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You went to college for 6 or 8 years, and in that time, how many papers did you write? A ton. So you know how to communicate with the written word. The thing is, there are many different types of writing. The style you use to communicate with dentists on a professional level is different from the style you use in writing an email to your mother. Likewise, online communication requires a certain style. It should appeal to (1) patients, (2) potential patients, (3) search engines, and (4) referring dentists, if applicable. This is true of a website, blog, newsletter, or article. In addition to the style issue, choosing the point of view to can be daunting. Read on for some points you need to think about when composing (or approving) copy for your website.

Writing for Internet Readers
For patients and potential patients, marketing copy is necessary. Not hard-sell copywriting, but a massaged style of marketing copy that represents the voice and nature of your practice. Writing for search engines has to do with composing content that will make your site rank well on Google, Yahoo, and other search engines. Because search engine spiders’ appetites change constantly, you really should employ an SEO copywriter who’s up to speed with current SEO practices. Don’t try to wing it. You’ll be disappointed. As for writing copy that appeals to referring dentists, you can do this quite well, to be sure. Here’s a tip… Speaking doctor-to-doctor (in first person) is a warm and practical approach that appeals to professionals.

More about Copywriting for Internet Readers
A post at www.copyblogger.com reviews tips on “How to Avoid Losing Your Readers Along the Long Copy Path.” While we at TNT Dental recommend you let professional dental & SEO copywriters compose content for your website, this article will shed insight into why Internet copywriters do what they do. Take a peek here.

Point of View (POV)
You may think that your website should be written in third person from the writer’s point of view, like a newspaper or article about your practice. In theory, this sounds logical. However, third person from the writer’s perspective is not as warm and inviting as if the words were coming from you. In addition, the site will feature your name so many times, your head will spin. Check it out:

Dr. Holt offers family and cosmetic dentistry in Cleveland. When you visit Dr. Holt and his team, you can expect excellent clinical care and personalized service. For any procedure, Dr. Holt will explain what you can expect before he begins treatment. With images from an intraoral camera and digital X-ray, he can show you the problems with your oral health. Dr. Holt believes, the more you know, the more comfortable you’ll be with your dental care.

Then you should write in first person? Nope. Imagine all of the “I” and “me” verbiage that’s required for first person composition. Your website would look self indulgent and pompous. See what you think:

I offer family and cosmetic dentistry in Cleveland. When you visit me and my team, you can expect excellent clinical care and personalized service. For any procedure, I will explain what you can expect before I begin treatment. With images from an intraoral camera and digital X-ray, I will show you the problems with your oral health. I believe, the more you know, the more comfortable you’ll be with your dental care.

So what is the solution? We’ve found that third person from the POV of a member of your dental team works best. Search engines like it, as do web visitors. Like this:

Dr. Holt and our team offer family and cosmetic dentistry. When you visit us, expect excellent clinical care and personalized service. For any procedure, Dr. Holt will explain what you can expect before he begins treatment. With images from an intraoral camera and a digital X-ray, he can show you the problems with your oral health. Dr. Holt believes, the more you know, the more comfortable you’ll be with you dental care.

Getting Started with Good Website Copy
If you’d like professional copywriters who understand SEO and dentistry to compose content for your website and/or blog, call TNT Dental today, or visit them online at www.TNTDental.com.

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