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Dental Marketing: Your Website Headline and Why It Is So Important
 Monday, June 21st 2010, 10:08 PM  42  0
After carefully reviewing hundreds of dental websites, it is continually astonishing to me how few dentists truly take advantage of the most prime piece of real estate on their entire website. This is the area at the top one third of the home page, the first place that the web visitor’s eyes are drawn to.
Now, what most dentists do here is to say something like ‘Welcome!’ or they go right into talking about the features of their practice, like their office hours, their credentials and educational background, or their philosophy of care.
All of these features are indeed important, but the top one third of your home page should have something completely different. I recommend that you use this area to have a benefit-oriented headline that succinctly captures the main ways in which you help people. In this statement, you want to clearly address the main challenges your target market is facing and exactly how you help with these challenges.
In this way, the web visitor knows if they are in the right place or not without having to expend much energy or time whatsoever. If that statement speaks to them, they will read on. What you don’t want is the web visitor having to sift through so much information and so many options that they have to think a lot about what the right choice is.
Basically everyone searching for any sort of solution on the internet is primarily concerned with 2 basic questions:
1. Can you help me?
2. Can I trust you?
It is amazing how many dental websites steer away from answering these two questions, instead offering the web visitor all kinds of extra information that does not really contribute to their bottom line decision to either call you or not call you right now.
Here is an example of a good headline:
You Have Just Found the Most Caring and Affordable Dental Marketing in Portland to Help You and Your Family Enjoy A Beautiful Smile Today and For Years To Come
Do you see how direct this statement is? And how it goes right to the benefits?
If you want to enjoy amazing results from your dental website, then set up a benefit-oriented head line and see what happens!
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