Practice Branding

Dental Website Writing

Everything about dentistry has already been written. There is nothing new to say. Having “get your dream smile” and a phone number is all you really need. Everyone likes pictures anyway. Maybe?

I see this as rationalizing the avoidance of doing what’s difficult, takes more time, and requires expertise (i.e. costs more). Ironically, like full-mouth reconstruction and smile makeovers, complexity often achieves the most powerful and valuable result.

Dental practice websites missing creatively written ideas lack enough context and supportive evidence for many consumers. Effective communication has many layers.

Your dental website should have more of every form of communication to make sure everyone is getting all the right decision-making information they need.

While superfluous wordiness will overwhelm website visitors, there are ways to present dental content online without making everyone read everything. You’ll need a multi-page website to make this possible, but to make your Internet strategy actually takeoff ongoing content enhancement and expansion is vital.

The FOUR STAGES of Dental Web site Writing:

1)    General Dental Content

Most dental web sites have gotten to this writing stage, and made some inroads. Yet much of the content is set up as if once visitors see that the dentist offers a service, they will call. Ganering web visitor eyeballs is only the beginning.

Are website visitors directed effectively to call or email your dental office? Does your site mostly say dentistry or is it written for real people? Are dental care claims backed up with patient evidence? Consumers need more than dentistry stuff to make a decision. 

2)    Dentist Expertise Value

Experience and training are the consumer’s version of the “dental license”.  While many dentist sites have this in some form, adding more of these facts and enhancing them is crucial to backing up every statement or smile photo presented on the website.

The next step is emphasizes individual dental expertise preferences. This section should present what you do best, want to do more of, and/or have a competitive advantage in. Any special community or professional unique projects should be noted. 

3)    Dental Patient Evidence

Dental casework pictures are good and full-face before and after smile photos are even better. However, consumers are wary of simplicity even though they want it initially. Depth is required to move them from excitement to a decision.

Testimonials are part of this, but other writing strategies are available. Weaving the dental patient element, as real as possible, throughout the website is vital to proving value, which is required with this type of “very personal” decision.

4)    Connective Dentistry Enlightenment

Dental websites have sections: doctor, about us, contact us, services, smile gallery, etc. The human brain is pervasively interconnected.  We can our “sections” seamlessly: no mouse, no clicking. Web site writing should avoid getting stuck in a sections mentality.

For us humans, everything is mixed together: images, text, clinical, logical, and emotional. I am not writing for web designers. While I must submit to current web technology parameters, I write for people and my client dentists.


While web site writing can be "done” by almost anyone, why do many consumers still have the impression that all dentists are the same? Maybe “anyone” is still writing most dental practice web sites.

Expecting simplicity to work for most consumers is unrealistic with the complexity of services, treatment situations, and emotions involved with dentistry.

Whether you need your dental website rewritten or are designing a new one, Dick Chwalek can help you improve your communication with your patients and consumers. EMAIL or call: 866-453-1026

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