01
Trust begins before the first appointment
A website is often the first exchange between a clinic and someone looking for care. It should clearly explain services, professionals, location, hours, languages, practical information and ways to get in touch.
- Clearly presented services and professionals
- Location, hours and ways to connect
- Practical information for new patients
- A simple, accessible next step
A dental website should help visitors without replacing clinical advice or promising an outcome.
02
New patients: reduce questions before the first visit
Someone considering a new clinic often wants to know whether you welcome new patients, how to make a first inquiry, what to expect and where to find practical information. A page can also show, only when the clinic has confirmed it and keeps the information current, participation in the Canadian Dental Care Plan and accepted private insurance. Eligibility, covered services, preauthorization and amounts must always be confirmed with the clinic and official sources.
- New-patient availability when confirmed
- First-inquiry steps
- Practical information before the visit
- Participation and insurance displayed only when confirmed
No promise of coverage, eligibility or payment should be displayed.
03
Dental services that are easy to understand
A general list of care is rarely enough. When services are confirmed by the clinic, clear architecture can present them by need, audience or appointment type, with factual descriptions and an appropriate next step.
- General and preventive care when confirmed
- Exams, hygiene and follow-ups based on actual services
- Specialized services where the clinic offers them
- Separate pages when they add genuine value
04
Present dentists and the team
Profiles help people understand who will welcome them. A clinic can present each professional’s name, title, role, languages, areas of practice, associations and an authorized photo without overstating qualifications or creating unverified titles.
- Name, title and role
- Actual languages and areas of practice
- Associations and background where relevant
- Authorized photos and profiles
Every profile should reflect real, verifiable expertise.
05
Appointment booking: the right journey at the right time
Depending on clinic tools, a website can guide people to online booking, a callback request, a phone call or a secure form. The journey should explain the next step without claiming to confirm clinical care or collecting unnecessary health information.
- Online booking or callback request
- Service or professional selection where the tool supports it
- Reminders and confirmations based on the platform
- Forms limited to necessary information
06
Local SEO for dentists
Searches are often highly local: a person is looking for a clinic, dentist or service in their area. A local SEO strategy can structure actual services, territory, contact details, hours, profiles, reputation, useful content and internal links.
- Accurate service area, address and hours
- Services actually offered
- Consistent local profiles and contact details
- Useful pages instead of duplicate city pages
07
Google Business Profile and practical information
For a clinic, Google Business Profile may be an important entry point. Contact information, address, hours, website, directions, services, authorized photos and reviews should be consistent with the website.
- Address, hours and phone number
- Direct website and booking links
- Authorized photos and reviews
- Consistent services and practical information
08
Accessibility and clarity
A clinic website should be easy to use across devices and audiences. We consider readability, contrast, buttons, forms, keyboard navigation, alt text and clear explanations.
- Readable text and sufficient contrast
- Keyboard navigation and identifiable buttons
- Simple, well-labelled forms
- Explanations without unnecessary jargon
09
Mobile first
Many people will find a clinic on their phone. Important information should be readily available: address, hours, directions, new-patient information, services, team and booking.
- Visible contact actions
- Easy access to services and practical information
- Short booking journey
- Content adapted for small screens
10
Useful educational content
Content can help visitors prepare for a first visit, understand confirmed services, learn what to expect from an appointment or find general answers. It should remain informative, cautious and suited to what the clinic confirms, without replacing a professional assessment.
- First visit and preparation
- Frequently asked questions about confirmed services
- General advice and educational content
- Structured answers for SEO and GEO
11
Reputation and trust signals
Reviews, testimonials, team photography, associations and information about the approach can be useful when authentic, authorized and compatible with applicable rules. A website should never invent reviews, outcomes, success rates or care promises.
- Authorized reviews and testimonials
- Real team and environment
- Verifiable associations and distinctions
- No unsupported clinical promise
12
Photography and clinical experience
A real environment can reassure a person before a first appointment. Authorized photos of reception, rooms, equipment, team and atmosphere can make the clinic more tangible without showing an identifiable patient or inventing an experience.
