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Copywriter for Dentists and Orthodontists

Grow Your Dental Practice with Effective Marketing Copy


Marketing a dental practice

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  • Want your dental website to rank higher on Google?

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Dentists and orthodontists have a difficult challenge. You must balance what you’re trained to do – caring for the oral health of their patients – with running a business. And one of the most difficult aspects of running a dental or orthodontic practice is writing effective marketing materials to promote that business.

See if you’ve experienced any of the issues below:

  • You want to grow your practice but aren’t attracting as many new patients as you’d like.
  • You’ve tried different advertising vehicles but none has provided a good ROI.
  • You’re hesitant to do marketing because you don’t want to come across as sleazy or desperate.

If these concerns sounds familiar, you should know you’re not alone. In fact, many dentists and orthodontists have been daunted by the challenges of copywriting and marketing for years.

Marketing a dental practice

Referrals aren’t enough to grow a dental or orthodontic practice. Marketing is a necessity.

Word-of-Mouth Advertising Isn’t Enough

In the past, referrals from existing clients were sufficient to maintain a steady stream of new patients. Everyone in your area knew you were The Dentist or The Orthodontist, but now the industry is more competitive and patients have their pick of professionals.

In fact, it seems there are more dentists and orthodontists hanging out their shingle every day, many offering services at lower rates and longer hours trying to build their practice with patients who might otherwise go to you.

There are also national chains like Aspen Dental, Great Expressions Dental Centers and Smile Doctors Orthodontists that are spending significant ad dollars to draw people to their franchises.

As of 2019, there are 200,419 dentists working in dentistry (dentists using their dental degree in some fashion) in the U.S. Don’t let them chip away at the practice you’ve worked so hard to build. You can take steps today to improve your marketing and copywriting to attract new patients.

Your Website Establishes Your Brand

A website should be your most important marketing tool. It establishes your brand. The copywriting on your site introduces your dental or orthodontic practice to the world, telling people who you are and what services you offer. And all of your marketing tools — ads, press releases, brochures — should help drive traffic to your website.

So, when is the last time you added to or significantly changed your website? One year? Two years? Three years or more? Gasp!

Just like fashions change, so do web designs. A bright, new look could breathe life into your ailing site and help build your brand.

Copywriter for dentists

A professional copywriter can help you write effective content for your website.

Copywriting for Your Dental Website

Web design is important. It’s the look and feel of your website. But you need to have substance too if you’re to persuade visitors to contact you. A professional copywriter can help you create pages like these:

  • Service Pages – What is your practice all about? What services do you provide? Do you offer anything beyond standard dental care such as teeth whitening, Invisalign braces, dental implants, emergency dental care? Some dentists are even promoting botox treatments. Those services need to be spelled out on your site in clearly written copy so that both existing and new customers know all you offer. List all services on one page or dedicate separate pages to each service to allow room for more detailed explanations.
  • FAQ Page – Does your site answer the questions your staff most frequently gets asked, everything from your hours of operation to your specialties and payment terms? If not, it should. An FAQ page can help you attract the types of customers who would be the best fit for your dental services and it can deter people who aren’t a fit from taking up your staff’s time.
  • About Us Page – Is your About Us page up to date? Choosing a dentist or orthodontist is a personal decision. So tell your visitors about your education, years of schooling and personal philosophy. Those are important facts that could help give a prospect the comfort level to pick up the phone and make that appointment. Don’t forget to include your photo. Yes, I know, everyone hates the way they look in a photo. But people want to do business with people they like. A photo, preferably one showing you in your dental environment, will go a long ways toward helping them feel they know you, and that’s the first step toward gaining their trust.
well-written About Us page

A well-written About Us page tells prospective patients why they should choose your practice.

Promote Your Dental Niche

If you’d like to add to your existing website but aren’t sure where to go with it, consider writing some copy to promote a niche.

Do you have a dental or orthodontia specialty? Is there a certain type of prospect who’s a particularly good fit for you?

Maybe you enjoy working with children. Or perhaps you’re especially good working with people who are afraid of dentists. Maybe you have special expertise in fitting dentures, or you’re specialized in periodontics, restorative dentistry, cosmetic dentistry, endodontics or family dentistry. 

As of 2019, about one in five professionally active dentists (21.0%) reported that their practice, research, or administration area is an industry-recognized specialty, according to the American Dental Association.

Rather than be a dentist for EVERYTHING, select a specialty area(s) that you can promote in the copywriting on your site to set yourself apart from other dentists and attract new patients to your practice.

Promote your dental specialties

Promote your specialties to stand out in a crowded field of dentists and orthodontists.

SEO Is Critical for Your Dental Website

Search Engine Optimization (SEO) is critical if you want people to find your dental practice website. Let’s say you’re a dentist in Tampa, Florida. If someone searches Google for a dentist in Tampa, ideally you want your website to come up on page 1 because, let’s face it, most people don’t bother going beyond page 1 or 2. Someone searching for a practitioner in your local area is an excellent prospect for you, so you don’t want to be overlooked.

A professional copywriter knows what factors Google and other search engines consider when determining the rank for a website. And they also know how to optimize your local SEO, increasing the search visibility of your physical location.

dental website

SEO drives traffic to your dental website by improving its ranking on Google for your main keywords.

