Website design for cosmetic dental practices
Cosmetic dentistry is the one area of dental marketing where the design of the website is itself part of the product. Patients judge aesthetic skill partly by how the practice presents itself, and they are right to. We build cosmetic sites with editorial restraint and compliant galleries, from £1,495.
- Design as evidence, because patients read it that way
- Galleries built compliantly, with consent recorded
- Claims that survive scrutiny under the ASA and GDC
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Why design matters more here
Presentation is part of the clinical argument
In most of dentistry, website design is a hygiene factor. In cosmetic work it is evidence. A patient choosing someone to reshape their front teeth is making an aesthetic judgement, and they will use every signal available, including whether your website looks like it was assembled from a template.
This is the one area where we would advise spending on distinctiveness rather than efficiency. Our Meridian concept was drawn for this brief: editorial, restrained, closer to a fashion house than a dental practice, with the gallery doing the selling.
Richmond, Kensington and Loughton are the markets where this matters most in our research, all for the same reason: affluent, image-conscious patients with low price sensitivity and high presentation expectations.
Before and after
Galleries are the product
The gallery is the most important page on a cosmetic dental website and the most legally exposed. The ASA requires images to be genuine, representative of typical results and not retouched in ways that exaggerate the outcome. You need documented consent for every case, and it should be specific to publication on the website.
Practically, we build the gallery with consistent lighting and angles, a consent record attached to each case, and a disclaimer that is present without being defensive. Inconsistent photography undermines the clinical impression more than most practices realise.
Compliance
Where cosmetic practices breach the rules
Facial aesthetics. Botox is a prescription-only medicine and advertising it to the public is illegal under MHRA rules. Many cosmetic dental practices offer it and name it on the website. This is the most common serious breach we find.
Superlatives. “The best cosmetic dentist in London” is an objective claim you would need to substantiate. The CAP Code does not permit it simply because it is marketing language.
Specialist titles. There is no GDC specialist list for cosmetic dentistry, so describing a clinician as a cosmetic specialist is a breach. Accurate description of training and experience achieves the same effect legally.
Ready to get started?
Send us your practice details and we will come back with a fixed price and a launch date within one working day.
Pricing
Published prices, whichever practice you are
Published prices, so you can work out the budget before you speak to anyone.
Starter
Solo associates and new practices
plus £50 a month Essential plan
- Up to 6 pages
- GDC compliance set up correctly
- Google Business Profile linked
- Two rounds of feedback
- Live in 2 to 3 weeks
Practice
Established practices growing private work
plus £50 a month Essential plan
- Up to 15 pages
- A page per high-value treatment
- Booking system integration
- Local SEO and area pages
- Two rounds of feedback
- Live in 3 to 4 weeks
Group
Multi-site groups and referral practices
plus £50 a month Essential plan
- Unlimited pages
- A site section per location
- Practice management integration
- Migration from your existing site
- Two rounds of feedback
- From 5 weeks
How it works
Five steps, two to four weeks
No discovery calls, no workshops, no diary tennis. Send us what you have and we get on with it.
You send us your content
Email or WhatsApp your logo, team photos, treatment list and fees. If you are missing pieces we will tell you exactly what to send.
We structure and write it
We map every page against what your patients actually search for, then write the copy. You approve it before anything is designed.
We design and build
Designed around your practice and branding, built static and fast, with your booking system connected and every schema type in place.
Two rounds of feedback
You review the working site and send changes. We make them. You review again. Two full rounds on every package.
Compliance check and launch
Full GDC and CQC review, then we go live, link your Google Business Profile and set up Search Console and Analytics.
Feedback
What dentists have said
They really understand dentistry
“They understood exactly what a dental practice website needs, from showcasing treatments to building patient trust. The entire process was straightforward and the finished website exceeded our expectations.”
Dr David P.Cosmetic DentistHelping us attract more private patients
“We wanted to grow our private treatments, particularly Invisalign and cosmetic dentistry. The new website presents these services beautifully and is already helping us generate better-quality enquiries.”
