Content Strategy By Nicole

Owner & Content Strategist

KPressCopywriting LLC

Content Writer and Consultant. I help business owners and marketers reach, engage, and convert their leads throughout the three stages of the buyer lifecycle:

✅ Awareness
✅ Consideration
✅ Decision

I do this by writing relevant, clear, and useful content and copy. 

My “niche” is in the content I write. I specialize in:

⭐️Emails and Email Strategy
⭐️Case Studies
⭐️Blogs
⭐️White Papers
⭐️Content Marketing and Strategy
⭐️Brand Guides
⭐️SEO Content

I started my business five years ago (six years in June 2021) with nothing. I built my business by providing the absolute best service I can offer my clients.

I have written 1,917,368 words of content to date. I plan to write millions more for my clients who are ready to take their inbound marketing to the next level.

Content Writer & Consultant

Are you a 𝐜𝐡𝐚𝐬𝐞𝐫 or a 𝐜𝐚𝐭𝐜𝐡𝐞𝐫?

If you’re a financial service provider and you’re relying on:

❌ Referrals
❌ Word of mouth
❌ Cold calls/emails

to make money, then you’re a chaser.

Those are old school tactics that aren’t gonna help you reach your financial goals.

You should kill them with fire.

Instead be a catcher.

If you’re a catcher, then you:

✅ Understand who your service is for (deeply)
✅ Can deliver that service better than your competitors
✅ Can demonstrate your authority in your niche–better than your competitors

Chasers bust their a** to close deals with little or nothing to show for it.

Because they haven’t shown their ideal clients why they should work with them.

This happens because they 

❌ Don’t have a good offer
❌ Try to be a jack of all trades–and master of none
❌ Haven’t built connections with the people they’re trying to sell to
❌ Heck, they may not even know who they should be selling to in the first place

But catchers, they know how to close deals–the deals practically close themselves.

Why?

Because they took the time 

✅ To know their ideal client
✅ On a granular level 
✅ So they can build 𝐫𝐞𝐥𝐚𝐭𝐢𝐨𝐧𝐬𝐡𝐢𝐩𝐬 with them–not just sell

How do catchers do that, you ask?

Content marketing strategy.

A system that 

➡️ Eliminates wrong-fit clients—instead, you get clients ready to buy now
➡️ Builds connections with hope to be clients through high value content
➡️ Demonstrates your authority and experience in your niche
➡️ Puts your revenue growth goals on autopilot

This is where I come in.

I will help you with my exclusive 𝑨.𝑰.𝑺. 𝑪𝒐𝒏𝒕𝒆𝒏𝒕 𝑺𝒕𝒓𝒂𝒕𝒆𝒈𝒚 𝑭𝒓𝒂𝒎𝒆𝒘𝒐𝒓𝒌:

🔸Analyze
🔸Improve
🔸Scale

Wanna see my process? 

http://bit.ly/3HbVZo3
http://bit.ly/3CXqfQU
http://bit.ly/3J09p7U

You will have an ENTIRE YEAR of content strategy and the content to go with it.

Plug it in and go.

If you already have a team of talented writers, I can also help your writers scale your content.

My voice guide manual is a training manual—but for writers.

It helps your writers 

🔹Know what vocabulary to use
🔹Know what writing style to write in and in what medium
🔹Know what words to use and what words to stay away from
🔹All with a built in rubric to ensure brand consistency and reduce errors

I guarantee the quality of my work (if you’re not happy for some reason, I will make it right no matter what). I only work with clients who are serious, growth minded.

If you’re ready to be a catcher—and get off the chaser hamster wheel, DM me today to schedule your $0, no BS, 30 minute strategy session.

I audited more than 2000 dental practice Google Business Profiles across all 50 states.

Want to know how many were complete?

7.

That's 1.4%.

The other 98.6% are leaving money on the table every single day.

Here's what "incomplete" looks like:

Missing Element #1: No services listed

Google gives you the option to list individual services (cleanings, crowns, implants, Invisalign, etc.). Most practices skip it.

Big mistake.

When someone searches "dental implants near me," Google prioritizes practices that have "dental implants" listed as a service.

If you don't list it, you don't rank for it.

Real example: One practice I audited wasn't ranking for "Invisalign [city]" despite doing 50+ Invisalign cases per year.

Why? They didn't list Invisalign as a service on their GBP.

I added it. Within 30 days, they jumped from position #18 to position #4.
The result: 11 new Invisalign consultations in 60 days.

Missing Element #2: No products section

Most dentists don't realize GBP has a "Products" section.

This is where you can showcase your:

👉🏽 Before/after photos
👉🏽 Treatment descriptions
👉🏽 Pricing ranges (if you're comfortable)

Practices with completed product sections rank higher and get more clicks.

Missing Element #3: Incomplete business description

Your GBP description should be 750 characters of keyword-rich content.

Most practices have 2 sentences.

"We're a family dental practice. We accept most insurance."

That's it.

No keywords. No specialties. No differentiation.

Google has no idea what you do or who you serve.

Missing Element #4: No Q&A section

Google lets you add Q&A to your GBP.

You can literally write the questions AND the answers.

This is free real estate for long-tail keywords like:

"Do you offer emergency dental services?"
"Do you accept Delta Dental?"
"Do you offer payment plans for dental implants?"

Most practices have zero Q&A entries.

Tomorrow, I'll show you 3 more missing elements. PLUS what you can do to get your GBP on track to helping you print money for your dental practice.

Stay tuned.

#GoogleBusinessProfile #LocalSEO #DentalMarketing #Practiwrite

Nicole Kolesar

The B2B Institute

JSESSIONID

li_at

Content Strategist, SEO Content Writer, Author

Most dental practices have awful photos on their Google Business Profile.

And it's destroying their CTR.

Here's 5 mistakes I see constantly:

Mistake #1: Stock photos

Your GBP has 6 photos. All of them are generic stock images:

👎🏾 A dentist in a mask (but not YOUR dentist)
👎🏾 A smiling patient (not YOUR patient)
👎🏾 A dental chair (could be anywhere)

Patients know stock photos when they see them. And they don't trust practices that use them.

Mistake #2: Exterior-only photos

Your GBP has one photo: the outside of your building.

That's it.

