subject: How To Write Great Content For A Dental Website [print this page] The Qualitative Component - Make Every Word Count: nWhen it comes to writing content for a dental website there are essentially two factors to consider: its qualitative message and its quantitative core. Your site's qualitative message is the information it provides and how relevant it is to your target audience; it must provide information about a topic in which they have interest, it must answer specific questions, and it should be timely. This will ensure that your site is viewed as a boon to visitors: an evolving source of information.
In any form of writing, the key is to write for your audience, keep it simple, and be direct. Research shows that the longer the word count on your website's landing pages, the less likely the visitor is to read it. In today's information saturated world, people want information delivered to them in the simplest, clearest, and most concise way possible.
Also, punch up your content: flat writing gets flat results. Does your Web copy give visitors a reason to stick around and explore? Does it do a great job of introducing your practice and showcasing your services? Does it motivate them to take the next step and schedule an appointment? If you don't do these things, your visitors will get frustrated, give up, and leave.
The Quantitative Component:
The quantitative component of a website's content relates to the optimization of its language for the search engines: how it can boost the exposure of a site in a way that drives traffic. The key to this is using the appropriate keywords in the copy in an optimal way. It is usually best to consult an SEO specialist with this realm. If you do it wrong, your exposure suffers.
As you might have guessed, nearly every company has joined in the SEO process. Rarely, at this point, is a company ignoring its online optimization. As much as proper keywords and placement can increase a companies search rankings in Google or Yahoo, simply having more people enter the door is only the first step. Think of it this way: which museum gift shop will be more successful, the one with 500 visitors who simply browse or the one with 25 visitors who all become buyers?
How Can a Company Boost its Website's Conversion?:
There are several ways a company can optimize its site for conversion. The most successful dental offices think about this realm in terms of what a patient would like, rather than what they themselves would like. First steps here are to to make learning about services and scheduling appointments as easy as possible. And if you have a blog, promote RSS and email subscriptions strongly across the site. Make it easy for potential patients to get in touch with you, and make it clear that excellent service are the standard, not an exception.
The next thing dental sites can do is to overhaul their "Contact Us" page. A good strategy here is to make sure that you are thinking from the customer's vantage point, rather than your own. For example, rather than displaying a blank text box with the command, (i.e. Contact us with your question), have a drop down menu with options (i.e. make it easy for them to identify what they need or are interested in, whether it's teeth cleanings or dental implants). Making it easy for your patients to get in touch with you will help them feel comfortable, and encourage them to continue choosing your practice in the future.
