Industry
A dental website that helps new patients find you, check your insurance and ask for a visit
People looking for a dentist want to know three things before they call: whether you take their insurance, whether you can see them soon, and what the first visit involves. We build websites for New Jersey dental practices that answer those questions, ask for contact details and insurance but no health history, and word the team page from the State Board of Dentistry's advertising rule on how a dentist may describe himself or herself.
- New-patient form
- Contact and insurance, no clinical history
- Ad wording rule
- N.J.A.C. 13:30-6.2
- Where it helps most
- The website and local search
- Based in
- Cedar Grove, NJ
New patients
A new-patient request that asks only what the front desk needs
The first contact should be short enough to finish on a phone while sitting in a waiting room somewhere else. Name, mobile number, the insurance carrier, whether the visit is for a checkup, a problem or a child, and a few times that suit them. Nothing about teeth, medications or medical history belongs in a web form.
Each request goes to an inbox or a system your practice controls, and your front desk calls back to collect the rest the way it does today. That keeps the sensitive questions on the phone or on your own intake paperwork, where your office already knows how to handle them.
Pages
Treatment pages a nervous patient can read
Most people read about a procedure before they pick the office that will do it. Each treatment you want calls for gets its own page, written with your dentists.
Plain-language treatment pages
Implants, dentures, whitening, children's visits, root canals and emergency care each get what the visit involves, how many appointments it usually takes and what the patient does afterward. The dentist who performs the treatment reads and approves the text.
An insurance and payment page
The plans you accept, how you handle out-of-network patients and the financing you offer. Plans change, so one person in the office owns this page and we make the edit when the office tells us a plan has changed.
A team page with real credentials
Each dentist gets a short bio with school, license and the languages he or she speaks with patients. The title shown next to each name is covered by the advertising rule below.
A same-day and emergency page
A cracked tooth or a swollen face sends people to search from their phone. The page says what you see the same day, which hours, and who to call after hours, using only what the office actually does.
New Jersey rule
How the State Board of Dentistry limits dental advertising
New Jersey regulates dental advertising in N.J.A.C. 13:30-6.2. As we read it, an advertisement carries the dentist's name and the words "General Dentist", or the specialty named on the Board specialty permit the dentist holds. A general dentist who advertises work in a specialty area may not use terms such as "specialist", "specializing" or "practice limited to", and no ad may use those terms for an area of dentistry the Board does not recognize as a specialty.
The same rule covers photos. A photo of a real patient needs the patient's written permission, and a photo of a model must be labeled as not showing services the dentist performed. Personal testimonials about technical quality or competence are prohibited, which is why we link to your Google reviews and do not copy quotes about clinical results onto treatment pages.
That is our plain reading of the rule, not legal advice. The final wording of the team page, the treatment pages and any before-and-after photos is for your practice and its counsel to settle against the rule text, and we change whatever they ask us to change.
Privacy and ads
Health-site privacy, Google Ads limits and what we will not claim
We do not tell a dental practice that its website is HIPAA compliant, and we would be wrong to. Whether your practice is a covered entity, and what its vendors must sign, is a question for your HIPAA adviser. What we do is keep forms to the minimum, send them to a system you control, and keep advertising and analytics trackers off pages where a patient submits information. The HHS page for covered entities is the place to start if you are unsure where you stand.
Google also limits what health advertisers can do. Its personalized advertising policy lists health among the sensitive categories where advertiser-built audiences, such as remarketing lists and customer lists, are not supported. If Google treats a dental office's ads that way, the plan cannot depend on following website visitors around with remarketing ads. Google Ads for a dental office are built around searches such as emergency dentist and new patient exam, in the towns you serve, and not around lists of past visitors.
That explanation is written once, here. The chiropractor, therapist and med spa pages cover their own trade rules and point back to this one.
Search
Showing up on Google and Google Maps when someone needs a dentist
A dental search is local almost every time, so the map listing and the website have to agree with each other.
A Business Profile that matches your sign
Google's profile rules ask for the real name of the practice, not extra words such as "affordable" or "best". One profile per office, with correct hours, your holiday hours and a link to the new-patient page.
A page for each treatment and each location
A search for dental implants should land on your implant page, and a search that names a town should land on the office that serves it. Pages that only swap the town name do not help, so a second location page needs its own address, staff and parking details.
Reviews, answered carefully
Patients leave reviews on Google, and your replies are public. Reply without confirming that the person is a patient or mentioning treatment, and ask your HIPAA adviser how your office words those replies. Our Google Business Profile guide covers the setup side.
Hours, insurance and language kept consistent
Directories copy whatever they find first. When your hours, phone number and accepted plans differ between Google, Facebook and the website, patients call the wrong number. Local SEO work includes cleaning those up.
Tools
Where our tools fit a dental office, and where they do not
Most of our interactive tools were built for trades such as roofing and restaurants, and the honest answer is that few of them fit a dental office. The value we offer a practice is the website, the Google Maps listing and the searches around them. Our website speed test is worth running on your current site, to see how it loads on a phone, which is where many new patients first look.
The one tool with a real use is phone answering. An AI receptionist is something we build, not something running at a dental office today, and the sample calls show a pizzeria taking an order, not a dentist. For a dental office we would limit it to taking a name and number, offering appointment times and passing anything urgent to a person. It would give no clinical advice, and it would be scripted with your office manager and checked by whoever advises you on patient privacy.
Try it
Try the website speed test
Type in any website and see how fast it loads on a phone, with the biggest fixes explained in everyday words.
Questions
Dental website questions
Can our site call us implant specialists or cosmetic specialists?
Not as a rule. A general dentist may not use "specialist", "specializing" or "practice limited to", and the rule bars those words for any area the Board does not recognize as a specialty, whoever the dentist is. The page can still describe the implant work you do, how many you place and the training behind it, in plain terms, without those words.
Can we put patient reviews on the site?
The Board prohibits personal testimonials about technical quality or technical competence, and allows others only when they break no other part of its rules. We link to your Google reviews and let patients read them there. Whether a particular quote about the front desk or the waiting room is acceptable is a call for your counsel, and we remove anything they flag.
Is the new-patient form HIPAA compliant?
We do not make that claim for any client. The form asks for contact details and insurance only, delivers to a system your practice controls and sits on a page without advertising trackers. Whether that arrangement satisfies your obligations is for your HIPAA adviser to confirm.
Can you show before-and-after smile photos?
Only photos of patients who gave written permission, and model photos have to carry a disclosure that they do not show work the practice performed. We keep the signed permissions with your office, not with us, and each photo on the site is matched to one before it goes up.
Next step
Send us your site and the insurance plans you take
We look at how new patients reach your front desk today, then reply with a written proposal for the site, the request form and the Google Maps work.