Every website must have a number of elements addressed before it can be considered complete. For simplicity, it can be divided in to three parts, all of which are different forms of content. The first, is the textual content. This is the part that uses words to relay thought. The second is the imagery and color. This is the part of the content that relates an abundance of feel in visual means. Finally, layout. This a strategic way of arranging the text and the visuals. It is the layout that conveys the entire message.
When it comes to professional websites, especially those in the medical profession and even more so with something as invasive as dentistry, it is a huge requirement to convey the message with content that is professionaly authored. There needs to be superior use of language and articulate presentation of ideas, concepts and facts. Within the environment of the medical site, it is not wise to say anything that is not factual and in the event a page or a heading calls for a certain amount of opinion then it must be done so with valid arguments, sufficient data and flawless logic, otherwise it may be passed of as raving conjecture and risk diminishing the voice of the entire site.
Visual imagery is about how a site looks and feels. It is about the assessment of sensory appeasement. Most people with average intelligence will look at something and form an opinion based on what they have experienced. If a site is poorly built and difficult to maneuver with poor graphics, they may associate it with a scam site or worse, may just not come back. What’s not as bad, but equally unproductive is a well written site that is poorly presented. Visual imagery lends credence to words. It creates a third dimension to two dimensional text and enhances the positive experience of a reader. While a wordsmith arranges the text, a graphic artist enhances the imagery.
One has two choices when it comes to layout of websites. Either chose a web designer, or choose a psychologist. A web designer will be able to do two things at once. He would be able to compile the works of the wordsmith and the artist, then present it in a very cohesive and coherent manner. Colors and graphics must speak to the spirit of the word’s meaning and together there must be harmony in a message that allows a reader to determine that the holistic message is sound. It must be the clarion of a worthy message. Cookie-cutter messages will not suffice.
With the three elements of a dental website content in place. It is necessary to understand the message before drafting the content. There is one more job or function that has not been delineated here. That job is of the person who ties everything together to deliver the main message. It is the owner, the webmaster. The dentist, who commissions the website, should be an integral part of the task to complete the website and its content.