Myth: More content is always better, especially on your homepage.
Reality: It’s possible to have too much of a good thing—content included.
Yet again, a question of quantity vs. quality in dental SEO. As with links and keyword frequency, the emphasis should be on relevance and usefulness rather than bulk. Think of your website homepage as a storefront, or even as a home you’re trying to sell. Homepage content is your window display, your curb appeal. It adds visual interest and hints at what lies beyond, but it doesn’t give too much away. The goal is to enlighten, not to overwhelm.
Five Things to Address on Your Homepage
Who are you? The most important piece of information. Your name or the name of your dental practice should feature prominently. If you have several dentists in your practice, it isn’t necessary to include all of your names on the homepage. Skip the detailed biography; this information warrants its own “About Us” or “Meet Our Dentists” page.
What is your specialty, if any? Are you a general or family dentist, or do you specialize in a single area, such as oral surgery, periodontology, or pediatric dentistry? You don’t have to list each of your services on the homepage, but it’s acceptable to list general categories, i.e. preventive, restorative, and cosmetic dentistry.
Why should your visitor take the next step? A brief summary of your value proposition distinguishes your practice from nearby competitors. What makes you special? Is it your experience with special needs patients? Do you offer metal-free dentistry? These details can make the difference in a visitor’s decision to explore your website and ultimately connect via phone or email.
When are you available? Your homepage is an excellent place to highlight availability outside of normal business hours. For example, do you offer weekend or evening appointments? Are you available after-hours for dental emergencies? Otherwise, your business hours can be displayed on an “About Us” or “Patient Info” page instead of the homepage.
Where are you located? Most dental websites include their physical address in or near the header or footer of each webpage. We also recommend listing a handful of nearby towns or neighborhoods located near your office. For example, a dentist based in North Fort Worth might list Keller, Southlake, and Roanoke. Dentists based in larger cities, such as New York City, would include nearby neighborhoods or boroughs instead of cities. Including this information is useful for local SEO purposes.
Visual Elements for Your Homepage
As for visual appeal, limit your use of images to only one or two. Before-and-after pictures and photo galleries are wonderful resources for patients, but they should be given their own page; including them on the homepage can make it appear cluttered and unprofessional. Choose images wisely. You can use images of actual patients or your office on your homepage, but do so only if the images are of professional quality. Otherwise, stock photography is preferable.
Moving on, let’s clarify some confusion about the best number of webpages for your dental website.
As always, we encourage you to call or text MDPM Consulting at 972 – 781 – 8861 with your dental SEO questions, or email us at [email protected]