- Reception, rooms and real environment
- Authorized team and professional photography
- Equipment only where relevant
- No patient photography or information
13
Digital advertising with care
When objectives, market and applicable rules justify it, a clinic can consider Google Ads or targeted landing pages. Messaging should be factual, respect applicable professional obligations and lead to a useful page.
- Local campaigns where relevant
- Factual messages and adapted pages
- Measurement of useful inquiries
- Review of applicable professional limitations
14
Coherent landing pages
A campaign about a service should not necessarily lead to a generic home page. Where it adds real value, a landing page can explain a confirmed service, professionals, steps, useful information, frequently asked questions and the next action.
- Service actually offered
- Confirmed professionals and process
- Useful information and FAQs
- CTA adapted to the journey
Each page should match the campaign message and the limits validated by the clinic.
15
GEO and AI-powered search
People may ask which clinic accepts new patients, which dentist offers a service or which clinic can welcome them in their preferred language. To be understood, a website should clearly explain the clinic name, dentists, confirmed services, service area, languages, practical details and how to request an appointment.
- Clinic name and professionals
- Services and audiences actually served
- Service area, languages and practical information
- A clear appointment-request journey
Présence Marketing creates and optimizes websites for dentists and dental clinics to make their services, professionals and practical information easier to find and understand.
16
Dental emergencies: only when the service is confirmed
If the clinic genuinely offers an emergency journey, the website can clarify how to reach the team, hours, service area and suitable instructions. If that service is not offered or availability is not confirmed, the site should not imply it.
- Actual availability only
- Accurate contact details and hours
- Clinic-approved instructions
- A fast path where relevant
No emergency journey should be published without explicit clinic validation.
17
French, English and localized content
Language versions should be genuinely adapted. Services, profiles, calls to action, practical details, metadata and terms should remain consistent and reflect the clinic’s audience.
- Adapted French and English
- Consistent dental terminology
- Localized CTAs and practical information
- SEO and GEO metadata for each language
18
Recruitment
A website can also help attract dentists, hygienists, assistants, administrative staff and other people who fit the clinic’s reality. A careers section can present culture, work environment, confirmed openings and a simple way to connect without inventing opportunities or benefits.
- Real culture and work environment
- Openings and desired profiles when confirmed
- Useful application information
- A clear application journey
19
Ongoing website management
A clinic sends profile, hour, service, content, photography and practical-information changes to Présence Marketing. Our team implements agreed updates and manages maintenance, new pages, content, SEO, GEO and optimization.
- Management of agreed content
- Team and hour updates
- Ongoing SEO, GEO and content
- Ongoing management by Présence Marketing
20
Personal and health information
Clinic tools can process particularly sensitive information. Marketing forms should limit what they request, avoid patient files, symptoms, diagnoses, insurance or payment information, and ensure booking tools, providers, consent and access are properly reviewed.
- Limited, relevant collection
- No health information in this form
- Review of tools and providers
- Consent and access to validate
Présence Marketing does not conclude that a website is automatically compliant. Applicable obligations should be reviewed with qualified people.
21
An architecture that evolves with your clinic
A dedicated page for a service, audience or professional can be useful when searches, journey, services, terminology, proof or privacy considerations are genuinely distinct. The goal is to help visitors without artificially multiplying pages.
- Pages created for a genuine intent
- Journeys adapted to confirmed needs
- Clear internal links to useful information
- No duplication created only for SEO
22
Which Presence plan?
Presence Web suits a clinic that needs a clear, modern presence. Presence Optimized suits clinics that want to deepen local SEO, GEO, content and conversion. Presence Premium suits clinics that prefer to delegate more management, content, optimization, maintenance and campaigns according to scope.
- Presence Web: a clear, professional foundation
- Presence Optimized: local visibility, content and conversion
- Presence Premium: management, optimization and ongoing support