Patients can't see:

👉🏽 Your waiting room
👉🏽 Your treatment rooms
👉🏽 Your team
👉🏽 Your equipment

They have no idea what to expect. So they click on your competitor who has 40 photos showing everything.

Mistake #3: Outdated photos

Your photos are from 2015.

The carpet was different. The furniture was different. Half your staff has changed.

But those old photos are still on your GBP.

Patients show up and think: "Hey, this isn't like the photos..."

Trust broken.

Mistake #4: No team photos

Patients want to see faces with bright, genuine smiles (you're a DENTAL practice for goodness sakes!).

They want to know:

❓ What does the dentist look like?
❓ Who's the front desk person I'll talk to?
❓ Who's the hygienist I'll see?

Practices with team photos get 35% more profile views than practices without them.

Mistake #5: No before/after photos

If you do 

✔️ Cosmetic work
✔️ Implants
✔️ Or Invisalign 

and you're not showing before/after photos on your GBP, you're insane.

These photos sell your services before patients ever call.

The minimum you should have on your GBP?

30 photos that include:

🔷 5-8 exterior/building photos
🔷 10-15 interior photos (waiting room, treatment rooms, equipment)
🔷 5-8 team photos (doctor, hygienists, front desk)
🔷 5-10 before/after photos (with patient consent)
🔷 2-3 "behind the scenes" photos

Ideal? 50+ photos.

The more photos you have, the more engaged your profile appears to Google.

And engagement = rankings = 💵

So what's the cost of bad photos?

If your photos suck, your click-through rate drops by 30-40%.

That means:

❌ Fewer calls
❌ Fewer appointments
❌ Fewer patients

Let's say you're getting 30 calls per month from your GBP.

If your photos are costing you 35% of clicks, you're losing 10-11 calls per month.

That's 4-5 patients per month.

At $12,000 lifetime value: $576k - $720k per year.

All because your photos are a dumpster fire.

Here's what you need to do this week: 

🎥 Hire a photographer (cost: $500-$1,000)
🧑🤝🧑 Get professional photos of your practice and team
💻 Upload 30-50 photos to your GBP
⌨️ Replace any stock images immediately
🗓️ Add new photos every month

This is a one-day project that will pay for itself 100x over.

Tomorrow: The review response mistake that's tanking your rankings (and making you look like you don't care).

#GoogleBusinessProfile #DentalPhotography #LocalSEO #Practiwrite

There’s a piece of code on your dental practice website that Google reads, but humans never see.

Schema markup.

If you don’t have it, Google ignores huge parts of your site.

Schema is structured data that tells Google exactly what you do. It spells out your business type, services, address, phone, hours, reviews, and even pricing if you include it. 

Think of it as Google’s cheat sheet. 

Without it, Google guesses. With it, Google understands.

Why does this matter?

👉🏽 Schema helps Google display rich results like star ratings, hours, and service lists. 
👉🏽 It strengthens content understanding, increases relevance, and feeds AI summaries. 
👉🏽Sites with proper schema markup tend to rank several positions higher.

The issue: Most dental websites either have no schema markup or have it implemented wrong.

Real example:

I audited a dental practice recently. Zero schema. 

So Google didn’t know they were a dentist, didn’t know their location, didn’t know their services, didn’t know their hours. 

They weren’t showing up for the searches they wanted.

I added the right schema package: LocalBusiness, Dentist, Service for each service, Review, and FAQPage.

In 45 days

✔️ Organic traffic jumped 67%
✔️ Rankings improved by about five positions
✔️ They started appearing with stars in rich results
✔️ And click through rate climbed 43 percent

What your practice needs:

🔷 LocalBusiness schema for name, address, phone, hours, and service area.
🔷 Dentist schema so Google knows you’re a dental practice.
🔷 Service schema for every service you offer.
🔷 Review schema for star ratings in the search results.
🔷 FAQPage schema if you have an FAQ section.
🔷 MedicalOrganization schema for added healthcare context.

How do you check your schema?

Run your site through Google’s Rich Results Test.

If you see “No structured data found,” you’ve uncovered a major visibility issue.

You can DIY it with Google’s Structured Data Markup Helper if you’re technical.

Use plugins like Rank Math or Schema Pro if you’re on WordPress (what I use).

Or hire a developer for proper setup. Expect to invest $500 to $1,500 to get it done right.

Well worth the cost because missing schema costs you four to six positions in search than you should have.

That gap costs 

❌ Calls
❌ New patients
❌ And serious revenue 

Many practices leave hundreds of thousands on the table every year because Google can’t read what their website is trying to say.

Schema markup is invisible to humans, but essential for Google.

Get it fixed. Yesterday.

Tomorrow: the content mistake that keeps practices off the first page, and why “dental practice in [city]” won’t carry you anymore.

Stay tuned...

#SchemaMarkup #LocalSEO #TechnicalSEO #Practiwrite

Dentists, yesterday I showed you how incomplete GBPs are costing you.

After auditing more than 2000 dental practice GBPs, I see the same missing elements.

To recap, they are:

🔷 No services listed
🔷 No products section
🔷 Incomplete business description
🔷 No O & A section

Today I'll show you 3 more of the most common missing elements in dental practice Google Business Profiles.

And how to fix them.

Let's get started with...

Missing Element #5: No posts

Google lets you post updates to your GBP (like social media).

These posts will

✔️ Keep your profile active
✔️ Add keywords
✔️ Improve engagement
✔️ Boost rankings

Ideal posting frequency: 2-4 times per month.

Actual posting frequency for most practices: never.

Missing Element #6: No appointment booking link

Google lets patients book appointments directly from your GBP. Most practices don't set this up.

So patients have to:

👎🏾 Click to your website
👎🏾 Find your contact page
👎🏾 Fill out a form or call

That's 3 steps where they can bounce.

With direct booking, it's one click.

Missing Element #7: Inconsistent or missing hours

Your GBP says you're open. Your website says you're closed.

Google gets confused. Your rankings drop.

Or worse: patients show up and you're not open.

The cost of an incomplete GBP:

Conservatively speaking, an incomplete GBP costs you 5-10 ranking positions

❌ That's 15-20 fewer calls per month
❌ That's 6-8 fewer new patients per month
❌ At $12,000 average lifetime value: $864k - $1.15M per year in lost revenue

All because you didn't spend 2 hours completing your profile.

