How to Write a Dental ‘About Us’ Page That Builds Instant Trust

An ‘About Us’ page is created because patients want to know who will be providing their care. It’s used to communicate your story, your qualifications, and your values in a way that makes patients feel confident choosing you. Therefore, an ‘About Us’ page is a statement that introduces your practice that explains what you do, and shows why you are the right choice for their dental needs.

It can appear in many formats as long as it’s easily accessible to visitors. For example, it can be a dedicated page on your website, a section on your homepage, or part of an online profile. In all cases, it should be professionally written, visually engaging, and designed to encourage patients to take the next step—booking an appointment.

Ensuring your practice has a clear and compelling ‘About Us’ page is vital to building patient trust, strengthening your reputation, and increasing conversions. Keep reading to learn how to write an ‘About Us’ page for your dental website and why ignoring it could cost you valuable opportunities.

What Is an ‘About Us’ Page for a Dental Practice?

An 'About Us' page is a consolidated collection of information about your dental practice that describes what and why you do. Patients can go through this page to understand the people and values behind their care. It briefly provides your history, mission, and approach to dentistry even before they walk through your doors.

The key details it includes are

- Dental Team

- Overview of practice history

- Treatment philosophy

- How are you different from others

Apart from these key details, the types of patients you serve, the services and how they are delivered, and the patient's benefits for choosing you as their oral health care partner.

An effective ‘About Us’ page shares factual information as well as builds a connection by showing your personality, professionalism, and passion for patient care. It is both an introduction and an invitation, encouraging visitors to feel confident in booking their first appointment.

If you’re creating this page as part of a broader site revamp, investing in dental website design services can help you ensure it looks professional and performs well.

Why the ‘About Us’ Page Matters for Your Dental Website

Your website visitors come to the About Us section to gather reliable information about your practice. This may include learning about your team, staff, office environment, and your clinic’s story and purpose. Make sure your page clearly explains your core values, mission, beliefs, and the vision your practice follows. By giving patients confidence and a reason to choose you over other providers, the page should focus on building trust rather than emphasizing revenue or sales.

Here’s why it matters so much for your dental website

Builds Trust and Credibility

When you add your key credentials and experience to your ‘About Us’ page, it gives your users a clear sense of confidence in your care. Highlighting your years of practice, special training, and the advanced technology you use shows patients they’re choosing a skilled and trustworthy professional. This honesty and transparency help patients feel secure in trusting you with their health.‍

Humanizes Your Practice

Every clinic has a story that highlights the reason it started, the passion behind it, and the journey so far. By showing where you began, how far you’ve come, and where you are today, you create a sense of trust and familiarity among your patients. Also, adding your team with photos and bios, you add a friendly, approachable touch. And when you highlight small gestures like warm greetings or offering extra time for nervous patients, you help ease anxiety and make them feel comfortable before they even step into your office. For example, practices that invest in building patient trust through web design tend to see higher engagement and appointment bookings.

Differentiates Your Practice

Two practices may offer the same services, provide similar care, and target the same patients, but what makes them different? When you clearly share what sets your practice apart on your ‘About Us’ page, it helps them understand why they should choose you over another dentist. Be it your specialized expertise, patient-centered approach, or unique atmosphere, a well-crafted ‘About Us’ page clearly communicates what distinguishes your practice. This clarity helps build patient confidence and sets you apart in a competitive market.

Improves SEO and Engagement

And after you stand out as a leader in dental care, a great ‘About Us’ section that is keyword-rich and SEO-friendly helps secure your rankings on SERPs. The best ‘About Us’ pages make it easier for search engines to crawl and index your site more effectively. This results in improved website rankings and excellent SEO outcomes, which makes it easier for new patients to find your practice online. A well-organized, engaging page also encourages visitors to stay longer, explore your services, and take the next step toward booking an appointment. For more tips, check out our SEO strategies for dentists to make your About Us page a traffic driver.

Addresses Patient Concerns

Your ‘About Us’ page is an ideal web page to answer the unspoken questions holding your potential patients back. By proactively addressing their concerns and explaining your approach to gentle, painless care, you help remove barriers that could prevent someone from choosing your practice for their healthcare needs.

Key Features of a Great About Us Page

To create an About Us page that connects with your audience and drives conversions, include these essential components:

1. Tell Your Practice's Story

Help your patients know the origin of your practice and why you started it. Share the passion and vision you bring when caring for patients. Don’t make it sound too technical or like it’s just to impress. This is what defines your brand and makes you different.

For example:

- Did a personal experience inspire you to become a dentist?

- Is your practice family-owned or focused on the community?

