A business website should be the main point of information for existing and future clients. For the site to be visible in search engines and get potential clients to visit, there should be something happening on it, on a regular basis.
Let’s take a dental practice as an example: How is it possible to frequently update the practice website without too much work?
An easy way to make a dental website visible by having regular updates is creating a news section or a blog. While a news section is more about announcing upcoming events and presenting facts in an objective tone, a blog is a web site on which someone writes about personal opinions, activities and experiences,” states the Merriam-Webster Dictionary. The term was built by converting the words “web” and “log” into the single term “blog”. A web log is basically a diary on the internet.
A few years ago blogs were mainly used by private individuals. Today it is equally good for business communication. A good blog with engaging content will for example encourage backlinks to the website from other sites, attract comments and even draw traffic from readers’ social media pages.
Planning the blog
A blog can considerably improve the standing of a clinic’s website according to German journalist and dental blogger Klaus Schenkmann on the dentistry platform ZWP-online. To plan the blog, the dentist should make up his mind what he wants to write about and create a strategy, defining the target audience and central topics.
Schenkmann writes that a good blog should have:
- content that is interesting for the reader
- authentic and plausible content
- an appropriate tone (however they want the practice to be seen)
From the technical side, a blog can be integrated in the practice website. This way the page will automatically and constantly have fresh content. Another possibility is to set up an external blog with links to and from the practice’s website.
What’s in it for the dentist?
An advantage of a blog is that the author can establish one’s own rules. The only point of reference should be the clinic’s marketing strategy. Apart from that the editor can freely choose topics. As a dentist’s clients have a wide range of age and interests, there is a big pool of themes to pick from. Once there is good content with engagement, the website will come alive. It will show up in higher positions in search engines and attract new visitors.