What you need to do right now:

🔷 Go to your Google Business Profile
🔷 Click through every section
🔷 Fill in EVERYTHING
🔷 Add photos, services, products, Q&A, posts
🔷 Make sure your hours are accurate
🔷 Add booking links

This is the fastest ROI activity you can do for your practice.

Tomorrow: The photo mistake that's costing you 40% of potential clicks (and how to fix it in one afternoon).

#GoogleBusinessProfile #LocalSEO #DentalMarketing #Practiwrite

Most dental websites have terrible content.

Three pages: Home, About, Contact.

No blog. 
No service pages. 
No neighborhood pages.

Then wonder why they’re not ranking.

Dentists, you need way more content than you think.

For a competitive dental practice, you need 

🔷 Service pages (10 to 12 minimum)

General dentistry, cleanings, exams, fillings, crowns, root canals, implants, Invisalign.....basically if you offer that service or product, then you should have a service page for it.

Each page should be at least 1,500 words.

🔷 Location pages (one per neighborhood)

If you serve five neighborhoods, you need five location pages.

Each one should include local details, landmarks, directions, and reasons patients from that area choose you.

🔷 Quality blog content (12 to 24 posts minimum)

Target long tail keywords like:

✔️ “How much do dental implants cost in [city]”
✔️ “What to expect during a root canal”
✔️ “Invisalign vs braces for adults”
✔️ “How to choose a dentist in [city]”

Each post should be at least 2,000 words.

Most dental sites have 3 to 5 pages with 300 to 500 words each. 

Content so generic and 🥱 it could belong to literally any practice. Google sees thin content and decides "nothing to see here."

Real example:

A client was referred to me, stuck on page three and four. Their website had four pages & a total of 1,200 words. 

No blog. 

No location pages.

My small team and I rebuilt everything:

✔️ 12 service pages at 1,500 to 2,000 words each
✔️ 6 location pages at 1,000 to 1,200 words each
✔️ 18 blog posts at 2,000 to 3,000 words each

They grew from 1,200 words to more than 47,000.

In six months, organic traffic climbed 340% and calls grew from eight a month to thirty four.

Why more content wins? 4 reasons:

Reason one: Topical authority. 

Google rewards depth and breadth. Five pages cannot show expertise.

Reason two: Long tail keywords drive most of your traffic. 

You need pages that match those searches.

Reason three: Freshness. 

Sites that publish regularly outperform stagnant sites.

Reason four: Internal linking. 

More pages create stronger internal signals that boost rankings.

While you sit on five pages, your competitors publish 

🔷 New blogs
🔷 Service pages
🔷 Location pages
🔷 Case studies
🔷 And FAQs 

They stack authority while you drift further behind.

Here's what to do:

👉🏽 Month one: Create 10 to 12 service pages.
👉🏽 Month two: Build location pages for every neighborhood you serve.
👉🏽 Month three: Start blogging with 3-5 posts per month.
👉🏽Months four to twelve: Keep publishing two to four new pieces monthly.

Thin content is expensive.

If your site has five pages and your competitors have fifty or more, you’re losing visibility, new patients, and over a million dollars in potential revenue every year.

Content is the foundation of local SEO.

Start building.

Tomorrow: Your 90 day local SEO plan to stop bleeding six figures.

#ContentMarketing #LocalSEO #DentalMarketing #Practiwrite

Every PPO patient in your chair is costing you more than you think.

Because every PPO patient is a chair that could be filled with a fee-for-service patient.

Let me show you the math with what I call an opportunity cost calculation:

Scenario A: Your current practice (70% PPO)

🔷 40 patients per week
🔷 28 PPO patients (70%)
🔷 12 FFS patients (30%)

PPO patient average value:

🔷 Annual production per patient: $850
🔷 Write-off (12%): $102
🔷 Net collections: $748

FFS patient average value:

🔷 Annual production per patient: $1,650
🔷 Write-off (0%): $0
🔷 Net collections: $1,650

Your current annual revenue:

🔷 PPO patients: 28 × 50 weeks × $748 = $1,047,200
🔷 FFS patients: 12 × 50 weeks × $1,650 = $990,000
🔷 Total: $2,037,200

Scenario B: What if you were 50/50 PPO/FFS?

🔷 20 PPO patients per week
🔷 20 FFS patients per week

Annual revenue:

🔷 PPO patients: 20 × 50 × $748 = $748,000
🔷 FFS patients: 20 × 50 × $1,650 = $1,650,000

Total: $2,398,000

Difference: $360,800 more per year.

Scenario C: What if you were 30% PPO / 70% FFS?

🔷 12 PPO patients per week
🔷 28 FFS patients per week

Annual revenue:

🔷 PPO patients: 12 × 50 × $748 = $448,800
🔷 FFS patients: 28 × 50 × $1,650 = $2,310,000

Total: $2,758,800

Difference: $721,600 more per year.

Same number of patients. Same number of hours worked. Just higher-value patients.

This is opportunity cost.

Every PPO patient taking up a chair is a lost opportunity for a higher-value FFS patient.

Here's what this means for you:

If you're 70% PPO-dependent, you're leaving $250k-$500k on the table every year.

Not because you're not working hard.

But because you're filling your chairs with low-value patients.

How do you capture this opportunity?

Step 1: Stop accepting new PPO patients

You don't have to drop existing contracts immediately. Just stop accepting NEW PPO patients.

Fill new slots with FFS patients only.

Step 2: Phase out the worst PPO contracts

Rank your PPO contracts by write-off percentage. Drop the worst one first (the 20%+ write-off plans).

Step 3: Replace PPO volume with FFS marketing

Invest in marketing that attracts FFS patients:

👉🏽 Local SEO for high-value procedures
👉🏽 Local Service Ads for implants/cosmetics
👉🏽 Content that positions you as the premium option

Step 4: Raise your fees annually

FFS patients expect premium pricing. Raise your fees 3-5% per year.

PPO contracts can't stop you.

Most practices can shift from 70% PPO to 30% PPO in 18-24 months without losing significant revenue.

And in Year 2-3, revenue explodes.

Every year you stay PPO-dependent is a year you're turning away $250k-$500k in opportunity.

How much longer can you afford to wait?

Tomorrow: The "sunk cost fallacy" keeping you trapped in bad PPO contracts (and how to break free).

