How to Write Website Copy for People Who Hate Writing

You need to determine what pages you want for your website. Here is a list of pages that you should probably consider:

• Home Page – This is the page that gives a high-level overview of your practice.
• Advertisements: Your About Us page talks about your practice. I can include the history of your practice, your mission vision, how you operate and more.
• About Us – Other websites can mention your practice. This can include blogs of websites and social media.
• Contact – Your team page could be one page with one or two paragraphs for each person, or it could lead to individual pages with longer descriptions. You may want to consider having a longer page for each of the dentists in the practice.
• Services/None – Ideally you want to have a page for each service that you offer. You may want to hae a page for each service grouping.
• Other – are there other things about your practice that you want to highlight, such as financing or
• Resources – This is for resources that enable people to educate themselves for making better decisions.
• Forms – There are forms that visitors and patients need to fill out. This could include Contact/Appointment forms and New Patient Registration forms.

Creating copy starts with knowing what you are going to write. We’ve got a lot of questions here that can help you and your team put down what you already know. You can create a solid base of copy by just writing what you already know from these questions.

If you do a bit of asking your patients for their thoughts and testimonials, you will significantly expand ideas and copy your have for your website. Here are the questions which will help you get moving on writing copy.

Questions About Your Practice

• Why did you establish your practice?
• When was the practice established?
• What makes your practice different from others?
• What’s the most important thing you can think of about your practice?
• If you were to describe your practice to a grandmother, how would you describe it?
• If you were to describe your practice to a teenager, how would you describe it?
• What do you think your staff say about your practice?
• What motivates your staff to work at their best?
• Does your practice do anything to help the community?
• What’s your mission statement?
• What’s your vision statement?
• What associations and organizations are you a member of? What certifications do you have?
• What do clients say about your practice? (This is a great opportunity. Ask 10 clients for a testimonial about your practice. Ask them if you can use their name and photo on your website – testimonials are fantastic for a website.)
• Why do people choose to do business with you? (Ask your staff and your patients – you can get more testimonials and more good ideas for your copy.)

Questions for Your Dental Services

For each service area you provide, answer the following questions:

• How do your patients benefit from this service? Make a list of at least 3 things for each primary area.
• Describe the service in a simple way so that someone who is not in the dental field can easily understand it.
• List 2-3 things that people have as issues that this service resolves.
• What gets patients excited about this service? (this may or may not be relevant for some services)
• How do patients feel about the results you provide for this service? (this may or may not be relevant for some services)
• What credibility do you have for delivering this service (number of years doing it, certification, education, etc.)?
• List any testimonials you have specific to this service.
• Why should someone get this service done from your practice, instead of somewhere else?

Questions for Team Profiles

This section will help you get all dentists and staff to provide you with the information that you need for creating bios for your staff.

• What’s your title?
• Describe what your job is.
• List jobs that you have done in the past. Please put title, company, and years at the company.
• List any post secondary education, including institution and program graduated from.
• List all certifications you have received since graduating.
• What satisfies you most about your work?
• List 2-4 things you enjoy doing outside of work.
• List any community or charity work you are involved in.