Attract More Potential Patients to Your Dental Website Through Strategic Marketing Strategies in 2024

John SammonAuthor: John Sammon
Updated on 02/08/2024

Everyone needs regular dental services, meaning there are thousands of people in your area looking for their go-to dental provider.

From teeth cleaning to root canals, everybody needs these services, but they have so many options when they start to search online, so what will work to get the attention that your office needs to be successful and grow?

Whether you are a small practice or a full-service dental office, you want to make sure people know about you. Digital marketing for dentists is the perfect way to start bringing more customers through the door and increasing your overall revenue.

Not sure where to start with your digital marketing strategy? You’re in luck, because we’re here to provide you with the ultimate guide to digital marketing for dentists including insights on increasing your local presence organically, paid advertising, and website design.

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“The team at Sixth City is second to none!! Starting with the owner John and all his teammates I’ve worked with I have nothing but glowing things to say! I felt that they cared about MY business growth as their #1 priority even if it wasn’t always best for their bottom line. They are passionate about and great at what they do. If you’re looking for a team to help with your business, don’t look any further. This is the team that will feel like an extension of your own business!” – Dr. Paul Mikhli, Beachwood Dental

Why Trust Us for Dental Marketing Strategies?

top dental seo company by clutch
top dental content marketing company by design rush
top seo agency by upcity
top dental digital design company
certified semrush partner

Commonly Asked Questions on Dental Marketing Strategies

You have questions, and we have answers! Check out our guide to marketing for dentists below.

Table of Contents


How Does Digital Marketing for Dentists Work?

marketing for dentistsDigital marketing is the process of utilizing various online channels to market products and services to a desired target audience. This includes implementing various innovative initiatives to make sure your business is being seen by your potential patients.

You will know a digital marketing campaign is being executed successfully when you start seeing increased leads, website traffic, and overall sales. Some of the tactics used in a digital marketing strategy include:

  • Search engine optimization (SEO)
  • Social media marketing
  • Pay-per-click advertising (PPC)
  • Website design

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What is the Difference Between SEO and PPC?

While SEO and PPC are both aspects of digital marketing, and have a lot in common in terms of their purpose, their main difference comes out of execution. Pay-per-click marketing is enacted through specific platforms and requires you to pay for every click your ad gets. With SEO, meanwhile, you do not pay any additional fees for the traffic and leads you to acquire from those tactics.

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How Will I Know My Ads Will Reach Potential Customers?

One of the best parts about pay-per-click is that is it highly customizable, especially when it comes to targeting. From where someone lives to their income and more, you can get very specific. Not to mention, you can set everything up to only pay for ads for certain terms to ensure maximum results. And our writers can ensure ad and landing page content will draw in users to convert.

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When structuring your website, you’ll want to keep it organized so patients can find exactly what they’re looking for. Website design plays a huge role in conversion rates, so it’s essential to structure it in a way that is user-friendly, and easy to navigate. Your main navigation page can look something like this:

  • About Us
    • Meet the team
    • Testimonials
    • Awards & Certifications
  • Services
    • Teeth cleaning
    • Cavity fillings
    • Root canals
  • Our locations
    • Provo
    • Ogden
    • Salt Lake
  • Blog
  • Contact us 

This example highlights all the most important pages a dental practice would want to highlight formatted in a simplistic way that users would be able to navigate through with ease.
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How Can I Get More Patients Locally?

Dental practices by nature are local, meaning that if your office is located in Chicago, it doesn’t make a lot of sense to try and get customers from Indianapolis. That means your marketing should take on a more local approach, which includes various tactics different from regular, nationally-based strategies.

That being said, to help you get the results you desire, your business requires a customized local digital marketing approach that includes methods such as:

  • Creating and optimizing unique landing pages on your site that target your desired region
  • Running paid ads through various platforms just in the areas you want for the services you wish to promote
  • Using social media and other platforms to connect with other local businesses to build relationships and obtain backlinks
  • Utilizing Google Maps to help your listing gain rank by eliminating competition who are breaking guidelines
  • And many more!

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Do I Need to Do SEO?

Digital marketing for dental practices has become more important over the years due to the rise in internet usage, and SEO can deliver great results by reaching your core audience. SEO is the process of optimizing your website and overall online presence through various tactics to enhance how you appear on search results.

The higher your website is ranked, the more opportunities you have to reach a larger audience. Our team has worked with varied dental offices around the country to help increase leads and ensure our SEO tactics are being executed properly.

