Case Studies | Personal branding | copywriting | Marketing | Best Practices | Fanocracy
If you are an independent professional services provider, I suggest you consider rewriting your website in the first person. Doctors, lawyers, consultants, and the like project a more human approach when they talk about their work in their own words.
This first-person approach is very different than most professional services providers who describe their work in a detached way. With a typical website, service offerings and the practice in general appear interchangeable with similar practitioners. It simply describes what you do.
However, a first-person makeover, together with photos and videos of the practitioner in action, helps to build fans.
My friend, Dr. Hugh Flax, is an Atlanta Dentist. Recently we started talking about this idea for his website and he ran with it, updating much of the site in first-person, adopting a more personal tone.
The main headline of Flax Dental now reads: “I Make Dream Smiles a Reality” which is way more personal than the generic headline used before “Making Dream Smiles a Reality”.
Tell us who you are in your own words
Here’s a sample paragraph from his new homepage: “I specialize in high-touch, high-tech, and informative dental care. My strategies for creating a comfortable dental experience and delivering incredible results for people like you are so popular that I teach other dentists around the world how to implement my ideas.”
And here is a paragraph from his new “about’ page: “I’m Dr. Hugh Flax, and I’ve dedicated my career to helping people achieve healthier, more beautiful smiles through cosmetic dentistry, restorative care, and implantology. I created the concept of “proactive dentistry” — a forward-thinking approach that uses predictive markers and digital tools to help you not only treat existing issues but also prevent future problems. My goal is to help you enjoy a longer, healthier life through better dental care.”
While it is too early to measure the results, early feedback has been excellent. “I love the much more personalized approach,” Dr. Flax says. “With the pictures and videos, the ‘gravitational pull’ to our office will improve.”
If you run an independent professional services firm, this is a simple change that can make a huge difference.
