Dominate Dental

Author: Josie Mitchelmore

  • Dental Website About Us Page Tips | Boost Patient Trust in 2025

    One of the biggest mistakes you can make when designing, or even refreshing, your website is not considering the importance of your ‘About Us’ page. 

    Across the majority of our clients’ sites, this page is in the top three most visited pages!

    This is because your potential patients care about who is going to be treating them, so the more clear and effective you are with this page, the more your patient can get to know about your practice and your services. 

    Good quality, considered content can be the difference between a poor performing website and one that actively grows its patient list.

    With a few simple tweaks you can make sure that your ‘About Us’ page is contributing to the successful performance of your website. 

    So, let’s jump in, shall we? 

    1. Be Clear and Concise

    Too often we see people relying on copy that was written years ago, shoehorned into a modern design, or the copy on their website is simply an afterthought and it is nonsensical and plagued with mistakes. 

    Your website should be a pleasure to visit, navigate and read. Don’t overwhelm your reader with technical jargon on your ‘About Us’ page. Make sure your copy is easy to read, communicates your message and is sanity checked for all grammatical and spelling errors. 

    Consider your text length, choice of vocabulary, sentence length and structure when writing your ‘About Us’ page. All of these simple, but effective considerations can make a huge difference in the success of your website. 

    2. Add some personality

    Ultimately your ‘About Us’ page is exactly that, about you and your practice, so make sure your copy reflects your practice personality. 

    Perhaps your practice is modern and spa like, with a luxury feel. If so, use words such as ‘bespoke’ or ‘deluxe’ to ensure you’re evoking the premium experience of your practice.

    Or, maybe you want to boast about your eco friendly ethos? Be sure to include details of your ‘environmentally friendly features’ and ‘conscious minded staff’.  

    Perhaps your practice is bright, energetic and aimed at the insta famous clientele? Then shout about it on your ‘About Us’ page. Mention your ‘#SmileSelfies’ and add playful, interesting details about your staff members. 

    Whatever your ethos is, highlight it and use the page to tell your practice’s story and its heritage. It is your chance to capture the personality of the practice and its team.

    3. Include Rich Media

    Rich media is simply a digital marketing term that adds value to your digital content. It can be photographs, videos, audio or any other element that encourages viewers to interact and engage with your content. 

    An ‘About Us’ page that includes real photographs of the team and the practice helps the reader to immediately get a feel for who you are, what your practice looks like and your personality.  It’s another opportunity to cement your brand’s USPs. 

    Take the time to have professional pictures taken of both inside and outside of the practice. Make sure that the style of these images matches the style of your practice. Showcase your leafy surroundings or get your staff to gather in front of your ‘selfie spot’ inside the practice, if you have one. 

    Have pictures taken of the team so you can introduce them, highlight their strengths, qualifications and personalities. If your practice is fun and family friendly, reflect this in your staff photos, don’t be afraid to be creative.  The more people feel like they can build a relationship with your practice, the more they will build trust and patient longevity. 

    4. Check its purpose

    Consider what you would like to know beforehand about a professional service you were thinking of using. What would help you build trust and comfort in them and what they do? Use this as a basis to frame your content. 

    The best place to start is to ensure that your ‘About Us’ page answers some of the most frequently asked questions patients have about you and your team. Preempting a patient’s questions will help them feel equipped with the right knowledge when enquiring about your treatments.  

    Remember the following: 

    • How long have you been established? 
    • What qualifications do you and the team have? 
    • Why are you based where you are? 
    • What are you the best at and why?
    • Why should a patient come to you and not a practice down the road?

    5. Hire a professional

    We get it, the thought of producing high-quality content for your website is a daunting one, but that’s why copywriters exist.  If you are serious about creating a website that you are proud of, consider working with a professional to achieve all of the above. The cost will pay for itself ten times over. 

    The above are just a few simple ways in which you can really make your ‘About Us’ page stand out from the crowd, and add to the overall performance of your website. Take time to consider what you would like people to know about who you are and what your practice stands for, sanity check your work to make sure it’s not only clear but a pleasure to read, and finally, inject some personality into your page, the more people feel like they can connect with you, the more they will want to join your patient list. 

    If you would like some help in getting started, send us an email to set up an appointment with one of our experts and we will ensure that your ‘About Us’ page, and the rest of your website is performing to its full potential. 