Some SEO tactics regularly utilized include:

  • Keyword Research – Keyword research is the process of analyzing popular words or phrases people enter into search engines that are most relevant to your business. This helps optimize the content your target market is interested in reading about and helps give a better understanding of the language your prospects follow.
  • Link Building – Link building involves including links to one’s site externally and internally. External links come from other websites, while internal links are those linking to relevant pages on your site. By including different links throughout your content, you and your business will appear more credible, and it can help improve your site’s performance ranking.
  • Content Writing – Content writing is an important SEO tactic, as it helps share the most relevant content to attract customers to your site. Examples of the content writing types we provide include blog posts, product pages, category pages, service pages, and more. By updating your site’s content, search engines are able to better rank your performance from the content you provide.

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How Can I Boost Conversions?

Conversion Rate Optimization (CRO) is another dental digital marketing technique that we use in addition to our SEO services. We also like to call it “design for conversion”. Different conversions for a webpage can look like:

  • Scheduling an appointment online
  • Calling the given phone number
  • Messaging your team
  • Leaving a review
  • Downloading different patient forms

Take time to assess what’s already working well and see if you need to address any issues your website may be facing. Issues can include a lack of strong calls to action, slow speed and load time, outdated or duplicated information, and more. Aside from your conversion rate, review the following rates to understand your website’s performance better:

  • Bounce Rate – This rate measures when a user is on your site but does not take any action, like clicking further into your site. Because the user isn’t active on the webpage and abandons the website as a whole, it is considered that they have bounced.
  • Exit Rate – After someone has visited more than one webpage, if they leave the site at a certain point, this is considered the exit rate. The difference between this and bounce rates is that we can analyze more closely which exact webpage caused someone to exit.

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Do I Need Positive Reviews Online?

We have found that the more positive reviews you have, the better. They not only can show visitors you are a reliable dental practice with happy customers, but they also show search engines that your business has a high authority, which can lead to you getting higher rankings in search engine result pages (SERPs).

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What Keywords Are Best for PPC?

The best keywords to use for your PPC campaign depend on your dental practice and what services you offer. However, you should know that the dental industry is super competitive, so you may need to target limited terms if you are on a budget. To give you an idea of how much each click on your ads will cost, here is the pricing for some terms you may be interested in:

  • Dentist near me ($4.14-$18.70)
  • Orthodontist ($2.57-$13.73)
  • Emergency dentist near me ($2.40-$14.13)
  • Tooth bleaching ($1.50-$7.60)
  • Pediatric dentist near me ($4.02-$17.35)
  • Dental office near me ($4.20-$18.60)
  • Orthodontist near me ($5.81-$23.45)
  • Emergency dentist ($2.69-$14.17)

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Why Should I Invest in Digital Marketing?

dental seo statistics

In the current business world, having a good presence on the internet is more important than ever. And according to LSA Insights, more than 71% of people conduct online searches before scheduling appointments at dental offices. Here are some additional statistics to convince you:

  • 35% of traffic is based on paid search (Ruler Analytics)
  • 68% of conversions come through phone calls (Ruler Analytics)
  • In the cosmetic industry, a good average conversion rate is 2.3% (Ruler Analytics)
  • 19% of people don’t see a dentist because they can’t find one that’s convenient for them (ADA)
  • 71% of patients check online reviews when searching for a new doctor (Software Advice)
  • Health-related topics are searched 3x more by patients, making it equate to 16% of Google searches (Penn Medicine)
  • For email marketing, the average return on investment is 4400% (Great Dental Websites)
  • Welcome emails have an 82% opening rate, which is the highest open rate (Great Dental Websites)

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How to Getting Started on A Marketing Strategy

We know that the initial process of implementing a digital marketing strategy can be a bit daunting. That’s why, as experts in the industry, we are here to provide you with some starter tips to make the process as simple as possible.

Keep in mind there are many strategies that can be implemented right off the bat, but here are three of our top places to start:

1. Identify your target audience

One of the most important aspects of a successful digital marketing campaign is nailing down the correct target audience. When it comes to dental offices, you are going to want to focus on a local audience in order to get more people into the door. You’ll likely be looking at a key 5-10-mile radius for every location you have, which can be harnessed through ongoing SEO and PPC campaigns.

2. Update website content

Conduct an analysis of the overall look, content, and usability of your website. That way, when potential patients find your site, they will be able to find the information they need, navigate the site easily, and be able to contact you for more information.

Some things to look out for include:

• Calls to action on every product or service page
• Writing unique copy/removing duplicate copy from site pages
• Adding descriptive metadata to each page
• Implement internal links to relevant pages throughout the site

3. Ask customers for reviews

Customer reviews play a huge role in the overall success of a local digital marketing campaign, especially when it comes to ranking in the vital Google Local Pack. Not only do reviews assist in your rankings on search engines, but they also provide additional credibility for your dental office. Asking for reviews should be an automated process within your practice. Trust us, it will help!

