When you have a business that serves the general populace, writing content can get tricky. Digging down into, for example, the history of braces might be interesting for other orthodontists, but chances are that potential patients won’t be as excited. They want to know that you know what you’re talking about, obviously, but intricate discussions about orthodontic practice might be lost on them. So if you’re trying to bring in new customers, you need to keep your blog interesting. A great way to do that is to produce informative content.
The average parent, concerned about whether or not their child needs braces, wants to know what they involve. They want to know what braces do, how they work, and what options they have for treatment. Their children probably want to know if the process will hurt, or how long they’ll have to wear them. So tell them! Write, or contract, content for your site that informs potential customers about what braces are, how they work, why people need them.
What topics should you cover? Try starting with the services you offer. Why do people come to your office? What kind of problems do they have, what services do they seek, and what questions do they ask? Listening to your existing patients is a great way to figure out what kind of content others are looking for. Chances are, if one patient has a question about clear aligners, so do a lot of other people. You probably already know how to answer a variety of regular questions, so that’s a perfectly good place to start as well. Maybe you have some brochures in the office that answer commonly asked questions. These too can provide you with ample topics to choose from.
Informative posts help put people at ease and, short of using a search engine to find local practitioners, are probably the most common kinds of searches related to orthodontics. They also tend to be relatively quick to produce, and since you’re not worried about impressing other specialists, these posts don’t need to be super detailed. Partly because really long, really detailed posts tend not to be read, but also because a blog post about tooth alignment can never replace an actual conversation with an orthodontist. You want these posts to inform readers, but you also want them to drive those readers to your office for treatment.
Helping Patients Make Informed Decisions
Informative content does a variety of things. First, it tells the reader more about the treatment or product, which can help put them at ease. Lots of people are freaked out by orthodontics in general, and I know when I was a kid I was pretty unhappy to hear that I needed braces. I was pretty confident that they would hurt, and I was totally right, but this was also more years ago than I really want to admit, so maybe things are easier now. Tell your patients that. Be honest about the fact that, yeah, some of these procedures can be uncomfortable, but you can tell them a lot more about the reality than their classmates.
Secondly, they help patients figure out if a procedure is truly necessary, or which options might work best for them. Do they need braces? What kind will work best for them? Can they afford the procedure in question, and if not, are there payment options they can pursue? It may seem like some of these questions could lead people away from your practice, but being honest about the realities of the work you do is important for the third thing that informative content does: it builds confidence in you as a provider.
Informative posts tell your patients that you know what you’re doing, that they can trust you to provide them with the best care. Being honest about the necessity of a procedure also reassures them that you’re more worried about their actual oral health than just making a quick buck. As easy as it is to find information about local orthodontists, or what a given procedure entails, it’s just as easy to find horror stories about bad practitioners or bad experiences. Being honest with potential patients improves the chances of them becoming actual patients.
All of these things help to drive customers to your business. People are more likely to choose a provider that can prove they’re knowledgeable and trustworthy. If a blog post about costs for orthodontic services links to your page about prices, if your article about how clear aligners works links to a page about the kinds of services you provide, people are more likely to call you instead of a competitor.
Armed with knowledge, go and share it with your customers! Informative posts are easy to brainstorm, quick to produce, and popular with readers. They help turn readers into patients, and help grow your business and your reputation. Come up with some topics and get writing, or better yet, find some Writers through Content Runner so you can spend your time with all your new patients!