The Dental Website Conversion Checklist (We Use This Internally)

A pretty dental website that doesn't book appointments is just a brochure. We audit every prospective client's site against the same internal checklist before we propose work — here it is.

The 12-point list

1. Phone number visible above the fold on every page, click-to-call on mobile.
2. Online booking button visible above the fold — same.
3. New-patient offer on the homepage hero (free consult, exam & X-ray bundle, etc.).
4. Page speed: Lighthouse mobile score of 85+.
5. Service pages with depth — Invisalign, implants, emergency, etc. Each at least 600 words with FAQs.
6. Team page with real photos — patients book the dentist, not the practice.
7. Embedded Google reviews on the homepage.
8. Insurance and direct billing list — our most common patient FAQ.
9. New patient FAQ answering parking, paperwork, what to expect.
10. Location page with a map and clear parking instructions.
11. Schema markup for LocalBusiness, MedicalClinic, and FAQPage.
12. Accessibility: proper alt text, keyboard navigation, AA contrast.

If a website misses more than three of these, it's almost always a redesign rather than a tune-up. The good news: a focused dental site doesn't need to be huge. Eight to twelve well-built pages outperforms a 60-page site with thin content every time.