What we found
Most dentist sites look complete. Few answer questions.
We read the sites of 21 Miami dentists, each with 787 or more Google reviews. Of these 21 sites:
- 18
- let people book or ask for a visit
- 16
- cover emergencies
- 14
- mention the insurance they accept
- 12
- have a section for new patients
- 7
- have a section for common questions
- 4
- mention the dentist’s credentials
Our own count, from November 2026. We searched menus, headings and links on each home page and the pages it links to, so a count shows a section exists, not how good it is. Headlines and phone links come from the page code of the 20 home pages we could fetch, so a site that loads its text by script can be missed. It covers one city, so treat it as a guide, not a national figure.
Section by section
What each section should say.
The hero: say what patients want
- 1Write the headline in the patient’s words: what they want, not who you are.
- 2Add one line with what you do and where you are.
- 3Make “Call Us Now” the main button, and have it open the phone on a mobile.
- 4Keep your number in the header, on every screen.
- 5Use a real photo of you or your office.
Avoid. “Welcome to…”, your name as the headline, and “best dentist in town” unless you can prove it.
Of 20 home pages, 14 had a headline in the page code. 6 of those were only a name, a welcome or a leftover placeholder word, and 6 named a place. 18 of the 20 link the phone number, 9 of them above the headline.
Headlines to start from. Use one only if it is true of your practice.
- Family practice
- Healthy smiles for the whole family.
- Cosmetic
- A smile you want to show.
- Kids
- Dental visits your kids won’t dread.
- Emergency, if you truly offer it
- In pain? We can see you today.
A healthy smile, close to home.
Family and cosmetic dentistry in Your City. New patients welcome.
Treatments: group them, then link out
- 1Group treatments the way patients think: general, cosmetic, restorative, emergency.
- 2Give each one a short line that says what it does for the patient.
- 3Link each one to its own page. List only what you really do.
Avoid. Long paragraphs here. The detail belongs on the treatment page.
18 of 21 sites list treatments. 13 of 20 home pages link to three or more treatment pages. How to create a treatment page.
Restorative
- Dental crowns. Make a weak tooth strong again.
- Fillings. Repair a tooth with a cavity.
- Dentures. Replace missing teeth.
Emergency: tell people in pain what to do
- 1Put the number first, and say when you can see them. Only promise same-day care if you offer it.
- 2Give first steps from a trusted source. The American Dental Association says to keep a knocked-out permanent tooth moist and get to a dentist right away.2
- 3Say when to go to the emergency room. Have your dentist approve this wording.
Avoid. Diagnosis. A page can tell people what to do next, not what is wrong.
16 of 21 sites cover emergencies.
In pain? Call us now.
(555) 010-0000
Knocked-out tooth
Keep it moist and get to a dentist right away.
When to go to the emergency room: your dentist’s wording.
Insurance: name the plans
- 1List each plan you accept by name.
- 2Add a line telling people to check their own cover with your office.
- 3Say what happens if they have no insurance.
Avoid. “most insurance accepted”. It makes every patient call to find out.
14 of 21 sites mention the insurance they accept.
Plans change. Call us and we will check your cover.
No insurance? Here is how payment works at our office.
New patients: describe the first visit
- 1Say what to bring.
- 2Walk through the first visit, step by step, including how long it takes.
- 3Link to any forms they can fill in before they come.
Avoid. Forms that ask for medical records on an ordinary web page. Use your secure patient system.
12 of 21 sites have a new patient section.
Bring: photo ID, insurance card, list of medicines.
- 1.We talk about what you need
- 2.We look at your teeth and gums
- 3.We explain your options
The dentist: show the real person
- 1Use a real photo of the dentist. Patients want to know who will treat them.
- 2Add license, education and memberships, which patients can check.
- 3Write a few plain lines about how you treat people. Add the team and languages spoken.
Avoid. Stock photos of people presented as your staff.
11 of 21 sites show the team. Only 4 mention credentials.
Dr. Your Name
License, dental school, memberships.
How you treat people, in your own words.
Reviews: real words only
- 1Use real patient reviews, with the patient’s permission where HIPAA requires it.4
- 2Pick reviews that mention a treatment or a fear. They answer more than “great dentist”.
