Content Writing for Dentists

Content Writing for Dentists

With millions of articles and blogs being written and published on the internet daily, you need yours to stand out. For your business to succeed, you need your written content to have these three key aspects. You need to write the type of copy that is readable, relatable, and shareable. 

Why is content writing so important? 

Content writing is an essential part of the web design process. Consistency with creating content is key to determine the growth as well as success of your business. Unfortunately, simply writing a few short blogs about foods that are bad for your teeth will not gain you the exposure or traffic you need for your business. 

Quality matters when it comes to content writing. With search engines like Google always only one click away from blacklisting your site for keyword stuffing, quality content is absolutely imperative. It isn’t as easy as stringing a few hundred words together, throwing a few keywords in there and hoping for the best. Coming up with SEO driven, insightful and riveting copy can often be quite a challenge. 

Content writing allows your brand to create cohesive pieces of information. It’s quite simple, if your content is not up to standards, then it will not bring in the patients you need through the door. The content you provide has to reflect your company as a brand. The more engaging, reliable and consistent your content is, the more likely it is that someone reading your blogs is likely to book an appointment at your dental practice. 

Here are five things that will make your content writing stand out:

Study other writers

If you are going to create good content you need to begin with being aware of what kind of content is already out there. The more you read, the better you will know what kind of content you should and should not write. Keep a special eye out on the type of articles that personally hook you. Doing this also works as a bonus as it may inspire your writing and will also help teach you even more about the topic at hand.

The best thing about doing this is that it will inspire you in more ways than you know, reading good writers will help you become a better one. What draws you in? Pay attention to the way the writer draws you in with their voice and style. 

Looking at someone else’s ideas and improving on it will help your website significantly. You should also keep an eye out for what websites rank highly on Google. These are the websites that pop up first after the ads, whatever they are doing, they are doing it right!

Optimising SEO

Search engine optimization is a very big topic and can be the absolute bane of many copywriters and content writers everywhere. The algorithms are always changing and this article will not be a deep dive into all the specifics you will need to know about SEO practices however, it does not have to be a mystery. The most important part of SEO is keywords. SEO best practices are something any content producer should study. Here are a few basics:

Fresh content is critical: Copying another website’s content that is already doing well will never work for you. Original, well written content is what will work best. Be sure to keep all your articles and blogs updated. This includes updating old blogs as well as writing new ones.

Structure is pivotal: The flood of information on the internet has retrained all of us into scanners rather than deep readers. You have probably noticed that yourself, the art of a well curated article is one that is skimmable. Not only that, but placement of subheadings are important for placing SEO-friendly keywords.

Titles will make you: The title of your article is key to attracting people and getting your article seen, read and shared. You want to aim to create a good title with competitive keywords.

You can find out more about SEO for dentists here.

Mix up your words and your jargon

Mixing up your words is hard for any content writer. You won’t realise it but every writer has words they like to use over and over. When we edit our own words, it’s hard to see what your overused words are, but when we use them too often, our writing sounds redundant and the words that you overuse, although you may not notice, Google does and it does not like it. 

Using the same words is a habit and is one that is really hard to break out of. We all have our habits, but when it comes to keeping visitors and you audiences interested, vocabulary variety is key! 

The web is for everyone, not just dental experts or adults, you don’t know who will come across your content, so make sure your information is easily understandable. Avoid insider language, spell out acronyms on first reference and be sure to explain complex or niche terms. Also provide hyperlinks to other articles to rank higher for SEO, Doing this will also allow readers to get more background information on the topic at hand.

Incorporate multimedia

As previously mentioned, your website visitors are unlikely to stay on your page and read the entirety of your article. So, it helps to throw in some pictures or videos that will help explain your article or give the audience more information. It is shown that 90 percent of the information transmitted to the human brain is visual and more people process this visual information 60,000 times faster than text. 

When it comes to online blogs and articles, heavy text is usually not what your audience is looking for. Images will help break up the text, making your page easier to read. It is also great for SEO, we recommend having at least one image on each page of your website.  

Leave them wanting more

For content writing, good websites tend to end each page with a strong call-to-action. It could be either a way for the reader to contact your business or subscribe. Maybe even an interesting video they should watch? A link to another related blog? This strategy is integral to direct readers to your business and other areas of your website. It also encourages readers to promote your content to their friends, family or social media.

Keep these calls to action succinct, they should all start with action verbs such as ‘share’, ‘sign up’, ‘join’, ‘download’ or ‘watch’. And do not forget to include a hyperlink that will actually allow readers to follow through the action you are asking them to take. 

Action Points

  • Study other writers: Read a variety of content to understand what works and what doesn’t. Pay attention to writers who captivate you and analyze their style and voice.
  • Optimize SEO: Focus on fresh, original content and proper structure with SEO-friendly keywords. Titles play a crucial role in attracting readers, so aim for compelling titles with competitive keywords.
  • Mix up your words and jargon: Avoid overusing certain words and vary your vocabulary to keep your writing engaging. Make sure your content is understandable to a broad audience by avoiding insider language and explaining complex terms.
  • Incorporate multimedia: Enhance your content with images and videos to make it more visually appealing and easier to digest. Multimedia also helps with SEO and keeps readers engaged.
  • Leave them wanting more: End your content with a strong call-to-action, directing readers to take further action such as contacting your business, subscribing, or exploring related content. Use action verbs and provide clear hyperlinks for easy navigation.

Our Expert Opinion

“I’ve heard a lot of digital marketers in the last couple of years saying content is dead, or that a blog is useless nowadays. Don’t listen to them. Blogs and articles are still just as useful for SEO as they have always been.

We’ve also heard Google saying they will not be penalising AI-generated content. That is true, but I wouldn’t expect it to last. Google don’t mind what is happening with ChatGPT and the other AI software, if it means more useful content then they will be happy. However, a few years from now I don’t see AI-generated content being of as much use to SEO anymore. I think Google are going to care much more about opinion pieces and content then analyses or interprets AI-generated content.

So, keep your blogs and articles coming but remember that users can get the same info from ChatGPT and the like. So, make sure you offer something extra. Expert opinion will become the best thing to have in content. Get your team to give their opinions, their insider knowledge and their experience and get it on the page!”

Chris O’Shea
Head of Digital Marketing

Marketing a Dental Practice: Further Information

For further information on how to effectively market a dental practice, check out our Learning Centre here, where you can find articles and webinars like our guide How to Market a Dental Practice.

Make sure you never miss any of our articles, webinars, videos or events by following us on Facebook, LinkedIn, YouTube and Instagram.