When someone looks for a dentist, they aren’t looking for the cheapest one. They are looking for one they won’t be afraid of.
That feeling is built before the first phone call — on the website.
A face and a name
The most important page is the one about the doctor. A real photo, name, specialisation, where they studied, how many years they have practised.
A practice with no face on its website looks like a practice that is hiding something. A stock photo of a smiling person in a white coat is even worse — people recognise them.
Services in language people understand
“Endodontic treatment” is correct, but patients search for “root canal”. Use both — the technical term for accuracy, the everyday one so people can find you.
For each service, briefly: what it is, when it is needed, whether it hurts, how long it takes. The last two are the questions everyone has, and hardly anyone answers them.
Prices — yes or no
In medicine the price depends on the case, so an exact figure often isn’t possible. But a range is.
“A filling from 1,500 to 3,000 denars (about €25–50), depending on the size” is more honest than silence, and it filters out the people who wouldn’t have come anyway.
Booking appointments
The phone matters, but many people don’t like calling — especially younger people, and especially when it comes to the dentist.
A booking form with name, phone and what they need works in the evening and on Sundays too. Reply within one working day and that is enough.
What must not be there
Photos of procedures. Before-and-after photos can be convincing for some, but many people find them off-putting. If you include them — put them behind a “show” button, never on the home page.
Promises. “Guaranteed painless” is a claim you can’t keep for every patient.
Privacy — not a formality
If you collect data through a form, that is health data. You need a privacy policy, consent in the form, and an SSL certificate — mandatory.
A form without SSL that asks about someone’s health is a legal problem, and Google marks it as not secure.
Reviews
In medicine, reviews are worth more than anywhere else. Ask satisfied patients to write one on Google — politely, once, without pressure.
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