Why Your Dental Practice Needs Both Copy and Content to Succeed
Your dental practice website may have plenty of great information, but that doesn’t always lead to consistent conversions. Many websites are missing the right balance of copy and content. This post breaks down the difference between these two aspects of dental practice marketing and how they work together when applied properly.
What is copy, and where does it belong?
Copy is the engaging and attention-grabbing text on your website that guides your visitors to take the next step. Whether you’re looking for patients to schedule an appointment or call your office, copy is what pushes them in that direction and transforms a visitor into a lead.
Effective copy is critical in high-impact locations such as your homepage, service descriptions, and calls-to-action. You need attention-grabbing headlines and subheadings to reinforce trust and value. Applying this structure properly ensures that visitors quickly understand what your practice has to offer.
Copy should prioritize benefits over features. Instead of simply listing out your services, you are using persuasive language to highlight what your patients stand to gain. You need to break down the specific reasons your patients should choose these services from your dental practice.
You’ll also want to use copy to address any potential hesitation. Getting out in front of concerns such as discomfort, cost, or scheduling can minimize barriers to patients reaching out and getting on board. Anticipate common objections and succinctly reassure your potential patients.
When implementing copy in your dental practice marketing, consistency is key. Copywriting for dentists should provide the same user experience across platforms and individual pages on your website. From your website to ad campaigns, having a unified voice builds recognition and trust.
What is content, and why does it build trust?
Content serves a different, but just as essential, role in your dental marketing strategies. Instead of pushing for immediate action, content can build trust and confidence by providing valuable information. Educational blogs, detailed FAQs, and other resources demonstrate your expertise and give visitors the answers they need.
Instead of using direct sales language, content builds relationships over time. Your patients can read about various conditions, procedures, and other dental details before committing to treatment.
Content also builds your presence on search engines, providing an ideal opportunity to target a variety of keywords and implement search engine optimization. Synergy between content and social media further builds relationships, giving you high-value resources to share on social media platforms.
Building up your resources with quality content makes it easier for patients to find you when researching dental issues online as well. The more questions your website answers, the more visitors may find you when searching online.
Additionally, content prepares your patients to interact with your practice. They can gain the knowledge they need to make informed decisions and develop a solid foundation of trust in your practice. You can tackle uncertainty from the start and prime potential patients for productive interactions.
Why You Need Both
Copy and content may serve different roles, but they work together to increase your dental practice website’s success. Content can bring in patients by answering their questions and providing valuable information. From there, copy takes the next step with persuasive language to turn visitors into leads contacting your practice.
A patient potentially in need of a dental procedure is very likely to search for information online as a starting point. Having quality content in place means they’re more likely to stumble upon your website. They’ll then come to trust your practice through your content. Good copy in headlines and calls-to-action encourages them to take the next step and reach out for an appointment.
Many patients need some level of reassurance before committing to your practice. Content provides that by establishing your authority and knowledge in dentistry. Copy then provides a clear route forward with obvious and inviting calls-to-action. Without copy, your website may be too educational without having a way to close conversions.
Striking the right balance will help you maintain success over the years. You can build a solid reputation with content over time and keep your practice high in search rankings. Persuasive copy takes that visibility and turns it into measurable growth as you increase booked appointments, form submissions, and calls from new patients.
Together, content and copy provide a comprehensive dental marketing strategy. Your dental practice website can enjoy greater visibility with quality content, and consistent copy seamlessly guides visitors into taking action to become new patients.
Blend Strategy With Substance
Dental practice marketing isn’t about making a choice between selling and educating. Your dental website needs to do both, with the right balance of content and copy to boost your conversions. Want to strengthen your copy and content strategy? See how Jameson Marketing can help build a website that connects and converts.