#OpportunityCost #DentalProfitability #FeeForService #Practiwrite

The $250k Opportunity Cost of PPO Dependency

Hey dentists, your Google Business Profile is costing you six figures.

And you have no idea it's happening.

Because when someone in your area searches "dentist near me" or "dental implants [your city]," Google shows them 3 practices in the map pack.

And if you're not in those top 3, your practice may as well be invisible.

Invisible practices don't get calls.

Here's the data:

👉🏽 92% of patients find their dentist through online searches
👉🏽 76% of those searches lead to an appointment within 24 hours
👉🏽 The top 3 map pack results get 70% of all clicks
👉🏽 Position #4-10? They split the remaining 30%
👉🏽 Below position #10? You might as well not exist

Here's what this means in dollars for the average dental practice market:

🔷 Monthly searches for "dentist near me": 700+
🔷 Monthly searches for "dental implants [city]": 250+
🔷 Monthly searches for "emergency dentist": 200+
🔷Total relevant searches: 1,150+ per month

If you're ranking in positions 1-3:

✔️ You're getting 30-50 calls per month from Google
✔️ Average conversion rate: 40%
✔️ That's 12-20 new patients per month
✔️ Average lifetime value: $10,000-$15,000 per patient
✔️ Annual value: $1.44M - $3.6M

If you're ranking in positions 4-10:

✔️ You're getting 8-12 calls per month
✔️ That's 3-5 new patients per month
✔️ Annual value: $360k - $900k

The difference between position #2 and position #7?

$1.08M - $2.7M per year.

Nope, that's not a typo.

Your Google Business Profile ranking is literally worth millions.

And most dental practices have NO IDEA their GBP is a disaster.

This week, I'm breaking down the local SEO mistakes that are costing dental practices six figures.

These aren't small mistakes. These are catastrophic errors that are sending patients to your competitors.

If you're a dentist who feels like you're invisible online, this series is for you.

Tomorrow: The #1 GBP mistake that tanks your rankings (and 95% of dental practices are making it right now).

Stay tuned.

#LocalSEO #DentalMarketing #GoogleBusinessProfile #Practiwrite

Over 60% of dental searches happen on mobile.

And most dental websites lose almost half of those visitors.

Here’s why.

Mobile speed.

Average dental website load time on mobile: 5 to 8 seconds

👉🏽 What Google wants: under 3 seconds
👉🏽 What patients tolerate: 2 to 3 seconds

After 3 seconds, 53 percent bounce.

After 5 seconds, 80 percent bounce.

Here’s the math:

🔷 1,000 monthly visitors
🔷 600 on mobile

If your site takes 5 or more seconds to load, you lose about 480 visitors before they see anything.

Those 480 would have produced:
👉🏽 48 calls
👉🏽 19 new patients
👉🏽 $228k in lifetime value

Slow load times erase that revenue every year.

Google sees the bounce rate and pushes your rankings down, so you get hit twice.

But why dental sites are slow? 4 reasons:

❌ Huge, uncompressed images
❌ Old WordPress builds with plugin overload
❌ Desktop-first design that was never truly optimized for mobile
❌ Too many tracking scripts, pixels, and widgets

Here's how to fix your mobile speed:

Step 1: Test it

Run your site through Google PageSpeed Insights.

Under 70 is a problem. Under 50 is a crisis.

Step 2: Optimize your images

✔️ Compress everything under 200KB
✔️ Use WebP
✔️ Lazy-load below-the-fold content

Step 3: Clean up your code

✔️ Remove unused plugins
✔️ Minify CSS and JavaScript
✔️ Enable caching
✔️ Use a CDN

Step 4: Prioritize mobile

✔️ Design for mobile first
✔️ Test on real devices
✔️ Simplify navigation
✔️ Make touch targets large enough

Real example:

One client had a stunning site on desktop with a 2.1-second load time.

Mobile took 7.4 seconds and had a 78 percent bounce rate.

So we 

👉🏽 Compressed images
👉🏽 Removed 12 plugins
👉🏽 Enabled caching
👉🏽 And added lazy loading

New mobile load time: 2.3 seconds.

In 60 days their

✔️ Mobile bounce rate dropped to 34 percent
✔️ Mobile conversions increased 112 percent
✔️ Rankings climbed four spots
✔️ New patient calls increased 38 percent

Here's the real cost of slow mobile speed:

❌ You're losing 40 percent of mobile visitors
❌ 240 lost visitors
❌ 24 lost calls
❌ 9 to 10 lost patients
❌ $1.3M to $1.44M in lifetime value gone

All because the site loads too slowly.

What to do this week:

👉🏽 Run a speed test
👉🏽 Test your site on an actual iPhone and Android
👉🏽 If load time is above 3 seconds, hire a developer to optimize it

Cost: $1,500 to $3,000

ROI: enormous

Tomorrow: The schema markup mistake that’s making you invisible on Google.

#MobileSEO #WebsiteSpeed #LocalSEO #Practiwrite

Your Dental Website Traffic Is Worthless.

You're getting 500 visitors per month to your website.

Guess how many are calling?

12

That's a 2.4% conversion rate.
You know what it should be? 8-12%.

Here's the math (it's pretty brutal):

❌ 500 visitors × 10% conversion = 50 calls per month
❌ 50 calls × 40% appointment rate = 20 new patients
❌ 20 patients × $12,000 lifetime value = $240k

But you're only getting 12 calls. That's 38 lost calls per month.

15 lost patients per month.

$2.16M in lost revenue per year.

All because your website sucks at converting.

The 5 conversion killers destroying your website:

❌ No clear call-to-action
❌ Slow load times on mobile
❌ Generic "about us" copy
❌ Hidden phone number
❌ No social proof above the fold

This week, I'm showing you how to fix each one.

One day. One fix. Seven days total.

By the end, your conversion rate will double, at minimum.

If you're a dentist who's spending money on ads or SEO but not getting calls, this series will change everything.

Tomorrow: Day 1 of the 7-day fix: The CTA mistake costing you 60% of potential calls.

Stay tuned....

#WebsiteConversion #DentalMarketing #Practiwrite

Here's something nobody talks about:

PPO dental patients have significantly lower case acceptance rates than fee-for-service patients.

