Stages of implementing a ready-made dental clinic website

I ask for the logo in vector format; if none exists, I redraw it as faithfully to the original as I can. Sometimes it's clear the logo is dated and would drag the whole website down. In cases like that, I offer the client a new logo, creating and presenting several options myself. More often than not, the client accepts one, and thanks me for the unexpected initiative.

I try to work the logo not just into the website header, but into the service pages too. Displaying the clinic's logo consistently, I find, builds memorability and lends the clinic real presence.

We place contact buttons for the clinic on every page — in plenty of places you can send a question via WhatsApp or ring straight away: at the top of the page beneath the welcome message, beside the pricing block, and, of course, at the bottom of the page.

On mobile, the contact bar stays anchored to the bottom of the screen, giving the visitor constant access to it, so finding the clinic on the map, calling, or sending a message is never more than a tap away. I first saw this feature from a widget developer, and the logic of pinning contact details somewhere always visible struck me immediately — I liked it, and I've since built it into every one of my projects.

In a separate article, I'll describe in detail exactly which blocks make up a dentist's personal page on my ready-made dental website. Thanks to this structure, it ranks above any directory listing in search results — and I'll explain why every specialist genuinely needs a page of their own.

Building a new website usually motivates the client to arrange a proper photoshoot at the clinic. Some update their uniforms, redecorate the surgeries, and bring in a photographer. I've written a separate article on how to photograph a dental practice properly, which I send to every client. Within a week, we typically have beautiful portraits and narrative shots showing the dentists at work.

I usually enhance these photographs using the AI retouching tool Retouch4me — brightening the eyes, smoothing out clothing, softening wrinkles. It's a plugin built for professional retouchers, and it works remarkably well, correcting hundreds of photos automatically. A client will send me 300 to 500 photographs, I run them through this tool, created by Oleg Sharonov, and return the finished set. This retouching costs my clients nothing — everything I do is already included in the price of the ready-made website.

These photographs are then distributed across the service pages and dentist profile pages, presented as beautiful sliders with a dynamic parallax effect.

Reviews are an important part of any reputation, and we want visitors to be able to read them without ever leaving the clinic's website. So, on each dentist's personal page, I've built a slider that combines the review text, the treatment involved, and the dentist's own portrait.

Writing short introductory text for each service page. This matters more than it might seem from a psychological standpoint — I often say that patients need empathy and understanding above all, so on my websites I try not to dwell on medical detail, but instead to offer real reassurance to someone facing a difficult problem with their teeth. And, naturally, we work the city's name into this text too, which serves the site's SEO — a simple step that means the website appears more often for searches that specify the city.

Placing clinical cases on the relevant service pages. We often have to postpone this stage, simply because the client doesn't yet have clinical cases of their own. Where they do, wonderful — we add them to both the corresponding treatment page and the dentist's personal page.

More often, though, we simply discuss what equipment needs to be bought to run a dental photography protocol properly, and that particular journey is just beginning. A year on, this same client sends me sharp, beautiful, completed cases, and we publish them. A good website genuinely motivates clinics to document their clinical cases: photograph one demonstrative case properly, and thousands of people wrestling with exactly that problem will go on to see it. It becomes an asset that keeps working for you indefinitely. A website is the best possible platform for publishing this kind of work — no restrictions on clinical photography, and no risk of an account being suspended. Once my clients realise this, they tend to make full use of it.

Every treatment page has its own pricing block. Clients can visit the page themselves and update it with their current prices — a simple exercise that also gives them their first hands-on experience with the page builder, so they feel more confident working in it later on.

If a client would rather not get to grips with the builder just yet, I send over a document listing every service, they fill in the prices, and I distribute them across the relevant pages myself.

We often refine the service descriptions further too, adding important questions for the patient to consider, navigation templates, digital modelling, and Diagnocat analysis.

The client scans the legal documents required of them and sends them over for me to publish.