The folks at LAIRE Digital Marketing reached out to me to write updated web copy for their client, The Dental CFO. Their original copy was vague and didn’t really drive home the value of their service: they’re financial experts who know the dental industry inside and out. And with their core service, a dental practice has its very own CFO to guide them.

HOME PAGE

Working with the LAIRE team, I determined the page should focus more on The Dental CFO’s cornerstone service: CFO Core. So, I wrote the headline below and put together very specific copy about what a dentist can receive from this service and how it can make a difference in their business.

In the original H2 section, the copy focused primarily on years of experience and trying to explain how The Dental CFO does more than prepare taxes. There wasn’t a clear focus, just a broad overview of what they do.

In the updated copy, we start with a question. And it’s one we know the answer to. Dentists are overwhelmed by their practice’s finances. They’re dentists, not finance professionals. And that’s okay. So, the copy tells the reader how The Dental CFO team can help them focus more on their dental practice and partner with their own CFO to manage the numbers.

We wrapped up the home page with a conversational, and honest, overview of what it’s like to work with The Dental CFO. And one issues the company faces is dentists wanting someone to only do their taxes. So, I addressed that immediately in the first sentence. But, for a dentist who is looking for a partner to help them with the financial side of the business, this copy will resonate.

SERVICES PAGE

Before, the services page used words like “flexible, scalable, and affordable.” And it presented the services in a way that made them look a la carte. I advised the team to restructure the page to better describe the services and the results they can generate (i.e., a financially sound practice). I wrote copy to better describe each service and recommended condensing the number of services listed, so the reader wasn’t overwhelmed. If a dentist is already stressed about their finances, they’ll be overwhelmed by lots of options being offered to them. So, we focused on CFO Core and other offerings that appeal to dental practices in various stages of growth.

We consolidated the services and I wrote copy to specifically describe each service and how it can help a dental practice.

I also wrote a descriptive button to make the interaction sound more like a partnership instead of a discovery call.

One of the original headers was vague and implied dentists will know which is best for them. The truth is, they may not know what they need. But, by using the CFO Core service (every client starts here), they can then receive advice from experts if they need additional support.

In the updated copy, we lead with the CFO Core service as it is the foundational starting point. I describe what it does and that other support is available if the pratice needs it.

Here, I wanted to drive home the personal relationship practices have with The Dental CFO. They get the chance to talk with their own CFO, meet with them quarterly, and reach out when they have questions. As the call to action, I wanted this copy to feel like a conversation with someone you can work with.