What Your Online Reputation Says About Your Dental Practice
You can have the best technology, the friendliest team, and years of experience, but if your online reputation doesn’t reflect that, prospective patients may never make it through your door. The American Dental Association reports that 84% of patients trust online reviews as much as recommendations from friends and family. It might be hard to believe, but in today’s digital-first world, your online presence may matter as much as your in-office experience.
Consider your own research process when looking for a new healthcare provider. Before you pick up the phone to make an appointment, you’re probably online reading reviews, scanning the office’s website, and checking out their social media profiles. What you see—and what you don’t see—can shape your entire perception of the practice, right?
Your patients are doing the exact same thing.
The good news is that you have more control than you might think. Let’s take a closer look at what your online reputation is saying—and how to make sure it reflects the level of care your practice delivers every day.
You’re Either Building Trust—or Losing It
Before a patient experiences your care firsthand, they’re forming opinions based on what they read online. In many cases, your reviews are their first impression—and sometimes their only impression—before deciding whether to schedule an appointment at your dental practice.
Every review, whether glowing or critical, tells prospective patients something important:
- Are patients consistently describing your office as friendly, organized, and professional?
- Do they mention how comfortable they felt or how clearly treatment options were explained?
- Do they raise concerns about long wait times, rushed appointments, or unreturned calls?
Even one unresolved negative review can cast a shadow, especially if your overall review count is low. On the flip side, a steady stream of recent, positive feedback builds credibility and reinforces the quality of care you provide.
Why Reviews Matter for Local SEO
When a prospective patient searches for a dentist in your area, does your practice show up? And if it does, are the reviews strong enough to make someone want to click?
You don’t need to be an SEO expert to understand the basics: Google and other search engines use online reviews as a key factor when deciding which local businesses to display first. The more consistent, recent, and positive your reviews are, the more trustworthy your practice appears—not just to patients, but to search engines, too.
If your online presence isn’t where you want it to be, your reviews (or lack of them) could be a big part of the problem.
Every Response Shapes Perception
It’s not just the reviews that prospective patients read—it’s how (and if) you respond.
A prompt, professional reply shows that your practice values feedback, takes concerns seriously, and genuinely cares about the patient experience. Whether you’re thanking someone for a glowing review or addressing a complaint, your response helps shape public perception.
Here are a few best practices to keep in mind:
- Keep it general. Don’t confirm or deny that someone was a patient—even in response to a positive review.
- Stay professional. Respond with courtesy and composure, even if the review feels unfair.
- Take it offline. For negative feedback, invite the reviewer to contact your office directly to continue the conversation privately and respectfully.
Responding to reviews while protecting patient privacy can be a fine line—but it’s not impossible. A simple, thoughtful response can go a long way in reinforcing trust and showing others what your practice stands for.
Even Silence Speaks Volumes
If your practice has only a few reviews—or none that are recent—prospective patients may start to wonder: Is the office closed? Have others not had positive experiences? What’s being left unsaid?
That’s why consistency is key. Make it a standard part of your practice’s routine to ask for patient reviews—perhaps after a particularly positive appointment or at the end of a life-changing treatment. Doing so helps ensure your online reputation clearly reflects the care your team provides.
More Than Reviews: What Today’s Patients Expect Online
Online reviews are just one part of the picture. Today’s patients also expect a polished website, active social media, and helpful content that makes them feel informed and confident in their decisions.
What else builds trust?
- Sharing patient testimonials or before-and-after photos (with consent)
- Posting educational content that answers common questions about treatment
- Highlighting team achievements, technology, and community involvement
These details strengthen your reputation and help patients feel more connected to your practice.
Your Reputation Tells a Story—Make Sure It’s the Right One
What your online reputation really says about your practice is this: Do patients trust you? Do they feel valued, heard, and well cared for? And are you showing up consistently, both online and in person?
Managing your reputation isn’t about chasing perfection or silencing critics. It’s about telling a clear, consistent story of the care you provide—and making sure that story is easy for patients to find and believe.
If you’re not actively shaping that story, someone else might be doing it for you. And more often than not, it’s a frustrated patient or an outdated review.
Now is the time to take control.
