Patient Attraction Episode 410
Hello, and welcome to day 5 of our look at websites that convert dental prospects into patients. Today we are going to talk about well-written content. Stay tuned.
– Colin here, and I want you to think about your website, if you have one.
– Did you help write the content on your dental website?
– Usually I see two extremes:
– On one end, many dentists had zero input on their website content.
– They hired a company, and that company put up cookie-cutter copy that was neither very good nor original.
– So it does them no good trying to draw prospects through search engine optimization.
– And it does them no good when someone actually gets to the site.
– In fact, I’ve seen dentists whose website included content on procedures they don’t even do!
– That is the ultimate hands-off approach.
– The other most common thing I see is dentists who write their own copy.
– Sometimes these dentists hire a writer and then approve or revise the copy themselves.
– This content is usually very accurate and thorough – and reads like it is written for other dentists.
– This copy is too light on SEO and too heavy on details.
– This is almost always “we-we” copy, emphasizing too heavily on the dentist and not enough on the patients’ needs.
– If you want excellent copy that will convert prospects into dental patients, here are 5 tips on what to look for:
- Write for people.
– Of course you have to include search terms and keyword strings, but they must sound natural, not shoehorned into the copy.
- Answer prospects’ questions.
– Rather than write in a way that says, “Here is what we do,” write in a way that says, “Here is how we solve these problems.”
– So most sites say, “We offer dental implants,” and then regurgitate a bunch of facts about implants.
– Instead, try “If you have a hard time chewing because of your dentures, dental implants may be a good solution for you.” Then talk about the benefits of implants.
- Make your content your own.
– Don’t use content offered through CE or a group you are part of.
– The content on your site should be yours and yours alone.
– This benefits your readers, who may have looked at multiple sites online and could see that you are using duplicate content.
– It also benefits your SEO, as you get no value from duplicate content.
- Make sure to keep your content up-to-date.
– If you had a page about FastBraces because one of your associates is certified to offer it, remove that page when that associate leaves.
– Conversely, if you get certified to offer sleep apnea solutions or IV sedation, make sure to add content on that topic.
– Search engines love to see that your site is dynamic and updated.
- Finally, be wary when hiring freelance writers.
– I’ve talked about this in a previous podcast
– Make sure they know the subject matter, and never, ever pay up front.
– Tomorrow, I’ll give you some more tips on writing.
– Until then, keep moving forward.