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With your dental website, you may hear some rules about how web marketing should be. Sometimes these rules match your common sense and other times, you feel like you have a better plan.

My view on this is there are best practices, but there are no sacred cows. This means that there are marketing procedures that are proven to work, but everything is open for a testing challenge. One famous best practice is having dark text on a light background. However, if you're marketing an energy drink or nightclub, then white text on a black background can have a stylish effect.

Your dental website should stick closely to the recommended best practices of your customer support coach. If you want to test things, it's fine, but it's essential to be consciously aware that you're violating a best practice as an experiment, instead of just assuming that your intuition supersedes what has worked in the past. Always be ready to go back to the beaten path if your idea doesn't work.