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a blog by Chris Barrow

10 Top Tips for writing your web site – a guest post

I’m frequently contacted by people who have products and services of relevance to my clients. For over 20+ years I have maintained a policy that I do not accept introducers fees or commissions – I simply broadcast and comment on good ideas.

Many dental websites have a certain ‘sameness’ about them, with generic ‘off the shelf’ layouts, stock library photos, academic and factual team profiles and clinically focussed services – perhaps with an obligatory list of fees included. Does this sound familiar?

If you’re ready to give your website a marketing makeover and attract your ideal patients, use my ten top tips for writing winning content:

  1. Share your mission. Ensure your practice name, slogan and design tells your ideal patients how your service improves their lives.

  2. Be patient focussed. Consider the balance of ‘I’, ‘me’, ‘my’, ‘we’ and ‘our’ words compared to patient focussed ‘you’ and ‘your’ words on your website. ‘Your smile is your star asset at [practice name]’, is more outward looking than, ‘At [practice name] we pride ourselves in offering the best in modern dental care’.

  3. Be authentic. ‘People buy people not products’, and, ‘people don’t buy what you do, they buy why you do it’, it is said. Check the About page of my website for an example of how this works. Why did you become a dentist and set up or join the practice where you currently work? What are your interests? Is there something surprising about yourself that you might share? Use it. Be as open and honest as you bravely and appropriately dare.

  4. Post testimonials. Testimonials are the ‘social proof’ that create interest in your offering. With your patients’ written consent, ask for their feedback and edit and display their testimonials prominently throughout your website.

  5. Use videos and photos of real people. Help your potential patients identify themselves with the actual satisfied, smiling, attractive patients who already use your service, not with commercial models.

  6. Sell the benefits. Most people are not particularly interested in the specifications of your equipment, materials and protocols, however amazing. Always highlight the power, pleasure, profit, prestige and other benefits your products and services offer over and above their features.

  7. Display your services and fees enticingly. Combine your treatment photographs and patient testimonials with your services and fees. List fees in whole numbers and without currency symbols to help readers focus on the benefits of your services and their own needs and wishes. Locate your most expensive items e.g. full mouth makeovers, in the top or centre of your page, framed with images and descriptions, alongside more often prescribed, high profit, moderately priced items e.g. smile whitening, to enhance the value of both by comparison. Create tantalising high value discounted treatment packages to reward uptake of appropriately prescribed multiple services.

  8. Invite action. Your campaign success is measured by the increase in enquires, bookings and uptake of services you experience. Make it easy for your patients to find you and contact you.Place your ‘Call to Action’ (CTA) alongside your contact links and details e.g. ‘For your winning smile, call today for your consultation on [your telephone number] or email us at [your email address].’ Position your CTA strategically and conveniently throughout your website, on every page, with testimonials, beside your services and on your website Contact page.

  9. Make your website easy reading. Enhance Search Engine Optimisation (SEO) to improve your website ranking but avoid ‘spamming’ or overusing key words and phrases. Write in shorter bite-sized ‘chunks’. Put your most important content in large, bold headings at the top of pages. Get your grammar, spelling, punctuation and vernacular right. Aim for clarity and readability – use plain English wherever possible.

  10. Keep in touch. Write newsletters. Communicate regularly with your ideal patients to build relationships and trust. Topics for blogs and newsletters include dental home care, service updates and lifestyle pieces, for example health, fitness, seasonal and community events, practice news, sugar-free recipes and charitable causes you support.

Dr Kathy Nathan BDS BSC DGDPUK MGDSRCS is the founder and director of WRITING FOR DENTISTS She provides extensive writing and training services for UK dental professionals. A published author, speaker and teacher, Kathy has over three decades of award winning experience and qualifications in dentistry and communication. Inspired? To learn more, feedback or arrange a free consultation go to:

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