Give Your Dental Prospects a Clear Message

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Patient Attraction Episode 409

Research indicates that people are most likely to leave a website before they have been on a page 10 seconds. They become even more likely to leave in the next 20 seconds. But if they stay on the page 30 seconds, they’re likely to stay on the page even longer. When we come back, I’ll tell dentists how to get prospects past that 30-second mark. Stay tuned.

– Hi, Colin Receveur here and thanks for joining me on the fourth day of our look at websites that convert prospects into patients.

– Today we start our look at your website content.

– Remember, content isn’t just the words, what we call copy.

– It also includes images, video, graphics, blogs, testimonials, everything contained on your website.

– But we are going to start with the copy.

– Let’s talk about a few general things today, and then we’ll look at more specific things in the next few days.

– First, make sure that your page headers are crystal clear about the topic of the copy.

– There should be no ambiguity.

– Pages like, “Have a great smile” or “Want a beautiful smile?” do not tell prospects what the page is about.

– In fact, those headers could be about any number of things:

– Short-term ortho

– Veneers

– Cosmetic procedures in general

– Teeth whitening

– Or even implants.

– They could also mean general dentistry or even a broader topic like the importance of a perfect smile.

– This will leave your dental prospect confused and irritated if that topic is not what they were looking for.

– Your copy and calls-to-action should be equally clear.

– Copy should talk about one topic at a time.

– Calls-to-action should be clear about what the prospect is getting and what he or she has to do to get it.

– “Enter your name and email address for a free report” and “click here to set up an appointment” are good examples.

– Make sure on those calls-to-action and your dental content addresses the patients’ needs.

– This avoids what I call the “we-we problem.”

– That is where our whole website says, “We do this, we do that, we are great because of X, we are who you should see.”

– Instead, your website should focus on the prospect:

– Do you have trouble chewing?

– Are you afraid of the dentist?

– Your website should focus on the patient 70 percent of the time and you 30 percent of the time.

– Also be sure that your content is educational.

– Whether that is free reports or books, video, graphics, or whatever.

– But make sure the reader gets something of value for having invested their time.

– Come back tomorrow and I’ll tell you about how to improve your written content.

– Until then, keep moving forward.