How to Turn Website Visitors into Dental Patients
The final element that ties everything together in dental SEO—and truly helps grow your practice—is conversion rate optimization. This is the stage where you ensure that the website visitors attracted through SEO efforts are effectively turned into new patients.
The purpose of investing in dental SEO or any form of marketing is ultimately to bring more patients into your practice. Attracting new patients is the goal, and simply generating a high volume of website clicks won’t achieve that on its own. Ranking #1 on Google is valuable only if it leads to more appointments and new patients in your schedule. This is where conversion rate optimization comes in—it focuses on transforming website visitors and leads into actual, tangible new patient opportunities.
If you’re investing in marketing each month and receive a report from your marketing company that only highlights website clicks or Facebook likes, it’s akin to investing with a financial advisor who sends you monthly reports on the amount of Monopoly money they’ve earned for you.
Website clicks cannot pay your staff, and Facebook likes won’t cover the cost of dental supplies or your practice lease. These metrics aren’t a form of currency. Every dollar invested in SEO or marketing needs to yield a measurable and tangible return on investment; otherwise, it’s like pouring money down the drain.
There is a HUGE difference between what dentists think will impress patients vs. what actually really does impress patients
To generate a solid return on investment (ROI) from your marketing efforts, it’s crucial that the traffic driven to your website translates into potential patients picking up the phone and booking appointments. Keep in mind that many of these potential patients will likely explore a few different dental practices in your area, so your website needs to leave a lasting positive impression. Even if they visit several other sites, you want them to feel like you are the best choice. So, how can you achieve this?
The first thing to understand is that there is a significant difference between what dentists think will impress patients and what actually does. Many dentists struggle to achieve great marketing results because their websites are designed to appeal to their own preferences rather than the needs and expectations of their potential patients.
Here’s what often happens: when a dentist hires a web design company to build a new website, the company focuses on pleasing the dentist—since the dentist is footing the bill. They’ll adjust colors, images, and other design elements based on what the dentist likes and finds visually appealing.
The issue with this approach is that what dentists find attractive doesn’t necessarily resonate with patients. Take, for example, before-and-after photos. Many dentists include these on their websites, thinking they’ll impress visitors. However, we’ve run multiple experiments that show these photos can actually lower your conversion rate.
Another common misstep is focusing too much on talking about yourself on the website. Many dentists emphasize their education, degrees, and qualifications, or the extensive continuing education (CE) courses they’ve completed, believing this will win patients over. In reality, this approach tends to confuse, bore, or even alienate potential patients, making them feel like you’re trying too hard to impress.
Similarly, many dental websites make a big deal about their equipment—highlighting CBCT scanners, CEREC machines, lasers, or intraoral scanners. But, to be honest, most patients don’t care about the specific technology you use. If your goal is to create a website that makes potential patients call your practice, it needs to be focused on their needs and experiences, with minimal emphasis on you or your practice’s technical details.
Give them all the information they are looking for WITHOUT you trying to convince them to pick you
When someone is looking for a dentist, perhaps researching Invisalign or dental implants, they are often in the early stages of gathering information. They aren’t necessarily ready to make a decision yet; instead, they are trying to educate themselves about their options. This means that your website’s role is to provide comprehensive information about how various procedures work, what choices are available, and the pros and cons of each. Essentially, you want to give them the information they’re seeking without, and this is crucial, trying to persuade them to choose you.
It’s not effective to promote yourself directly; that’s a job best left to others through Google Reviews, patient testimonial videos, or conversations with your staff. When someone visits your website, they should walk away thinking, “Wow, this is a really informative and helpful website… and it doesn’t feel like they’re pushing me to choose them like other dentists do.”
If you can achieve this, it helps build trust and rapport. Your approach to website design and content should focus on being a genuinely helpful resource for potential patients even if they end up choosing another practice down the street.
When people sense that you aren’t trying to sell them anything but are genuinely offering unbiased, helpful information, essentially saying, “Here’s all the info you need, you make the decision that’s right for you, no pressure”, they will naturally start to trust you more. As that trust builds, they will eventually be curious to know, “So, what do you recommend?” At that point, they’ll be far more open to hearing what you have to say.
So what does this look like in practice?
If you want to attract more Invisalign cases, your website should focus on helping potential patients understand the details of the procedure. This means offering clear information about the pros and cons of Invisalign, as well as other options like traditional braces or functional appliances. It’s important to compare these alternatives, explain who might be a suitable candidate for each, and address common questions that people have about these procedures. For example, “Does it hurt?” “Will I need to take time off work?” “How long does it take to recover?” “Do the results last?” These are the types of questions people care about when deciding on a dental procedure.
What you don’t want is a website that only has an Invisalign page saying, “Looking for Invisalign? Give us a call!” and then spends most of the space talking about your biography, education, equipment, and how impressive your office is. That approach is unlikely to motivate people to reach out.
So, what kind of content would potential patients find truly helpful and engaging? What will make them trust and like you? The answer is content that focuses on their needs and questions, rather than trying to sell your services. By creating a resource that is genuinely informative and easy to understand, you build a sense of trust. When people feel that you are simply trying to help them make the best decision for themselves, they are more likely to view you as a reliable and trustworthy expert, which can ultimately make them more comfortable reaching out to you when they’re ready to move forward with their treatment.
Be honest about how much different procedures cost
One of the best things you can do for potential patients is to be upfront about the costs of different procedures and what factors influence those prices. Many practices try to sidestep this question, both on their website and when patients call. Instead of avoiding this topic, embrace it and develop a clear strategy for discussing pricing with patients—both online and over the phone.
People often seek out information on pricing because they need to plan their budget, not necessarily because they’re just hunting for the cheapest option. It doesn’t mean they aren’t serious about investing in Invisalign or implants. They simply want to understand what they can expect to pay and why different providers might have varying prices. This presents a great opportunity for you to differentiate yourself by being transparent and open, which is a refreshing contrast to how most practices handle the topic.
Another effective approach is addressing the most common questions that patients have about each dental service. In our part 3 video, we covered on-page optimization and shared tips for finding out what questions people frequently search for when it comes to dentistry. If you missed that video, you can find it linked below. Focus on helping potential patients understand their options and the solutions available to them, without using this space to promote yourself or your practice.
A great way to achieve this is through frequently asked questions (FAQ) videos. These videos allow potential patients to virtually meet you, creating a sense of connection as if they were sitting in your chair, getting their questions answered directly.
Finally, if you really want to distinguish yourself from the other 5 or 10 dental practices that patients might consider, focus on Google reviews and testimonial videos.
Every dental website claims to treat patients like family and boasts about how skilled and experienced the dentist is. But what truly convinces patients that these claims are real? Seeing 300 Google reviews for your practice compared to a competitor’s 50, or a collection of patient testimonial videos from people who were so pleased with their experience that they were willing to share it on camera. That’s what builds credibility and makes potential patients believe that your practice is the right choice.
Ready to turn website visitors into real patients?
Driving traffic to your website is just the beginning. The real challenge—and opportunity—is turning those visitors into patients. By focusing on what truly matters to them and creating a helpful, informative website, you can build trust and get more patients in your chair. Stop losing potential patients to confusing websites and missed opportunities. Let’s make your website work for you and turn those clicks into bookings. Ready to see the results?
