Building a Successful Dental Practice Website
Today, we’re tackling a big marketing question I came across online:
“I need advice on how to start and run my practice’s website.”
This is a fantastic question, and one that every dental practice owner should think about.
Why every dental practice needs a website.
Let me start by saying that a website is mandatory, not optional.
Think of it like the modern version of a business card. If someone asked for your card 30 or 40 years ago and you didn’t have one, you didn’t look legit. The same is true today with websites.
How many times have you Googled a business, clicked on their listing, and realized they don’t even have a website? Now be honest… Did you call them? Probably not. I know I wouldn’t, and patients think the same way. If you don’t have a website, you instantly lose credibility.
Beyond credibility, your website is a must-have part of your marketing strategy. All your marketing should be connected and telling the same story, and your website is the heart of that story.
Should you DIY or hire a firm?
You can go the DIY route with platforms like Squarespace, GoDaddy, or Shopify, but I don’t recommend it. Why? Because you actually need a professional, strategic website that reflects who you are as a practice. Unless you are an expert in branding and web design, you won’t be able to achieve your goals by trying to figure it out yourself.
There are three options for getting a website built:
Generic online marketing firms. These companies might be fine for other industries, but in my experience, they don’t understand dentistry. I tried one of these once, and it didn’t work out!
Local marketing firms. The advantage here is face-to-face support. It’s a bit of a risk, though, because most still don’t understand the dental industry.
Specialized dental marketing firms. This is my top recommendation. These firms know dentistry, they know what works, and they understand how patients choose practices.
The downside of dental marketing firms.
Even the most specialized dental marketing firms aren’t perfect. This is because while they know what works, they tend to use the same playbook for everyone. That means your website could end up looking and feeling like your competitor’s down the street.
That’s why it’s so important to bring your uniqueness to the table. Don’t just hand over full control of your website to a firm. Before you even meet with a firm, you need to be able to answer each of these questions:
Who are you? This means defining your identity, your story, and your philosophy.
Who do you want to reach? You need to be specific about the patient segment you want to serve.
What makes you different? It is important to highlight what sets you apart from the dentist across the street.
If you can clearly answer these three questions, you’ll avoid ending up with a cookie-cutter dental website.
My recommended firms.
Although I don't have any sponsorships with any marketing companies, I want to help you out by sharing a firm I’ve personally had great experiences with.
The key here is not only finding someone who can build a site, but a partner who will listen to you and help your website reflect your philosophy and values.
Final thoughts.
You need a website that communicates who you are, who you want to serve, and what sets you apart.
A good dental marketing firm can help you build it, but only if you bring your voice, your values, and your vision to the table.
At Pugh Leadership Academy, we believe in the human side of dentistry. Leadership, culture, and marketing all come back to one thing: helping people feel understood and cared for. Your website should do the same.
Thanks for stopping by, and if you found this helpful, share it with another practice owner who’s trying to figure out their website strategy.
Next Step
Want to build a practice that runs smoother and attracts the right patients? Start with our free masterclass: The Foundational Elements of a Fee-for-Service Dental Practice.
