So you need to write a page for your website, but you aren’t sure what to cover. You’re not alone! Identiwrite Creative is in business because dentists don’t have the time or desire to write dental website pages or blogs. If you can hire a firm that will do a great job, and you don’t have to sign a contract, why do it yourself? Perhaps you want to! If that’s the case, this article is for you. I’ll give you a quick overview on how to outline and compose an article for your dental practice’s website or blog.

The truth is, you have unlimited options on presenting information to your website audience. However, if your goal is for humans to actually read what you write, you’re going to need to identify your target reader, then cater to his or her interests. In addition, your page will need to have all the best elements for Google, so it will rank high in search results. Otherwise, no one may ever see it!

Identify Your Reader

Let’s say you’re going to add an Invisalign page to your website. You offer patients conventional Invisalign, as well as Invisalign Teen and Vivera retainers. Ask yourself, who is going to purchase this service? Adults with a focus on their oral health and appearance, or parents (also adults) who value their teens’ oral health and appearance. In today’s world, a teenager could influence his or her parents to investigate and purchase Invisalign Teen or Vivera retainers, too, so teens are a potential target audience. (If you’re in a competitive market, you may want three pages — one for each audience!)

Identify with Your Reader

Ask yourself, what do adults want from Invisalign? And what do teens want?  Don’t forget, what do parents want?

The Invisalign website does a fine job of providing good, interesting information for all of these audiences, so it’s a great place to get ideas. I encourage you to make a list of the best features of Invisalign, then beside that, three columns: adult, teen, parent. Check the features that apply to each audience. This can help you determine how to build an outline for your page. Also, take notes and brainstorm on paper as you review the Invisalign website, so when you sit down to write, you’ll remember all the great stuff you thought about during your research phase.

Also think about the feedback you’ve received from Invisalign patients. Do you have any before-and-after photos, case descriptions, or testimonials you could integrate into the page? Or perhaps link to? How about illustrations of videos depicting how the product works? What visuals will add visual interest to your page? Perhaps you should consider making your own video…

Next, Outline Your Text

You could segment your article in a few ways. Just make sure that your thoughts are well organized and ordered. Consider these layout options:

  • By audience type – an intro paragraph, three paragraphs (one for each audience type), and a closing with a call to action*.
  • By benefit – an intro paragraph, a list of benefits, a few paragraphs of explanation on the top benefits, and then your closing paragraph with a call to action.
  • By timeline – an intro paragraph, one paragraph for before your visit, then one on the consultation, then one that details treatment, and the last could cover “what to expect after Invisalign.” Of course, close with a good call to action.
  • By questions and answers – an intro paragraph, 10-15 Q&As, and a closing paragraph with a call to action.
  • By comparison – an intro paragraph, a comparison of Invisalign to traditional braces and/or Six Month Braces and/or veneers. List pros and cons of each, with a stronger focus on the pros of Invisalign. Close with a call to action.

*What’s a call to action? Your call to action should redirect readers to your contact page and include your phone number. You might say something like, To schedule your Invisalign consultation, call our Dallas, Tx dental office today at 940-395-5115. (Hyperlink the “call our…-5115” phrase.)

These are just five of many, many potential ways to organize a dental website page or blog about Invisalign. Remember, the most important factor is that all of your text is original. Do not pull text from any other website, even the manufacturer’s, because Google will not rank it high in search engine results. In fact, your entire website could lose credibility with Google if you publish duplicate content.

Writing the Text

This is the hardest part for some, the easiest for others. A webpage or blog only needs to be 550-750 words long. That’s shorter than most of the reports you wrote in college! In addition, your audience is potential patients, not professors and peers. All you need to do is write like you talk. Simply type out what you would say to a patient in your office.

Warning, Will Robinson. Do not neglect editing. Unless you write and edit every day, and perhaps even if you do, having a second set of educated eyes edit your draft is always a good idea. What you publish on your website will impact your reputation as a professional, so you absolutely don’t want typos, misspellings, and poor grammar.

No Time for Writing!

If you don’t have the time, desire, or inclination to write and edit a dental website page or blog, call an expert. The writers at Identiwrite Creative focus mainly on copywriting for dentists, for online publication. Our writers and editors understand clinical dentistry, as well as SEO. We know what makes potential dental patients pick up the phone and schedule an appointment, and what will make them keep shopping for a dentist. You can reach me, Shauna Duty, at 940-395-5115 or email [email protected], to discuss your dental practice marketing and copywriting needs. 

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