How to best prepare for a new dental website?

When is the right time to plan your dental website and marketing company? Ideally, at least a few months before you open your doors. That may seem like a long time, but A good website shouldn’t be rushed and you want to give the website time for Google to crawl and index your site.

If your practice is currently open, then there is no better time than now, to give your website the attention it deserves in 2020.

To make the experience as smooth as possible (and not stress about it last minute), you’ll want to think ahead about what you want to see on your dental website, saving you both time and money. We’ve put together some things to start planning so that everyone comes out ahead.


Have the demographic of your customers to keep in mind when planning your content.

Hopefully, by this point, you already have a good idea as to what your demographics look like. You’ve either worked with a dental consultant or a branding or marketing agency who has dug into your area to help you understand the population. Your existing demographics may force your hand a bit, but since you probably won’t be serving every person in your area, spend time thinking about which part of that group you want to serve?

A website for a dental practice serving a high-end cosmetic customer base will look different than a practice who is mainly serving Medicare patients. These practices can both be profitable, but the approach will need to be different.

Think about what else sets you apart from your competition. If your practice is a specialist dentist focusing on cosmetic dentistry or experience in children’s dentistry., that should be displayed as a major selling point. Do you have experience and enjoy working with special-needs patients? Talk that up!

Keep these differentiators and demographics in mind when you move on to your next step, which is planning your content.


Even if you’ve hired a professional copywriter for your website, they won’t be able to know everything about your practice without communication from you. In our experience, copywriting can be a frequent bottleneck for our client projects because the dentist hasn’t spent enough time really thinking this part through.

We recommend writing a few bullet-points for each service you plan on offering. You want to think, again, about what your unique approach is to each service. Consider the following questions:

  • Do you have specific or specialized training in that procedure?
  • Do you use a specific brand or materials that give you an edge over your competition?
  • Why do you offer that service, and who is best served by it?
  • What do you wish every patient knew about that procedure? Can you make your life and their life easier by talking about it before they come into your practice?

If you can have 5-10 bullet points for each service (don’t worry, it gets easier once you have found your pace), your copywriter will love you and your project will take half the time.

Another thing to keep in mind when working with a copywriter on your project: it’s normal to have revisions and edits. This should be a collaboration between you and your marketing company to both be happy with the final content.


While you don’t need a fancy camera, they do help to create consistency in your gallery.

In a perfect world, each service would have 2-3 images (in a smile gallery) to support your written content. Use this as a guide, not a rule, though. You can skip root canals or fluoride treatments, but make sure you have a lot of non-clinical before and after images, especially for your elective procedures. Get the patient’s natural smile, even if you crop it just to focus on their mouth. Stay away from cheek spreaders!


Whichever dental website and marketing company you end up choosing, you should feel supported by the team working on your project with you. Follow their guidance and ask questions or for more clarification if you still aren’t sure what you need to do. We have worked with hundreds of dental startups to create their first website. Our Australian team can walk you through your options and the steps involved to create a website that not only represents your practice, but one that you can be proud to show off. 

Contact us to learn more about how to can help achieve your online goals.