Writing Copy (content) for Your Dental Website

If you delegate the copy writing for your website entirely to someone else (like your website designer), it can't possibly represent you in an effective manner. The most effective way to communicate your message to your website visitors is to use your own words. Accordingly, you MUST be involved in the creation of the content for your website. How can someone else's writing represent your personality? Your philosophy? Your "unique selling proposition?"

Don't fill your website with encyclopedic descriptions of dental procedures. Don't make it a dental dictionary.

Tell stories! People love stories!

Talk about benefits. Don't talk about features.

How will your patients benefit? How will it improve their quality of life?

With a confident and attractive smile what might your patients experience?

Will they feel more confident at a job interview?

Will they climb the corporate ladder?

Will they no longer be embarrassed in social encounters?

Will they find a mate?

Will they be pain-free?

Answer these questions with stories about your own patients. Tell the story about how Mary was embarrassed by her decayed front teeth and how her new smile got her the job of her dreams. Tell stories!

You must create your own content. You don't have to be an eloquent writer. Just be yourself. Sure, let someone proofread it. Get some help. But, it should sound like you.

This is just one of many critical concepts I discuss in the 200-page Website Owner's Manual for Dentists.