And it's destroying your profitability.

The data is clear:

👍🏾 Average case acceptance rate for FFS patients: 65-75%
👎🏾 Average case acceptance rate for PPO patients: 35-45%

That's nearly HALF.

Why?

Reason #1: They've been trained to expect "coverage"

PPO patients ask: "Does my insurance cover this?"

Not: "Do I need this?"

They've outsourced the treatment decision to their insurance company.

And when insurance says "not covered" or "only 50% covered," they decline.

Reason #2: They shop on price, not value

PPO patients chose you because you were in-network. Not because of your expertise, your reviews, or your reputation.

When you present a $3,000 crown, they're already Googling "cheap crown near me."

Reason #3: They don't see the value in prevention

Try getting a PPO patient to accept a $1,200 night guard.

"My insurance only covers $300? I'll just deal with the grinding."

Six months later: cracked tooth. $2,500 crown.

But they still won't accept the night guard because "insurance won't cover it."

Real example from one of my clients:

Before transitioning to FFS:

❌ 65% PPO patients
❌ Average case acceptance rate: 38%
❌ Average case value: $1,850

After transitioning to FFS:

✔️ 20% PPO patients (kept the good plans)
✔️ Average case acceptance rate: 68%
✔️ Average case value: $4,200

Same dentist. 
Same treatment plans. 
Different patients.

The opportunity cost is staggering. 

If you're presenting $500k/year in treatment plans and only 40% accept (PPO patients), you're collecting $200k.

If you had FFS patients accepting at 70%, you'd be collecting $350k.

That's $150,000 in lost production just from low case acceptance.

Here's what this means for your practice. Every PPO patient in your chair is:

👉🏽 Less likely to accept treatment
👉🏽 More likely to negotiate fees
👉🏽 More likely to leave for a cheaper option
👉🏽 Less valuable over their lifetime

Tomorrow: The staff burnout crisis that PPO contracts create (and why your best people are leaving).

#CaseAcceptance #PPOContracts #DentalProfitability #Practiwrite

Why PPO Patients Say No

Your best dental team members are thinking about quitting.

And PPO contracts are the reason.

Here's what's happening in your practice right now:

👉🏽 8:30 AM: Front desk calls insurance to verify benefits. Hold time: 18 minutes.
👉🏽 9:45 AM: Insurance denies a pre-auth. Office manager has to appeal. Time spent: 45 minutes.
👉🏽 11:20 AM: Patient calls angry about their EOB. "You said insurance would cover this!" Front desk deals with it: 30 minutes.
👉🏽 1:15 PM: Treatment coordinator presents a $5,000 treatment plan. Patient says, "Let me check with my insurance first." Plan stalls.
👉🏽 3:00 PM: Insurance downcodes a procedure. Office manager has to call, dispute, resubmit. Time spent: 40 minutes.
👉🏽 4:30 PM: Another denial. Another appeal. Another hour gone.

Multiply this by 5 days a week, 50 weeks a year.

Your staff is spending 10-15 hours per week fighting insurance companies.
That's 500-750 hours per year.

At $25/hour loaded cost, that's $12,500-$18,750 in staff time just managing insurance drama.
But the real cost.... burnout.

❌ Your office manager didn't go to school to argue with insurance companies.
❌ Your treatment coordinator didn't sign up to beg insurance companies to approve necessary care.
❌ Your front desk didn't dream of being yelled at by patients about insurance benefits they can't control.

And they're tired.

Real story from one of my clients:

Their office manager of 8 years quit.

Exit interview reason: "I spend 60% of my day fighting insurance companies. I'm done."

They hired a replacement at $55k/year. Trained her for 6 months.

She quit too. Same reason.

Replacement cost + training time: $47,000.

All because of PPO contracts.

Here's what happens when you reduce PPO dependency:

One of my clients dropped their two worst PPO contracts (22% and 19% write-offs).

Within 60 days:

✔️ Office manager's stress level: down
✔️ Front desk phone time with insurance: down 40%
✔️ Staff morale: up significantly
✔️ Staff retention: 100% (nobody quit that year)

The hidden costs of PPO contracts on your team is

⏱️ Time: 500-750 hours/year managing insurance
👎🏾 Burnout cost: High turnover, low morale
⌨️ Training cost: $15k-$25k every time you replace someone
🚩 Opportunity cost: Time spent on insurance = time NOT spent on patient care

PPO contracts don't just cost you money.

They cost you your best people.

Tomorrow: How PPO contracts are tanking your practice valuation (and why buyers are running away from PPO-heavy practices).

#StaffBurnout #DentalTeam #PPOContracts #Practiwrite

Planning to sell your dental practice someday?

PPO dependency just killed 30-40% off your valuation.

Let me explain.

How dental practice valuations work is, most practices sell for a multiple of EBITDA (Earnings Before Interest, Taxes, Depreciation, and Amortization).

Typical multiple: 4-6x EBITDA for healthy practices.

But here's the catch:

Buyers discount PPO-heavy practices significantly.

Why?

Reason #1: Lower profit margins

❌ PPO-heavy practices have margins of 25-35%.
✔️ FFS practices have margins of 45-55%.

Lower margins = lower valuation.

Reason #2: Revenue risk

If 70% of your revenue comes from PPO contracts, a buyer is taking on massive risk.

❓ What if Delta Dental renegotiates and drops reimbursement rates by 10%?
❓ What if Cigna drops you from their network?

Buyers discount for that risk.

Reason #3: Patient retention risk

PPO patients are less loyal.

They chose you because you take their insurance, not because you're good at what you do. 

🔷 If the buyer wants to transition to FFS, 30-40% of patients might leave.

Buyers know this. And they discount accordingly.

Real numbers:

Practice A: 70% PPO-dependent

🚩 Production: $1.5M
🚩 Collections: $1.35M (after write-offs)
🚩 Profit margin: 30%
🚩 EBITDA: $405k
🚩Valuation (4x multiple): $1.62M

Practice B: 30% PPO, 70% FFS

✔️ Production: $1.5M
✔️ Collections: $1.47M (lower write-offs)
✔️ Profit margin: 48%
✔️ EBITDA: $706k
✔️ Valuation (5.5x multiple): $3.88M

Same production. $2.26M difference in sale price.

That's not a typo.

