How your choice of words can mean the difference between gaining or losing a client
With most of our marketing platforms situated online nowadays, the vocabulary you use can make a big impact and could mean the difference between a client choosing to use your services or go elsewhere. Research shows that users spend between 10-20 seconds on a webpage, which means you have limited time to engage them. For a website to capture the audience’s attention, it must be easy to navigate and straight forward to understand; meaning content is a critical component.
GRAMMAR & PUNCTUATION
Accurate grammar and punctuation are the cornerstone to a professional and trustworthy website. It is something that is sometimes overlooked, as people tend to presume that autocorrect and spell-check will pick up on any errors. However, we have to remember that these systems do not always take context into account and, therefore, might not always make the correct spelling and grammar suggestions. Even errors that may seem minute or trivial can deter patients from booking an appointment or filling in a contact form. Studies show that the most common punctuation mistakes are overusing or underusing commas and leaving too many spaces between words. If you are unsure about whether your website contains correct grammar and punctuation, it is best to read and re-read your content or have it reviewed by a proof-reader.
SUBJECT MATTER
It is okay to have high volumes of text on informational pages, for example if a web user navigates to a page regarding veneers, they would expect to find multiple paragraphs of detailed content. However, the home page needs to be clear, concise and easy to read with only a couple of sentences of text outlining key information, such as opening hours and contact information etc. The headings should be clearly labelled so that patients can seek out that further information should they wish to do so.
On occasions where a large quantity of wording is essential, ensure that the standard of writing is suitable for the audience. What you don’t want to do is confuse the reader by using jargon that they would not understand without offering a layman’s term alongside of it. Medical terminology used in isolation can hinder effective communication instead of appearing professional, and users are less likely to engage with the text if they cannot comprehend it.
COPYWRITING
As a general rule, we recommend employing professional copywriters and proof readers to ensure that your website is legible, engaging and informative. Here at Dental Design, we have in-house copywriting services, so that we can ensure that this is carried on your behalf, so that you don’t have to. We cover every aspect of the website, working closely with the team to guarantee that it portrays your brand accurately. There is no task that is too big or too small, so contact us today for more information.
Our proof-readers do what it says on the tin! They proof read all amendments made to the websites before they go live, so that you are secure in the knowledge that there are no errors.
A very common mistake that people make when writing content for websites is trying to jam-pack it full of keywords to try and improve search engine optimization. It won’t be legible for the reader, and it won’t flow and will come across awkward and rambling. Instead, use keywords naturally and use them as part of the integral structure of your text. Instead of focusing on literal phrases that a person might search for, think about the bigger picture and the context of what they’re searching and any answers they might be seeking. The aim is not solely on getting clients to visit your website, but to stay and engage with your website. Finally, make sure you regularly update the information on your website and stay on track with latest trends, as regular website maintenance can certainly improve your SEO.
If you think that you would benefit from our vast array of services, contact us today to get started on your website.
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