Don’t make a bad first impression with amateur copywriting. The single most important difference between a website that converts new patients and a website that fails is the proper use of “copy” (the text content of your website). Most dental websites overemphasize the features and services of their practice, and don’t focus enough attention on the patient and his/her motivations. The secret is to write for the reader.
As a general rule to ensure your website engages your audience, the words “you/your” should show up twice as many times as the words “we/our”.
What Not to Do
What to Do
When it comes to online marketing, everything you say either enhances or detracts from your success - nothing is neutral. As a dental professional, you need to communicate your credibility, expertise, and show that you take your business seriously. This is why you need a professional copywriter who can craft persuasive content that facilitates the decision-making process for potential patients and who can apply the science and formulas of text that causes website visitors to take action.
A good web developer will plan your content with proper use of
- paragraph lengths
- information architecture
- knowledge about how visitors “skim and scan”, and more.
If you’re going to skimp on something, do NOT skimp on the content!
Be sure to check out more useful dental website marketing resources below.