A PPO-heavy practice with the same production sold for $2.26M less than an FFS practice.

When I talk to dental practice brokers, here's what they tell me buyers are looking for:

👉🏽 High profit margins (45%+)
👉🏽 Strong patient retention
👉🏽 Low insurance dependency
👉🏽 Diversified payer mix
👉🏽 High-value procedures (implants, cosmetic, perio)

PPO-heavy practices check NONE of these boxes.

Real example from a practice broker I know:

They had two practices listed in the same city:

Practice 1:

🔷 $1.8M production
🔷 75% PPO
🔷 28% profit margin
🔷 Listed at $1.4M

Sat on the market for 11 months. Sold for $1.1M (the buyer beat them down)

Practice 2:

🔷 $1.6M production
🔷 25% PPO
🔷 52% profit margin
🔷 Listed at $3.2M

Sold in 6 weeks. Full asking price

Lower production. Higher sale price.

Why? Because the second practice was built to last, not built on insurance contracts.

What this means if you're 10-15 years from retirement is, every year you stay PPO-dependent, you're:

❌ Making less profit
❌ Losing practice value
❌ Building a business few want to buy

Start transitioning NOW.

PPO contracts aren't just costing you today.

They're costing you your retirement.

Tomorrow: The pricing trap that keeps you stuck in PPO contracts (and how to escape it).

#PracticeValuation #DentalPracticeTransition #PPOContracts #Practiwrite

PPO Contracts Are Killing Your Practice Value

The lie dentists tell themselves....

"I have to keep my fees low to compete."

No, you don't.

You've just been conditioned to think that way by PPO contracts.

Let me show you how PPO contracts create a pricing prison:

Step 1: You sign a PPO contract

Delta Dental says: "We'll send you patients, but you have to accept our fee schedule."

Crown fee schedule: $850 (Your normal fee: $1,200)

You think: "Okay, I'll make it up in volume."

Step 2: PPO patients become 60-70% of your practice

Slowly, your schedule fills with PPO patients. Non-PPO patients start to feel like the minority.

Step 3: You can't raise your fees

You want to raise your crown fee to $1,350 (to keep up with inflation and costs). But you can't.

Because 70% of your patients are locked into the $850 PPO rate. So you're stuck.

Step 4: Your margins shrink every year

Your costs go up with

🔷 Staff wages: +3-5% per year
🔷 Supplies: +4-6% per year
🔷 Rent: +3% per year
🔷 Lab fees: +5% per year

But your PPO reimbursement? Flat. 

Or worse, it goes DOWN.

Step 5: You start cutting corners

You can't raise prices. You can't afford the same quality materials. So you:

❌ Use cheaper labs
❌ Rush appointments
❌ Push for higher volume
❌ Delay equipment upgrades

And you hate yourself for it.

This is the PPO pricing trap.

And most dentists don't realize they're in it until it's too late.

Sounds a bit brutal, no?

Tomorrow I'll show you how FFS practices can escape the trap.

Stay tuned.

#DentalPricing #FeeForService #PPOContracts #Practiwrite

Yesterday, I talked about how PPO-based dentists are caught in a trap.

PPOs are causing revenue-crushing thinking.

Insurance companies want you to think that their fees are the best you're gonna get.

It's not.

Here's how FFS practices escape the trap:

Strategy #1: Decouple your pricing from insurance

Stop letting insurance companies set your fees.

Your crown costs $1,350 because that's what it costs to deliver excellent care.

If insurance pays $850, fine. The patient covers the $500 difference.

You're not negotiating. You're just stating reality.

Strategy #2: Raise fees annually

FFS practices raise fees 3-5% per year to keep up with costs.

PPO practices can't. So they fall further behind every year.

Over 10 years, that gap becomes massive.

Example:

🔷 Year 1: Crown fee = $1,200
🔷 Year 10 (no increases): Crown fee = $1,200
🔷 Year 10 (3% annual increases): Crown fee = $1,612

That's a $412 difference per crown.

On 200 crowns per year, that's $82,400 in lost revenue.

Strategy #3: Stop apologizing for your fees

PPO practices train their teams to say: "I'm sorry, but your insurance only covers...blah, blah, blah"

FFS practices train their teams to say: "Your investment for this crown is $1,350. Insurance will reimburse you based on your out-of-network benefits, typically 50-70%."

See the difference?

One apologizes. The other educates.

Real example:

One of my clients was stuck at $1,150 for crowns (locked in by PPO contracts).

When they transitioned to FFS, they raised their crown fee to $1,400.

Then $1,500 the next year. Then $1,650 the year after.

Guess how many patients complained?

Four. Out of 1,200 active patients.

That's because the truth about pricing is that patients don't choose dentists based on price.

They choose based on:

✔️ Trust
✔️ Convenience
✔️ Reviews
✔️ Quality

Price is 5th or 6th on the list.

But PPO contracts make you THINK price is #1.

It's not.

PPO contracts don't just control your reimbursement.

They control your entire pricing strategy and trap you in a race to the bottom.

Break free. ⛓️💥

Tomorrow: The opportunity cost that's costing you $250k+ per year (the math will blow your mind).

#DentalPricing #FeeForService #PPOContracts #Practiwrite

"But I've been in-network with Delta for 15 years..."

Stop.

That's the sunk cost fallacy talking.

And it's keeping you broke.

Here's what the sunk cost fallacy sounds like in dentistry:

👎🏾 "I've built my practice on PPO contracts. I can't just drop them now."
👎🏾 "My patients expect me to be in-network."
👎🏾 "I've spent years building relationships with these insurance companies."
👎🏾 "What if I lose half my patients?"

All of these statements are rooted in fear, not facts.

The truth about sunk costs:

The time, money, and effort you've invested in PPO contracts is GONE. You can't get it back.

The only question that matters is:

"Will staying in these PPO contracts make my future better or worse?"

And the answer is: Worse.

Here's why staying in PPO contracts will cost you:

Cost #1: Reimbursement rates will keep dropping

PPO reimbursement rates drop 2-5% every 1-2 years.

Your costs go up. Your reimbursements go down.

Five years from now, you'll be writing off 18-20% instead of 12-15%.

Cost #2: Your practice will be worth less

Every year you stay PPO-dependent, your practice valuation drops.

