Most people don’t understand dentistry. For that reason, if your site uses too much dental jargon, you will alienate a lot of people. I see a lot of dental sites being guilty of this – they use difficult language which only dentists can understand.
 
Make it extremely simple for everyone to understand what you are about, what you do and how you can help them out.
 
Add simple 2-3 minute videos of different procedures on the site so people can visualize what they will be coming in for.
 
American president Donald Trump uses the vocabulary of a 4th grader in his speeches because he understands that most people are only able to understand simple English.
 
This has done wonders for him in terms of success. You should do the same as well.
 
Action: Ask a friend who knows nothing about dentistry to go through your website. Ask them to tell you what they understand on each page of your website. Chances are, they won’t be able to grasp too much of what is written there. If that is the case, get the content rewritten to make it simple and engaging.