We Provide The Digital Marketing Services You Need for Your Dental Practice

Your dental practice is unique, so it needs marketing services that aren’t cookie-cutter. From the culture of your workspace to the special services you provide, we can focus our skills on highlighting key aspects, whether it’s teeth whitening, orthodontics, dental implants, or anything else.

The core of our agency is built on providing top-notch marketing approaches to help produce more leads for your business, or, in this case, to help grow your patient portfolio. Here are the five tactics we know can bring your dental office success:

  1. Search Engine Optimization (SEO) – As mentioned above in our main service offerings, SEO is a vital strategy that can help get your dental office noticed online. From optimization of your content to building backlinks to increasing site usability and more, the tactics we implement through SEO can have long-lasting effects.
  2. Pay Per Click (PPC) – Our in-house pay-per-click advertising specialists work to gain exposure for your practice through targeted ads tailored to your audience. With expertise in Google Ads, Bing Ads, Facebook Ads, and more, our staff is able to focus on topics necessary for your business’s specialties and priorities.
  3. Website Design and Development – Is your website not delivering the leads you need? We can help. Our team can custom design the perfect website for your business in WordPress, Shopify, or any content creation platform of your choosing. In this process, we use proven marketing strategies to ensure qualified leads and maximum web interaction per visit.
  4. Social Media – From Facebook to X (Twitter) to Instagram to LinkedIn and more, our team can write, edit, and post updates for your desired social media outlets. Aiming for a strong online presence, our team strives to represent your dental practice’s personality and story as customers experience it in person.
  5. Email Marketing – With this tactic, we can let your current customer base know about any specials you have going on, dates you will be closed, special hours, and more. We can also use it to nurture potential clients into becoming patients. There are endless possibilities!

Following our extensive research on target audiences, we can produce content that’s tailored to your business and the customers you’re trying to reach. This content will be used to make sure you’re getting authentic, qualified leads with genuine requests for services.

How We Show Results

  • Leads acquired (direct, organic, paid, or referral)
  • Gain in traffic to your website and traffic sources
  • Positive changes in keyword positioning
  • Impact of link building and/or social media outreach

Some of our past successes for our various clients include:

  • Conversion rates surging from 1.54% to 4.6%
  • Monthly inquiries skyrocketing by 543%
  • SEO traffic soaring by 632%
  • Overall traffic enhancing by 402%
  • 90% of leads turning into business

What Makes Sixth City Different

At Sixth City, our team of digital marketing experts work with groups of diverse clients, both B2C like dentists and B2B like manufacturers, to reach their goals. We want to help make your decision easier when choosing dental digital marketing services, which is why our team is so dedicated to client success.

One thing marketing agencies tend to leave out is how SEO is a long-term strategy. Reaching your goals through SEO is more of a marathon than a sprint, but once results show, they will last for years. Get to know Sixth City more by reading some of the ways we are different from other agencies that offer marketing for dentists:

  • Our team works to create a 100% unique marketing campaign geared toward what you are trying to achieve.
  • Digital marketing is always changing, and our experts stay on top of major industry updates to ensure your marketing doesn’t skip a beat.
  • Our team has 25+ years of collective experience, meaning you are getting the help of real marketing experts who have worked with a wide range of business types.
  • Our internal company culture is important, and we thrive off being a close-knit team that works closely together to produce the best quality content for your business.
  • We can help you no matter where you are located, with offices in Columbus, Pittsburgh, Indianapolis, Cleveland, Chicago, and Nashville.
  • We collaborate with you and your company to discuss strategies in order to meet your desired goals as a business.

About Our Customized Reports

As a part of your team, we provide key metrics of success, reporting monthly results in ways that you can quickly and simply understand.

At the beginning of each month, we will send you a short monthly report providing a summary of the work we have conducted for the month, how traffic has contrasted from the previous month on your website, the extent of outreach on social media, and any PPC performance updates and recommendations.

And after time has passed in your campaign, due to unique technology we can apply to your website, we are able to send you a breakdown of where all your leads came from (SEO, PPC, direct, referral, etc.), which can help you cross-analyze which leads turned into customers, giving you ROI data to see our campaign’s success.

Placing a large emphasis on measurement, we ensure that the marketing methods we use online are efficient, productive, and result-producing.

The Types of Businesses We Serve

Since our business opened in 2010, we have worked with a variety of clients over the years in diverse industries. This has allowed our team of digital marketing experts to expand our knowledge on different tools to help companies grow. We’re able to work with each industry to help them reach prospective customers and to improve their overall online presence. We have worked with businesses in the following fields:

“Great company, Great owner, Great People! Can’t go wrong here!!!” – Troy Walton, Murray Hill Dental

Want to Know More About How Digital Marketing for Dentists Works?

We want to help your dental practice to rank higher locally, and even nationally. Be sure to reach out to us with any questions and inquiries. We look forward to working with you!

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