Buyers don't want PPO-heavy practices. You're building a practice nobody will pay top dollar for.

Cost #3: You'll burn out your team

Your staff is already tired of fighting insurance companies. If you keep this up for another 5-10 years, your best people will leave.

Cost #4: You'll attract the wrong patients

PPO patients are price-shoppers.

The longer you stay in-network, the more your practice becomes known as the "cheap option."

And once you have that reputation, it's HARD to shake.

Here's how how to overcome the sunk cost fallacy:

Step 1: Stop looking backward

The years you spent building PPO relationships don't matter. What matters is the next 10 years.

Step 2: Run the numbers

Calculate the TRUE cost of staying PPO-dependent:

🔷 Write-offs
🔷 Staff time
🔷 Opportunity cost
🔷 Practice valuation impact

Then ask: "Can I afford to keep losing this much?"

Step 3: Make a decision based on your future, not your past

If you were starting your practice today, would you sign up for PPO contracts 

No? Then why are you staying in them?

Step 4: Create a transition plan

You don't have to go cold turkey. Build a 12-18 month plan to reduce PPO dependency from 70% to 30%.

Drop one contract at a time.

Replace PPO patients with FFS patients gradually.

The years you've spent in PPO contracts are sunk costs.

You can't change the past.

But you CAN change the next 10 years.

Stop letting sunk costs dictate your future.

Tomorrow: The complete roadmap to breaking free from PPO dependency (and building a practice that actually makes you money).

#SunkCostFallacy #PPOContracts #DentalPracticeGrowth #Practiwrite

Alright, you're convinced.

PPO dependency is killing your profitability, your team morale, your practice valuation, and your future.

Now what?

You break free of course!

Here's your step-by-step roadmap to breaking free:

Phase 1: Audit & Analysis (Month 1)

Step 1: Run the numbers

Pull reports from your practice management software:

✔️ Total production by payer type
✔️ Write-off percentage by insurance carrier
✔️ Patient count by insurance carrier
✔️ Average patient value by payer type

Identify your worst offenders (highest write-off %, lowest patient value).

Step 2: Calculate the real cost

Add up:

✔️ Direct write-offs
✔️ Staff time managing insurance
✔️ Opportunity cost (FFS patients you're turning away)
✔️ Practice valuation impact

This is your "cost of staying put."

Step 3: Set your target

Most practices should aim for:

👉🏽 30% PPO or less
👉🏽 70% FFS or more

If you're currently 70% PPO, your goal is to flip that in 18-24 months.

Phase 2: Preparation (Months 2-3)

Step 4: Build your FFS patient acquisition system

Before you drop any PPO contracts, you need a system to attract FFS patients.

✔️ Optimize your website for high-value procedures
✔️ Launch Local Service Ads for implants/cosmetics
✔️ Create content that positions you as the premium option
✔️ Build a referral system for existing patients

Step 5: Train your team

Your front desk, hygienists, and treatment coordinators need new scripts:

✔️ How to explain out-of-network benefits
✔️ How to present treatment without relying on insurance
✔️ How to handle "Do you take my insurance?" calls

Role-play until everyone is comfortable.

Step 6: Update your messaging

Rewrite your website, social media, and Google Business Profile to emphasize:

✔️ Expertise over insurance acceptance
✔️ Quality over price
✔️ Relationships over convenience

Tomorrow I'll show you Phase 3 and 4.

Stay tuned.

#PPOTransition #FeeForService #DentalProfitability #PracticeGrowth #Practiwrite

Dentists, yesterday I showed you practical steps to break free from PPO dependency.

I gave you the first two phases. To recap, they were:

Phase 1: Audit & Analysis (Month 1)

🔷 Run the numbers.
🔷 Calculate the real cost.
🔷 Set your target.

Phase 2: Preparation (Months 2-3)

🔷 Build your FFS patient acquisition team.
🔷 Train your team.
🔷 Update your messaging.

Today, let's talk about the final 2 phases of your FFS practice transition.

Phase 3: Execution (Months 4-18)

Step 7: Drop your worst PPO contract

Start with the carrier that has:

👉🏽 Highest write-off percentage (18%+)
👉🏽 Lowest patient value
👉🏽 Most administrative headaches

Give 90 days' notice (per contract requirements).

Step 8: Communicate with affected patients

Send a letter 60 days before the change:

"As of [Date], we'll be going out-of-network with [Plan]. We'll still file claims and help you maximize benefits, but we won't be restricted by their fee schedules."

Offer to answer questions.

Step 9: Monitor and replace

Track:

✔️ How many patients leave
✔️ How quickly you're acquiring FFS patients
✔️ Revenue trends

Most practices lose 10-15% of affected patients, but replace them with higher-value FFS patients in 60-90 days.

Step 10: Repeat every 6 months

Drop the next worst PPO contract. Keep replacing PPO volume with FFS patients.

Within 18-24 months, you'll be at your 30/70 target.

Phase 4: Optimization (Months 18+)

Step 11: Raise your fees annually

Now that you're not locked into PPO fee schedules, raise your fees 3-5% per year.

Step 12: Refine your patient acquisition

Double down on what's working:

❓ Which marketing channels bring the highest-value patients?
❓ Which services are most profitable?
❓ Which referral sources are most reliable?

Step 13: Enjoy the results

💵 Higher profit margins. 
💻 Less staff burnout. 
☺️ Better patients. 
💰 Higher practice valuation.

This is what you've been working toward.

Your action plan for the next 30 days:

🔷 Week 1: Run the audit. Know your numbers.
🔷 Week 2: Identify your worst PPO contract.
🔷 Week 3: Build your FFS patient acquisition plan.
🔷 Week 4: Decide: Am I committed to breaking free?

PPO contracts are designed to benefit insurance companies, not you.

You didn't go to dental school to work for insurance companies.

You went to dental school to help patients and build a thriving practice.

It's time to take control back.

If you're ready to break free from PPO dependency, but need help building your transition plan, let's talk.

DM me "FREEDOM" and I'll show you exactly how to make the transition without losing your shirt.

#PPOTransition #FeeForService #DentalProfitability #PracticeGrowth #Practiwrite

TRIGGER WARNING: This post is full of em dashes.

A Lament to the Em Dash — A Love Letter in Defense of the Most 

Misunderstood Punctuation Mark

I see it happening more and more—

People—smart people, even—attacking the em dash like it owes them money.