  • FREE Resource #2: Give something back to your Patients

    As promised, we’ve developed a second complete home-lesson for 12 – 16 year olds, called “How much do you know about Oral Health?” that we’re gifting to you, to send out to your valuable patient list.

    Many of your patients may well be homeschooling their children for the foreseeable. So why not use your Patient Management Software to distribute a little helping hand?

    You needn’t ask for anything in return – simply a kind and helpful gesture at this time.

    Access The Quiz PDF Now


    On pages 1, 2 and 3 are the quiz questions, and pages 4, 5 and 6 are the answers.

    When sending this to your patient list, why not include a 50% discount on a teen’s hygiene appointment for 20/20?

    Little things like this could really help reignite your patient list once the practice is back on full working hours.

    What do you think?

  • FREE Resource: Give something back to your Patients

    Since the effects of COVID19 began, we’ve asked you to turn up the gas on the value you’re giving to your patients.

    We’ve reiterated how important it is at this time to become an authority in the market, and keep your brand as on point as possible to build trust with potential new patients.

    We’ve helped you implement Social Media ‘ask me anything’ forums, virtual consults, Facebook messenger helplines – all in the bid to ensure your business remains at the forefront of your patients’ minds and you’re as prepared as possible to bounce back once restrictions are lifted.

    So what’s next?

    Many of your patients may well be homeschooling their children for the foreseeable. So why not use your Patient Management Software to distribute a little helping hand?

    We’ve developed a complete home-lesson for Early Years (3 – 5) called ‘Me and My Teeth’ that we’re gifting to you, to send out to your valuable patient list.

    You needn’t ask for anything in return – simply a kind and helpful gesture at this time.

    Access The ‘Me and My Teeth’ Lesson PDF Now


    Simply attach the resource to an email template in your PMS and send to all, or a selected list, of your patients!

    You never know who’s day might be made just that little bit easier by receiving a thoughtful gesture.

    We’re hoping to develop more of these for varying age groups over the coming weeks – but if this has got your cogs turning, feel free to get in touch to discuss your ideas!

  • Pop-Up Announcements and Email Blasts During COVID19

    You may have decided to temporarily close your practice to save resources, prevent the spread of COVID-19 and protect both your staff and patients. 

    If so – you need to let your patients, and more importantly, prospective patients, know. 

    It’s easily done. Simply follow these steps to ensure everyone knows where you’re at… at least for now. 

    STEP 1: Simply spend 10 minutes writing a heartfelt explanation of your intentions to your patients, and add it as a closeable pop-up on the homepage of your website.  

    Not only will you buffer the amount of “are you open?” enquiries you get, but you can also include details of what to do in an emergency, temporary contact details and possible dates of reopening. 

    For example: 

    Sample Pop Up

    STEP 2: Once you’ve written the copy for your pop-up – get it onto a blog post on your website. 

    STEP 3: Use a snippet of the blog post, along with a matching photo or video and post them to your social media. 

    REMEMBER: Do your hashtag research – make sure you’re falling into the correct search traffic. 

    STEP 4: Use a link shortening tool, like Bitly.com, and place your Blog Post link into a broadcast email or text message to your current patients. 

    Whilst all of our inboxes are being flooded with business info right now – if your update helps one patient, then it’s the right thing to do to send it out. 

    Simply write a kind, empathetic and upbeat email to your patients, add the Blog link, and broadcast to all patients via your Patient Management Software. 

    Sample Pop Up 2

    STEP 5: Adapt, alter and repeat. 

    If your plans change, if the practice reopens, if Government guidelines allow us to shift our plans, simply rewrite and resend – following the steps above. 

    Your patients value you. Show them that you value them too. Keep them up to date on how, when, and where to contact you should the need arise.

  • Prosperity in Austerity: UK Dental Success Stories 2026

     

    We wanted to end a somewhat challenging week on some promising and good news.Our message from the very beginning of this pandemic has been to keep calm, maintain your market space, and prepare to thrive when normality resumes.We know this can be difficult to envisage in the midst of chaos (we’re in the same boat as you too!), so we wanted to end this week with some success stories of household name businesses who have used times of austerity to prosper, which will hopefully inspire you to keep the end in sight.Together – we can do this.
    Main Takeaways from this email:

    1. Experiencing a negative situation can bring new innovation and ideas.
    2. Rejection is not the final outcome, let it be a lesson to keep going.
    3. Think outside of the box.
    4. Are you the first person to bring your idea/product/service to the table?
      1. If you are one of the first, don’t sit on the idea, act on it.
    5. Reaching new milestones comes at a price.
    6. With failure comes success. Don’t give up.

