I’ve always believed marketing is about values, storytelling, and clearly communicating benefits through meaningful emotion.
But when I discovered Simon Sinek’s influential book, Start with WHY, it gave me something I’d been missing: a simpler, clearer language to explain the principles I’d intuitively used for years.
Sinek’s WHY–HOW–WHAT framework provided a straightforward way to articulate the deeper purpose (WHY) behind the work my clients do, transparently explain the processes (HOW) they use to fulfill that purpose, and clearly highlight the tangible services (WHAT) they offer.
In this post, you’ll see exactly how this clear, powerful framework helped Dr. Nick Ritzema build a truly purpose-driven dental website.
Start with WHY: Building a Purpose‑Driven Dental Website that Sets You Apart
Picture this:
It’s nearly midnight, and a wellness-conscious mom is doom-scrolling on her phone.
She’s overwhelmed by conflicting advice shouted at her by influencers with questionable qualifications and even more questionable motives.
She feels the heavy responsibility of finding someone she can genuinely trust with her family’s long-term health.
She needs someone who truly “gets it.”
Across town, a forward-thinking dentist, passionate about integrative care, feels invisible. Her deeply held beliefs about whole-body health remain hidden behind a generic website that fails to capture her unique approach.
Both women are seeking clarity, authenticity, and meaningful connection. Yet both feel lost in a sea of generic online noise.
This shared struggle illustrates precisely why clear, authentic communication matters.
Recently, Dr. Nick Ritzema of Complete Health Dentistry in Grand Rapids, Michigan, broke through that noise by transforming his website into a true reflection of his integrative health philosophy.
Nick is an experienced dentist and passionate advocate for holistic care. Everything he does is about connecting oral health to overall wellness and transforming patient lives.
His rebranded website clearly articulates his purpose (WHY), transparently explains his methods (HOW), and vividly showcases the real-world impact of his services (WHAT).
Not familiar with Simon Sinek’s WHY–HOW–WHAT framework? It’s a simple system that helps you clearly communicate your deeper purpose (WHY). It guides you to transparently explain your unique frameworks (HOW). And it highlights tangible services you offer (WHAT).
Most marketing jumps right to the WHAT
Sinek’s book, Start with WHY, is an invaluable resource on applying the strategic approach of not jumping over the WHY and HOW.
If you’re a values-based provider who wants to clearly showcase your expertise and attract patients aligned with your mission, this post is written for you.
Seeing the principles I am going to talk about in this post being in practical application will help your understanding and inspire your own site improvements.
So, before you read any further, take a moment to explore Nick Ritzema’s Complete Health Dentistry website.
WHY: Leading with Purpose to Build Trust and Differentiation
Every great brand story begins with WHY: your purpose, cause, or deeply held belief. In healthcare, your WHY sets you distinctly apart.
Simon Sinek famously said, “People don’t buy what you do. They buy why you do it.” Patients don’t just choose providers based on services alone; they choose providers whose underlying purpose resonates with their own values.
I saw this firsthand with Dr. Nick. When I first met him, I asked one simple question: “Why do you do what you do?” His face immediately lit up.
He spoke passionately about seeing patients whose dental issues impacted their entire health. Gum disease linked to heart conditions. Frequently undiagnosed sleep apnea contributing to chronic health struggles. He knew dentistry could save lives because he saw it happening every day in his practice.
His mission revealed itself quickly during our strategy sessions: to bridge the gap between oral health and overall wellness.
That “WHY” became the cornerstone of his rebrand.
The very first message visitors encounter on his homepage boldly states:
“On a Good Day We Change a Smile & on a Great Day We Change a Life.”
This isn’t your standard dental slogan. It’s a heartfelt promise directly connected to his deeper mission. In just one glance, a visitor (like our late-night mom) immediately recognizes that this dentist is different.
A greater purpose drives everything he does.
Leading with purpose immediately differentiates you in a crowded market, positioning your practice as uniquely trustworthy and relevant to patients who seek deeper care.
Most dental websites simply list services alongside generic promises of “quality care.” Nick’s website highlights his vision of holistic care: “bridging the gap between oral health and overall well-being.”
The site sets him apart in a market saturated with homogenized messaging.
Leading with your WHY isn’t a feelgood marketing ploy. It’s strategically essential.
Clearly communicating your purpose establishes immediate trust, sets you apart distinctly, and attracts exactly the right patients who resonate with your mission.
HOW: Showing How You Deliver (Clarity and Credibility in Action)
Imagine again our wellness-conscious mom, now intrigued by your clearly articulated purpose. Her next thought is practical: “Okay, but how do you actually deliver on this promise?”
Your HOW answers this critical question.
If your WHY is your inspiration then your HOW is your framework. It’s the clear, credible methods and processes that translate your purpose into reality.
