Site of the Month #006: The Dentist Frozen in 2019
This month: a dental practice — composite of three real ones. Modern dentistry, museum website. The gap costs patients weekly.
What it does right
Genuinely skilled practice, warm reviews, nice office photos. The care is current; the website is carbon-dated — welcome banner featuring a hygienist who left in 2023.
Leak #1: no online booking
New patients decide at 10pm; the site says "call during office hours." By morning, they've booked with the practice that had a button. Fix: online scheduling wired to the practice software — this single feature moves more new patients than everything else combined.
Leak #2: the insurance mystery
The #1 question — "do you take mine?" — answered nowhere. Fix: an insurance page listing carriers plainly, plus financing for the rest. Pre-answering the money question is why some practices' phones ring easier — it's the whole logic of the dental cost guide.
Leak #3: services without depth
"General and cosmetic dentistry." Implants, Invisalign, whitening — the high-value searches — share one sentence. Fix: a page per treatment; that's findability and case value in one move.
The scoreboard
Booking first, insurance second, treatment pages third — the banner takes five minutes, do it today. Practice owners: the dental AI playbook covers no-show automation next. Nominations: (847) 387-0244.
← All plays · Guides: costs by industry · tool matchups · AI playbooks