Most dental practices pick up new patients through word of mouth. It works — until it doesn't. If you want a steadier flow of new patients without waiting on referrals, you need a handful of simple marketing habits in place. None of this requires a big budget or a marketing degree. Here's where to focus your time.
Claim and Optimise Your Google Business Profile
Your Google Business Profile is the listing that appears when someone searches "dentist in [your town]". If it's unclaimed or out of date, you're handing patients to competitors who've done this five-minute job.
Do this week:
- Search your practice name on Google and claim the listing at business.google.com
- Add your correct address, phone number and opening hours — including bank holidays
- Upload at least ten photos: your exterior, reception, treatment room and team
- List every service you offer — NHS appointments, implants, Invisalign, emergency care
- Turn on messaging so patients can contact you directly from the listing
A complete, photo-rich profile consistently ranks higher in local map results. It is the single most valuable free marketing action available to you.
Get More Patient Reviews — the Right Way
According to BrightLocal's annual consumer review survey, 87% of people read online reviews before choosing a local business. For a dentist, trust matters even more than it does for a restaurant.
The General Dental Council is clear: you must not cherry-pick reviews or post fake ones. What you can do:
- Ask patients directly after a positive visit — "Would you mind leaving us a quick Google review?"
- Send a follow-up text or email with a direct link to your Google review page
- Respond to every review, positive or negative, professionally — never disclose patient details (GDPR applies here)
- Do not offer incentives in exchange for reviews
Aim for a steady trickle of recent reviews rather than a one-off burst. Recency matters to Google's ranking algorithm.
Make Your Website Work Harder for New Patients
Most dental websites are attractive brochures that don't convert. Your site has one job: turn a visitor into a booked appointment or a phone call.
Check these basics:
- Your phone number and a "Book online" button are visible without scrolling on mobile
- You clearly state whether you accept NHS patients — and if not, what your private fees look like
- You have a team page with real photos and bios — patients want to see who's treating them
- Page load speed is fast (test free at PageSpeed Insights — aim above 70 on mobile)
- Each treatment page answers what patients actually ask: how long it takes, what it costs, whether it hurts
If your site isn't mobile-friendly, fix that first. More than 60% of local searches happen on a phone.
Local SEO: Get Found Without Paying for Ads
Paid ads can work for dentists, but local SEO earns you free, ongoing traffic. The goal is to appear on Google when someone nearby searches "NHS dentist [town]" or "emergency dentist near me".
- Create a dedicated page for each main treatment — /teeth-whitening, /dental-implants, /emergency-dentist
- If you offer NHS appointments, add your practice to the NHS Find a Dentist directory — it also improves your Google visibility
- List your practice consistently on Yell, Bing Places and Thomson Local — same name, address and phone number everywhere
- Write one short FAQ page per month answering real patient questions ("How much does a filling cost in the UK?" is searched thousands of times a month)
You don't need to rank nationally. You just need to rank in your town. DigiSurf helps practices do exactly that if you'd rather not manage it yourself.
The data backs this up: BrightLocal Local Consumer Review Survey and GDC Standards for the Dental Team publish UK-applicable research worth a look.
Frequently asked questions
Do I need to be on social media?
It helps, but it's not the priority. Focus on Google first — that's where patients search when they need a dentist. If you do use social media, Facebook and Instagram work well for before-and-after photos (with signed written consent) and team updates. Consistency matters more than frequency: one post a week beats a burst then silence.
How long before marketing shows results?
Google Business Profile improvements and a review push can show results within four to eight weeks. SEO typically takes three to six months before meaningful traffic growth. Google Ads are the fastest route if you need new patients quickly — but you pay for every click, so the other work pays off better long-term.
Are there rules about what I can advertise as a dentist?
Yes. The GDC's standards for patient information state you must not make misleading claims, use before-and-after photos without fully informed written consent, or advertise in ways that exploit patient anxiety. Keep all claims factual, evidence-based and in plain English. When in doubt, check the GDC guidance before publishing.