    —


    In the midst of the 2008 recession, unemployment was at a high of 4,733,040, in France.

    In December 2008, Travis Kalanick and Garrett Camp couldn’t get a cab in Paris. That’s when the idea for Uber was born. It started as a simple idea: “What if you could request a ride from your phone?”

    In 2009, Uber launched in San Francisco and the 2 entrepreneurs developed a smartphone app that let people tap a button and get a ride.

    The first-ever Uber trip took place on July 5th 2010.

    By June 10th 2018, Uber had already done 10 billion trips and it once held the title of being the highest valued private startup company in the world.

    As of March 2020, Uber’s estimated net worth is $100 billion.

    —


    In 2007, Joe Gebbia and Brian Chesky moved from New York to San Francisco. They couldn’t afford their rent because they had no current employment.

    Knowing that a big design conference was coming to San Francisco, and hotels rooms were becoming increasingly hard to come by, they had a brainwave.

    They created a simple website, airbedandbreakfast.com – and bought three air mattresses, and arranged them in their loft, offering conference goers a cheap place to sleep and a choice of their very own purpose-branded cereal; Obama O’s and Cap’n McCains breakfast cereal in the morning. This is where airbedandbreakfast was born.

    Whilst they initially struggled to turn the idea into a fully operational business and got rejected multiple times from investors, they continued to push forward with the project and used the funding from their own breakfast cereal to generate a stream of income (worth $30,000) to keep the project going.

    In March 2009, the company finally scrapped the Air Bed & Breakfast name and simplified it to Airbnb. After years of trial and testing, in 2011 they attracted the biggest Venture Capitalists in Silicon Valley, turning it into a ‘Unicorn’ which is a private start-up that is valued at over $1 billion.

    Airbnb now has 7 million listings worldwide with accommodation in over 220 countries, and in September 2017 it was privately valued at $31 billion.

    —


    Slack is an online instant messaging platform for businesses; a smart alternative to email.

    Stewart Butterfield and Cal Henderson, the founders of Slack, initially used it as an internal tool during the development of an online game which never took off. Despite the online gaming failure, they continued to use Slack and continuously developed it, until it was launched as a commercial product in August 2013.

    By testing Slack on its own development team over a long testing period, the company knew exactly how people were using its product long before unveiling Slack to the world.

    In April 2019, Slack went public without an IPO and saw its shares soar to $21 billion in valuation.

    Slack is one of the Fastest Growing B2B SaaS (Software as a service) Businesses.

    Slack had around 12 million daily active users as of October 2019 and has an annual revenue of $630 million and has over 2000 employees.

    —

    Opportunity is always there – if you’re willing to embrace change, adapt and overcome austerity.

    If any of these stories have got your cogs turning, drop me a message so we can discuss getting it off the ground.

    Stay safe and well.

  • Generate new patient enquiries amidst COVID-19. Yes, even whilst your practice is closed

    Whilst people are at home working, studying, home-schooling their children and using the Internet to fill their evenings and weekends, social media and internet usage is skyrocketing.

    We are still seeing leads and enquiries coming in because Facebook and Google activity is not slowing down.

    Don’t just take our word for it. The results are here.

    This client began their Ad campaigns with us 1 week ago and has generated 14 leads at an insanely low cost of £11.10 each (as we know, the industry average can be from £50-£100 per enquiry).


    Another of our long standing clients has received 47 leads spread consistently throughout the month… and there’s no signs of this slowing down.

    We are showing you this to encourage you to capitalise on what is happening right now. Traffic volumes have never been higher. This is an opportunity for you to bring in new business and “lock in” new patient enquiries.

    On Wednesday we sent our complete process and business model on How to Build Your Pipeline and Hit the Ground Running Post COVID-19.

    This model implements advertising FREE Video Smile Assessments to provide the immediate gratification that patients are looking for to get started with their treatment. No delay. No waiting time. A powerful and clear demonstration that your business is adapting and overcoming to provide its patients with the very best level of service and care – even during a lockdown.

