01
No way to book outside business hours
A lot of dental searching happens at night and on weekends, when reception is closed. If the only option is to ring in the morning, most of those people ring somebody else's practice instead.
Websites & SEO for dental practices
New patients choose a practice before they ring it.
A new patient searches, compares two or three practices, looks at the location, the parking, the photos and the booking options, and decides — usually without speaking to anyone. Dentistry also carries advertising rules most marketing agencies have never read, which is a problem you inherit rather than they do.
New patient searchOnline bookingAHPRA-aware
What's costing dentists work right now
Three things we see on nearly every site in this industry. None of them are about how the site looks.
02
High-value treatments buried in a list
Implants, Invisalign, veneers and full-mouth work are researched for weeks and are worth many times a check-up. On most practice sites they sit as items in a services list, with nothing that answers what the patient is actually weighing up.
03
Marketing copy that breaches the advertising rules
Patient testimonials in advertising, before-and-after photos used as inducements, and language that promises outcomes are all restricted for regulated health practitioners. A generic agency will write all three without knowing, and it is your registration that carries the risk.
The signature build
The high-value treatment page, written inside the rules
Implants, Invisalign and cosmetic work are researched for weeks and worth many times a check-up. They are also the pages where generic agencies write things a regulated practitioner cannot say.
01
Answer what they are actually weighing
How long it takes, how many visits, what recovery is like, what it costs, what a health fund covers, what the alternatives are.
02
No testimonials used as advertising
Restricted for regulated health services. The page has to build confidence through clarity and detail instead, which is harder and works better.
03
No outcome promises, no inducements
No guarantees about results, no time-limited offers that function as inducements. Written to the constraint from the start, not edited after a complaint.
04
A real next step
A consultation booking with a clear fee, rather than "contact us". People researching a five-thousand-dollar treatment want to know what the first appointment costs.
What we'd build
The set-up for a dental practice
Six of the things we build or run, chosen for this industry. Each says whether it is in the monthly plan or quoted on top — custom software is software, not pages. Plans and prices are on the pricing page.
01
Quoted on topBooking that works at 10pm
A great deal of dental searching happens at night and at weekends, when reception is closed. Real booking through Cal.com, Calendly or your practice software — not a form promising a callback in the morning, by which time they have booked elsewhere.
02
Quoted on topSix-month recalls, sent automatically
Recall is the most profitable revenue a practice has, because the patient already exists and already trusts you. Reminders that go out on schedule rather than when reception finds a spare hour.
03
Quoted on topNew patient forms before they arrive
Medical history, health fund details and consent completed at home instead of on a clipboard in the waiting room. Faster for them, and the chair time is not spent on paperwork.
04
Quoted on topImplant and Invisalign enquiries, followed up
High-value treatment enquiries are researched for weeks and lost in inboxes. Into HubSpot, Zoho or Salesforce with a follow-up sequence, because one implant case is worth a year of check-ups.
05
In the planProximity decides most of it
Patients choose a dentist by location before almost anything else. Local pages and a well-run Google Business Profile do more than any national keyword ever will.
06
In the planAnswer the fee and fund questions
"Do you take my health fund", "do you bulk bill children", "what does a check-up cost". Asked constantly, answerable automatically, and included on every plan.
Included free with every plan
AI chatbot — free on every plan
A basic AI chatbot trained on your business, answering common customer questions on your site around the clock. We build it, train it and connect it free with every plan — AI message usage is billed separately.
Anything beyond basic question answering — lead capture and qualification, a large knowledge base, appointment booking, or connecting to your CRM and other systems — is quoted per project.
Getting it right
The rules that shape every word
Registered health practitioners are restricted in how they may advertise. This is a design constraint, not a disclaimer at the bottom.
On the page
- Testimonials about clinical care are restricted in advertising
- No claims that create an unreasonable expectation of benefit
- Before-and-after imagery is tightly constrained and easily misused
- Offers and discounts can be treated as inducements
- Where something is genuinely uncertain, we flag it for your association or insurer rather than guessing
Worth being blunt about
The advertising rules are a design constraint, not a footnote
Registered health practitioners are restricted in how they may advertise — testimonials, inducements and claims about outcomes are all limited. Most agencies write dental copy the way they write copy for a gym, because they have never had to read the guidelines. Writing to the constraint from the start produces a site you are not asked to change later, and it is a genuine difference between suppliers.
Your existing tools
The website should feed what you already run
Every tool listed here publishes a developer API, which is why it is listed — we checked. That is not the same as a connection already built: what can be pushed depends on your plan and setup, so we scope it before quoting. Where your software has no API, we say so rather than quote around it.
Practice software
Cliniko
Booking
Cal.comCalendly
CRM
HubSpotZoho CRMSalesforce
What your customers type
Searches, not slogans.
These are the kinds of phrases people use when they need a dental practice. Which of them are worth chasing depends on volume, difficulty and what the work is worth to you — that is what the keyword research settles before we write a word, and it is the first thing we do on any project.
Most dentists run something like Cliniko or another practice system. Where that software publishes an API we can feed it directly; where it does not, the enquiry still arrives as structured data rather than a paragraph of email. We check which before we quote anything.
Cliniko publishes a documented API, so bookings can write straight into it. Not every practice system does — where yours does not, the booking arrives as a structured request rather than a phone message. We check yours before quoting anything.
Typed into Google
- dentist near me
- emergency dentist melbourne
- dental implants cost melbourne
- invisalign melbourne price
- bulk billing dentist
- wisdom teeth removal cost
Google Ads
Worth it for treatments, wasteful for check-ups
Dental clicks are not cheap, so what you advertise matters more than how much you spend.
Ad spend is not part of the plan — it goes straight to Google. What the plan covers is building and managing the campaigns. See how we run Google Ads →
For this industry
Where it paysImplants, Invisalign and emergency dental — high value or high urgency, and both convert quickly.
Where it does not"dentist near me" for general check-ups. The map pack takes most of that traffic for free.
Exclude"cheap", "free", "student", "dental school", "jobs", "assistant course", "public waiting list".
Before you launchEvery ad has to satisfy the same advertising rules as the website. Most agencies write the ads last and check them never.
Being straight with you
What we've actually built
We are a small Melbourne agency with two clients so far. Here is what that means for a project in your industry.
01
Square Flooring
Flooring supply for retail and trade. Website, a trade account system with logins and tiered pricing, SEO and Google Business Profile.
02
Nexa Support Coordination
An NDIS provider with no content, no photography and no time. We asked questions and produced everything else — copy, imagery and their Google Business Profile.
03
And in your industry
This page describes what we would build and why, not a track record we do not have yet. If you would rather hire someone with ten clients in your industry, that is a fair call — and we would rather say so than imply otherwise.
FAQs
Dentists — questions we get asked
The rules around testimonials in advertising for regulated health services are restrictive, and the detail matters. We write to the constraint rather than around it, and where something is genuinely uncertain we say so and suggest you check with your professional indemnity insurer or association rather than guessing.
Often, depending on what your system exposes. We check what is possible before quoting rather than promising an integration we have not verified. Where a direct connection is not available, structured booking requests are the fallback.
They serve different purposes. Check-ups build the patient base and the recall revenue; implants and orthodontics are worth far more per enquiry and are researched much harder. The pages need to be built differently for each.
Google Business Profile, then the location and booking basics. New-patient search is dominated by proximity and convenience, and those are winnable before you have any review history at all.
Works well with
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