Hero: Your story needs a hero. Someone who will overcome obstacles. If you were thinking, “Yeah, that’s easy, it’s me,” think again. The hero of the story is the patient. That’s who your website should be about.
Here is where defining your target audience becomes important.
Ex. Women over the age of 35 whose households make over $75,000 a year and are feeling self-conscious about the condition of their teeth and smile.
Problem: The patient has a problem they are trying to solve. Maybe they want to fix their smile, have jaw pain, or are experiencing sleep apnea symptoms. What services do you offer that fix their problems?
Ex. She doesn’t like her gummy smile or that her teeth are crooked.
Guide: Your patients have dental problems but don’t know how to fix them. That’s where you come in. You know how to fix their problems and can guide them through them. You guide patients through information about the services you offer.
Ex. You offer gum contouring, porcelain veneers, dental crowns, and orthodontics. All of which can help her enhance her smile.
Call to action: Harry Potter didn’t start fighting He-Who-Must-Not-Be-Named because he thought it was time. His friends called him to action by needing help. You’ll also need to call your patients to action with clear wording.
Ex. “Schedule an appointment to get the smile of your dreams.”
Bad Stakes: If Luke Skywalker didn’t fight Darth Vader, the galaxy would crumble into chaos. If your patients don’t seek treatment, their health will deteriorate, or their smiles will continue to cause them insecurities. Your website needs to remind your patients why they need you.
Ex. “Do you hide your smile in photos and avoid social gatherings because you feel self-conscious?”
Good Stakes: Luke Skywalker knew that he would save the galaxy if he succeeded. Likewise, your patients need to know that they’ll live without pain or smile with confidence when they seek treatment. Your website also needs to remind your patients what you can do for them.
Ex. “Choose XXX Dentistry, and we will help you have the confidence to smile in photos, laugh with friends, and maybe even pursue a career change or promotion.”