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Today we're going to have a look at your website, and more specifically the About Page on your
website. The About Page is the second most important page on your website (after your
Home Page, which is all about the initial impression), and is often the second most
visited page. Now why would this be? I think it's because people want to get a
sense of whether your practice will be a good fit for them. They're looking for evidence
that they can trust you. They're looking for that human connection. With these in mind,
what should your About page contain? First of all you have to make a decision about which
staff are going to be featured on your About Page. Obviously the practitioners should be
there but I think it's a really great idea to include your support staff as well. When
it comes to images next to your bio, the choice is yours as to whether you use a professional
shot or a candid shot —it really depends on your personality and that of your practice.
I do believe that the image next to your bio should be an individual image rather than
one great big group shot. Group shots are important and you can use them elsewhere on
your website, or even at the top of your About Page to show the entire team. But next to
the bios people want to see the individual images. When it comes to your bio, what sorts
of things you need to include on that? I'd suggest that you include information about
your education and what you enjoy doing within your profession. You might even like to add
some information about your hobbies or things that you enjoy other than dentistry. But I
think something really important to add is what your connection is to this particular
practice and your location. I think people go to the About Page sometimes wondering whether
you're likely to be at the practice for the long term. So if you can mention how much
you like the location you're living in, maybe you've been living there all your life, that's
something really important to add to your bio. And when it comes to your bios, make
sure your personality shines through! The last thing to keep in mind about your About
Page is to make sure you keep it updated. As practitioners come and go, make sure that
the webpage is updated very quickly in response to that. It keeps the site looking current
and it makes sure that when patients arrive at your practice they know exactly who they're
going to see there: the human connection!