Dental web text that works – for new patients and for Google!
How many dentist’s websites have you seen where the text is sub-standard?
Most of them to be frank; either bland and unengaging, overly technical or too minimal to be of any use for Google ranking.
Worse still, there are still websites where much of the content is copied from other sites, which not only breaks copyright laws but also attracts Google penalties.
Unfortunately it’s a minefield of mediocrity and few are actually getting it right; but with that comes a great opportunity to get some fixes in place and step ahead of your competitors.
The bottom line is that many dentists fail to understand just how important text content is – whether it’s for their website, blog or even their pay-per-click ad campaigns. The result is that fickle users go elsewhere simply because the content didn’t grab them in the few seconds you have available to hook them in when they arrive at your web page or land on your ad.
Why is most dental website text sub-standard?
I suspect this is down to a couple of things. The first is that many dental web design companies offer text as part of their overall package but don’t make it clear that what they’ll deliver is a few paragraphs of pretty generic treatment text – “same old, same old” and drearily predictable to be frank. This is usually just a minimalist description of a treatment and is in no way engaging for potential new dental patients who might be reading it.
The second main reason we’ve encountered on many occasions is where the practice principle or nominated members of the clinical team, choose to write the text themselves. What usually happens here is that you either get a long, technical tome which would be better in a text book, or nothing at all. Many dentists struggle to write in the type of customer facing language which is required, or they are just time-poor and never fulfil their wish to get the website text written themselves. There is then the rush to re-work content and it all gets a bit piecemeal as project deadlines approach. Overall, not great!