Nothing makes your practice shine quite like a well-designed website – it’s essential for attracting new patients and keeping your current ones engaged. Over the years, we’ve built hundreds of dental websites, and we’ve run thousands of analytics reports. So, naturally, we thought it would be fun to do a deep dive into both to see which pages of our sites are getting the most attention from potential patients.

In this article, we’ll explore the pages that get the most visits on our clients’ sites so you know what to prioritize when building your own site. Based on the data, we can determine what’s actually important to patients and what’s overrated. Whether you’re just starting to build your dental practice’s online presence, or if you’ve had a website for years, this list will help you ensure that your website is just as comprehensive as your patient care.

1. The Homepage

Your homepage is like your practice’s smile – it’s the first thing people see when they visit your website. It’s also the most visited page, in most cases receiving over 50% of a dental website’s total traffic!

Your homepage is your website’s biggest opportunity to engage potential new patients. Be sure it tells a story that people will connect with. Avoid the temptation to make it all about what you do without first telling patients who you are and why you do what you do. Make your homepage pop with a design that reflects your practice’s style and aesthetic, clear navigation, and custom photography/video.

2. Meet the Doctor/Team

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The second most important page, by quite a large margin, is the “Meet The Doctor” (or “Meet The Team”) page. Patients want to get to know the person they’ll be trusting for their care. They want to see your face and learn about you, both personally and professionally, so they can decide if you are the right dentist for them. This page is your opportunity to tell your personal story and #humblebrag about your clinical skills, training, and credentials.

If you have multiple doctors at your office, be sure to include (at minimum) a photo and bio of each person. We also recommend creating a separate page for each doctor – this helps people find your website if they Google that doctor’s name.

Want to take this page to the next level and connect more deeply with new patients? Make a video where you personally tell your story so patients can get to know you.

3. Contact Us

This often-overlooked page is actually one of the most frequently-visited pages on nearly all of our clients’ sites – and for good reason. People visit the contact page to find all of the key information about a practice. (Think: phone number, address/map/directions, office hours, parking information, even online scheduling.)

Since this page is visited by so many people, we think it makes sense to put some thought and intention behind the design and information it contains. A well-designed contact page should make all of your practice’s critical information available to visitors in an easy-to-find, organized way.

4. Services

Once people have learned about who you are, they want to know what you do. Create a Services page to list all of your dental services clearly. From simple cleanings to full-mouth reconstructions, let patients know what's on the menu. I recommend breaking the page up by category and making the list as comprehensive as possible. (You wouldn’t want to miss out on a new patient because the service they’re looking for isn’t listed!)

5. Service Landing Pages

For all of your key services, build a separate page that talks about that service specifically. A well-designed service page can earn your practice plenty of free traffic from Google from folks who are searching for a particular service in your local area.

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We recommend creating pages for the services that you want to provide, rather than for every service you provide. Prioritize making pages for the services that earn your practice the most profit and/or the services you’re particularly excited to provide. (If you don’t like extracting wisdom teeth, don’t make a service page advertising it. 😉)

6. New Patient Experience

Make new patients feel like VIPs. This is your chance to “Wow” patients with your practice’s patient experience and standard of care. Guide guests through what to expect when they arrive, what they should bring, and set their minds at ease. If your practice offers online New Patient Forms or Online Scheduling, this page is a great place to integrate those, too.

7. Membership Plans

In-house membership plans are a game-changer for millions of folks without dental insurance, and a great way to keep patients coming back to your office (with consistent revenue) year after year. If your office offers a membership plan, be sure to create a page that details the cost and benefits. If possible, let folks sign up for your plan online, or add a lead generation form so you can reach out to people who are interested in joining.

8. Patient Reviews/Testimonials

Nothing sells your practice better than happy patients. Showcase those glowing reviews! But maybe leave out the one praising your "gentle hands and dreamy eyes" - unless that's the vibe you're going for. 😅

Your Reviews page is also a great opportunity to collect more 5-star reviews. Be sure to link to your practice’s most popular review pages. And don’t feel like all of your reviews need to be confined to the Reviews page. You can sprinkle patient reviews in throughout your site in places where they make sense.

9. Educational Content and Blogs

Share your wisdom! From proper brushing techniques to the latest in dental tech, your blog is your stage. Blog articles are a great compliment to your social media and email marketing campaign, since they can be shared through both of those platforms. Unique and helpful blog articles also increase your website’s authority on Google, earning you more organic traffic across the board. But a word from our SEO wizards: Don’t spend time writing blog articles until you’ve built and optimized your key services pages (#5 above).

10. Smile Gallery

This one can get a bit contentious around the Studio 8E8 HQ. Our clients love showing off their best work because it proves their expertise, but most people outside of the profession can get a little bit “grossed-out” by clinical photos of teeth. (Especially the “before” images. 🤢)

Our advice: “Keep it classy, San Diego.” Instead of using clinical close-ups of teeth, show beautiful professional photos of your client’s “after” and add some text describing the work you did. Just remember to get patient consent – nobody likes a surprise cameo of their anterior crossbite on the Internet.

Learn More

Creating a patient-first dental website is part art and part science. Remember, since your website is often the first touchpoint for potential patients, it should be informative, easy to use, and reflect the awesome care you provide.

Want to learn more about building an incredible website for your practice? Check out this video:

Also, be sure to read Part 1 of this series: Building a People-First Dental Website

At Studio 8E8, we're passionate about crafting dental websites that don't just inform, but delight. If you’d like to build a fresh custom website for your practice, we’d love to chat!

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