsessed. While the entire reason for marketing is to blow your horn, you should also reserve some of the praises for your prospects. Talk about how much you care for your patients and how your patients deserve nothing but the best kind of dental care.
One neat trick that seasoned copywriters turn to all the time is to substitute “we” with “you”. For instance, instead of saying “we have the most competent dentists in town”, say instead “you deserve the best dentists in town”.
3. Streamline your content.
While there are people who visit your website with no specific agenda in mind except to look and read around, know that the most important people who do click on your website are the ones who have already made up their mind to avail of your services. Maybe they’re just looking for your contact information or more information about the treatment they wish to avail of. To make things easier for them, giving them more incentive to convert, streamline the content found on your page. This is done by conspicuously placing well-labeled links at the top of your webpage.
4. Make your content easy to read.
Instead of presenting a ten-paragraph article with kilometric sentences on your website, opt for something more readable. Incorporate bullets and number your points. Make sure to have a subheading if you’re going to present new information. This way, your visitors can easily skim through the article and still absorb the things that you want them to know.
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