You use one em dash in a sentence and suddenly it’s open season in the comments:

“Too casual.”
“Overused.”
“Lazy writing.”

As if writers who use em dashes are somehow beneath the Great Punctuation Council.

Let me remind you: before the minimalist Twitter/X bros and comma-purists got loud, we writers—REAL writers—used em dashes to add rhythm, breathe emotion, create pause, and build tension.

We didn’t abuse them—we mastered them.

Now? The second an em dash appears, people act like a vampire watching a sunrise.

Or worse—a 15th-century villager pointing at punctuation and yelling, “WITCH!”

It's giving backseat grammar snob. 

It's giving literary insecurity.

It's giving "I read one blog post on sentence structure and now I’m Hemingway."

To those who instinctively pounce on every em dash like a dog on a dropped steak—

You're not being clever.
You're not making a point.
You're just broadcasting your insecurity about tone, style, and voice.

Let writers write. Let punctuation breathe.

And please—for the love of nuance—let the em dash live.

Respectfully. (But seriously.)

Happy Thanksgiving!!

#writing #copywriting #punctuation #grammar #writingcommunity #LinkedInWriters

Most dental practices have garbage photos on their Google Business Profile.

And it’s crushing their CTR.

These are the 6 mistakes I see ALL the time:

Mistake #1: Stock photos

Your profile has six photos. All generic.

👉🏽 A dentist in a mask who isn’t your dentist.
👉🏽 A smiling patient who isn’t your patient.
👉🏽 A dental chair that could be anywhere.

Patients spot stock photos immediately. Trust leaves.

Mistake #2: Exterior-only photos

Your GBP shows one image: the outside of your building.

Patients can’t see your waiting room, treatment rooms, equipment, or team. So they click on the competitor with 40 real photos that show everything.

Mistake #3: Outdated photos

Your images are from 2015.

The decor changed, the staff changed, the whole place feels different now.

Patients show up and think, “This isn’t what I saw online.”

Trust goes bye bye.

Mistake #4: No team photos

Patients want real, smiling faces (you're a dental practice for goodness sakes!).

They want to know who they’ll meet, who they’ll talk to, who will treat them. 

Practices with team photos get significantly more profile views.

Mistake #5: No before and after photos

If you do cosmetic work, implants, or Invisalign and you’re not showcasing it, you’re losing money.

These images sell the appointment before the patient ever calls.

Here's the minimum that your GBP should include:

📷 Minimum 30 photos:

• 5-8 exterior shots
• 10-15 interior shots
• 5-8 team photos
• 5-10 before and after photos
• 2-3 candid or behind-the-scenes shots

👍🏾 Ideal: 50+

More photos create more engagement. More engagement leads to better rankings.

Real example:

A client had eight stock photos. We replaced everything with 47 real, professional shots: 

✔️ Team headshots
✔️ Every room
✔️ Before and afters
✔️ Candid moments (no HIPAA violations)

Results they got in 30 days:

• Profile views up 89%
• Website clicks up 56%
• Calls up 41%

The REAL cost of bad photos:

Bad photos tank click-through rate by 30 to 40 percent.

If you get 30 calls per month and lose a third of them because your photos look fake, that’s 10 or 11 calls gone.

Which becomes 4 or 5 patients gone.

At 12k lifetime value each, that’s more than half a million dollars per year.

All because the photos are bad.

What to do this week:

🎥 Hire a photographer.
🧑🤝🧑 Get professional shots of your team and practice.
📷 Upload 30 to 50 new photos.
❌ Delete every stock photo.
🗓️ Add a few fresh photos each month.

The ROI of a single photo shoot pays for itself many times over.

Tomorrow: The review response mistake that’s tanking your rankings.

#GoogleBusinessProfile #DentalPhotography #LocalSEO #Practiwrite

Most dental practices have a review problem.

Not because they have bad reviews.

But because they're approaching reviews completely wrong.
Here's the 5 mistakes I see most often:

Mistake #1: Not enough reviews

🚩 Average dental practice: 30-40 Google reviews.
👍🏾 What Google wants to see: 100+ reviews.

Why?

Because Google uses review volume as a ranking signal.

More reviews = more patient activity = higher rankings = 💵.

Here's the numbers:

👉🏽 Practices with 100+ reviews rank 2-3 positions higher than practices with 30-40 reviews
👉🏽 2-3 positions = 15-20 more calls per month
👉🏽 That's 6-8 more patients per month
👉🏽 That's $864k - $1.15M per year

Your lack of reviews is literally costing you six figures.

Mistake #2: No review response strategy

You have 50 reviews. You've responded to 8 of them.

The other 42? Ignored.

Here's what that tells Google and any potential patients:

❌ "This practice doesn't engage with patients."
❌ "They don't care about feedback."

Practices that respond to 90%+ of reviews rank higher than practices that don't.

Because response rate is a direct ranking factor.

Patients are 3x more likely to choose a practice that responds to reviews

Mistake #3: Generic, copy-paste responses

You respond to reviews. But every response is the same:

"Thanks for the review!" 🥱
"We appreciate your feedback!"🥱

That's it.

No personalization. No keywords. No value.

This is what great review responses look like:

"Thank you so much for trusting us with your dental implant procedure, Sarah! It was a pleasure working with you, and we're thrilled you're happy with the results. If you ever need anything, don't hesitate to reach out."

This is what a 🥱 response looks like:

"Thanks for the review!"

See the difference?

✔️ Uses the patient's name
✔️ Mentions the specific service (keywords for Google)
✔️ Adds value and builds relationship

Mistake #4: Only asking happy patients for reviews

You only ask patients for reviews after a cleaning or simple procedure.

You don't ask after implants, crowns, or cosmetic work.

Why?

Because you're scared they might leave a bad review.

But the thing is, your high-value patients (the ones getting $5k+ procedures) are the exact reviews you NEED.

When someone searches "dental implants [city]," they're not looking for reviews about cleanings.

They want to see reviews from people who got implants.

Tomorrow I'll show you the biggest mistake dental practices make with their reviews. 

PLUS I'll show you how to build a review response plan that will save you 💵. 

Stay tuned!

#GoogleReviews #LocalSEO #DentalMarketing #Practiwrite

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