You can get on that first or second page with the right content. It’s possible. And that’s the type of free advertising that can rapidly grow your dental or orthodontic practice.

Need further convincing? Think about how you found this very web page that you’re reading now. You probably searched for a “dental copywriter” or something similar, and that’s exactly what this page has been optimized for. See? SEO really works!

What Google Medic Update Means to Your SEO Efforts

In 2018 Google made a significant change to its broad core algorithm with an eye toward improving the quality of its results. This certainly was not the first such update; Google has had many. But this particular one called the “Google Medic Update” for reasons you’ll soon understand, has special significance for dental and healthcare practices.

Many medical and healthcare-related websites took an immediate hit thanks to Google Medic Update, dropping in the rankings. What quickly became clear was that Google wants healthcare-related websites to prove their legitimacy and trustworthiness. Medical information should come from reputable websites/companies, and the content should be created by authorities in the industry.

Fast forward to the Google May 2020 core update, and websites in the health category again experienced significant flux. It’s not surprising that websites containing health terms related to Coronavirus / COVID 19 ranked high.

Those terms let Google know your site is being updated to stay relevant. The COVID-related search engine results will likely shift as the pandemic improves over time. But it does demonstrate that Google wants searchers to have access to the most current information.

Through Medic and other recent updates, Google is compelling dentists and other health practitioners to develop useful, relevant and original written content that demonstrates their expertise. It values those sites that are continually being improved and offer a superior user experience. 

Google Medic Update

The Google Medic Update means the content on your dental website must be detailed, engaging and credible.

So what can you do to enhance the credibility of your website to ensure your ranking on Google? Try some of these ideas or work with a professional copywriter to:

  1. Improve Your About Us Page — Bolster your dental practice’s About page and personal bio, including details on credentials and experience.
  2. Add Reviews — Publish client reviews and testimonials on your website. Also encourage patients to post reviews across the web, such as on Google, Yelp and LinkedIn.
  3. Increase Authority — Post on platforms other than your chiropractic website, such as on Wikipedia, LinkedIn, Facebook, and Twitter.
  4. Make Contact Information Prominent — Add your contact information to the footer of every page and make sure your Contact Us page includes your phone, email, physical address, etc. and not just a form.
  5. Seek Out Media Coverage — Get bylined and quoted in high-authority, health-related publications such as on medical websites and social media outlets.

Finally, be sure to include plenty of relevant information that answer visitors’ questions and support the legitimacy of what you’re offering to  improve your credibility in the eyes of Google.

Other Marketing Tools for Dentists

An endless array of marketing tools exist, all designed to give you visibility and build your brand. But no dentist, or any business for that matter, has unlimited funds to advertise. So you’ll have to choose those marketing products that will give you the most bang for the buck.

You start with writing your dentist website, making sure it’s as professional, engaging and persuasive as you are. From there, you can consider creating promotional tools such as:

  • Blog — Articles that educate your patients about dental topics is one of the most effective tools for dentists.
  • Brochures
  • Direct mail
  • Email
  • Ads – online and print
  • Postcards
  • Community sponsorships
  • Educational guest speaking engagements
  • Press releases
  • Coupons and other specials to bring in new clients
  • Flyers
  • Social media – Facebook, Instagram, Twitter, SnapChat, etc.

Make sure whatever marketing method you choose, the design and copywriting are first-rate to reflect the professionalism of your practice.

Marketing Copywriter

Work with a copywriter to develop marketing materials that accelerate the growth of your dental practice.

Build a Community on Social Media

Social media offers you an opportunity to stay in touch with your patients, encourage referrals and attract new patients. And you can do all that for FREE.

Your existing patients want to know what you’re up to. Don’t make them wait until their next dental appointment. Post updates on social media. When you communicate with them more frequently, you stay top of mind.  

social media for dentists

Use social media to stay in touch with your patients in between dental visits.

Facebook and Instagram are excellent platforms for your dental practice. Use them to:

  • Post about new treatments
  • Promote special services like teeth whitening
  • Introduce new services like dental implants
  • Request reviews from patients
  • Introduce new hires (include photos)
  • Provide dental health tips
  • Show before-and-after photos of patients
  • Answer dental questions
  • Remind patients to practice good dental hygiene
  • Tell patients about your family (new baby, new dog, etc.)

Every time you post on social media, you’re reaching out to your patients and building that relationship. And you’re also positioning your practice for growth by helping to attract new patients and referrals.

Get Marketing Help from a Copywriter

Promoting your dental or orthodontic practice is critical to your success. The best practitioners in the world wouldn’t be successful unless people knew about their services.

As a dentist, your time is best spent treating patients. Your years of study and experience are what make you unique and qualified.

dental copywriter

Spend your time treating patients and let a dental copywriter focus on improving your website.

Consider working with a copywriter and marketing professional to undertake the responsibilities of promoting your dental or orthodontic practice. With a little help, you could be attracting more new patients, taking your business to the next level.

Do you need help updating or expanding your website? Would you like to explore other marketing materials to promote your dental or orthodontic services? We have a copywriter who specializes in writing dental copy and helping dentists grow their practice. Contact us today!

* * *

Contact Susan Greene

Ready to grow your dental or orthodontic practice? Work with an experienced dental copywriter who understands your business.

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