Specialties Best Practices for Creating Specialties Content

Though your Specialties content can be formatted however you would like, over the last 20+ years of working with medical practices for online marketing, we have developed a few best practices to keep your content both patient and search engine-friendly.

These are our top tips on writing Specialties content that appeals to both patients and search engines:

• Break content down into smaller paragraphs. Small paragraphs make content easier to scan through and read.
• Use headings to help organize and break up the content, so that readers can quickly find the information they need.
• If you are listing out several points (for example, symptoms of a particular medical condition), opt for a bulleted list, rather than a long sentence with a comma-separated list. This makes it easier for readers to process the information.
• Add imagery and videos throughout the page to help illustrate your points. Choose placement carefully, so that imagery and videos go along with the content above or below it.
• Try to avoid using too much medical terminology, and make sure to thoroughly explain terminology when you do use it. The average U.S. adult reads at a 7th or 8th grade level, so keep that in mind when writing up your content. Medical terminology is generally not part of the average person’s daily vocabulary, so it is critical to simplify the language and thoroughly explain every concept to eliminate confusion.
• Personalize the content to your practice at every opportunity. Look for ways to weave in information about your on-site services, specialized training, etc. These little details can help to show patients why they should choose your practice.

If you need help getting your Specialties pages written and added to your website, we also offer a Specialties package that includes content writing and placement. Learn more here »

Tutorials in This Section

1. Adding Specialties Content
2. Best Practices for Creating Specialties Content
3. Tips on Creating a Specialties Overview Page