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SEO or Search Engine Optimization is integral to a robust online marketing campaign. SEO optimizes your website to appear in the “organic results” section of Google’s Search Engine Results Page (SERP). Organic results are different from paid results. Paid results use paid ads to generate traffic to your website.


Many elements go into a successful homepage. However, this article focuses on just one of those elements: content. Also known as “copy,” content refers to anything you communicate to your visitors via words, images, or other forms of multimedia, like videos.

Content is especially important to your digital marketing campaign. Having the right content on your homepage captures the interest of your visitors. Content also helps your website show up on the search engine results page (SERP.)

This article explores what topics to cover on the homepage of your dental website. These topics reflect people’s main concerns or questions when searching online for dental-related queries. These topics also include the most searched keywords related to these queries.


“Keywords” or “key phrases” are search terms people type into their search engine (Google or Bing.) Search engines then provide a list of websites that seem most relevant to the user’s search term. Search engines scan website content for keywords to determine which website is most relevant. If your content contains the keywords users search with, the search engine may list your website on its results page. Once listed on the first SERP, your website will generate organic traffic (free clicks to your website.)


When someone clicks on your homepage, you have seconds to capture their attention. Therefore, it is important to address people’s most common concerns when searching online for a dentist. Address these concerns in your content immediately. Start with the most common concern or question and work your way down.

Remember, people who search for a dentist online may have different concerns than your patients who find you via traditional marketing (i.e., billboards, radio, mail, or personal referral.)

With over ten years in dental marketing, Medstar Media knows what online consumers want most.


Starting with the most common concern and working our way down, these are the top 5 things your online visitors look for once landing on your website’s homepage. Also included are the top searched keywords (based on 2022 data) for each topic.

5 Most Common Concerns When Searching Online for a Dentist

Location – The internet replaced the yellow pages. People now go online to find a dentist near them. This is true for all industries. 46% of all search queries have local intent. Add your location in the header at the top of your homepage.

Family-Friendly Dentists – One of the main reasons people search for a dentist online is to get dental care for their child. It is important to mention that your dental practice specializes in treating children.

Emergencies - While many people still find their dentist via referrals from friends or family, when someone has a dental emergency, they go online. If you offer urgent dental care or emergency dentistry, mention this in your homepage content.

Insurances and Financing - people want to know if a dentist accepts their dental insurance. People also want to know if a dentist will still treat them without insurance. When searching online for this common concern, people often use the key phrase "dentist" + "[the name of their insurance]" (i.e., "dentist Medicaid.")

According to Market Watch, the top 5 dental insurance plans in the US are:

If you accept one of these five insurances, list it on your website. Remember, dental insurances vary by locality.

Sedation - The potential for pain and discomfort are major anxieties for people in need of dental care. Prospective patients want to know that you value their comfort. Address this concern in your content.


After addressing these five concerns, list some of the common dental services you provide. List each one using a header tag and write a summary of what the service does.

Starting with the terms that get the most search volume:


“Root Canal”


"Dental Implants"


Specialties like "endodontist," "orthodontist," or "periodontist."

If you have a specialty, mention it with your other services in your homepage content.

"Dental Bridge"


Once you have addressed the top concerns and covered your dental services, add biographical information that sets you apart from the competition.

The Office: Talk about how relaxing, comfortable, and family-friendly your office is. Also, mention your address and provide helpful information for finding your office. Your patients will appreciate it, and listing this information in your content will help you rank higher in local SEO.


Being a dentist is hard. You got enough things on your plate. Outsource your digital marketing to Medstar Media. We are pros at advertising for dentists and writing professional, high-converting content.

Schedule a free consultation to learn how you can attract more patients online. Reach out to us by:


Fill out the form or call (801) 890-3847

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Chris Zelig
Chris Zelig
Chris Zelig was born at a young age. He is a digital marketing expert who specializes in customer acquisition.
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