3 Keys to Writing Successful Posts

Great medical copywright, should be written with 3 goals in mind.  Your next post should provide value, be tailored to an individual “patient” and, most importantly, evoke a response.

Content Provides Value = No Value, No Patients

First and foremost, your articles must provide value.  Remember, value creates trust and trust brings loyalty.  If there is no value to your articles or website, you will never create traffic.  Think about every website you enjoy visiting….it provides for a need, whether it is a sports schedule, the weather or the latest recipe.

So, too, your medical website must create value.

The value you provide is your medical knowledge.  Your patients have questions, and you, as the authority, provide the answers.  Your answers to their problems solves their needs.

Write to Your “Ideal” Patient

Close your eyes and pretend you are talking one person.  This one person should be your “ideal” patient for this discussion.  The dialogue or explanation you have with this indidual is your next post.

By making this “personal” you will be speaking directly to your reader…your next patient.

You are not talking to a large group, you are speaking one-on-one.

By writing in this manner, you have a greater chance of engaging your readers, i.e. patients.  They will hear you speak to them through your article…one on one.  The greatest effect is that you will engage them, causing them to read more.

Don’t Please Everyone

You want to evoke a response.  You want your reader to leave a comment.

Your article is ideally delivering one message.  It should not be an exhaustive review, it should cover one topic.  It should cover the most salient details.  Resist the temptation to showoff by knowing all the answers (your readers know you do).  Leave something to be questioned.

A great article is informative (provides value), is written personally and evokes a response…or in social media terms, should start a conversation.  The most powerful article is written to invite the reader to leave a comment.

Making a comment or asking a question on your website is the most powerful element of social media.

What have you done?

You have written an article solving your reader’s question (providing value),  you have engaged them by writing personally and have evoked a response (they have left a comment).

This conversation allows subsequent readers to identify with your original reader.  You have created an opportunity for others with similar problems to identify with one another.  This is the power of your website and why you will stand out above your competition.

Care to leave a comment? :)

To Your Growth And Success!


Randall V. Wong, M.D.
Medical Website Optimization



The Difference Between a WordPress Post and Page

 Guide to Choosing WordPress Page versus WordPress Post


You are now ready to publish your first article on your website.  You have two choices with WordPress, post vs. page.  How do you choose?

Both pages and posts are used to create documents, or articles, for your website.  They are simply files you create when creating content.  Both are similar to creating a “Word” document on your word processor.

Technical Differences between WordPress Pages and Posts

There are several technical differences between the post and the page.  Some of these differences are; pages are not time-stamped, pages are not distributed via RSS, pages usually don’t offer the ability to add comments and posts are listed in reverse chronological order (the most recent first) on your site.

When to Create a Page

In general, pages are linked to the home page or the navigation bar.  They are highly visible and easy to find because pages contain good general information about your practice and the services your provide.  Pages tend to serve as great references on your website.

Examples of “pages;”

  • About Page
  • Contact Page
  • Insurance Participation Page
  • Disclaimers
  • Patient Information Forms
  • Services Provided

Create 3 Overviews and Publish as a Page

In addition, we recommend creating 3 “anchor articles” as pages.  Create 3 different articles about 600-800 words in length.  Each article should be an “overview” about a particular topic/disease/service that your practice is proud to provide.

Pages are usually automatically added to the WordPress navigation bar once published.

Use pages to quickly convey to your readers the main themes/services of your practice.  Refrain from trying to write a lengthy article about each and every procedure or service in which you “specialize.”  This will be distracting to the reader and they will leave.

(Don’t worry.  As your site grows with additional content, you’ll naturally be broadening the scope of the content of your website, and thus, all of your services and specialties will become evident!)

When to Create a Post

Posts should be shorter than pages.  Somewhere between 300-500 words.  No more.  Posts are the core of a website.  By publishing regularly, your readers are kept up to date via your posts, your website gets refreshed and your SEO values improve.

Posts should be shorter than pages, contain one idea or topic and should compliment the overviews.  Posts are the core of your SEO of your site!

After creating your 3 main articles, we suggest publishing regular posts…at a rate of once a week in the beginning.  This is the core of content marketing.  Following the “3 R’s” of content marketing, should get your pages ranked in no time!

Posts should be focused on one topic.  In the beginning, make the subject of your posts related to one of the anchor articles.  These posts should be a bit more detailed than the larger overview article.  Thus, your information in your posts will compliment the larger overview pages.  Here are some other suggestions for writing great content.

Creating links from the post to the page, and vice versa, is also a great way to improve your SEO.  By creating “internal links” within your site, the search engines will be sure to index each and every article of your site.

Make sure to allow comments on your posts.  While you may “turn off” comments on pages, make sure comments are “on” for your posts.

The most powerful part of your website is to allow user generated content, i.e. allowing your readers to leave a comment…followed by a response!

To the Growth of You and Your Practice!

Randall V. Wong, M.D.