Writing Guidelines — Helios Dental Platform¶
Tone of Voice¶
Professional, reassuring, accessible. We write for patients, not dentists.
- Warm but not casual — "Nous vous accompagnons" not "On s'occupe de tout !"
- Clear but not simplistic — Use correct terminology, then explain it. "La parodontologie — le traitement des maladies des gencives"
- Confident but not promotional — State facts and expertise. Never superlatives ("le meilleur"), never guarantees ("résultats garantis")
- Patient-centered — Frame from the patient's perspective. "Retrouvez un sourire naturel" not "Nous posons des facettes en céramique"
Compliance — Ordre des Chirurgiens-Dentistes¶
These are legal requirements, not style preferences:
- No advertising language — No "promotion", "offre", "prix imbattable", "meilleur rapport qualité-prix"
- No guaranteed results — Never imply a treatment always works. Use "dans la majorité des cas", "selon votre situation"
- No comparative claims — No "mieux que", "contrairement à d'autres cabinets"
- No patient names — Testimonials and case studies are anonymized. "Un patient" or initials only
- Before/after disclaimers — Always include: "Les résultats peuvent varier selon chaque patient"
- Tarifs — Show consultation fees only, not procedure-specific pricing. Include "Devis personnalisé sur demande"
- Diplomas and titles — Use exact official titles. "Docteur en chirurgie dentaire" not "chirurgien-dentiste spécialiste"
Structure by Page Type¶
Homepage¶
| Section | Block type | Length | Notes |
|---|---|---|---|
| Hero | hero |
H1 (8-12 words) + tagline (15-20 words) | H1: "[Votre cabinet dentaire à] {Ville}" or practice-specific. Tagline: what makes this practice unique |
| Votre Besoin | cards_grid |
5 cards, title + 1-line excerpt each | Patient-centric language. "Embellir mon sourire" not "Esthétique dentaire" |
| Team preview | team_grid |
Auto-generated | No content needed — pulls from Aletheia |
| Services | cards_grid |
3-4 cards, title + 2-line excerpt | Category-level. Brief, action-oriented |
| Trust | stats |
3-5 stats | Real numbers only. Years of experience, patients treated, implants placed |
| Testimonials | testimonials |
Auto-generated | Reference block — pulls from Aletheia |
| Map + info | map |
Auto-generated | Reference block |
| CTA | cta |
Heading (6-10 words) + body (1-2 sentences) | "Prenez rendez-vous" + reassuring subtext |
Service Hub (L1) — e.g. /implant-dentaire-{ville}/¶
| Section | Block type | Length | Notes |
|---|---|---|---|
| Hero | hero |
H1 + intro (2-3 sentences, ~50 words) | H1: "{Service} à {Ville}" |
| Sub-services | cards_grid |
3-6 cards | Links to L2 detail pages |
| Trust section | text_media or stats |
100-150 words or 3-4 stats | "Pourquoi nous choisir" — expertise, equipment, experience |
| Case studies | before_after |
Auto-generated | Reference block, filtered by service category |
| FAQ | faq |
3-5 questions, 50-80 words per answer | Most common patient questions for this category |
| CTA | cta |
Standard |
Total original text: ~300-400 words
Service Detail (L2) — e.g. /implant-dentaire-{ville}/all-on-4/¶
| Section | Block type | Length | Notes |
|---|---|---|---|
| Hero | hero |
H1 + image | H1: "{Treatment} à {Ville}" |
| Content | text + text_media |
400-600 words | See structure below |
| Case studies | before_after |
Auto-generated | Filtered by specific treatment |
| Related services | related_services |
2-3 links | "Voir aussi" — manually selected |
| FAQ | faq |
2-4 questions, specific to treatment | |
| CTA | cta |
Standard |
Service detail text structure (400-600 words): 1. What — What is this treatment? Patient-friendly explanation (80-100 words) 2. Why — When is it recommended? What problem does it solve? (80-100 words) 3. How — How does the procedure work? Step-by-step overview (100-150 words) 4. At our practice — What makes our approach specific? Equipment, expertise (80-100 words) 5. Recovery — What to expect after? Duration, care instructions (60-80 words)
Practitioner Page¶
Auto-generated from Aletheia data. Content to prepare in Aletheia:
- Bio (description field): 150-250 words. Third person. Parcours, philosophy, areas of focus. Not a CV.