Dr Michael T.Principal DentistProfessional from start to finish
“The team made the whole process incredibly easy. Our new website is fast, modern and simple for patients to navigate, and it gives our practice a much stronger online presence.”
Dr Emma C.Practice PrincipalFeedback received by the team behind Open Wide Websites on dental websites they have built. Practices often prefer not to be publicly associated with marketing, so testimonials are shown by initials. Originals are held on file.
Compare
Three ways to get a dental website, and what each one actually gives you
There is no single right answer here. A template builder is genuinely the correct choice for some practices. This is the honest version of the comparison rather than the one that always ends with us.
| Template builder | Generalist agency | Open Wide Websites | |
|---|---|---|---|
| Typical cost | £15 to £40 a month, forever | £2,500 to £8,000 one-off | £1,495 to £5,995 one-off, plus £50 a month |
| GDC compliance | Yours to get right | Usually missed, because there is no reason they would know | Built in, then re-checked every year |
| CQC and complaints wording | Not provided | Only if you ask for it | Standard on every build |
| MHRA rules on advertising Botox | Not provided | Frequently breached without anyone noticing | Flagged and written around |
| A page per treatment | Possible, but you write them | Only if specified and paid for | How every site is structured |
| Booking software integration | Rarely | Charged separately | Dengro, Dentally, Carestream R4 and Software of Excellence, included on Practice and Group |
| Local area pages | No | Extra | Included from Practice upwards |
| Structured to be quoted by AI | No | Rarely | Definition-first answers, FAQPage, Service and LocalBusiness schema on every page |
| Who owns the files | The platform. Stop paying and it goes | Varies, read the contract | You do, including the code |
| Time to live | A weekend, if you do it yourself | Six to twelve weeks is common | Two to four weeks, five for a group |
| Discovery calls | None | Usually two or three | None. Everything in writing |
Agency range taken from published UK web design cost guides, September 2026. If a template builder is the right answer for your practice we will tell you so rather than quote you.
FAQs
Questions dentists ask us
Can we call ourselves cosmetic dentistry specialists?
No. The GDC restricts the title “specialist” to clinicians on a relevant specialist list, and there is no list for cosmetic dentistry. You can describe your training, experience and case volume accurately, which is equally persuasive and does not breach guidance.
What are the rules for before-and-after galleries?
Images must be genuine, representative of typical results and not retouched in ways that exaggerate the outcome. You need documented patient consent covering website publication for each case. We build the gallery with the consent record structured in.
We also offer Botox. Can we advertise it?
Not to the public. Botox is a prescription-only medicine and promoting it to the public is illegal under MHRA rules. You can say you offer facial aesthetic consultations. Naming the product promotionally is a breach, and it is extremely common on dental websites.
Can we say we are the best in our area?
Not without substantiation. The CAP Code treats superlatives as objective claims that must be evidenced. “Award-winning” is fine if you have the award and name it.
How much does a cosmetic dental website cost?
The same as any of our builds: from £1,495 for Starter, £2,995 for Practice and £5,995 for Group, plus the £50 a month Essential plan. Cosmetic practices usually take Practice or Group because the gallery and treatment pages need the room.
How do I market my dental practice?
Start with the two things that cost nothing to fix. Claim and maintain your Google Business Profile, because the map pack takes most “dentist near me” traffic. Then publish your fees, because “prices on request” loses the patient before they enquire. After that, build a page for each treatment worth money to you, make booking possible outside practice hours, and ask genuine patients for reviews at the right moment. Everything else is optimisation on top of those.
Enquire now
Tell us about your practice
We come back within one working day with a price and a launch date. No sales sequence.
- A fixed price, not a range that moves later
- A free compliance check of your current site against GDC rules
- An honest view on whether you need a rebuild or just fixes
Prefer to send your content straight over?