    Stay safe and well

  • IMPORTANT! We have something for you…

    We have developed a very important and exciting resource which will be available in the next 48 hours.

    We are confident that this brand new and bespoke resource, titled: “How to Fill Your Funnel: Build Your Prospect Pipeline to Hit the Ground Running Post COVID-19” will provide a full and complete process map on how to continue gaining new patients and giving consistent Smile Assessments and Consultations throughout the period of your practice being partially or temporarily closed.

    We would like to reiterate again that we understand how uncertain and frightening the world feels at the moment – but please rest assured we are working harder, smarter and longer than ever to ensure we are doing everything we can to support your business.

    If you’re not already on our mailing list, and would like to be – then drop us a DM with your email address.

    Watch this space..

  • Business Support Schemes

    Hi Clients, 

    Firstly we’d like to say thank you to you – our wonderful clients, for being so positive and supportive during this bizarre time. 

    The responses to our previous emails have been uplifting and refreshing – and we are as passionate as you are at this time to keep your business alive. 

    We WILL do everything we can to make a success of your business during this period. 

    We WILL stand by you and support you in any way we can. 

    We WILL go above and beyond to deliver you extra value, resources and information, free of charge to enable you to build your business, make it stronger, better than ever, and ready to thrive in the future. 

    In the meantime, we have curated a list of 4 Business Support Schemes that are available to you and with explanations of how to get started on them, to ensure that you are receiving the support you deserve. 

    As more schemes become available – we will continue to update you. 

    • Coronavirus Job Retention Scheme

    HMRC will reimburse 80% of furloughed workers wage costs, up to a cap of £2,500 per month. 

    HMRC are working urgently to set up a system for reimbursement. Existing systems are not set up to facilitate payments to employers.

    To access the scheme you will need to:

    • designate affected employees as ‘furloughed workers,’ and notify your employees of this change – changing the status of employees remains subject to existing employment law and, depending on the employment contract, may be subject to negotiation
    • submit information to HMRC about the employees that have been furloughed and their earnings through a new online portal (HMRC will set out further details on the information required)

    Deferring VAT and Income Tax payments

    HMRC will support businesses by deferring Valued Added Tax (VAT) payments for 3 months. If you’re self-employed, Income Tax payments due in July 2020 under the Self-Assessment system will be deferred to January 2021.

    VAT

    For VAT, the deferral will apply from 20th March 2020 until 30th June 2020.

    Eligibility

    All UK businesses are eligible.

    How to access the scheme

    This is an automatic offer with no applications required. Businesses will not need to make a VAT payment during this period. Taxpayers will be given until the end of the 2020 to 2021 tax year to pay any liabilities that have accumulated during the deferral period. VAT refunds and reclaims will be paid by the government as normal.

    • Support for businesses that pay little or no business rates

    The government will provide additional Small Business Grant Scheme funding for local authorities to support small businesses that already pay little or no business rates because of small business rate relief (SBBR), rural rate relief (RRR) and tapered relief. This will provide a one-off grant of £10,000 to eligible businesses to help meet their ongoing business costs.

    Eligibility

    You are eligible if:

    • your business is based in England
    • you are a small business and already receive SBBR and/or RRR
    • you are a business that occupies property

    How to access the scheme

    You do not need to do anything. Your local authority will write to you if you are eligible for this grant.

    Guidance for local authorities on the scheme will be provided shortly.

    Any enquiries on eligibility for, or provision of, the reliefs and grants should be directed to the relevant local authority.

    • Coronavirus Business Interruption Loan Scheme

    The new Coronavirus Business Interruption Loan Scheme supports SMEs with access to working capital (including loans, overdrafts, invoice finance and asset finance) of up to £5 million in value and for up to 6 years.

    The government will pay to cover the first 12 months of interest payments and any lender-levied fees, so smaller businesses will not face any upfront costs and will benefit from lower initial repayments.

    The government will provide lenders with a guarantee of 80% on each loan (subject to a per-lender cap on claims) to give lenders further confidence in continuing to provide finance to SMEs.

    This scheme is being delivered through commercial lenders, backed by the British Business Bank.

