Using Your Website to Target a Greater Audience
Try to picture your favorite teacher from your youth. Why was he or she your favorite? What exactly was it that made his or her class more enjoyable than the others? In all likelihood, and whether or not you realized it at the time, this teacher’s ability to successfully connect with you in a way that fit your unique learning style is what made them stand out from the rest.
Just as teachers employ several different methods for sharing information to reach a variety of learning styles, you should integrate variety into the content you publish on your website. There’s no “one size fits all” approach when it comes to educating your patients about treatments and procedures at your practice, so incorporating multiple avenues and “voices” through which they can gather information is imperative.
Procedural pages provide great opportunities to present the facts in a straightforward, matter-of-fact kind of manner. These pages are perfect for patients searching for an overview of everything a procedure entails without any fluff added to the content.
Blog posts provide excellent opportunities to target patients who still want the facts, yet prefer them presented in a more “conversational” tone. They can also be used to delve a bit deeper into popular inquires such as, “What is the recovery from breast augmentation like?” or “What are the benefits of porcelain veneers?”
Why Both Are Necessary
Providing only one style of writing on your website limits the number of patients who are able to connect with the information you present. If each of your blog posts presents information in the same style and tone as your procedural pages, you are only addressing one specific learning group. Vary your content. Vary your message. By taking a separate approach to each, procedural pages and blog posts will serve to complement one another while also reaching a greater diversity of patients.
Our team of writers is here to help you establish the most effective voice for your content, enabling you to reach the greatest variety of patients and learning styles. To let us customize a content marketing plan for you, please contact us today.