Put yourself into the shoes of your patients / website visitors when creating content. It may sound simple; the reality is this is where a lot of dental websites fall short.
It can be very difficult to step outside your own interests and create a website (or other marketing materials, for that matter) that is focused on your patients. This is especially true as a dentist of dental practice manager (not that it’s any easier for marketers in big firms, mind you).
Here are a few things you can do to ensure your website copy stays focused on your patients:
- Write content that helps your patients understand how you can help solve their issues and pains. Do not think in terms
of your dental practice. Think in terms of your patient’s problems.
- Avoid insider terms and dental jargon. Keep your average patient in mind when creating website content.
- Write in a natural and compelling style. Do not “write for search engines.” Repetitive writing style sounds stilted and does little to improve SEO. Instead, write with your patients in mind and in a way that will make people want to share your content. Shareable content is more valuable to search engines than repetitive writing.
- When writing for the web, try to have each web blog dedicated to one topic and driving for one action. Unnecessarily long and confusing web pages may drive patients away from your site.
- Write short, compelling stories and blogs. Use words that any eighth-grader would understand. Avoid the temptation to include flowery or more complicated language. Keep it simple.
- Edit your copy ruthlessly. Don’t use four words where one word will do.
Creating a website focused on your patient’s needs sounds very easy. The reality is it can be much more difficult than it sounds. It
takes planning, hard work and a willingness to make changes on the fly as you learn how your customers interact with the site.
Staying focused on your patients will almost never steer you wrong. Step outside your role as a dental practice owner and live in their shoes for a while. It will pay significant benefits, now and into the future.
Author: Janet Thompson, www.dentist-websolutions.com
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