Dental patients make quick decisions. They compare a few practices in a few minutes, often on their phone, and the website that answers their questions fastest tends to win the booking.
Here is what a dental practice website needs, in order of importance.
1. A clear way to book
- A booking button visible on every page, on mobile as well as desktop.
- A tappable phone number beside it.
- Clear appointment types, such as check-up and clean, emergency or a child’s first visit.
- A simple form for people who would rather ask a question first.
2. Real photos of the team and the practice
Nervous patients want to see who will treat them and what the surgery looks like. Real photos of your team and rooms build trust far faster than stock images.
3. Treatment pages that explain
Create a page for each main service: check-ups and hygiene, fillings and crowns, children’s dentistry, emergency care, and any cosmetic or restorative treatments you offer. Each page should cover:
- What the treatment involves.
- Who it may suit.
- How long it takes and what to expect.
- Costs, or how costs are worked out, and payment options.
- A clear next step.
4. Honest information about cost
Cost is a major worry. You don’t need a price list for everything, but explain how fees work, which health funds you accept and what payment plans exist. Keep rebate wording accurate and conditional.
5. Location and access details
Address, map, parking, public transport and opening hours, including early, late and weekend sessions. Repeat the details on a location page and make sure they match your Google profile.
6. A first-visit page
A page for new patients that explains what happens at the first appointment, what to bring and how to complete forms. It reduces anxiety and no-shows.
7. Compliant content
Dental advertising falls under the AHPRA rules. In practice:
- Titles such as specialist orthodontist are for registered specialists only.
- Testimonials are banned, and before-and-after images come with conditions.
- Limited-time offers on cosmetic treatments aren’t appropriate.
- Cosmetic pages should be consultation-led and show practitioner registration details.
8. Speed and mobile design
Most visits come from phones. A slow site loses patients before they read a word, so test on a real phone over a mobile connection.
Questions we hear
- Should we list every treatment? List what you actually offer and want more of. A focused site beats a long list of things you rarely do.
- How many pages does a dental site need? Enough to cover your services, team, locations and first visit. Quality matters more than count.
- Do we need a blog? Not necessarily. Helpful articles can help over time, but strong service pages come first.
Common mistakes on dental websites
- Smile galleries where the before and after photos were taken in different conditions, a common source of complaints.
- Stock photos of models instead of the real team and surgery.
- No mention of health funds, payment options or how fees work.
- A booking process that relies on a downloadable form.
- No emergency information, so people in pain can’t tell whether you can see them.
- Opening hours or team details that are out of date.
A simple five-second test
Hand your phone to someone who has never seen the site and ask them to find three things: how to book, where to park and whether you accept their health fund. If they can’t do it in under a minute, patients can’t either.
What to measure
- Bookings made online and by phone.
- How many people start a booking and finish it.
- Which pages visitors read before they book.
- New patient enquiries by source, such as Google, ads and referrals.
Those four numbers show whether the website is doing its job.
If you would like us to review your current site, our dental practice marketing team can start with a free practice growth audit, and our website service builds sites like this.