I had a client ask me this morning for some advice on having videos made for their website. I thought it would be useful to share this information with you also as videos are becoming more popular on dental practice websites.
Here are my top six tips on getting the very best from any dental videos which you decide to have produced, professionally or otherwise. The tips here will allow you to create videos which work better on your website and are found on social media and through Google searches for various treatment terms.
- Have a short welcome video which last a maximum of 2 minutes which plays on your homepage. It should highlight briefly who you are, why I should trust you, how you can help me and what makes you different. My personal preference is this should be a relaxed shot with you, facing the camera in a relaxed environment, probably your patient lounge. If video footage is shot with you looking to the side, in other words looking at someone other than the person watching the video, it looks less sincere in my opinion. One of the things a video should seek to do is reduce risk and increase trust, you look more trustworthy if you are looking at the camera.
- Create several short 30 second treatment introduction videos which can be placed at the beginning of each page on the website. Dental implants, cosmetic dentistry, orthodontics, oral health etc would all make good little videos which will introduce the treatment, help the patient to trust you and also be good for sharing on social media,YouTube and for optimising to appear in the Google search results.
- Ask team members to create a short 30 second introduction of themselves, have these in individual files which can put on each individual team members page. The problem if we put them all into one video is that if a team member leaves we then need to edit the whole series which could become costly. If they are individual files we can simply delete that team members page.
- With patient testimonials, simply ask the patient how they felt before treatment and how they feel after treatment. Ask them why they chose to come to you and how you have improved their lives. If we then have before and after photographs of these patients we can create some nice little blog posts and information updates on the website. Again, I recommend the testimonials are individual video files, this makes it better for uploading to YouTube as each individual video can be optimised for each specific treatment, smaller videos are also easier to watch and more relevant to patients with the same specific problem. Try to get patients to give testimonials that have had different treatments, perhaps straightening teeth, replacing missing teeth, cosmetic dentistry and a patient you have helped with their oral health.
- Write the scripts out in advance, practice them, rehearse them and allow them to flow naturally. Unless you are using professional autocue we can all see your eyes moving as you read the script!
- Include a call to action in the video, what do you expect the person to do once they have finished watching your exciting and engaging video clip?