- Do you want to make dental care easier, stress-free, or more accessible?

- When you share these real reasons, patients feel connected and trust you more.

2. Highlight Your Team

Introduce your dental team to humanize your practice. Include professional headshots, brief bios, and a touch of personality for each team member. Highlight their qualifications, specialties, and any unique traits that make them relatable.

Tips:

- Mention their certifications, advanced training, or awards.

- Share fun facts (e.g., “Dr. [Name] loves hiking with his dog, Max!”) to make your team approachable.

- Include support staff like hygienists or receptionists to show the full scope of your care team.

3. Showcase Your Values and Mission

Of course, your patients will pay close attention to this part, especially if they’re unsure who to choose. Clearly share your practice’s core values and mission. Do you focus on patient comfort, use the latest technology, or care about eco-friendly practices? When patients see what you believe in, they connect with your philosophy and feel confident that they’re making the right choice.

4. Highlight Expertise and Services

Why should patients trust you? The answer should be loud and clear. Briefly share your qualifications, specialties, and the services you provide. This helps patients feel confident in your expertise while also showing what your practice can do for them.

Tips:

- Mention any special training you have, like Invisalign certification or sedation dentistry.

- Include a link to your services page for patients who want to learn more.

- Keep it simple and easy to understand—avoid confusing technical terms and focus on what matters to your patients.

5. Include a Call-to-Action (CTA)

Sometimes visitors finish reading an About Us page and have no idea what to do next. Your About Us page can act like a landing page that turns visitors into patients. Guide them clearly toward the next step—whether it’s booking an appointment, calling your office, or exploring your services. A simple, clear CTA makes it easy for potential patients to take action. If you’re ready to convert interest into action, consider adding Google Ads for dentists as part of your marketing.

Common CTAs you’ll see on dental websites are:

- Book Your Appointment

- Schedule a Free Consultation

- Request a Treatment Estimate

- Contact Our Team

- Learn About Our Services

- Get Your Personalized Care Plan

- Talk to a Dental Expert

- Start Your Smile Journey

- Ask a Question

- Visit Our Office Today

6. Use Visuals

People believe what they can see—real-life proof makes a big difference. Adding visuals to your About Us page makes it more interesting and trustworthy.

Include:

- Professional photos of your team and office.

- A short video tour of your practice or a welcome message from the dentist.

- Infographics showcasing your process or achievements (e.g., “Over 5,000 smiles transformed!”).

Ensure images are high-quality and optimized for fast loading to improve user experience and SEO.

7. Optimize for SEO

Incorporate relevant keywords naturally to improve your page’s visibility on search engines. For a dental practice, this might include terms like:

- “[City] dentist”

- “Family dentistry in [City]”

- “Cosmetic dentistry near me”

Tips:

- Use keywords in headings, subheadings, and body text.

- Include your city or region to target local patients.

- Ensure your page is mobile-friendly, as many users search for dentists on their phones.

8. Address Patient Pain Points

Think about the common worries your patients have—like being afraid of dental procedures, worrying about costs, or having a busy schedule. Use your About Us page to show that you understand these concerns and explain how your practice helps.

Maybe you offer gentle care or sedation to make patients feel calm. Maybe you have flexible payment plans or take most insurance. Maybe you provide same-day appointments or have longer hours for busy patients.

When you talk about these issues, patients feel understood and cared for.

You can also add testimonials, FAQs, or links to pages about payment options and booking appointments. This helps visitors easily take the next step and become patients.

9. Keep It Concise and Scannable

Patients don’t have time to read long paragraphs. Use short sentences, bullet points, and subheadings to make your content easy to skim.

Example Structure:

- Our Story: A brief paragraph about your practice’s history.

- Meet the Team: Short bios with photos.

- Our Mission: A clear statement of your values.

- Why Choose Us: A bulleted list of what sets you apart.

- Book Now: A bold CTA with a link.

How to Write a Killer About Us Page for a Dental Website?

Follow these steps to create a compelling About Us page for your dental website:

Step 1: Define Your Goals

Ask yourself:

- What do you want patients to feel after reading this page? (e.g., trust, excitement, reassurance)

- What sets your practice apart from others in your area?

- What action do you want visitors to take?

Step 2: Gather Content

Collect the following:

- Your practice’s origin story and mission.

- Bios and photos of your team.

- Key services and specialties.

- Testimonials or awards (if applicable).

- High-quality images or videos.

Step 3: Write a Draft

Start with a rough draft that includes all the elements above. Focus on clarity, authenticity, and a friendly tone. Avoid overly technical language—write as if you’re speaking to a patient in person.

