When was the last time you looked at your dental website’s About Us page? If it feels like an afterthought – or worse, if it’s still using a generic bio written years ago – you’re not alone.
The truth is that the About page is often one of the most visited pages on a dental website. After a potential patient checks your homepage or a service page, guess where they click next? They want to know who you are.
In an industry where trust is everything, your About Us page isn’t just background – it’s one of the most powerful tools to turn curious website visitors into real-life patients.
At Clear to Launch Dental Marketing, we build high-converting dental websites every day, and we can tell you with certainty: a great About page matters. Here’s how to make yours stand out.
Why Your About Page Matters More Than You Think
Patients don’t just choose a practice – they choose people. Before booking, they want answers to questions like:
- “Who are the dentists here?”
- “What’s their story?”
- “Do I feel comfortable trusting them?”
A boring, generic About page that’s all credentials with no personality isn’t enough. Patients are looking for connection – not just degrees.
Common Mistakes Dental Practices Make on Their About Page
- Too Generic: “We offer compassionate care with the latest technology.” (So does every other practice.)
- All About Credentials: Listing degrees and certifications is fine – but not if it’s the only thing.
- Forgetting the Patient: If your entire page is “We do… we are…,” without mentioning how it benefits the patient, it falls flat.
What Makes a Great Dental About Page?
Tell Your Story
How did you become a dentist? What inspired you to open this practice? Patients love hearing real stories – it humanizes your brand.
Example:
“Dr. Smith knew from a young age that she wanted to work in healthcare – but after volunteering at a local dental clinic in college, she realized helping people smile was her true passion.”
Showcase the Team
Don’t stop at just the doctor(s). Include friendly bios and real photos of your hygienists, assistants, and front desk team. Patients often interact with them just as much as the dentist.
Share Personal Details
This isn’t LinkedIn. Patients want to know if you love hiking, have a golden retriever, coach little league, or volunteer in your community. These details make you relatable.
Communicate Your Philosophy
Why should someone choose you over the dentist down the street? Maybe it’s your commitment to gentle care, modern technology, or family-friendly appointments. Spell it out.
Use Real, High-Quality Photos
No stock images here. Use photos of your doctors, team, and office space. This immediately builds trust and familiarity.
Speak to the Patient – Not Just About Yourself
Instead of:
“Dr. Jones has been practicing for 20 years and offers comprehensive dental services.”
Try:
“At our practice, Dr. Jones and our team believe going to the dentist should feel stress-free, comfortable, and even enjoyable. Our goal is simple – to help you feel confident in your smile and your care.”
Writing Tips That Build Trust
- Write how you speak. Friendly, professional, conversational.
- Avoid jargon or stiff formal language.
- Break text into sections with headers (like this blog!).
- End with a soft CTA, like: “Ready to meet the team? Schedule your visit today – we can’t wait to welcome you.”
Real Example: What Good Looks Like
A great example is Toothbar in Austin, TX. Their About page isn’t just a wall of text – it tells the story of how the founders wanted to change the dental experience into something enjoyable, boutique, and stress-free. Their tone is warm, relatable, and paired with high-quality photos of the doctors and the space.
The Bottom Line
Your About Us page isn’t just background info. It’s a tool that:
- Builds emotional connection
- Increases patient trust
- Sets you apart from competitors
- Directly boosts appointment conversions
When someone feels like they know you, they’re more likely to choose you.
Need Help Crafting an About Page That Works?
At Clear to Launch Dental Marketing, we create dental websites that aren’t just pretty – they’re strategic marketing tools built to help your practice grow. Whether you need a brand-new website or just a content refresh, we’re here to help. Contact us today to learn how we can help your practice launch to the next level.
About Clear to Launch Dental Marketing
Clear to Launch Dental Marketing is a full-service dental marketing agency headquartered in St. Louis, MO and serving clients across the US. Clear to Launch Dental Marketing focuses on dental websites, Facebook and Instagram ads, TikTok ads, Google ads, dental SEO, and other online marketing for dental practices, dental groups, and DSOs.
