ProspectaMarketing specializes in comprehensive digital marketing for dental practices all over the country. We help our clients with everything from creating and monitoring local listings, to managing user reviews. One of the most crucial factors we emphasize is effective, engaging website copy.

Without a website that makes users want to engage with your content, you can have all the search engine optimization and visibility you want; the truth is that patients will not stay on your site for long. If you’re using a tool like Google Analytics, you might see a high number of page landings, but your retention rate might be low. If this is the case, then the chances that you are turning leads into appointments is low as well.

The Vital Elements of Website Copy

There are three cornerstones to creating exciting, engaging website content: originality, accuracy, and diversity. Our marketing team has put together a primer that explains how each one works. Check it out below!


We all run into a common marketing roadblock: everything’s been written about! In the face of the nearly-infinite host of dental articles and websites out there, and the accessibility that search engines provide patients with, it can be easy to feel like there’s no way to write original content. But this is the wrong attitude! We encourage you to come up with new angles to reformat and redeliver similar content.

What makes your practice different? Do you have special technology that other practices in your area lack? Did your top dentist receive special training in a specific area? These are the factors to be looking for. Even something as simple as images of a local event your team attended can make your website stand out!

Customer feedback is another way to make your content original. By including unique statements from actual patients on your website, you can ensure that nobody has ever shared those specific phrases before. Just don’t forget to abide by HIPPA requirements, obtain permission from the patient, and, if necessary, label the feedback to match the treatment the patient signed up for.

Original content has never been more important, especially if you want search engines like Google to index your content. For more on indexing, check out our article on the importance of blogging!


This one might seem obvious, but user-friendliness is of upmost importance to this new generation of digital consumers. And nothing is less user-friendly than a website that is not accurate.

Plenty of practices can fall into the bad habit of setting up a website, and then just sort of leaving it to run by itself. However, this means that your marketing campaign can fall prey to image licenses that expire, broken links, and unusable redirect loops. Running weekly checks on the backend and front end of your website, and relying on tools like Google Analytics to gauge website activity is a priority for any business looking to market their brand effectively.

In general, we recommend a few things during this weekly check:

  1. Look for pages that describe outdated or inaccurate services and either update them, or remove them entirely.
  2. Test every link to make sure they lead to the correct pages and articles.
  3. Check images to make sure they have not been removed by a bug, an expired license, or a formatting issue.
  4. Access Google Analytics and check the tab for Page Landings and Site Speed to verify your clicks and the effectiveness of your website’s responses.


Though similar to originality, this factor actually encompasses how varied and diverse your content is. If you’re a specialized healthcare provider, it might be hard to delineate a variety of services. But that doesn’t mean you can’t have tons of pages!

Obviously, having pages that are filler is a no-no, but if you think about your practice’s competitive advantages, you can find new angles and areas to talk about. What about a page that details your unique, patient-centered philosophy? Or one that delineates the unique technology you offer? Even patient testimonials and before-and-after pictures can have their own page landings.

Why Is It Important?

A new type of consumer has made an appearance in the market. The internet-savvy, media-focused generations that are now looking for quality dental care will always prioritize ease-of-use. Factors like optimizing your website for mobile, creating a direct digital pathway to your original content, and responding to reviews are now absolutely vital to ensuring that your potential patients feel at home on your site. Check out our articles on these and many other topics!

If you treat your digital hub like a real hub, a hearth where old and new patients can trust the information they find and rest from a sea of confusing, inaccurate content, you will go a long way toward installing a solid foundation for your team in the community.

At ProspectaMarketing, we can help you write engaging website copy and attract new patients. We are an experienced Internet marketing firm specializing in dental practices and the tools of Internet marketing. We help you reach key prospects who are looking for what your practice has to offer. Our unique and thorough approach provides visibility, financial accountability, and ongoing refinement and improvement. You can find out more by contacting Lane Anderson toll-free at 1-877-322-4440 Ext 101, by email using the form on our Contact Us page, or online at ProspectaMarketing.com.