Dental Copywriting

Clinical infection control specialists CleanCert Holdings know the benefits of sharp, concise dental copywriting.

This dental services example resulted in a 68% increase in search visibility.

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The project

CleanCert Holdings supply the UK dental market with an innovative range of clinical infection control products.

In a market dominated by hypochlorite (bleach) and QAC product sales, CleanCert has to fight hard to stand out.

Establishing CleanCert’s points-of-difference is straightforward. The products are proven more effective in tests. And unlike hypochlorite and QAC’s, CleanCert’s biocompatible range is safe.

CleanCert’s biggest strength is that scientific tests give credibility to everything they do.

But old habits die hard. The dental profession is comfortable mainly sticking to what they know, especially as many products achieve the same outcome.

So relentlessly throwing science at dentists isn’t enough to make them switch suppliers.

However, the coronavirus pandemic changed the game.

Dental practices spent much of 2020 closed, and now, stringent new safety rules mean fewer patients get treated in a day.

For this project, I focused on the outcome process and why it matters rather than the product-use outcome.

The ‘why it matters’ narrative flows seamlessly throughout website content, blog articles, email communication and brochures.

And the message is supported by science rather than science being the dominant factor in communications.


Dental Copywriting Services



Visibility in Google search


Email click-throughs


Google positions

24page 1 keyword positions

We are a small SME with big ambitions. Working with the best consultants and subcontractors is vital to help us grow. Phil brought experience, professionalism and a strong track record of success to our business. Highly recommended.

Simon DaviesManaging Director, CleanCert Holdings

Polite portfolio disclaimer

I deliver error-free content written with clarity, direction and purpose.

It’s rare, but sometimes clients amend or extend my work down the line.

If you check a site out and spot typos or grammar, etymology or syntax errors, then rest assured, they didn’t exist when I delivered the work.

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