What Makes a Great Dental Practice Website? 🦷

10 Essentials for More Bookings

Let’s face it — your dental clinic website isn’t just a digital brochure anymore. It’s your online front door. And in today’s world, it’s where most patients will get their first impression of you and your services.

The question is - is your site helping you grow — or is it turning people away?

We work with dentists and healthcare professionals who want more than just a “pretty” website. They want results.

If you're looking to improve your online presence and get more bookings, here are 10 things your dental website and digital marketing strategy need to include, written by the experts at Burne & Royce.

1. Put Patient Experience First

Most people visiting a dentist’s website are either in a rush, a bit nervous, or both. Your site should be calming, easy to navigate, and super clear about what to do next.

Think simple layouts, clear service pages, and zero fluff. Help users get where they need to go — without making them hunt around for answers.

2. Clear, Purpose-Driven Navigation

You wouldn’t expect a patient to walk into your clinic and figure things out alone. Your website should work the same way.

Organise your menu with clear categories like:

• Treatments

• New Patients

• Pricing

• Locations

• Book Now

  
  

If you have multiple practices, break it down by location — this also helps with local SEO.

3. Branding That Feels Human

Patients don’t want to see corporate stock photos of dentists in lab coats. They want to know who you are.

Use a consistent colour palette that feels clean and calming (blues or soft neutrals work well) and ensure you make space for real photos of your team and clinic.

Add a friendly “Meet the Team” page — it’s these kinds of small details that builds massive trust with potential new clients.

4. Use Call-to-Actions That Get Clicks

Every page should have a clear next step. That might be:

• “Book a Free Consultation”

• “See Our Prices”

• “Call the Practice”

  
  

Avoid vague calls-to-action like “Learn More.” Instead, write buttons like you’re guiding a real person: clear, friendly, and action focused.

Also, make sure those buttons stand out — your main button colour should pop against your background (no grey-on-grey!).

5. Booking Should Be Seamless

If patients can’t book online easily, you’re leaving money on the table.

Use a scheduling system that lets visitors:

• Choose their treatment

• Pick their location

• View real-time availability

• Book without calling

  
  

6. Offer Multiple Payment Options

With private treatments on the rise, more patients want flexibility.

Whether it’s online card payments, finance options for treatments such as whitening, veneers, composite bonding or Invisalign, or Apple Pay for convenience — giving people choice is a win-win.

Be transparent about pricing too. Even something as simple as including a ‘from’ number such as “from £95” can reduce hesitation and encourage clients to find out more.

7. Target People Nearby

Local SEO and targeted ads are key to making sure you show up when someone searches “dentist near me” or “teeth whitening in [your town].”

That means:

• Optimising each location page for search

• Running geo-targeted Google or Meta ads

• Keeping your Google Business Profile updated

  
  

You don’t need to advertise to the whole country — just the people most likely to walk through your door.

8. Make It Fast and Friendly

If your site takes more than a few seconds to load or doesn’t work on mobile, visitors will leave.

Make sure your site:

• Loads in under 3 seconds

• Looks great on all screen sizes

• Has tap-friendly buttons

• Offers click-to-call phone numbers on mobile

  
  

It’s the digital version of having a clean, welcoming reception area.

9. Build Trust with Reviews

Reviews and testimonials matter — especially for nervous or first-time patients.

Add:

• Google Reviews

• Patient reviews and testimonials (written is fine but video would be better)

• Before & after images

• Affiliations and accreditations

  
  

10. Content That Answers Real Questions

Good content is about helping your future patients understand what you offer — and why they should trust you.

If you’re thinking about including blog posts, think of informative and educational topics like:

• “How Much Does Invisalign Cost in the UK?”

• “What to Expect at Your First Dental Check-up”

• “5 Signs You Might Need a Root Canal”

  
  

It helps with SEO and shows you care about educating your patients.

Your dental website shouldn’t just sit dormant — it should work for you. When it's designed with patients in mind and supported by smart local marketing, it can be one of your biggest growth tools.

Contact us Today for Web Design or Digital Marketing for Dentists

At Burne & Royce, we help dentists and healthcare professionals create websites and campaigns that not only look great but deliver real results. Digital, but different. So think more clicks, more bookings, more happy patients.

Want to give your dental practice a digital upgrade?

Whether you need a fresh website, better local visibility, or help running effective geo-targeted ads, we’ve got your back with our online marketing and digital marketing for dentists. 

Contact us today for a free consultation.