5 Top Tips on Writing a Successful About Us Page for Your Dental Practice’s Website 

One of the biggest mistakes you can make when designing, or even refreshing, your website is not considering the importance of your ‘About Us’ page. 

Across the majority of our clients’ sites, this page is in the top three most visited pages!

This is because your potential patients care about who is going to be treating them, so the more clear and effective you are with this page, the more your patient can get to know about your practice and your services. 

Good quality, considered content can be the difference between a poor performing website and one that actively grows its patient list.

With a few simple tweaks you can make sure that your ‘About Us’ page is contributing to the successful performance of your website. 

So, let’s jump in, shall we? 

1. Be Clear and Concise

Too often we see people relying on copy that was written years ago, shoehorned into a modern design, or the copy on their website is simply an afterthought and it is nonsensical and plagued with mistakes. 

Your website should be a pleasure to visit, navigate and read. Don’t overwhelm your reader with technical jargon on your ‘About Us’ page. Make sure your copy is easy to read, communicates your message and is sanity checked for all grammatical and spelling errors. 

Consider your text length, choice of vocabulary, sentence length and structure when writing your ‘About Us’ page. All of these simple, but effective considerations can make a huge difference in the success of your website. 

2. Add some personality

Ultimately your ‘About Us’ page is exactly that, about you and your practice, so make sure your copy reflects your practice personality. 

Perhaps your practice is modern and spa like, with a luxury feel. If so, use words such as ‘bespoke’ or ‘deluxe’ to ensure you’re evoking the premium experience of your practice.

Or, maybe you want to boast about your eco friendly ethos? Be sure to include details of your ‘environmentally friendly features’ and ‘conscious minded staff’.  

Perhaps your practice is bright, energetic and aimed at the insta famous clientele? Then shout about it on your ‘About Us’ page. Mention your ‘#SmileSelfies’ and add playful, interesting details about your staff members. 

Whatever your ethos is, highlight it and use the page to tell your practice’s story and its heritage. It is your chance to capture the personality of the practice and its team.

3. Include Rich Media

Rich media is simply a digital marketing term that adds value to your digital content. It can be photographs, videos, audio or any other element that encourages viewers to interact and engage with your content. 

An ‘About Us’ page that includes real photographs of the team and the practice helps the reader to immediately get a feel for who you are, what your practice looks like and your personality.  It’s another opportunity to cement your brand’s USPs. 

Take the time to have professional pictures taken of both inside and outside of the practice. Make sure that the style of these images matches the style of your practice. Showcase your leafy surroundings or get your staff to gather in front of your ‘selfie spot’ inside the practice, if you have one. 

Have pictures taken of the team so you can introduce them, highlight their strengths, qualifications and personalities. If your practice is fun and family friendly, reflect this in your staff photos, don’t be afraid to be creative.  The more people feel like they can build a relationship with your practice, the more they will build trust and patient longevity. 

4. Check its purpose

Consider what you would like to know beforehand about a professional service you were thinking of using. What would help you build trust and comfort in them and what they do? Use this as a basis to frame your content. 

The best place to start is to ensure that your ‘About Us’ page answers some of the most frequently asked questions patients have about you and your team. Preempting a patient’s questions will help them feel equipped with the right knowledge when enquiring about your treatments.  

Remember the following: 

  • How long have you been established? 
  • What qualifications do you and the team have? 
  • Why are you based where you are? 
  • What are you the best at and why?
  • Why should a patient come to you and not a practice down the road?

5. Hire a professional

We get it, the thought of producing high-quality content for your website is a daunting one, but that’s why copywriters exist.  If you are serious about creating a website that you are proud of, consider working with a professional to achieve all of the above. The cost will pay for itself ten times over. 

The above are just a few simple ways in which you can really make your ‘About Us’ page stand out from the crowd, and add to the overall performance of your website. Take time to consider what you would like people to know about who you are and what your practice stands for, sanity check your work to make sure it’s not only clear but a pleasure to read, and finally, inject some personality into your page, the more people feel like they can connect with you, the more they will want to join your patient list. 

If you would like some help in getting started, send us an email to set up an appointment with one of our experts and we will ensure that your ‘About Us’ page, and the rest of your website is performing to its full potential. 

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