How to Make Your Site's Content More Persuasive

By   |  April 11, 2014

Content is one of the most important parts of your online presence. But what exactly is the most important part of content? The quantity, as many believe, is fairly significant (the more information the better). Yet it is the quality that truly makes content so important.

Quality means making sure that the content being published on your practice's site accomplishes its intended purpose and is informative, as well as medically accurate. Quality content therefore persuades people, convincing the audience to perform some kind of action in the process. According to columnist Brian Clark at Marketing Land, this means creating an understanding with the audience by providing them with knowledge, rather than pure information. He lists three steps, shown below, to achieve this level of understanding.

3 Ways to Create More Persuasive Content

  1. Don't miss the forest for the trees. Not everyone understands things the way that you do. This requirement is a warning to not get lost in the fact that you know exactly what you are trying to say already, because your prospective patients may not. It's important to provide context, along with your informational content, so that the prospect will understand how to put knowledge into action.
  2. Share the benefit of knowledge. The person you are trying to persuade needs to know that you don't just know his or her problem, but that you know how to fix it as well. Show them that you know how to solve their trouble in a certain way, and the benefits of using such a way. This is supposed to be the educational step, informing the prospective patient before trying to pitch something at them.
  3. Contrast to change perception. Finally, you must alter the perspective of the prospect by providing a contrast. People understand best when facts are compared relatively with other facts. Another way to accomplish this final task is to briefly mention another solution to his or her problem, one that is competing but less attractive than your own. Then you must go into great detail about your own solution, so that it looks far more inviting than the previous one.

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