Websites for practices moving from NHS to private
Converting from NHS to private is the single most common trigger for a dental practice rebuild, and the website has a harder job than usual: it has to keep the patients you already have while attracting the ones you now need. We build for that transition specifically, from £1,495.
- Explains the change without losing your existing list
- Membership plans presented so people can actually compare them
- Built for a live topic, with NHS contract reform in the news
Prefer to send your content straight over?
Explaining the change
The hardest page you will write
Most practices going private handle the announcement badly, not because they are careless but because it is genuinely difficult. Say too little and patients feel ambushed. Say too much and it reads defensive.
What works is plain and early. What is changing, when, what it means for you specifically, what it will cost, and what happens if you would rather not stay. Patients respect being told straight far more than they respect a carefully worded statement about “evolving our service model”.
We write this page with you rather than for you, because the reasons are specific to your practice and the tone has to be yours.
Plans
Membership plans are the conversion tool
For most converting practices the membership plan is the product. It turns an uncomfortable price increase into a predictable monthly cost, which is a far easier thing for a patient to accept.
The website job is comparison. Three tiers, what each includes, the monthly figure, and what happens with treatment outside the plan. Practices that present this as a clear comparison table convert substantially better than those that describe it in prose.
Pitch matters by area. In Bromley or Kingston a plan at £25 to £35 is unremarkable. In Basildon or Harlow the same plan at £15 to £20 will convert several times better.
Acquisition
Then you need new patients
Converting practices usually lose a proportion of the existing list, which is expected and planned for. Replacing them is where the site earns its cost.
That means treatment pages for the private work you now want, local pages for the areas you draw from, and a Google Business Profile that reflects a private practice rather than an NHS one. Most converting practices forget the last of these entirely.
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
Every price below is a starting price for a real build, not a headline that moves once you enquire.
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
How should we tell patients we are going private?
Plainly, early and with specifics. What is changing, when, what it costs and what their options are. A clear page that patients can read in their own time takes enormous pressure off your reception team, who would otherwise have the same conversation two hundred times.
Do membership plans actually work?
For most converting practices they are the difference between retaining and losing the list. A predictable monthly cost is far easier to accept than a per-visit price increase. Pitch the price to your area: what works in Kingston will not work in Harlow.
Will we lose patients?
Some, and any adviser who tells you otherwise is not being straight. The planning question is which patients and how many, and the website’s job is to minimise avoidable losses by being clear rather than vague.
Should we remove all NHS references?
Not immediately, and not without explanation. Abruptly deleting NHS information from a website while patients are still on the list generates complaints. Phase it, and be explicit about the timeline.
Is NHS contract reform relevant to this?
It is the backdrop. Contract reform is a live and well-searched topic, and practices that write clearly about what it means for their patients tend to pick up both trust and search visibility while competitors say nothing.
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?