Your website is often the first interaction a patient has with your practice. Whether they find you through a Google search, a referral, or even a street sign, there’s a good chance they’ll check your site before they ever pick up the phone.

But here’s the catch: many dental websites are quietly turning patients away.

Outdated design, clunky mobile experience, or weak messaging can lead to lost enquiries, lower rankings on Google, and a brand that no longer reflects the standard of care you deliver. If your website hasn’t had a refresh in the last few years, it may be time to review it.

Here are five signs that it’s time to refresh your dental website – and how to approach it.

1. Your website doesn’t work well on mobile devices

More than 70% of patients will view your website from a mobile phone. If your site doesn’t look good, load quickly, or function properly on mobile, you’re instantly at a disadvantage.

Warning signs:

• Text is too small or hard to read on smaller screens
• Buttons are too close together or difficult to tap
• Pages take more than 3 seconds to load
• Pop-ups interfere with usability
• Navigation is confusing or hidden

This creates a poor user experience – it also impacts your visibility as Google will penalise sites that aren’t mobile-friendly, often pushing them lower in search results.

What to do:

Have your website rebuilt or re-optimised to be mobile responsive. That means it automatically adjusts and looks great on all screen sizes – phones, tablets, desktops.

2. The branding no longer reflects your practice

Your practice may have evolved over the last few years – you might have invested in new technology, introduced new cosmetic services, or built a more experienced clinical team. But if your website still shows a dated logo, generic stock images, your brand’s first impression could be working against you.

Why it matters:

Patients can’t assess clinical skill directly – they judge based on visual impression, tone, and trust signals. An outdated or inconsistent website makes your practice appear less professional, even if your dentistry is exceptional.

What to do:

• Refresh your branding with a professionally designed logo, colour palette and fonts that reflect your identity
• Use real photography and video of your team, practice, and (with permission) patients
• Ensure your visual identity is consistent across your website, signage, social media and printed materials

Modern branding creates confidence. It tells patients: “This is a professional, modern, trustworthy place.”

3. You’re not ranking on Google (and you don’t know why)

If your site doesn’t appear on the first page of Google for important searches like “dentist in [your area]” or “Invisalign near me”, it’s likely underperforming from an SEO (Search Engine Optimisation) perspective.
SEO depends on more than just having the right keywords – it’s about:

• Website structure
• Page load speed
• Mobile-friendliness
• On-page content (and how it’s written)
• Technical compliance (headers, meta data, alt text)
• Fresh, relevant content (e.g. regular blog posts)

Older websites often lack the technical optimisation and content structure that Google now requires to rank well.

What to do:

Get a SEO audit done on your website. This will highlight any weaknesses holding you back. Then, work with your dental marketing agency to rebuild or optimise your site with:

• Location-targeted keywords (e.g. “Private dentist in Birmingham city centre”)
• Fast-loading, mobile-friendly pages
• Well-structured internal linking
• GDC-compliant and patient-friendly content

4. Your website doesn’t encourage bookings or enquiries

You’ve attracted a visitor to your site – but do they know what to do next?
Every page should lead the visitor toward a clear call to action, whether it’s:

• Booking an appointment
• Calling the practice
• Requesting a free consultation
• Signing up for a treatment guide

If your website hides your phone number, lacks online booking, or makes it difficult for patients to take action, you could be missing out on valuable leads.

Some symptoms of poor UX:

• No online booking option
• Enquiry forms are too long or don’t work
• Contact details hidden at the bottom of the page
• No “Call now” buttons on mobile

What to do:

• Add clear and visible CTAs (“Book a free consultation”, “Call our team”, “Send us a message”)
• Use clickable phone numbers on mobile devices
• Integrate online booking software if available
• Add a simple, user-friendly contact form on all relevant pages

Conversions come from clarity. The easier it is to act, the more likely a visitor will become a patient.

5. Your content is out of date or too generic

If your homepage still mentions COVID-19 safety protocols or your latest blog post is from 2021, patients may assume your practice is behind the times, creating a poor perception of your brand.
Content problems might include:

• Old team members listed
• Services no longer offered (or new ones missing)
• Out-of-date pricing or opening hours
• No mention of newer treatments (e.g. composite bonding, aligner systems, facial aesthetics)
• Copy that sounds robotic or written for another country (e.g. using American spelling or terminology)
• Outdated or poorly written content can feel impersonal and doesn’t build confidence.

What to do:

• Review and update all content regularly (we recommend at least quarterly)
• Ensure content is written for your ideal audience and answers their questions – clear, friendly, informative, and compliant
• Add blog posts or FAQs that answer common patient questions (great for SEO and trust)

Final thought: A website refresh is an investment in growth

Refreshing your website isn’t just about design – it’s about creating a platform that works for your practice. A well-built, modern dental website:

• Attracts the right kind of patients
• Builds trust and showcases your clinical quality
• Ranks well in search results to drive organic traffic
• Converts visitors into bookings and consultations
• Reflects your brand at its best

If your current site is showing any of the 5 signs above, now might be the time to take action. Book a free website audit today, and we’ll help you understand what’s working, what’s not, and how to fix it – no obligation, just clear insight.