- 3Link to where people can read all of them.
Avoid. Bought reviews, reviews you wrote and staff reviews passed off as patients’. The FTC bans them, and you can be liable for ones you post on your own site.
18 of 21 sites show reviews.3
“A real review, in your patient’s own words.”
Patient’s name, with permission
Choose one about a fear or a treatment.
Before and after: your own cases
- 1Show only your own patients’ results.
- 2Get written authorization for each patient, and keep it.4
- 3Name the treatment, and say that results vary.
Avoid. Stock smiles. Some states add their own limits, so check with your dental board.
11 of 21 sites show before and after photos.
Written authorization on file for every photo.
Veneers. Results vary from person to person.
Questions: the biggest gap
- 1Start with what your front desk hears every week: cost, pain, insurance, how long it takes.
- 2Answer in two or three plain sentences.
- 3Link to the treatment page or article for more.
Avoid. Questions nobody asks. They read as sales copy.
Only 7 of 21 sites have a section for common questions.
Does getting a crown hurt?
The tooth is numbed for the work. Some sensitivity afterward is common and usually fades.
Articles: one question each
- 1Write each article around one question patients really search for.
- 2Have the dentist read it, and show their name and the date.
- 3Link it to the treatment it is about.
Avoid. Publishing for the sake of it. A few checked articles beat a stream of unread ones.
14 of 21 sites have articles.
What to do when a crown comes off
Checked by Dr. Your Name, with the date
Contact: remove every step
- 1Show your phone, address and hours as text, the same as on your Google listing.1
- 2Add a real map with directions and parking.
- 3Keep the form to name, phone and what they need. Tell people not to send records.
Avoid. Long forms and details shown only inside an image.
19 of 21 sites have a contact form. Only 3 have a section on the areas they serve.
(555) 010-0000
Your address
Mon to Fri, your hours
Name
Phone
What do you need?
Underneath
Make every section fast and easy to find.
Google’s targets are the main content on screen within 2.5 seconds, a response to taps within 200 milliseconds, and a layout that stays still.7 Give each page its own title. Add Dentist structured data9 and a sitemap. 14 of the 21 sites use Dentist structured data. Build to WCAG so people with disabilities can use the site.6
Calling yourself a specialist
Rules differ by state, so check with your dental board. Oregon, for example, lets a dentist advertise as a specialist only in a board-recognized area where they are licensed or certified.5
Patient photos and stories
Using a patient’s information for marketing generally needs their written authorization under HIPAA.4
Reviews
The FTC bans fake reviews and undisclosed insider reviews.3
Ad trackers
Keep ad pixels off patient portals and logged-in pages. A 2024 ruling struck down part of the federal guidance on public pages, but not on logged-in pages.8 Ask your lawyer before adding trackers to appointment or treatment pages.
Accessibility
The Justice Department’s position is that the ADA covers the websites of businesses open to the public. It has no detailed standard for them and points to WCAG as helpful guidance.6
This is general information, not legal advice. Rules change and differ by state, so check yours with your lawyer or dental board.
Questions
What dentists ask.
Do I need online booking?
Not always. A short request form works, or a link to the booking system you already use.
Should my site show prices?
That is your call. Only 2 of the 21 sites have a pricing section. If you do, keep them current and check your state’s advertising rules.
Will this put me first on Google or in ChatGPT?
Nobody can promise that. Google also weighs how far you are from the searcher and how well known you are. A clear site gives search engines and AI assistants something accurate to read.
Can I do all of this myself?
Yes. Everything on this page works with any website builder. If you would rather not spend the time, we can build it for you.
Sources
- Google Business Profile Help: how local ranking works
- American Dental Association, MouthHealthy: dental emergencies
- FTC: Consumer Reviews and Testimonials Rule, questions and answers
- 45 CFR 164.508: when HIPAA requires an authorization
- Oregon rule OAR 818-015-0007: dental advertising
- ADA.gov: guidance on web accessibility
- web.dev: Core Web Vitals
- Hall Render: the 2024 ruling on the HHS tracking guidance
- Schema.org: the Dentist type
- American Dental Association, MouthHealthy: crowns
Checked November 2026.