Web design · Dental
Dental websites thatreach the right chair.
Six offices are not one office with a map pin. The site has to show the location, the plan, and whether this visit is a call or a booking.
The short answer
What a dental site has to do.
A dental website is how a new patient picks an office and reaches it. Location pages, the plans that office accepts, and a clear split between online booking and the phone are the build. Forms have to be usable on a phone and with a keyboard. The copy does not promise a clinical result. A theme full of stock smiles does not do this work.
Buying cycle
A toothache and a cleaning are not the same visit.
Someone in pain tonight wants hours and a phone number. A family booking a cleaning wants the plan, the doctors at that office, and a time that is not across town. Implants and aligners move slower. One layout that opens with financing fails the person who needed the phone.
Groups add a step a single office does not have. The patient chooses a location before a time means anything. A map with no hours and no doctors sends them to the main number, and the front desk sorts it.
Constraints
Insurance, booking, and the form.
Insurance lists go stale. Name the plans that office accepts, and let a coordinator edit them without a developer. 'We take most plans' is how someone drives across town and leaves.
Booking fits cleanings and exams when the widget uses that office's real book. Emergencies and anything that needs a person before a slot is held stay on the phone. A widget for the wrong office is worse than a phone number. The page says which visits can be booked.
New-patient forms are HTML: labels, text errors, no required printout. We do not ask anyone to email a photo of a diagnosis to a shared inbox. We do not write pain-free claims or guaranteed outcomes. Before-and-after captions wait on a dentist and a release process you already use.
- One page per office, with the doctors who work there and that office's hours.
- Booking only for visit types the book can honor.
- Click-to-call that stays visible on a phone, with after-hours instructions that are true.
- Procedure pages only for care you actually deliver at that office.
- No outcome promises in headlines, buttons, or the page title.
Channels and KPIs
The right office, not a blended rate.
The site is working when a new patient reaches the office they can visit. We instrument call clicks, booking starts for a real visit type, and completed forms, by location. A single sitewide rate hides the office that never gets the click. If the template is wrong, more traffic from search or paid only makes the desk busier.
- Call clicks by location page, separate from calls that started on the profile.
- Booked visit types, so a cleaning is not counted as an implant consult.
- Form completion on a phone, because that is where the PDF used to die.
- Which insurance pages are viewed before a call, so a stale plan list shows up as a pattern.
Mistakes
A smile theme and one locations page.
The usual rebuild is a stock operatory photo, six offices on one URL, and a booking widget that is not the live book. The other failure is a form plugin that breaks on the next update, with the phone number under a chat bubble.
- No city pages for towns where you have no office.
- No booking button on emergency intent when the book cannot take a same-day emergency.
- No clinical copy a dentist has not read.
- No accessibility plugin as a substitute for labels, focus, and a form that is actually HTML.
Example engagement
A six-location dental group.
Regional dental group, six locations, one shared WordPress theme that was nine years old. The offices did not have their own pages. Emergency and implant intent shared a layout. Insurance was one outdated list. The new-patient packet was a PDF.
We designed a location template with the doctors, hours, and plans for that office, and we split emergency from consult. Booking was for exams and cleanings. Emergencies stayed on the phone. Call clicks from the location pages rose 19% in the first quarter after those templates launched. That is call clicks, not kept appointments, and it is this group. Six offices with a live book sit at the long end of a marketing-site calendar, and they slip when the schedule vendor is slow.
19%
Call clicks from location pages
6
Offices on their own templates
The example uses anonymized results from a Quorum engagement. It is one account, not a benchmark you should budget against.
Questions
Dental questions.
Should every office have its own page?
Yes, if patients are seen there. The page carries that office's hours, doctors, plans, and phone. A map on the homepage is not a location page.
Can we put online booking on every page?
Only where the book can keep the promise. Hygiene and exams are the usual fit. Emergencies and anything that needs a clinical question first should stay on the phone, with the hours written out.
Who updates insurance?
Someone at the practice, in the CMS, without a ticket for every plan change. If the list cannot be edited by the coordinator who knows the plans, it will be wrong within a quarter.
Will you write procedure copy?
We can draft it. A dentist approves anything a patient could read as clinical advice or a promise. We do not publish outcome claims to make a headline shorter.
How long does a group site take?
A straightforward marketing site most often ships in 8 to 12 weeks when copy and the platform are decided. A multi-office build with booking and insurance is scoped on top of that, not forced into the short end.
Is the form accessible?
The templates are built with labels, keyboard access, and errors in text. That is a build requirement. It is not a certification, and it is not a legal opinion. Ongoing monitoring is a separate service.
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