Did you know the dental content on your website might be costing you new patients every day of the week?
This is something we see everyday when we have our exploratory phone calls and we are sharing our computer screen with the dentist. Most of the time, the content is “canned”, duplicate content that your web marketing company created. The problem is 500 other dental websites have the same exact boring, cookie-cutter content that detracts your visitors, does not entice them to call.
A buzzword in the digital marketing world is Content Marketing.
Here is the definition of Content Marketing…
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
Important: Remember, you are writing the content for YOUR visitor not for you!
This is something you need to embrace as soon as possible, and correct this on your dental website. Most of the website copy we see and review is written from the perspective of the dentist and his/her practice, not for the visitor who has just landed on your website for the first time.
The new visitor to your website did a specific search in google (or the other search engines), and they are looking for answers to their questions. If you do not speak to them in their language, and quickly answer their questions to the fullest extent, you will lose them and they will never come back.
This takes a skill to really understand the wants, desires and needs of your web visitor. Lets be real clear here. The majority of people do not even want to go to a dentist, so their apprehension and fear are at a high level already.
As mentioned above, people are not yearning to go to a dentist, so when they need one, or have a strong desire to improve their smile, they are safely searching google in the privacy of their home.
Empathy is a powerful approach when it comes to connecting with your reader. If you can both answer their questions, and show empathy, you are on your way to a high-convert dental website.
In your writing…be there with them. Walk alongside them. Let them know you will not judge them when they come into your practice. Help them realize it’s okay if they haven’t been to the dentist in a while.
I mentioned early on that people are searching the internet for information to make an informed decision. No one wants to spend money and feel like they made a mistake.
Think of all the dental services your practice offers, and all the questions you answer about them during a consultation. Each one of these is its own dental content page.
I know what you’re thinking…
You don’t have the time to re-write all of your service pages and content. I understand and feel your pain, but either you, your staff or a qualified copywriter needs to or you will continue to lose potential patients from your website.
There are 2 reasons for getting the content redone on your website. First and foremost is to get the website visitor to pick up the phone and call your practice (convert). Second is for google.
You see…you have an opportunity to get found for all your high-revenue services when someone searches for them in google in your city. We have had many clients that landed $20,000 or more cases by someone landing on their specific service page.
But…this takes a concerted effort to create the most valuable dental content you can, and do it according to google guidelines. Through many studies, we’ve found that dental content pages that have 800 or more words of uniquely written content have a better chance of ranking higher in google.
This is something we also see with the majority of dental websites. No calls-to-action (CTA) at all on the page!
People by nature are followers. You need to tell them what you want them to do next. If you don’t, they may not do anything at all.
So think about this…
You’ve taken the time (or paid) to have great content written, and didn’t tell the visitor what to do next. Or, even worse, your dental website does not easily show your phone number for them to call you.
You have got to insert calls-to-action throughout each and every page of your website. Include your phone number in each one of them. A good rule of thumb is to have a CTA after the first paragraph. In the middle of the content, and at the very end.
Important: People skim content. Very rarely does anyone read every word. That means you need to be able to catch them at different points in the content so they’ll take that next action of calling.
To have a successful practice, you will need to continue to invest in marketing. Become the dental authority in your area with high-converting dental content.