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70 Dental Growth Machine: Transform Your Practice by Attracting High-Value Patients Who Pay, Stay, and Refer WorkbookYour Digital Empire Part I WorkbookCraft and present compelling content online and through email that grabs and holds your readers%u2019 attention and makes them interested in what you offer and eager to accept treat,ment. This workbook will help you create compelling web pages that resonate with your prospects. For more examples of successful pixel estate pages, please see the chapter on Samples and Swipe Files.CREATING YOUR PIXEL ESTATEYour pixel estate is your online storefront where your prospects and patients go to do busi,ness with you. If you want your website to work for you and draw in your ideal prospects, it needs to have the following key pages:%u2022 Home Page%u2022 Cold Page%u2022 Warm Page%u2022 Hot Page%u2022 Landing PageTo optimize each page, first ask:%u2022 What does my ideal prospects want?%u2022 What problem drove them to look for a solution on your website?%u2022 What information are they seeking as a solution to their problem?%u2022 How can you give them the information they need so they trust you and see you as the source they seek to solve their problems?Each page must have:%u2022 A compelling headline%u2022 A Call to Action (CTA)%u2022 Important information your readers need to know%u2022 Additional CTAs at various places on each page that go to a place where prospects can contact you or schedule an appointment.%u2022 Content that focuses on your patients%u2019 problems and how they can immediately resolve them with the treatment you recommend.Your Home Page: Your Practice%u2019s First ImpressionThere are 14 key content features vital to your home page%u2019s success:1. Logo and headline: Aim for a clear, simple headline that, in a few seconds, clearly defines what you offer and what you are about.__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________8 | Your Digital Empire Part I: Make Your Online Assets Work for You 712. Sub-headline: Your sub-headline should complement your headline and provide teaser information about your offer while targeting a pain point.__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________3. Calls to Action (CTAs): You want your visitors to quickly or eventually agree to the dental implants or treatment you offer. You want your CTAs to be prominent and easily accessible. They need to be short, five words or less preferably, and highly action oriented.__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________4. Image or video: An image or video of a handsome man or lovely woman with a confident smile or someone discussing before-and-after results. Do you already have this content? Who can you use to produce this video?__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________5. Benefits: Your prospects need to know how implants or the treatment you recommend will benefit their lives. What benefits would you like to highlight for the treatment you recommend?__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________6. Proof: Testimonials are a great way to offer proof. Sprinkle them in. Which case studies or customer reviews would you like to highlight on your home page?__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________Dental Growth Machine Companion Workbook| 27