So you’re creating webpages, blogs, and FAQs for your website and you want people to make sure they recognize you’re a professional who knows what he or she is talking about. This is important. You want patients and potential patients to know they can trust you to understand and fix their problems. However, contrary to what many medical professionals believe, having a detached, clinical tone and using technical terms for conditions and treatment modalities isn’t the right way to do this. Why? It’s quite simple—the average Jane and John Doe who come to your website looking for answers won’t understand it and will find it boring and unhelpful.

Your patients are not impressed by the medical language on your website. They don’t care about technical terms, the scientific specifics of how a procedure works, or the exact specs of your newest technology. They want to have their questions answered and concerns addressed in a clear, concise manner that they can easily understand. That is why using a conversational tone and simple explanations on your website is so important.

Now, this doesn’t mean talking down to your patients. But think of it this way: is it more interesting to listen to a dry presenter read off bullet points on a power point presentation, or to have a conversation with a passionate expert who clearly answers your questions? Your patients will choose the latter. People don’t have enough time or attention span to read something boring, detached, or dry. We provide a Copywriter’s Workshop to help medical professionals craft excellent copy that produces results. If you’d like to know more about these services, contact us for more information! E-mail [email protected] or call (717) 725-2679.

Rem Jackson
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Founder and CEO of Top Practices, LLC