What type of pages do you have on your dental website? A homepage, maybe a ‘meet the team’ and a contact page is usually the minimum, maybe a page with a list of all your treatments on. It could be that you’ve gone one step further and have a whole page for general dentistry, another for cosmetic dentistry and maybe even a whole page for orthodontics.

This is a good starting point, but to make sure that Google knows exactly what you are offering to people searching, you need to have individual treatment pages for everything that you offer. Not only is this optimum for search engine optimisation (SEO) but it also helps people visiting your website (your potential patients) to find exactly what they are searching for, and know exactly which treatments they can come to your dental practice for.

There are three key reasons to have individual treatment pages: visibility, clarity and conversions.

Visibility
Google’s search results rely on Google’s trackers being able to see exactly what is on your site. If you aren’t talking about it, then you can’t rank for it and won’t appear in search results. The best option is to create a whole page for each treatment. This gives you the space to provide detailed information, and helps Google (and anyone reading the page) build trust in your website, that you are competent and knowledgeable about what you are offering.

So if you offer dental implants at your dental practice, you should not only have a page all about dental implants, but additional pages for single tooth implants, multiple tooth implants, All on Four, and even denture stabilisation with implants. For orthodontics, you could have fixed braces, ceramic braces, clear aligners, Six Month Smiles etc. This also helps towards the second reason: clarity.

Clarity
Having very specific treatment pages is beneficial as it removes any ambiguity from people visiting the website. If you only have a general page about orthodontics, people looking specifically for Invisalign may not choose to make contact because it’s not obvious that you offer it. By contrast, individual pages make it very clear which treatments you have on offer, and give you the space to talk in detail about exactly what you do. You can also tailor each page to different target audiences if necessary, which in turn will help with point three: conversion.

Conversion
Each page on your website is an opportunity to convert visitors into patients by encouraging people to make contact with the practice and book an appointment. Every page should show clear contact details for the practice so that it is simple for a visitor to get in touch without having to click around the site. You should also include a brief description of what to expect when contacting and visiting the practice. Will a patient’s first contact be with a TCO or with the reception team? The more detail you can provide, the more likely it is that someone will convert.

Two final points to consider are navigation and naming your pages. Easy navigation is key for a smooth user experience so make sure your menu is clearly visible and organised in a way that makes sense. Naming your pages clearly is just as important, not only for visitors to find what they are looking for, but so that Google knows exactly what is on your website. Keep it simple and factual rather than trying to be quirky or too individual; you need to consider what people will actually be searching for. If you’re not sure, try using a keyword planning tool to give you some guidance.

If you’re not sure where to start in creating treatment pages on your dental website or you need some additional resource in copywriting or designing new pages, contact the Hive dental marketing team and let us see how we can help you.