Call to Action in Dental Website Writing

At the bottom of every page of website copy we compose, we add few sentences that mention the doctor and/or dental office by name, as well as the cities it serves. This snippet of content usually includes a link to the website’s contact page, and it may also contain the phone number or email address. On every page, the paragraph is the same. Sounds repetitive? It is. However, eye movement pattern research tells us, potential patients don’t read to the bottom of your web pages.

Call to Action Paragraph

The “call to action” in marketing refers to a piece of content, in print or digital, that suggests the reader perform a task. A call to action can encourage a reader to join an email list, leave a comment, make a purchase, or in the case of dentists, email or call to make an appointment. At MDPM Consulting, our team refers to the copywriting call to action, that last paragraph of text on every page, with the acronym CTA.

Dual Purpose CTA

Our philosophy is, the CTA serves two purposes. One, it encourages the reader to take action. However, the chance that the CTA will be read is minimal. The second and more important purpose is for SEO (search engine optimization). By including the dental office location and cities served in the CTA, we’re telling Google and Bing that the content on the page is related to those cities. A specific example would be to associate a page of copy about dental crowns with a dental office that serves patients from Dallas, McKinney, Plano, and Allen – all cities in the DFW Metroplex in North Texas.

Duplicate Content?

Google and Bing prioritize the content near the top of a web page, when it comes to indexing. If your web page is 500 words, and the last 50 words are the call to action that’s on every page of your site, you won’t be penalized for duplicate content. Why? Because the focus of your page, the first 450 words, as well as the meta data, links, and headings, are original and informative.

Is the CTA That Important?

The way I like to describe SEO tactics is with an image of a glass vase and glass marbles. Your website’s original content might add 50 marbles to the vase. Keyword research and a solid implementation strategy might earn you 20 more marbles. Having one primary heading per page might earn you .5 marbles. Incoming links might count for 3 each, and internal links may earn you 1 marble. The goal is to fill the vase to overflowing. If you opt out of your CTA and leave out a few keywords, then scam some duplicate content from a competitor and have 3 H1 headings on your services pages, your actions will deduct marbles from the vase. So, everything you do to improve your SEO strategy counts, though some tactics weigh more heavily than others. Of course, knowing what your competitors (local colleagues) are doing for SEO, and positioning your strategy to compete in the marketplace, is imperative as well.

Help with Dental Website SEO

If you aren’t sure whether your site has lost its marbles, give us a call. MDPM Consulting offers a variety of SEO plans for dental website optimization, and we have one to suit your needs. Call Jill at 972-781-8861 today, or email, for a complimentary site analysis.