Professional Text Writing Services For Dental Websites
Are you struggling for time to generate web content which works brilliantly for patients and Google?
The text writing team here at Dental Media is busier than ever generating lots of excellent web content, written to engage website users and help those sites power upwards in the Google rankings.
But what is it about great text that makes all the difference to the performance of dentist’s websites and blogs? Equally, how does poor text content work against you? Let’s take a look at the key factors.
Why good website content improves new patient enquiries
There is a misplaced notion in the world of dental websites that minimal content is best in that it doesn’t overwhelm the user. Indeed it is a theory espoused by a few dental coaches, albeit somewhat misguided and not really in their client’s best interests. The truth is that minimalist content tends to originate from design teams who simply want to knock out a few paragraphs quickly and move on to the next project.
In reality, you are selling services to a range of folk, not just those who are keen to simply get a quick overview of your treatments without wanting to delve too deeply. However, there are also those folk who want to look into the subject matter in detail, for example the older generation researching the pros and cons of dental implants. With this in mind, when we generate content for a dental website, we need to cater for the minimalists and indeed those who are looking for more – and everyone in between.
You may wonder how this can be done? Minimalist and comprehensive on the same page sounds mutually exclusive right? Well actually not, it is very possible to lay out the text on a web page to achieve just that. For example we can use a bullet-point list to showcase the pros and cons of a treatment succinctly at the head of the page, but support that with more information further down on the page, perhaps via an FAQ or similar.
If you aim for text that is minimalist, you may well miss out on patients who need to know that you are well-versed in your treatments and that your website is an authoritative source of information. Indeed, we know that websites with well-balanced, comprehensive information tend to work a lot better than those which simply focus on glossy visuals. That isn’t to say that good visuals aren’t important, they certainly are, but overall you need to seek a balance.
It’s not just the performance of your web page when it comes to engaging new patients, you also need the right content to engage with Google too and ensure that your site gains a great position in the search results. But what is it within your website text which dictates how it performs in Google?
Web text and how it contributes to an authoritative website
When considering questions related to how websites rank in Google, I always go back to first principles and what Google is all about. Their core principle is to surface the most useful information for searchers and much of what they do revolves around this, including of course, giving precedence in the rankings to websites which they think do this best.
What you will typically see, particularly with dentist’s websites, is that the ones which tend to rank best are the ones which serve the most comprehensive information, whereas those with minimalist text tend to fare less well. Search marketers appreciate this and will always encourage their clients to add new, useful information to their websites periodically. This is just one of the reasons why blogging works well as part of a balanced search engine optimisation strategy.
Do you need help with your dental web or blog content?
As we’ve discussed, ensuring that your website content is comprehensive and optimised works well not just to encourage new patient enquiries, but also for Google performance too. It’s simply a case of forming the correct foundation when the site is first launched and then following-up periodically to add new material where appropriate. As I mentioned earlier, a practice blog is an excellent way to help maintain the momentum, but you should also revisit the main website pages periodically too.
As a minimum, you should ensure that each of your main treatments has its own web page – cram the text all into a couple of pages and you not only end up confusing users, but you’ll dilute the impact for Google too. For real momentum, it also pays to provide additional sub-page information for key treatments such as implants and orthodontics, as this all helps Google to view your site as being authoritative on those subjects. How you link those pages together for optimal SEO effect is also important and we’ve covered that elsehwere in our blog.
Get in touch
If you have concerns that the content on your own dental practice website is minimalist and perhaps contributing to poor performance, please get in touch with the team at Dental Media on 01332 672548. We’ll be pleased to conduct a no-obligation audit and recommend a content plan to improve performance, for users and in Google too!