- Skills: Selected from Aletheia skill taxonomy (no free text)
- Training: Entered as structured data in Aletheia (institution, diploma, year)
"Votre Besoin" Pages¶
| Section | Block type | Length | Notes |
|---|---|---|---|
| Hero | hero or text |
H1 + 80-120 words | Patient-friendly explanation of the need. Empathetic tone: "Vous souhaitez retrouver..." |
| Solutions | cards_grid |
2-4 cards | Links to service detail pages. Each card: treatment name + 1 sentence on how it addresses this need |
| Case studies | before_after |
Auto-generated | Filtered by relevant treatments |
| CTA | cta |
Standard | "Consulter un spécialiste" |
Cabinet Pages¶
- Notre philosophie: 300-400 words. Practice values, approach, team culture. Authentic, not generic.
- Nos technologies:
cards_gridof equipment. Per card: name, 1-2 sentence patient benefit (not manufacturer specs). Photo of actual equipment in the practice. - Charte qualité: 200-300 words. Hygiene protocols, sterilization, certifications.
- Tarifs: Consultation fees table. "Devis personnalisé" for treatments. Convention sector. CMU mention if applicable.
- Accès & informations: Auto-generated from Aletheia (map, hours, parking, transit). Add 2-3 sentences of local context if useful ("À 5 minutes de la gare d'Aubagne").
Blog Posts¶
- Length: 600-1000 words
- Structure: Intro (hook + what you'll learn) → 3-5 sections with H2s → Conclusion with CTA
- Topics: Patient education (not marketing). "Que faire en cas d'urgence dentaire ?", "Comment se déroule la pose d'un implant ?"
- Tone: Slightly more conversational than service pages. Still professional.
- Images: 1-2 per post. Relevant, not decorative stock photos.
ContentBlock Writing Tips¶
hero blocks¶
- H1 must be unique per page — no duplicate H1s across the site
- Tagline: one benefit or one emotion. Not a summary of the page.
- CTA text: action verb + outcome. "Prendre rendez-vous" (not "Cliquez ici")
text blocks¶
- Use Markdown. Short paragraphs (3-4 sentences max).
- Use H2/H3 for structure. Never H1 (reserved for hero).
- Bold sparingly — key terms only, not entire sentences.
- Lists for steps, options, or criteria. Not for padding.
faq blocks¶
- Question: exactly as a patient would ask it. "Combien coûte un implant dentaire ?" not "Tarification des implants"
- Answer: direct answer first, then nuance. 50-80 words. No filler.
- 3-5 questions per block. More is overwhelming.
stats blocks¶
- Real numbers only. No invented metrics.
- Round numbers are fine: "Plus de 2000 implants posés" not "2,147 implants"
- Good: years of experience, team size, implants placed, patient satisfaction rate (if surveyed)
- Bad: "100% de satisfaction" (unprovable), "N°1 à {Ville}" (comparative claim)
cta blocks¶
- Heading: 6-10 words. Question or invitation, not command.
- Body: 1-2 reassuring sentences. Address hesitation: "Premier rendez-vous sans engagement"
- Primary button: "Prendre rendez-vous" (standard)
- Secondary button: phone number or "Nous contacter"
testimonials blocks¶
- Anonymized: first name + initial only ("Marie L.") or "Un patient"
- Include treatment type for cross-linking value
- No star ratings implying guaranteed outcomes
Language and Formatting¶
- Vous (never tu) — formal address throughout
- French typography — Use proper punctuation: espaces insécables before : ; ? !, guillemets « » for quotes
- Numbers — Spell out one through ten, digits for 11+. Phone numbers: 04 XX XX XX XX format
- Abbreviations — Dr (not Dr.), RDV only in buttons/CTAs (spell out "rendez-vous" in body text)
- Acronyms — Spell out on first use: "Cone Beam (CBCT)" then "CBCT" thereafter