When you are building or reviewing your website, there are a number of key areas that you need to address to make your website perform:
Decide on the main dental services you would like to promote
What is the main focus of your dental practice? Which are the key services you wish to highlight? Why do you think visitors will come to your website? What would they expect to find?
What are the main actions you would like people to take when they visit your website? E.g. make an appointment? Sign up for your newsletter?
Do you have any special offers or free services to promote?
Understanding search engine optimisation (SEO)
Keywords are those words or search terms that are used to attract traffic to a website. Organic keywords mean that the traffic drawn to the website is free of cost, as opposed to using a paid service like Google AdWords. When these particular keywords are typed into a Google Search, the top website matches appear as results.
Know the main Google searches to drive traffic to your website.
Think about the most likely searches potential clients would use to find your (or your competitors’) sites. Keywords or even key phrases are usually common enquiries that clients would look for when choosing a product, as clients usually look for background information about their enquiries. Also consider the services your competitors offer.
Keyword selection to suit your dental practice type
We will supply a list of potential keywords for your dental practice. You should review these along with your own research to develop a list of appropriate keywords/phrases for your website which keywords to focus on.
You should specify a keyword for each page of content.
We will show you how to set up each page within WordPress to be optimised for your selected keyword.
Remember to keep keywords/key phrases short and simple. For example if you are a dental practice some common keywords are:
- Cosmetic dentist
- Smile Designs
- Implants/ Crowns
- Children’s dentist
- Tooth whitening
- Improve smile
Writing content for each keyword
- Create quality page content & blog posts
- Set a focus keyword/phrase for each page
- Text should be at least 300 -400 words.
- Try not to use the key word or key phrases too much as that can be counter-productive and won’t be recognised on Google. Using the keyword or phrase at the start of the page and somewhere in the main content two or three times should be enough.
Also, each Page/Post should have one or more links to other pages
Where you can, address the reader by writing in the 2nd person rather than 3rd person
We dedicate time getting to know you, assessing your mouth as a whole and not just focusing on problems.
We believe it important for you to feel you can truly trust in our care, and we continually strive to exceed your expectations at all levels during your experience with us.
Ensure the text reads well online
Visitors to your dental website tend to browse and skim through sites. Therefore the text needs to be:
- Broken into short paragraphs.
- Add calls to action
- Include headings and sub headings
- Change some lists into bullet points
- Order content to ensure the most important points are first (in sentences or section)
- Include calls to action
- Highlight key information
Carolyn Dean is the author of ‘Fully booked – Dental marketing secrets for a full appointment book’ and is the managing director at My Dental Marketing. Carolyn is a widely known seminar speaker and dental marketing consultant working with over twenty-five years’ experience in sales and marketing, working with some of the largest global IT organisations.