I’ve been working as a dental copywriter and content writer since 2010 and much of the work I do now isn’t the same as the work I carried out back in the day.
Why?
Because needs change.
You see, back in the day, I was writing a lot of shorter how-to style blog posts – “How To Brush Teeth Effectively “How To Floss Like A Boss” that type of thing, and this made up the bulk of my work. Fast forward to 2025 and I’m now writing more evidence-based content, e.g., longer explainer articles/blogs 1200 words +, clinical study evaluations, etc.
If you’re trying to break into the world of dental content writing today, the smartest move you can make is to understand what clients are actively investing in. And this is what I’m going to show you today.
If you can position yourself as a dental content writer for the type of content that’s in demand right now, you’re already head and shoulders above many content writers who haven’t/won’t evolve.
In this post, we’ll walk through the top five types of dental content clients are hiring writers for right now—and why this content is so essential to their marketing, patient education, and practice growth. So, let’s get started…
1.Blog Posts That Educate and Attract Patients
Why They’re Popular:
Blog posts are the backbone of many dental websites, and for good reason. They help practices:
- Improve search engine visibility
- Establish credibility and trust with potential patients
- Provide helpful content that reduces appointment anxiety
Most dental clients don’t have the bandwidth to write consistent content. That’s where you, the freelance writer, comes in.
How Clients Use Them:
Because there is a lot of competition, the best blog posts are arguably ones that go deep into one laser-focused topic, hence why they’re often longer. They will then be optimised for SEO, used in email newsletters, and linked across social media to help drive engagement and organic traffic.
Writer’s Edge:
Writers who understand tone, structure, research and basic SEO principles, remain in demand. If you can take complex dental topics and explain them in clear, calm, patient-friendly language, you’re golden.
2. Service Pages That Convert Visitors into Bookings
Why They’re Popular:
Dental service pages are high-stakes content. These are the pages that describe treatments like dental implants, Invisalign, or root canals, and they’re often the first content new visitors see after clicking on a Google search result.
A bland, overly clinical page won’t convince patients to book. Clients are looking for writers who can explain procedures clearly, answer common patient concerns, and position the practice as trustworthy.
Typical Services Covered:
- General dentistry (cleanings, checkups)
- Cosmetic procedures (veneers, whitening)
- Restorative treatments (implants, crowns)
- Pediatric or orthodontic care
How Clients Use Them:
These pages are essential pillars of the practice’s website. Well-optimised service pages help improve search rankings while driving new patient inquiries.
Writer’s Edge:
The best service pages are those that combine a mixture of clarity, empathy, gentle persuasion and geo-targeted SEO techniques. You’re not just listing features, you’re helping (persuading) patients to feel confident enough to book.
3. Explainer Articles That Simplify Complex Procedures
Why They’re Popular:
Explainer content goes beyond blog posts. These are in-depth, educational articles designed to walk patients through more complicated dental treatments or concepts in a digestible, friendly way.
Dental clients pay for these because they reduce confusion, increase patient trust, and improve treatment acceptance. They’re especially valuable for high-ticket services like full mouth restorations, implants, or gum surgery.
Common Topics:
- “How All-on-4 Implants Compare to Traditional Dentures”
- “The Science Behind Laser Dentistry”
- “Understanding Bone Grafting: What Patients Need To Know”
How Clients Use Them:
These articles are often linked from service pages, printed as handouts, or used as educational blog content. They’re also shared in consultations and follow-up emails.
Writer’s Edge:
Clients want depth without jargon. If you can break down technical dental language into smooth, easy reading, you’re adding real value.
4. White Papers That Impress
Why They’re Popular:
White papers are formal, persuasive documents often used to position a dental practice or product as a leader in its field. These are common in B2B dental marketing (e.g. dental tech companies or labs) or high-end private practices looking to impress referring professionals, potential investors, or media outlets.
They require more technical writing skills and a clear structure, and as a result, clients can expect to pay premium rates for them.
Typical White Paper Uses:
- Introducing a new implant technology
- Explaining a unique patient care model
- Sharing research-backed insights into dental trends
How Clients Use Them:
White papers are published as downloadable PDFs, shared with dental networks, or printed for conferences and events. They help build professional credibility and brand authority.
Writer’s Edge:
These require a tone that’s professional but accessible. If you can blend research, narrative, and persuasive structure, you can earn significantly more than for standard blog work.
5. Clinical Comparisons and Evidence-Based Content
Why They’re Popular:
As more patients and professionals seek evidence-backed information, clients are investing in writers who can produce research-based content—especially when comparing treatment options or explaining clinical studies.
These articles are especially common for:
- Specialist dental practices (e.g. periodontists, endodontists)
- Companies in dental tech, products, or software
- Private clinics offering multiple treatment paths
Sample Topics:
- “Dental Implants vs. Bridges: What the Latest Research Tells Us”
- “Fluoride-Free Toothpastes: Are They Really Effective?”
- “The Clinical Outcomes of LANAP vs. Traditional Gum Surgery”
How Clients Use Them:
This type of content is typically used for long-form blogs, website resource libraries, referral documentation, or even Continuing Education (CE) content.
Writer’s Edge:
You’ll need to be comfortable sourcing and interpreting clinical research (PubMed is your friend). This style of content is more academic, but you still need to write in a way that’s engaging for educated readers, often dentists themselves. This takes skill but like white papers, once you’ve mastered them, this type of dental content work can command top dollar.
Final Thoughts: Elevate Your Skills, Attract Better Clients
If you’re serious about becoming a go-to dental content writer, focus on mastering the types of writing clients already budget for. These include:
- Clear, informative blog posts
- Persuasive, patient-friendly service pages
- Educational, in-depth explainer articles
- Credibility-building white papers
- Research-informed clinical comparisons
These aren’t just content types—they’re strategic assets that help dental practices and companies grow while standing out in a competitive market.
Want Help Breaking In?
If you’re ready to create standout writing samples, pitch clients with confidence, and position yourself as a solid dental writer, subscribe to my digital product designed to give aspiring writers everything they need to land their first paid gig. Visit the Dental Writers Club website and download it for free.
If you’re already writing in the dental niche and want to level up and attract higher-paying clients, keep an eye out for my upcoming downloadable mini-course, Dental Writing Mastery. It’s designed to help you stand out, charge more, and land better clients in the dental industry.
Despite the doom and gloom around freelance writing, skilled dental content writers remain well-positioned to thrive.
Here’s to your success!
Dale