Health and Wellbeing
Private dentistry is a considered purchase. Patients research, compare and make a call based on what they find. Your website is part of that process whether you have invested in it or not.
73%
of patients research a dental practice online before booking
3x
more cosmetic enquiries for practices with a proper results gallery
4.6 stars
average Google rating for Surrey's top-rated practices
Walk through the websites of ten dental practices in any Surrey town and most of them look the same. Blue and white colour scheme. Stock photo of a model with perfect teeth. A paragraph about caring for smiles for over twenty years. A list of treatments no one reads and a contact form at the bottom.
For an NHS practice with a full list, none of that matters much. But for a private practice competing for cosmetic cases, implant referrals and high-value treatment plans, the website is actively part of the sales process.
Patients considering Invisalign, veneers or dental implants research carefully before they contact anyone. They look at before and after results. They read about the dentist. They form a view on whether the practice looks like somewhere worth spending several thousand pounds. A website that fails to do that work loses patients to the practice down the road that does it better.
We work with private dental practices and mixed NHS/private practices across Surrey who want a site that reflects the standard of care they deliver and attracts the treatment enquiries worth having.
Common problems
Before and after photography is the single most persuasive thing a dental practice can put on its website for cosmetic cases. Patients considering a smile makeover, composite bonding or tooth whitening want to see what you have done for real patients, not a stock photo. Most practices either have no gallery at all or one photo buried on a treatments page. The practices getting the cosmetic enquiries are the ones showing their actual work.
Invisalign, dental implants, composite bonding, teeth whitening: each has a different patient journey, a different question set and a different price point. A single "cosmetic dentistry" page that lists them all tells the patient nothing useful. Separate treatment pages with clear explanations, realistic timelines and honest pricing context reduce the friction between interest and enquiry considerably.
Someone searching for a dentist in Guildford or Woking wants to know immediately whether you are accepting new patients. If that information is not on the homepage, in the navigation or on a dedicated page, they move on. It sounds basic. Most practice websites fail it.
What you get
Why it matters
“A patient choosing between two private practices for a course of implants is spending between £2,500 and £5,000 or more. They will spend twenty minutes reading your website before they call. If that twenty minutes does not give them confidence in your results, your team and your process, they call the practice that did.”
“Our NHS list was fine but we wanted to grow the private side, especially Invisalign and composite cases. The old website looked like every other practice in the area. Makeproper built something that showed our actual results properly and explained the treatments in plain language. The enquiry volume for cosmetic cases went up noticeably in the first few months.”
Dr Amara Osei, principal, Osei Dental, Weybridge · Website, 2025
FAQ
The questions principal dentists and practice managers ask us most often, before they sign anything off.
At minimum: a clear list of treatments with separate pages for the most-searched ones (Invisalign, dental implants, composite bonding, teeth whitening), a way to register as a new patient, an honest fees page or fees range, real before-and-after photos for any cosmetic work you offer, and your address with directions. Most practice sites we audit are missing at least three of those.
From kick-off to launch we typically run 5 to 7 weeks for a single-site practice, longer for groups with multiple branches. The bottleneck is almost always content: photos, treatment descriptions and approvals from the principal dentist. If those are organised early, projects move quickly.
Yes for the treatments you actually want enquiries for. Patients searching 'Invisalign Guildford' or 'dental implants Surrey' do not convert on a generic 'cosmetic dentistry' page that lists everything. Each treatment page should answer: what is involved, who it suits, realistic timelines, what it costs in broad terms, and how to enquire.
Yes. Practice details, regulator information, complaints procedure and patient information are built in correctly from the start. We have built CQC-registered practice websites before and know what needs to be there and where it sits.
Online enquiries yes, real-time booking depends on the system you use. We integrate with the booking software your practice already runs, including Dentally, Software of Excellence and iSmile, or build a simple new patient enquiry flow if you prefer to keep booking off-platform. Either way, the route from search result to booked appointment should take fewer than three clicks.
Areas we cover
We work with dental practices across Surrey, from busy town-centre practices to smaller village surgeries. The private dental market in Surrey is concentrated in the more affluent commuter towns where patients have both the budget and the expectation of a premium experience.
More in health and wellbeing
Other industries we work in across health and wellbeing. Each page covers the specifics of how we approach websites for that sector.
Start a project
Tell us whether you are predominantly NHS, private or mixed, which treatments you want to grow and what your current website is doing or failing to do. We will come back with a clear answer on what we can build and what it costs.
Tell us about your project and we will get back to you within one working day.