Marketing for dentists: getting found and booked locally
For most UK practices, marketing comes down to three things: being easy to find when someone nearby searches for a dentist, a website that answers their questions and lets them book, and a steady stream of honest reviews. All of it sits inside the GDC's rules, which say any advertising you produce must be "accurate and not misleading" (standard 1.3.3, GDC), and the CAP Code, which covers health claims.
The top result for this search is American. This guide is for UK practices, and points to the rule each time. It isn't legal or regulatory advice.
Checked 18 Oct 2026
1. Be found: Google and the NHS website
Your Google Business Profile is the listing with the map, your hours and your reviews. Google says local results depend on relevance, distance and prominence (Google's page now also calls it popularity), and that more reviews and positive ratings can help (Google). Keep your hours, holiday closures, phone number and booking link current.
Your NHS website profile matters if you offer NHS treatment. The NHS tells patients they can contact any NHS dentist to ask for an appointment (NHS), and the NHS website has a Find a dentist search. The NHS Business Services Authority says dental practices must confirm their NHS website profile information every quarter (NHSBSA). If your profile says you're taking new NHS patients, make sure it's still true.
2. Your website: what the GDC says it must show
The GDC's guidance on advertising says a practice website must display:
- The practice name and the address where treatment is provided
- Contact details, including email and phone
- The GDC's address and contact details, or a link to the GDC website
- Your complaints procedure, and who patients can go to if they're not satisfied (the NHS body for NHS treatment, the Dental Complaints Service for private)
- The date the website was last updated
- For each dental professional named: their qualification, the country it's from, and their GDC registration number
You must also make clear whether the practice is NHS, mixed or wholly private.
Titles. A dentist who isn't on a GDC specialist list must not use titles that imply specialist status, such as "Orthodontist". The GDC allows "special interest in", "experienced in" or "practice limited to", but not "specialising in". If you use "Dr", the ASA's advice is to make clear it's a courtesy title and that you don't have a medical qualification (ASA).
Booking. Patients want to know what you offer, what it costs and when you're free. A clear fees page and an online booking link answer all three. Put the booking link on your Google profile too.
3. Claims, photos and treatments: the CAP Code
The CAP Code's section 12 covers health and beauty advertising. The points that come up most for dental practices:
| Topic | The rule |
|---|---|
| Claims about results | Objective claims need evidence (CAP 12.1). The GDC also says to avoid claims likely to create unjustified expectations |
| Botox and other prescription-only medicines | Can't be advertised to the public (CAP 12.12). CAP says you can advertise consultations for wrinkles (CAP) |
| Before and after photos | Must be genuine and representative, and the ASA says you should have signed and dated proof (ASA) |
| Teeth whitening photos | You should be able to show whiter teeth come from the treatment, not editing (ASA) |
| Offers on social media and deal sites | The GDC says to state that the treatment may not suit every patient and depends on a satisfactory assessment |
4. Reviews: ask every patient, reply with care
Reviews are recommendations a new patient can read before they call. Ask every patient, soon after their appointment, with a direct link to your review form. Our Google review link guide shows how.
Two sets of rules apply. Google bans incentives for reviews and asking only happy customers (Google). The CAP Code bans fake reviews and hiding negative ones while showing positive ones (rules 3.44 to 3.46, CAP Code).
Replying is where practices get caught out. A reply to a review is public. The GDC says you must not post information or comments about patients on social networking sites (standard 4.2.3), and you should not react defensively to complaints (5.2.1). Its social media guidance warns that several small pieces of information can be enough to identify someone.
So don't confirm the person is a patient, and don't mention any treatment. A safe reply to a complaint looks like this:
Thank you for your feedback. We take every concern seriously and would like to talk this through. Please call the practice manager on [number] or email [address].
A reply to a five-star review can be just as short: thank them, without mentioning what they came in for.
5. Keeping in touch with patients
Newsletters and offers count as marketing, and marketing rules apply. The ICO says you can't send marketing emails or texts to individuals without consent, except under the "soft opt-in" for existing customers who bought (or asked about) a similar service from you and were given a simple way to opt out when you collected their details and in every message (ICO). Keep any treatment details out of marketing messages.
Testimonials on your website need the patient's permission (CAP 3.50).
Common questions
Can a dental practice advertise Botox?
Not to the public. Botox is a prescription-only medicine. CAP's advice is that you can advertise consultations for wrinkles instead.
Can I reply to a bad Google review from a patient?
Yes, but don't confirm they're a patient or discuss their treatment. Invite them to contact the practice privately.
Do I need to show my GDC number on the website?
Yes. The GDC's guidance says that if you're named on a website as a dental professional, you must make sure your qualification, the country it's from and your GDC registration number are displayed.
Where we help
We help practices with getting found and taking bookings online: an accurate Google Business Profile and clear treatment pages, online booking, and review requests after each appointment with replies drafted for you to approve. Clinical claims and the GDC rules stay your responsibility.
You approve every message and who receives it before anything is sent.
Get Your Free Business Roadmap
Book a free 20-minute Google Meet, then receive a simple one-page plan: The tool that will work FOR you day & night.
Less admin. Every month.
Monthly work from £375. Setup is quoted after the free call, once James knows what your business needs.