A compelling WHY might grab a patient’s attention, but a transparent, credible HOW convinces them you’re the real deal.
When Dr. Nick and I discussed his integrative approach, it quickly became clear to me that clarity was a key value for him. His vision of providing holistic dentistry that transforms overall health needed to be explained in straightforward, jargon-free language.
So we told that story on the “First Visit” page of his site. It reads///
Your first visit at Complete Health Dentistry is like meeting someone who actually listens. Not just to your words but to the bigger story your health is telling. It’s not a quick in-and-out or a one-size-fits-all approach. It’s about digging into what makes you, well, you. Your health history, your habits, your goals. Your first appointment sets the stage for care that actually works for your life.
Unlike the rushed 15-minute consultations common elsewhere, Nick invests a full 90 minutes with each new patient. This allows for comprehensive exams, advanced diagnostics (like salivary microbiome testing and airway assessments), and meaningful conversations with zero assumptions.
By clearly laying out these specifics, Nick accomplished two things:
- Built Clarity: Patients immediately understand exactly what to expect and why it’s beneficial.
- Established Credibility: It clearly demonstrates Nick’s genuine commitment to a holistic approach.
Think about the difference this clarity makes for a wellness-focused mom comparing providers.
Instead of vague, generic promises, she sees a tangible blueprint of care. She thinks, “This dentist has thought this through. They have clear systems in place to deliver on their promises.”
Moreover, clarity addresses common patient concerns upfront.
People often wonder, “Is this holistic approach legit, or will I be pressured into unnecessary tests?” By transparently explaining Nick’s approach, we preempt these doubts. We clearly communicate the science and reasoning behind each method.
On Nick’s website, he clearly illustrates how his practice connects oral health with overall health in relatable terms:
“We look at how your oral health impacts, and is impacted, by your entire body. Gum health affects your immune system. Airway and sleep issues are integral to your dental exam.”
He also showcases specific tools and methods in accessible language. For example, instead of technical terms like “salivary diagnostics for periodontal pathogens,” he says:
“Salivary microbiome testing to get a full picture of your health.”
Visitors come away feeling educated and empowered instead of overwhelmed.
Here’s exactly how you can clearly communicate your HOW, following our best practices:
- Turn Processes into Patient Benefits:
Don’t just state what you do. Clearly explain why it matters. On Nick’s site, instead of simply mentioning the lengthy first visit, he clearly ties it to patient benefits: “No rushing means no guessing. We tailor care specifically to your health needs and life.” - Show Methods in Action:
Clearly illustrate your approach by sharing relatable examples. Nick’s site clearly mentions helping patients “wake up refreshed” by addressing sleep apnea and TMJ issues. Specific examples prove credibility and demonstrate genuine value. - Keep Language Human and Accessible:
Clarity means avoiding jargon. Write as if you’re speaking directly with patients. Clear, conversational language helps visitors feel informed and comfortable.
Communicating your HOW clearly educates prospective patients. They begin to clearly visualize what it’s like to be in your care.
In Nick’s case, site visitors easily imagine their first visit: a warm greeting, a comprehensive evaluation, personalized discussions about their sleep and gum health, and clear, actionable recommendations.
One patient shared this experience:
“After reading his site, I felt like I already knew how the first visit would go. There were no surprises…except it was even better than I hoped!”
That’s the power of clearly communicating your HOW.
Consistency is equally essential. If your WHY promises a whole-health approach but your website still looks and sounds generic, visitors notice that disconnect.
Ensure your methods, philosophy, and values are clearly and consistently communicated across every page. Nick’s site maintains this consistency from homepage to blog posts.
By the time visitors finish exploring, they have zero doubt about Nick’s credibility and approach.
In short, your HOW is where passion meets proof.
Clearly explain how you deliver on your promises with transparency, specificity, and relatable language. Do this, and you’ll educate, build trust, and turn curious website visitors into enthusiastic patients.
WHAT: Making Your Services Resonate with the Right Audience
Now that our wellness-conscious mom clearly understands your purpose and trusts your methods, her next question naturally becomes:
“Does this practice offer the specific care my family needs?”
Your WHAT clearly answers this essential question.
Typically, dental websites lead directly with a dry list of services: Cleanings, Fillings, Crowns, Invisalign, etc. But here’s the problem: every dentist offers these services.
A generic list of offerings inspires no one, least of all a thoughtful, wellness-focused woman searching carefully for someone special.
To make Dr. Nick’s services compelling, he strategically aligned each offering with his clearly articulated WHY and transparent HOW.
Every service description became an opportunity to speak directly to his ideal patient’s deepest needs and values.