Step 4: Add Visuals and Design

Work with a web designer to ensure your page is visually appealing and aligns with your brand. Use a clean layout with plenty of white space, readable fonts, and consistent colors.

Step 5: Optimize for SEO

Incorporate keywords naturally and ensure your page is mobile-friendly. Use tools like Google Keyword Planner to find relevant local search terms.

Step 6: Test and Revise

Get feedback from colleagues, patients, or a marketing professional. Check for clarity, grammar, and tone. Test your CTA to ensure it’s easy to use.

Step 7: Update Regularly

Keep your About Us page fresh by updating team bios, adding new achievements, or refreshing photos. An outdated page can make your practice seem less professional.

Common Mistakes to Avoid When Writing Your Dental Practice’s About Us Page

You’ve seen what makes a great ‘About Us’ page. Now, let’s talk about what to avoid. These common mistakes can weaken your message, confuse visitors, or even push potential patients away. Knowing what not to do will help you create a page that truly connects and builds trust.

1. Being Too Vague

Adding information like “We provide quality care” doesn’t really tell patients anything special. Instead, talk about what makes your care and practice different. For example, add something that sounds like “We use 3D imaging to make treatments more precise and comfortable.” Be specific so patients know why you’re the best choice.

2. Too Much Text

Long walls of text are hard to read. Keep your writing short and easy to scan. Use pictures, bullet points, and headings to break up the words. This makes your page easier to understand and more interesting to look at.

3. Forgetting SEO

If you don’t use important keywords like your city or specialty, search engines might not show your page to new patients. Make sure you include these words naturally in your writing. This helps people find you when they search online.

4. No Clear Next Step

Your About Us page should tell visitors what to do next. Don’t forget to add a clear call to action, like “Book your appointment today” or “Call us now.” This helps turn visitors into real patients.

5. Not Thinking About Mobile Users

Lots of people look for dentists on their phones. If your page isn’t easy to read or takes too long to load on a phone, they’ll leave. Make sure your page looks good and works well on all devices.

4 Great About Us Website Examples for Dentists

Curious to see how top dental practices bring their stories to life? These 5 standout ‘About Us’ pages show how clear messaging, warm storytelling, and smart design come together to build trust and connect with patients. Take a look and get inspired to make your own page shine! If you want similar results, our web development services for dentists can bring your vision to life.

1) Varni Dental: Varni Dental’s "Our Practice" page is a great example of how you can connect with your patients using simple storytelling and a friendly tone. At the start, their page talks about the practice’s focus on caring for each patient individually. It makes clear that patient comfort and trust are very important.

Next, it shares the story of the founders and the team’s passion for using the latest dental technology and techniques. The page includes professional, high-quality photos of the team. Along with easy-to-understand explanations of their values, this creates a warm and welcoming feeling. This helps patients feel like they are choosing a practice that truly cares about their health. It builds trust and confidence in the care they will receive.

2) Silk City Dental: Sometimes simple works best. Like Silk City Dental—a clinic whose About Us section greets their visitors with a friendly, upbeat headline expressing their dedication to confident smiles. It openly communicates their customized service, state-of-the-art technology, and comprehensive services. Friendly-sounding phrases such as "A Team That Cares" bring a sense of friendliness and approachability to the practice. They also have added professional images of their updated office, which makes their visitors feel welcomed and trustworthy. As a whole, this sample about us page is a direct, patient-centered page that builds a sense of immediate trust and rapport.

3) Ripon Dental: Ripon Dental’s “Why Choose Us” page hits all the right notes from the moment you land on it. Instead of just a plain headline, they start with a strong message about their patient-focused care and what makes their practice special.

Below that, they explain their mission to provide gentle, comprehensive, and affordable dental care. The page features professional photos of their clean, welcoming office and friendly team, helping patients feel comfortable before their first visit.

They also highlight important reasons to choose them — like flexible payment options, sedation for anxious patients, and personalized care — which builds trust and makes the practice stand out.

4) Eagle Rock Family Dentistry:

Their About Us page checks all the boxes for a strong dental practice introduction. They establish authority and trust right away, showing their commitment to exceptional care and long-term patient relationships. Their focus goes beyond treatment, aiming to create a comfortable, stress-free environment.

They address patient concerns directly—highlighting gentle dentistry, advanced technology, and personalized care—reassuring visitors before they even book. By showcasing their experienced team, modern facility, and patient-first approach, they clearly position themselves as a reliable choice for comprehensive dental care.

The page ends with a clear call to action, inviting visitors to schedule a visit, all in a warm, professional, and welcoming tone.