The 1 Dental Website Tweak That’ll Get You More Patients

Arron: So this one change to your dental website could get you up to 37% more patient opportunities, without even redesigning your site.

What is it? It’s the hero section. That’s the very top part of your website. Normally there’s a big image or a video there, and that real estate is so important.

Because 80% of people that land on your website will actually stop and look right there.

We need to make sure that this expensive piece of digital real estate is optimized to the Nth degree. That’s what Mel and I are going to be talking about today. We’re going to look at some real examples of hero sections—how some people are missing the mark, and why others are absolutely nailing it and speaking directly to that 80%.

Hi, I’m Arron. I’m the Chief Operating Officer at Marketly DigitalThis link leads to Home page. I’ve got over 15 years of experience working with dental websites—from strategy, writing, and planning to development. I’ve been involved in all aspects of it. So you could say I know a thing or two about dental websites.

Mel: How many websites have you launched, Arron?

Arron: I’ve launched over 500 websites now. I did that tally last month—it came out to 500. I know. I feel like I’m getting on a bit!

Mel: And I’m Mel. I’m the Marketing Director for Marketly. If this is your first time with us—welcome!

We help established, multi-location dental practices find their dream patients through strategic marketing, scalable systems, and omnichannel execution. I came from the website world and really specialize in copywriting, so you’ll hear me talk more about messaging—that’s my jam.

Arron: Before we dive in, let’s talk about why the hero section is such a make-or-break part of a dental website. One stat that always stands out to me: You’ve got three seconds to show people what you’re about.

The hero section is how you do it. It should tell people who you are, what you do, why you do it, and who you serve. You only get those three seconds, which is both crazy—and exciting.

Mel: There was actually a study done by Unbounce that said CTAs—the big buttons you see on websites—perform 84% better when they’re in the hero section or “above the fold,” versus when they’re placed lower.

In other words, you’re 84% more likely to convert someone into a patient just by placing that CTA in the right spot.

Arron: That’s huge. There are entire YouTube videos, webinars, and masterclasses about optimizing this one section. It’s that important.

Let’s look at some examples. We’re not going to get too deep into branding today. We’re just showing you what works and what doesn’t in a hero section.

Here’s one that missed the mark. First thing I notice—it’s super stock. The image looks more like a hiker’s retreat than a dental practice. No people, no personalization, no one to connect with. That’s a big miss.

Mel: It looks like a tour site! Like I’m booking a mountain getaway, not finding a dentist.

Arron: Exactly. What else stood out to you, Mel?

Mel: I don’t know who they are—besides the logo. And that logo’s just floating up there. The hero section should introduce who they are and what they do. All I see are the words “implants” and “periodontics.” As a consumer, I might recognize implants, but I don’t know what periodontics means.

You need a headline that clearly communicates what you do, who you are, and why someone should choose you. Also—there’s no CTA button. Nothing guiding me on what to do next.

Arron: Exactly. CTAs should be taken for granted at this point. People want to be told what to do next.

Also, the headline they do have feels very stock. It doesn’t tell me who they serve or why they do it. So even though the website looks modern, it’s not telling me much.

Mel: A simple change here could make a huge difference. Show a real photo of the team. Change the headline to something benefits-driven, like “Your healthy smile starts here.”

Then add a subheadline like: “We help patients find their inner confidence by replacing missing teeth and restoring gum health.”

And of course—a big button that says, “Request your appointment.”

Arron: Love that. Now let’s look at a second site that has a few of the right pieces. We’ve got a smiling face, a big heading, and a couple of buttons. But… something still feels off. What do you think?

Mel: First thing? That headline is super long-winded. Also—what does “paramount” even mean here? We have to remember: the average person reads at a 5th-grade level. That headline needs to be so clear a 5-year-old could get it.

Arron: Yes! The big block of text feels overwhelming. Plus, that stock image is so zoomed in, it’s hard to know where to look. She’s got lovely teeth, but it feels generic and impersonal.

And speaking as a developer—the spacing is off. It’s hard to tell that there are two separate buttons. Little design misses like that can drag the whole experience down.

Mel: It just needs more care. And the heading needs a supporting subheadline. That second line is your chance to guide them toward a next step.

Arron: Totally. Now let’s look at a hero section we love. This one is from Russo.

The reason this one works? It’s fun, it’s clear, and it knows exactly who it’s talking to. There’s a catchy headline, a playful subheadline, and strong CTAs. They’re clearly stating what they do, who they serve, and how they help.

Mel: I love the video! That personalization goes a long way. As a mom, I immediately think: “My kids would love it here.”

Arron: Right? You can feel the trust just by watching a few seconds. In 30 seconds, you know this is your practice.

And when you scroll down, the branding just keeps building. It’s cohesive and professional. Since launching this site, their website traffic, phone calls, and time on site have all gone up.

Mel: That time on site stat is so important for SEO. Google sees that and says, “Hey, this content is valuable.”

Arron: Exactly. And it all starts with the hero section. If you want people to stay, you have to earn their attention fast.

Here’s another site that nails it. Right when you land, it feels clean, personal, and clear. There’s a looping B-roll video, smiling team members, and a big heading: “Your best smile starts here.”

It feels like a challenge—in a good way. Like: “Let’s go!”

Mel: And the subhead backs that up: “A tradition of quality orthodontics for 50+ years.” That builds authority and trust. You believe they know what they’re doing.

Arron: I’m obsessed with this one. Great CTAs, strong layout, and yes—those CTAs are doing work.

Mel: When this site launched, it got over 2,700% more appointment requests. People were clicking that “Book Free Consultation” button like crazy.

And over 1,300% more phone calls. The doctor even emailed us saying, “Everyone keeps complimenting the website. We’re seeing enormous growth.”

And remember—80% of people won’t scroll past the hero section. So if this part is working, it’s doing half the job for you.

Arron: And when the transition from hero to the rest of the page is smooth, it keeps people engaged. This site uses strong headlines, video, and consistent design all the way through.

So now it’s your turn.

Mel and I want to challenge you: Go look at your homepage and ask yourself:

What does your hero section actually say about your practice?

If this gave you a lightbulb moment, give us a thumbs up. Drop a comment—it really helps.

And hey, if you’re wondering what videos you should have on your website, click this videoThis link leads to a blog post about videos for dental websites. I’ll break down the 8 must-have videos that build trust and turn browsers into booked appointments.

We want your website to get you real ROI. So let’s make those hero sections shine!