Cover images: hedgehog94, Valerii Apetroaiei, Narin Sapaisarn, estradaanton, stock.adobe.com

Online Marketing for Dental Practices

The best online marketing strategy for dental practices involves a multifaceted approach, combining local SEO, content marketing, social media engagement, and online reputation management.

This includes optimizing your website, leveraging and optimizing your Google Business Profile, and actively managing your online reviews. All of this is crucial for attracting new patients.

First of all, research and analyse your competition! There's usually always something to learn from your competition. Examine how your competitors manage their brand, content, social media channels, what blog posts they publish and what other marketing ideas they use for their dental practice. Strategic dental marketing means learning from your competitors, but also identifying what they're doing wrong. The brand appears convincing? Is their social media account boring? Could you offer more informative content? How is their Google Business Profile designed?

After analyzing your competitors, you develop your true “secret weapon”: your own brand!
 

Unique Dental Branding Matters

A strong dental brand has several important advantages:

• Builds Trust and Credibility
• Differentiates You from Competitors
• Attracts Ideal Patients
• Allows You to Command Higher Value

Your brand's visual identity is one of the most important tools for attracting new customers and potential employees. Your brand presence attracts people and encourages them to explore your services.

A consistent visual design in your dental practice, in advertisements, on your website, landing pages, in social media, and also on all documents such as offers, forms, invoices, business cards, etc., helps you build your brand.

This also includes along technical requirements for different web technologies user experience and interface design, logo design, color psychology, typography, images, illustrations etc. that you associate with your brand.

Of course, branding always should align with the mission and values ​​of your dental practice.
 

Develop Branded Content

A key marketing strategy is to develop brand-strong content that resonates with your target audience and remains consistent. This content can be as simple as your business cards or as complex as in-depth blog posts on your website.

Equally important is ensuring that this content reaches your target audience. Optimizing your content using AI and SEO techniques will help your dental practice achieve greater visibility across multiple online channels.

And very important: Make sure your entire team is trained and regularly updated on HIPAA compliance as it applies to social media.

Understanding your website

First impressions count - and this also applies to your webdesign. As the digital showcase of your practice, your website should convey competence and seriousness. Especially for younger people, your website is often the first point of contact with your practice - both for potential professionals and patients. We have analyzed many dental practice websites and compiled an overview of important criteria.

Below you will learn what distinguishes mediocre websites from high-performing websites.

Professional Design and Branding

• Clean, modern layout that reflects your clinic’s personality
• Mobile-responsive design
• High-quality images (staff, clinic, procedures, etc.)
• Consistent branding: colors, logo, fonts

Clear Contact Information

• Phone number (click-to-call on mobile)
• Email address
• Physical address with embedded Google Maps
• Business hours
• Appointment booking button or form

Online Appointment Scheduling

• Easy-to-use appointment request or booking system
• Options for existing and new patients
• Confirmation messages/emails

Services offered

• List of treatments with brief explanations (e.g., teeth cleaning, implants, orthodontics)
• Optional: Pricing estimates or insurance info
• Option to link each service to a detailed page

About the Clinic and Team

• Bios and credentials of dentists and staff
• Friendly team photos
• Clinic philosophy or mission

Patient Testimonials or Reviews

• Written reviews or embedded Google/Facebook reviews
• Video testimonials (optional)
• Case studies or before/after photos (with consent)

New Patient Information

• What to expect at first visit
• Patient forms (downloadable or fillable)
• Accepted insurance providers
• Payment options (e.g., financing)

Educational Content

• Blog, FAQs, or dental care tips
• Explain procedures and benefits in plain language
• SEO-friendly content to help rank in search engines

Security and Privacy

• SSL certificate (HTTPS)
• HIPAA-compliant forms (for US-based practices)
• Privacy policy and cookie policy

Call-to-Action (CTA) Buttons

• “Book Now,” “Contact Us,” “Call Today,” etc.
• Placed prominently on all major pages
• Sticky contact button (especially on mobile)

Optional Enhancements

• Live chat or chatbot
• Patient portal access
• Social media links
• Virtual tour of the clinic

But that's not all, because now your website still has to be found. In addition to many other options such as Google Ads, advertising in local media, flyers, etc., one of the most important points is creating and optimizing a professional Google Business Profile.
 

Claim Google Business Profile

Ensure your dental practice information, such as name, address, phone number, website, and opening hours, is accurate, complete, and up-to-date on Google My Business. This is critical for display in local search results and on Google Maps.

From your Google Business Profile, patients should recognize which specialization or target groups you want to address: Endodontics, Orthodontics, Pediatric Dentistry, Periodontics, Prosthodontics, Oral and Maxillofacial Surgery, Oral and Maxillofacial Pathology, Oral and Maxillofacial Radiology, Dental Public Health, Dental Anesthesiology, Oral Medicine, or Orofacial Pain.

If your practice focuses on Hollywood Smiles, such as orthodontic treatments with bone grafting or sinus lifts, implant treatment, porcelain veneers, bonding, teeth whitening, and gum aesthetics, this information should be included in the first three sentences of your Google Business Profile. The description should be short, appealing, informative, and understandable for everyone.

Optimize Google Business Profile

• Access your Google Business Profile account
• Verify your phone number, email and recovery email
• Fill out your business name and category
• Add your location
• Choose your service area
• Add your contact information
• Operating Days and Hours
• Opt In to updates and recommendations
• Messaging through Google (optional)
• Business description snd specific services you offer
• Add photos (and videos)
• Link your Google Business Profile to Google Ads (optional)
• Search for your Business on Google Maps
• Look for the "Claim this Business" button
• Manage Google My Business profile
• Verify your business
• Manage reviews
• Add posts
• Boost local SEO
• Monitor activities

Maintaining a free Google Business Profile matters

• Increase visibility on Google
• Gain credibility with reviews
• Share business information with customers

Note: Google Business Profile (GBP) descriptions have a 750-character limit.

Author: Joe Kessler, NEXTGen Corporate Advisory, LinkedIn