    Eligibility

    You are eligible for the scheme if:

    • your business is UK based, with turnover of no more than £45 million per year
    • your business meets the other British Business Bank eligibility criteria

    How to access the scheme

    The scheme is now open for applications. To apply, you should talk to your bank or one of the 40 accredited finance providers (not the British Business Bank) as soon as possible, to discuss your business plan. You can find out the latest on the best ways to contact them via their websites.

    All major banks are offering this scheme. If you have an existing loan with monthly repayments you may want to ask for a repayment holiday to help with cash flow.

    The full rules of the scheme and the list of accredited lenders are available on the British Business Bank website.

    • Facebook small business funding 

    In direct response to COVID19 Facebook have announced $100M in cash grants for small businesses (we’re awaiting further updates this week on how this will work):

    https://www.facebook.com/business/boost/grants

    HMRC grants and funding support link:

     https://www.gov.uk/government/publications/guidance-to-employers-and-businesses-about-covid-19/covid-19-support-for-businesses

    Dominate Dental

  • Letter from Dominate Dental to Clients

    Hi Clients, 

    We wanted to update you on how things are progressing over here during this strange time. We are continually assessing our strategy and we are very confident that the best course of action is to alter, respond and stand strong. 

    Below you’ll find opportunities our team has identified through data collection as well as updates to our services to support you through this short term disruption. 

    This is a great time to generate as much interest as possible for those who are sat at home on their phones; to respond appropriately with education, nurture and a pre-booked (and flexible) consultation for the future. 

    Whilst things seem bleak at the moment, this can truly be used as a time to enhance your business, brand build and get things ready and raring to thrive when everything calms down. 

    Good news. 

    We are still seeing enquiries come in across the whole of the UK. 

    We are recommending that you set clear expectations with new enquiries; securing “priority” treatment status for when the doors open, and honoring current promotions or offers that you decide to offer.

    UPDATE: This messaging is being added to all campaigns. 

    More good news. 

    Facebook and Google are seeing higher traffic and engagement as people are working remotely or at home. 

    More traffic means higher reach, stronger brand recognition, and most importantly, securing smile assessments or consultations for when business begins to return to normal.

    Right now it is crucial for all small businesses to fight the urge to “shut down,” and instead, continue building a pipeline of future patients who are eager to seek treatment as soon as they are able.

    This can make or break your ability to quickly bounce back as you will have secured a flood of patients immediately ready to take treatment. 

    The substantial risk of temporarily “shutting down” will result in an even longer delay to ramp back up to speed against other practices who have continued their growth initiatives.

    Additional Services We’re Giving To You at No Cost

    We are putting together additional marketing materials and emails for you to send to all patients (including current/potential Invisalign patients) to maintain relationships and secure future treatment.

    Here’s what you can expect:

    • Social Media Posts (we can post these for you if we’re managing your Pages)
    • Emails 
    • Updates to your existing lead generation campaigns (more info to come)

    Final note.

    Our team is 100% focussed and determined to increase our level of service to support our partnership. We’re here for the long run – as are you. 

    Together, we’ll come out of this on top and ahead.

    Dominate Dental

  • Initial Response to COVID-19

    Dear Client, 

    “No matter how much falls on us, we keep plowing ahead. That’s the only way to keep the roads clear.”

    ― Greg Kincaid

    We’re writing to acknowledge the heightened awareness of COVID-19 at this time, and whilst we continue and encourage you to Keep Calm and Carry On, we want you to know that we are taking the proper precautions to ensure that there is no disruption and no difference in the level of partnership we provide to you. 

    We are a technology and cloud-based company, which means we can do our jobs and fulfill our requirements remotely. 

    We’d like to take a moment to remind you of the Values on which our business relies – to ensure we work with our clients and partners as effectively as possible, at all times. 

    • Do what we say we’ll do
    • Make things happen
    • Face challenges with optimism
    • Make decisions and own the results
    • Practice open, real communication
    • Remain true to our customer, ourselves and always do the right thing

    We strongly believe in the power of small businesses – our economy has experienced pandemics, recessions, and upsets before and many businesses have thrived in the aftermath. 

    This current concern will be no different. 

    Use this time as one of growth; maintain your business presence and prepare yourself to flourish when the economy regains its footing. 

    Dominate Dental will support our partners through every step of this journey. If you have additional concerns or questions about your account with us please do reach out to me. 

    Very best wishes, 

    Dominate Dental