Nick’s orthodontics and myofunctional therapy aren’t just about straighter teeth. His site clearly states:
“Straight teeth are just the beginning! By guiding natural growth and encouraging proper jaw function, we help you or your child breathe better, sleep deeper, and smile brighter…all through gentle, holistic care that nurtures wellness for life.”
Notice how many clear, patient-centric benefits are packed into that statement. A parent worried about their child’s sleep issues or a teen’s breathing difficulties immediately sees real, tangible value.
He took the same careful approach to biocompatible dentistry, clearly speaking to the specific concerns of wellness-oriented patients:
“We believe your dental care should work with your body, not against it. From non-toxic fillings to natural oral care, every material we use respects your body’s natural balance…keeping you healthy from your smile to your whole self.”
Words like “non-toxic,” “natural,” and “whole self” aren’t buzzwords. They’re clear signals to a health-savvy audience that we understand and share their concerns.
When you clearly communicate the WHAT in ways that directly address patient values, your website naturally attracts exactly the right audience.
Nick isn’t trying to appeal to everyone. That’s strategic. A clearly purpose-driven site will gently repel those seeking quick, transactional care. That’s intentional.
Nick wants the mom concerned about her child’s sleep problems, ADD/ADHD symptoms or chronic fatigue to recognize immediately: “This dentist speaks my language!”
Here’s exactly how you can make your WHAT resonate deeply, following best practices we used for Dr. Nick:
- Speak to Benefits and Outcomes, Not Just Features:
Spell out the real-world impact. On Nick’s site, periodontal therapy isn’t merely “deep cleaning”. It’s clearly described as “protecting your immune system with specialized care, helping you feel your best from the roots up.” - Use the Language of Your Ideal Audience:
Match your messaging to your audience’s vocabulary. Because Nick’s patients care deeply about holistic, integrative care, he used authentic, natural language they connect with. Aligning your language with patient values builds immediate resonance and trust. - Include Real Stories and Testimonials:
Nothing makes your services clearer and more relatable than hearing directly from patients. Nick’s homepage features a section titled “Transformative Care, Real Stories”, clearly inviting visitors to see testimonials highlighting “better sleep, easier breathing, and a real boost in energy.”
By clearly crafting his WHAT in an intentional, purpose-driven way, Nick now consistently attracts the patients he most wants to help: families and individuals who deeply value integrative, holistic care.
Don’t let your WHAT be a bland list of treatments. Instead, clearly infuse each service description with meaning and connection, aligning them with your WHY and HOW. When you clearly communicate your offerings as purposeful, patient-focused solutions, your website stops being static. Instead, it becomes a persuasive, engaging conversation with your ideal patients—exactly as you intended.
Bringing It All Together: Your Why-Driven Website Is Your Superpower
For wellness-focused patients and their families, a website like Nick’s is a breath of fresh air in a digital world often polluted by white noise and superficial promises. It avoids jargon and empty promises. It’s designed to attract families aligned with his holistic values, builds meaningful relationships, and positions him as a trusted thought leader.
Nick started by clearly defining why his work matters. That deeper purpose shaped an authentic story that is resonating with his ideal patients.
Take a moment and honestly evaluate your homepage against the checklist below.
If you notice any of these common mistakes on your own site, consider clarifying your WHY, simplifying your HOW, and clearly articulating your WHAT…just like Dr. Nick did.
Quick Check: Is Your Homepage Clearly Communicating Your WHY?
| Common Mistakes (Generic Websites) | What Nick Did (Complete Health Dentistry) |
| Generic Slogan or Headline:“Quality dental care.” | Purpose-Driven Statement:“On a Good Day We Change a Smile & on a Great Day We Change a Life.” |
| Vague Messaging:Lists services without deeper meaning or context. | Clear WHY:Explicitly connects oral health to overall wellness, immediately differentiating the practice. |
| No Clear Description of Patient Experience:Visitors left unsure about what happens at appointments. | Transparent HOW:Clearly explains first visits: 90-minute comprehensive assessment, personalized conversations, advanced diagnostics. |
| Features Instead of Benefits:“We offer crowns, fillings, orthodontics.” | Patient-Focused Outcomes:Clearly explains outcomes like “better sleep, deeper breathing, lifelong wellness.” |
| Clinical or Technical Jargon:Confusing or intimidating language. | Human, Accessible Language:“Salivary microbiome testing to get a full picture of your health.” |
| Lack of Emotional Connection:Fails to address patient concerns or values. | Emotional Engagement:Directly speaks to wellness-focused families’ desires for clarity, trust, and deeper care. |
Your website can either be a generic brochure or your most compelling spokesperson.
If you’re thinking, “I have a meaningful story too,” your next steps are clear.
Lead clearly with your WHY.
Deliver transparently with your HOW.
Inspire deeply with your WHAT.
Your story is your superpower.
