Marketing Insights

Optimizing Your Dental Website for Conversions


Your dental website should provide more than just basic information about your office; it should be designed with the goal of converting site visitors into patients. 

dental website

Turning leads into patients may seem like a daunting task, but adding a few helpful elements to your site, such as an easy navigation, quality content and images, relevant landing pages for your paid ad topics, an online scheduling option, and a strong call to action (CTA) increases your credibility and encourages patients to book an appointment.  

Easy navigation 

Your site’s navigation menu should make it easy for prospective patients to find their way around your website. It should be simple and straightforward, and like a map, direct visitors to the specific content they are searching for instead of getting lost in a sea of complex subpages and menus that vary throughout the site.

Provide quality content and images 

Your website is one of the first impressions your patients will have of your practice, so it’s important to put your best “face” forward. Providing quality, informative, and interesting content as well as eye-catching, professional images contributes to your credibility and increases the likelihood of visitors converting to patients.   


They say “content is king” for a reason. If your site copy is lackluster or difficult to read, site visitors will probably abandon the page.  

When creating content for your site, think about your target audience. What would they be interested in reading about? What can you tell them about your experience and services that will lead them to convert? 

The content on your pages should convey a clear message about your expertise, what makes your practice stand out from competitors so you are seen as an authority. Explain services and procedures in a manner that is easy for site visitors to understand and offer a benefit to encourage conversions. To further boost your credibility, include a blog platform on your site and post content regularly. 

Also, be sure to include a page dedicated to patient testimonials. Positive patient reviews are among the highest conversion drivers. In fact, many patients will decide on a dentist solely because of what others have said about them online. According to statistics, “90% of consumers read online reviews before visiting a business and 88% of consumers trust online reviews as much as personal recommendations.”


Many websites feature generic stock images, which don’t tell a story about the actual practice nor allow visitors to see who you really are. Instead, post real images of yourself, your staff, and real patients (with their permission, of course). Associating real people with your practice boosts credibility and promotes a connection with prospective patients before they even set foot in your office. 

Have a relevant landing page for each paid ad topic

Just as the content on your site should be relevant to your audience, your website should feature landing pages that are relevant to your paid ads. When a lead clicks on an ad, they expect to learn more information about the particular product or service that was being promoted. If they suddenly find themselves on a page that has nothing to do with what was being advertised, they are very likely to leave the page and lose trust in the business. 

In a perfect world, there would be a unique, dedicated landing page for every single paid ad group in your campaign. However, as long as the page the ad links to is relevant to the ad topic, it’s fine to use the same landing page for multiple ads.  

Provide an online scheduling option

Whether via a desktop computer, laptop, tablet, or smartphone, most people these days spend a significant amount of time on the Internet and expect to handle a good portion (if not most) of their daily tasks online whenever and wherever they like. It’s no wonder, then, that most patients prefer to schedule their dental appointments on the web. After all, online scheduling is quick, convenient, and hassle-free. 

Offering online scheduling is vital to the conversion process and a “must-have” for dental practices. According to a recent PatientPop survey, 42% of participants said they would prefer to schedule their healthcare appointments online vs. by phone, yet only 17% of participants said their healthcare providers offer the option. 

Providing the option for online scheduling on your dental practice website ensures you don’t miss out on after-hour leads since online scheduling lets patients book an appointment round the clock. The same survey found that 34.3% of online appointments were scheduled after-hours.

Additionally, online scheduling frees up time for your front desk staff and (bonus) helps fill empty slots on your calendar — especially when it comes to same-day appointments.

Use call-to-action buttons to drive conversions

A call-to-action (CTA) is a marketing strategy that encourages conversions. It can appear as an anchor link within your page copy or as a clickable button. The most effective calls-to-action (CTAs) are those that speak to your particular audience. They should offer a benefit and stress urgency, while at the same time, not come across as “salesy”. Ensure your site has a CTA on every page that is clearly defined, enticing to users, and well-positioned on the page so that it is easily viewable, as, according to a Business Matters article, approximately 90% of CTAs are read by website visitors.

Still have questions? 

Optimizing your website for conversions can take time, especially if you are unsure of your target audience or how to properly structure your site’s navigation. Luckily, experts can assist. Our dental marketing experts can help you maximize your website’s conversion potential, boosting your online visibility and driving more patients to your chair. To learn more about our dental practice website services, contact us.

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