All dentists want their website to reflect the unique personality and values of their practice. From custom designs to tailored messaging, the goal is to stand out in a crowded market. But while individuality is important, remember that your website is more than just a visual representation of your brand—it’s a vehicle designed to drive new-patient appointments.
No matter how perfectly crafted or esthetically pleasing your website may be, it falls short if it doesn’t deliver results. A site that meets every one of your precise standards but fails to lead to a phone call is ineffective. Your website should function as a tool to attract and engage potential patients, encouraging them to take the next step: book an appointment.
A dental website must strike the right balance between showcasing your practice’s unique identity and meeting the practical needs of patients. It’s not about flashy features or endless customization; it’s about creating an experience that builds trust, answers questions, and simplifies the process of choosing your practice. Here are the top five features that turn a dental website into a true driver of growth.
1. Video testimonials: The ultimate trust builder
Video testimonials are incredibly effective because they build trust in a way written reviews often can’t. When people read written reviews, they might wonder if they’re fake or overly edited. But with video testimonials, those doubts fade. It’s clear that real people are sharing their experiences, and no one is likely to think you hired actors to say nice things about your practice.
What makes video testimonials even more powerful is that they show emotion. Seeing a patient genuinely happy with their new smile creates a connection with website visitors. Hearing someone’s excitement and gratitude helps potential patients imagine how great they could feel after visiting your practice. This emotional connection builds trust and confidence that your practice can deliver real results.
Surprisingly, very few dental practices use video testimonials. Adding them to your website is a simple and effective way to stand out. While most practices rely on written reviews, your videos will grab attention and feel personal, making a strong impression on people.
How to get patient testimonial videos
The simplest way to get patient testimonial videos is to ask directly. At the end of someone’s appointment, have your staff ask the patient about their experience. If they respond positively, invite them to share their thoughts in a quick video. Not everyone will be comfortable, and that’s OK; ask those who decline to leave a Google review instead.
For every 10 patients you ask, two to three may agree to do a video. Even five to 10 video testimonials are enough to set your practice apart. Reassure hesitant patients by showing them examples of other testimonials or offering to send their video to them to approve before posting.
Use your phone to record the video in a quiet, well-lit area of your office. Ask questions such as, “How was your experience today?” or “What made you decide to get this treatment?” Authentic, unpolished videos work best, so keep it natural. If needed, you can trim the video with basic editing tools or hire a freelancer for a quick cleanup.
2. Educational videos: Sharing knowledge builds trust
Educational videos are a fantastic way for patients to virtually meet the dentist and help them feel more familiar with your practice before they set foot in your office. These videos allow you to introduce yourself, explain procedures in a friendly and approachable manner, and show patients that you truly care about their dental health.
They also provide patients a chance to learn about different dental procedures in an easy and understandable way. Instead of simply listing services, use videos to break down complex treatments, such as dental implants or root canals, to answer common questions and ease concerns. This builds trust and sets your practice apart by showing expertise and a commitment to patient education.
How to create educational videos
These videos are quick and easy to make and often require only a smartphone. Like patient testimonial videos, the goal isn’t high production value but genuine and authentic content. Think about the questions you and your staff answer daily. These can be turned into informative videos.
You can also use tools like AnswerThePublic to get ideas about what questions patients might have about certain dental procedures. For example, search “Invisalign,” or “dental implants” and you’ll see a list of commonly asked questions.
3. FAQ section: Be the go-to source for dental info
People today do research online before making decisions, especially when it comes to choosing a dentist. Many patients visit multiple dental websites to compare options and find answers about procedures, pricing, and what to expect. A website that provides clear and helpful answers builds the most trust with potential patients.
By addressing common concerns directly on your site through a well-organized FAQ section, you make it easy for visitors to get the information they need and position your practice as a trustworthy and reliable resource. This can make a significant difference in converting curious browsers into loyal patients.
Additionally, a FAQ section can enhance your website’s performance on search engines. Google and other search engines value content that provides clear, direct answers to user queries. By including detailed FAQs, your site becomes more likely to appear in search results when someone looks up a question related to your services. This increases traffic to your website and brings in visitors who are actively seeking the care your practice provides (figure 1).
4. Team photos: Showcasing the real you
Dentistry is deeply personal, and patients want to feel a connection with the people who will be taking care of their smiles. Including a “Meet the Team” section on your website with professional yet friendly photos helps humanize your practice. When patients can see the faces behind the care, it makes your practice feel more approachable and trustworthy.
Showcasing your team is a great way to build confidence in your services. A welcoming team photo lets potential patients know they’ll be cared for by real people who are committed to their health. Pair these photos with short bios highlighting each team member’s role, experience, and personal interests. This introduces your staff and gives your practice a relatable and inviting personality.
By adding this personal touch, you make it easy for patients to imagine themselves as part of your care journey. This simple feature can help ease any hesitation and encourage more visitors to book an appointment with your practice.
5. Dynamic appointment forms
Convenience is key in today’s digital world. An online booking system can significantly improve the patient experience by making it easy for them to schedule appointments at any time. Traditional appointment forms, which collect basic information, are often ignored by patients or end up being filled with spam. Many patients don’t take these forms seriously, and the leads generated are often low quality, which wastes time for both your team and your practice.
In contrast, dynamic forms are smart and interactive and adapt based on a patient’s responses. Instead of asking the same generic questions, these forms adjust to gather relevant details. For example, if a patient selects “emergency care,” the form might ask them to describe their issue. If it’s pain, it may follow with, “Where is the pain located?” This personalized approach makes the experience engaging and ensures your team gets the specific information they need to provide better care (figure 2).
Additionally, these forms appeal to modern patients who may prefer to avoid phone calls. Young people in particular often find it more comfortable to fill out a form rather than engage in a lengthy phone conversation. By offering this convenient option, your practice signals that it’s patient-focused and tech-savvy.
Online booking systems, especially those with dynamic forms, enhance the patient experience and improve lead quality. Patients who take the time to fill out a detailed form are often more serious about their appointment, which reduces no-shows and makes better use of your schedule. This feature is a win-win for your practice and patients, streamlining communication while ensuring every patient feels cared for from the very first interaction.
Final thoughts
A dental website is one cog in the large mechanism of attracting and booking patients. For the whole system to work, every part needs to function properly. While the website plays a vital role in creating a strong first impression, it must work seamlessly with other aspects of your practice, such as the phone conversation when a patient calls, their experience during the visit, and how satisfied they are with the results. Each piece is interconnected, and if one piece falters, the entire patient journey can be affected.
By building a website that works as a key part of this system—engaging visitors, answering their questions, and making it easy to book an appointment—you create a foundation for success. Combined with excellent communication, top-notch in-office care, and great results, your website can help turn curious visitors into loyal, happy patients.
