The main objective of dental websites is to communicate to the web visitors the services and products that they can expect to get from the dentist. However, many websites do not know how to use the proper tone of voice and message when speaking to web visitors. Especially in the time of Covid-19, the tone of your message must be full of empathy, compassion, and camaraderie.
The tone of your dental websites will be what separates you from the rest. Your web visitors will know you are different if you are using the tone that they want to hear. Should you be formal, friendly, casual, or millennial? The tone of the website trickles from the header and logo, which should use colors that are calming and reassuring, to the content that they are going to either read or watch, which should also calm whatever worries they have about their dental health.
Fun and Optimistic
Many dental websites are too serious, stiff, and formal. That’s because you’re basically getting information about dental health. What is funny and entertaining about your teeth and gums, right? But times have indeed changed. Dentists can now make the tone of their websites more optimistic by using fun language.
For example, instead of immediately mentioning the reasons why you’re having toothache and tooth decay, list down some activities that could be causing it. Do your patients love munching on chocolates? Perhaps, they had their hearts broken recently and that’s why they devoured a box of chocolates ala-Forest Gump? You need to make the site lighter because dental products and services are always going to be on the serious side of things.
Stiff, Formal, and Professional
Still, many dental websites would rather they sound stiff and formal. For them, this is the easiest way to prove their expertise in the subject matter. And why not? When a letter has a heading and comes in a crisp and clean bond paper with nary a tiny fold, don’t we immediately take notice of what is written there? It’s the same thing with websites. When the site sounds formal, we think of it as more of an expert on the topic.
Casual and Millennial/Gen Z
These younger generations have their own lingo. You know you’ll never understand this lingo if you hear millennial pink and don’t know that it actually refers to a shade of pink they use as the background for their Instagram stories. Who do you think coined the term maskne (referring to acne caused by wearing face masks)? If your target market is millennials, you can try to speak with them in the language that they prefer—casual and friendly.