Crafting Your Website: Part 2 – The About Page

Whether it’s called ‘Our Mission,’ ‘About Us,’ or ‘Get to Know Us,’ next to your home page, the about page is one of your website's most highly visited pages. This is because most people want to get to know and learn more about who they’re doing business with, and this is especially true of their health care providers.

When potential patients choose a dentist or other healthcare professional to work with, they want to feel a connection that will allow them to build trust and hopefully a long-term relationship with that provider. The about page will help you do this.

What Is the About Page?

The about page includes content where you introduce yourself and your team to potential patients. You can use content or photos to go more in-depth into your personal story or share practice history on this page. It’s also nice to include pictures and information about your team members so patients can put faces with names and feel like they’re getting to know you and your dental clinic better.

While this is an excellent opportunity for sharing your own story and mission, the about page is really for your patients to help them meet you and build a connection with your dental practice. Unfortunately, though, it is often a page that is overlooked or done quickly without much thought, which is a mistake. If you rush through it, you may miss the significant opportunity to make the connections that bring new patients into your dental clinic.

Writing an Effective About Page

When you're writing your about page, there are some things to keep in mind. First, you want to be genuine and authentic when giving them a look into your world.

Consider including information about your team. For example, including photos, videos, or personal quotes from each team member can help potential patients get to know them better.

With these things in mind, it’s time to start creating your content. Here are some tips to get you started writing your about page:

• Start with a headline. Provide a short description of who you are and your mission to pique interest.

• Share your story. This is the time to provide your bio or share your personal story or journey to becoming a dentist.

• Describe your approach. What makes your dental clinic different or sets it apart from the rest. Discuss that next.

• Share some success. What are some of your accolades or memberships? Describe some of your additional training or continuing education.

• Call to action (CTA). Invite your potential patient to take the next step. For example, offer them more information if there’s a specific service you’re highlighting or invite them to arrange a time for their next appointment.

Final Thoughts on the About Page

Don’t miss out on this excellent opportunity to highlight your dental practice and team. Spend some time thinking about how you can make your about page unique and engaging, and you’ll reap the rewards later when you meet more new patients. 

If you need help, enlist an experienced team like GDW to help you create your website content.