5 Tips to Write a Dental Clinic’s About Us Page That Sells

One of the best ways to build trust and credibility with prospects is with a compelling About Us page. An effective About Us page (or team page) allows you to share your practice’s unique values and identity with your readers. It allows you to connect with them and show how your practice can help with their dental needs.

However, the About Us page is one of the most overlooked pages that I see online. As a dental copywriter, most team pages I see from dental clinics are generic or poorly written. For this reason, it’s critical that you ensure your practice’s team page stands out from others.

Here are five tips to get the most out of your dental clinic’s About Us page:

1. Position your dental practice in a unique way within your marketplace

An image of a male dentist checking a young female patient's smiling teeth as his assistant helps with dental tools.


You’re likely not the only dental practice in your town. For this reason, you have to find other ways to stand out. Effective positioning allows you to do just that. What is positioning, exactly?

Effective positioning creates a positive image of your practice that customers can associate with. In essence, it answers the question “Who you are and what you do” in your customer’s mind.

One dental brand that has effectively positioned itself is Sensodyne. They have done a fantastic job of marketing themselves as the go-to toothpaste for tooth sensitivity. In fact, they are the “No. 1 Dentist Recommended Toothpaste for Sensitive Teeth”. They have successfully positioned themselves to a certain demographic, those with tooth sensitivity.

Here are a few easy ways you can position your practice to stand out:

  • Being luxurious
  • Being state-of-the-art or cutting-edge
  • Open longer hours or on more days
  • Environmentally-friendly
  • Targeted to a group with a specific oral health condition (people with tooth loss, TMJ, or gum disease)

If you’re having trouble standing out, read Dental Marketing Hacks for simple ways to market your online dental practice.

2. Include a story about your dental team and practice

We all love stories. Including a short story about yourself and your team members is an excellent way to connect with readers. It humanizes you and makes you more relatable.

If you’re not sure what to write, don’t worry. One to two short paragraphs should do. Here are some questions to ask yourself to make the process easier:

  • What makes your practice special?
  • What motivated you to open your practice?
  • What do you love most about being a dentist?
  • What are some of your goals?
  • What is your mission?
  • How do you want to help the community?

Just sit back, relax, and spend 10-15 minutes writing yourself. If you’re too busy managing your dental practice, you can always hire a professional dental content writing expert to do it.

Note: when talking about your clinic and services, always relate to how they can benefit your readers. For instance, if your spacious waiting room has an LCD television and comfy sofas, you can say that patients can relax and take it easy while they are waiting for their appointments.

3. Mention your top products and services (and link to them)

An illustration displaying four panels of a dental clinic, including online consultation, services, and special prices.


In addition to talking about yourself, it’s also a good opportunity to mention some of your dental services. However, don’t overdo it since the focus of your team page should still be on how you can help your ideal customer.

I recommend mentioning 4-5 of your top products and services and linking to their pages. For instance, some common dental services you could mention include teeth whitening, non-surgical gum therapy, examinations, dental sealants, etc. Ideally, you should have a specific page dedicated to each service that you offer. You can check out my About Me page to see how I linked to my services there.

Remember, when mentioning your products and services, always highlight their benefits and process.

Check out my book, Dental Copywriting Hacks, to learn how to write effective service pages.

4. Include a compelling call to action

After you have introduced your team and how you can help your patients, don’t forget to tell visitors what you want them to do next.

At the bottom of your page, you should have a specific compelling call-to-action (CTA). A CTA is basically a brief statement that tells visitors what action to take. When writing your CTA, be sure that it’s specific and actionable. Don’t be vague. Your visitors should know exactly what you want them to do from reading your CTA.

For most dental practices, your goal is to get visitors to contact you to set up an appointment.

For instance:

“Contact us to schedule an appointment now!”

“Call us at _________ to set up a FREE consultation”

5. Sprinkle in some keywords for SEO

An illustration of a dental clinic's website home page, showing a dentist checking a patient's teeth while the assistant looks on.


After you have finished writing your dental clinic’s team page, it’s a good idea to include a few target keywords within the content as well. Including a few target keywords helps to optimize your content for Google and other search engines. However, similar to your products and services, don’t overdo it. One of the biggest no-nos with effective copywriting is keyword stuffing which is when you try to include as many keywords as possible. Not only does this make your copy difficult to read, but it can also lower its ranking on Google.

For keyword research, you should find some focus keywords and phrases to target. Ideally, this should be done before you outline your team page. A couple of good free tools I recommend are Google Keyword Planner, Ubersuggest, and SEO Chat.

Generally, it’s better to focus on more specific keywords than vague short ones. For instance, “dental implants in Ottawa, ON” is better and more specific than “dental implants”. The first key phrase is more specific and focused and is likely to rank higher for anyone looking for that service.

Discover powerful SEO tips for your website from my book, Blogging Hacks for Dentistry.

As you can see, crafting your dental practice’s About Us page isn’t that difficult. Just stick with the tips above and you should have a compelling dental team page in no time. Also, spend some time determining what makes your practice unique and how you can help your patients solve their dental needs.

If you’re looking to take your team page up a notch, you can check out my comprehensive 3-book set, Dental Practice Marketing Hacks. It shows you easy ways to improve your website’s content to attract more visitors and patients.

Or if you simply don’t have time, I can help. As a professional dental copywriter, I’ve helped countless dentists to stand out and attract more patients to their practice. You can check out my dental copywriting services here. 

Do you have any tips for writing your team’s about us page? I’d love to hear them in the comments section below.

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