How to Write a Dental About Us Page That’s Awesome!
Last updated: July 30, 2026 · By Adrian Lefler
Quick Answer: A dental About Us page introduces the people and values behind your practice so prospective patients feel they know you before they call. To write one: (1) state your mission in a sentence; (2) tell your practice’s story and what makes it different; (3) name who you serve and the services you provide; (4) show your team with real photos; (5) share your values and a few personal details; and (6) close with a clear next step, like booking a visit. Keep it warm, patient-focused, and jargon-free.
Your dental About Us page is often the second most-visited page on your website, right behind your homepage. It’s where prospective patients decide whether they trust you enough to pick up the phone. This guide walks you through exactly what to put on the page, how to design it, and what to leave off, plus a simple template you can copy. Make sure to download the dentist bio template to guide your edits.
What Is a Dental About Us Page and Why Does It Matter?
A dental About Us page is the section of your dental website that introduces your practice, your team, and the values behind your care. It matters because it’s one of the most-visited pages on most dental sites, and it’s usually where a prospective patient decides whether they want to build a lifelong healthcare relationship with you.
An outstanding dental About Us page is authentic, friendly, and distinctive. Prospective patients should get a taste of what their experience will be like before they ever walk in. There’s no “one size fits all” version, so tailor the layout to highlight what matters most to your practice.
How Do You Write a Dental About Us Page, Step by Step?
Write your dental About Us page in a clear order: mission, story, audience, services, social proof, and values. Work through the steps below, keeping every section focused on the patient rather than on your credentials.
State Your Practice’s Mission
Start with a clear, concise mission statement that says what your practice aims to achieve in your community and why it matters to patients. A strong mission statement leaves an impression and aligns your practice’s goals with your patients’ needs. Keep it to a sentence or two.
Tell Your Practice’s Story
Share the “why” behind your practice in a short, personal narrative. Every dentist has a story, whether you just opened your doors, joined an established practice, or have been serving your community for decades. Outline your journey, the milestones that led to founding the practice, and where you hope to take it next. Patients connect with your story far more than with a list of degrees.
Highlight your Evolution
Don’t be afraid to show how your practice has changed over time. Have you pivoted, added services, or refined your mission? Your About Us page is a great place to show how you’ve grown and adapted to the needs of your local community.
Share Your “Aha!” Moment
An “aha” moment is a moment of sudden insight, the pivotal point when you realized the value of your service and why your community needs it. These moments are emotional and memorable, so sharing the inspiration behind your practice helps patients feel connected to who you are today.
Identify your Target Audience
State clearly who you serve so prospective patients can quickly tell whether you’re the right fit. Name the geographic areas you draw patients from. A useful dental SEO tactic here is to create dedicated location pages and link to them internally, which helps Google understand where your practice should appear in local search results.
Clearly State Your Dental Services
Explain exactly what a patient will gain from your practice instead of generalizing. Focus on the services you most want to be known for, describe them concisely, and internally link each service to its own page so readers can quickly learn more.
Showcase Your Happy Patients
Highlight your most successful patients by mentioning outcomes and linking to a case study or before-and-after page. It’s no longer about what you say about yourself, it’s about what others say about you, so patient testimonials and reviews carry real weight in reputation management.
If you use patient testimonials or Google reviews, you must get a signed authorization from your patient first. HIPAA regulations require a signed consent form before using any patient information for marketing purposes.
Sharing patient reviews and testimonials will demonstrate your past successes and help potential patients envision their own future success with your services.
Show Your Team and Values
Introduce your team with an individual photo and a short bio for each person, ideally one or two brief paragraphs each. This builds connections with prospective patients before they ever call. Update these bios as team members join or leave.
Then describe your practice culture, personal values, and the bigger picture that drives your work. If you support a dental charity, mention it. An often-overlooked benefit of leading with your values is that it attracts job candidates who align with your practice, too.
Include Social Media Links
Make it easy for visitors to keep in touch by featuring links to your practice’s social media profiles. If team members want to, they can also include links to their professional LinkedIn or other accounts in their bios. It’s a small touch that extends the relationship beyond a single visit to your site.
Add a Call to Action
End with one clear next step. Patients who reach your About Us page are often far along in their decision-making, so tell them exactly what to do: link to your contact page, embed a calendar to book a free consultation, or offer an online scheduling option. A single, obvious call to action turns an interested reader into a booked appointment.
Tips For Designing A Dental Practice About Us Page
A well-designed dental About Us page does more than match your brand colors, it’s easy to scan and answers visitors’ questions fast. Strong dental website design makes the difference between a page people skim past and one that converts.
Select an Appropriate Color Scheme
Use colors that reflect your brand and evoke the right feeling, since color psychology shapes how patients perceive you. Blue, for example, signals trust, security, and reliability. If you already have a practice color palette, use it. If not, free online tools can help, or our team can help you choose.
Add Photos and Visuals
Use authentic images of you and your team rather than stock photos, and consider adding a short video that tells your story. Professional headshots with a clean background look polished, but they shouldn’t be stiff, capture real personality. You don’t necessarily need a professional photographer; modern phone cameras are more than capable. If you don’t wear suits to the office, don’t wear them in the photos.
Avoid Lengthy Paragraphs and Sentences
Keep it short and scannable. People skim web pages, reading headings to find their answers, so long blocks of text get skipped. Aim for paragraphs of three to four lines and sentences under 20 words, and choose a clean, legible, accessible font.
Make Your Page Mobile-Friendly
Many patients will view your About Us page on a phone or tablet, so it must be responsive on every device. Responsiveness is a whole-site decision, if your About Us page isn’t responsive, your entire site likely isn’t, which means it’s time for a new website.
Focus on Page Load Time
A fast-loading page is essential for website SEO and for keeping visitors from leaving before the page appears. Page speed is a significant, often-overlooked ranking factor. Run a website audit to check your load times.
What Not To Put On Your “About Us” Page
Avoid making the page all about your credentials, using stiff stock photos, or outsourcing it so completely that it loses your voice. The page is for your patients, not your resume.
Don’t Lead With Credentials
Your education and credentials matter, but they shouldn’t be the focus. This page is about your patients. Lead with your “why”, why you became a dentist, not just how, so prospective patients can get to know you and build trust before they ever call.
Avoid Stiff or Stock Photos
People connect with faces more than text, so stock imagery undercuts the trust you’re trying to build. Use real, friendly photos of you and your team. Professional doesn’t have to mean boring, let personality show through.
Hire Help to Write It
You can, and it often helps, but don’t hand it off entirely. Your website should reflect your practice’s unique voice, which requires your input on both copy and imagery. If writing feels daunting, find a copywriter who will interview you and weave your story and voice into the copy alongside marketing best practices.
Dental About Us Page Template
Use this simple structure as a starting point, then tailor it to your practice:
- Mission statement — one or two sentences on what you do and why it matters.
- Practice story — your “why,” key milestones, and your “aha” moment.
- Who you serve — the communities and patients you focus on, with links to location pages.
- Services — the treatments you want to be known for, linked to service pages.
- Social proof — testimonials, reviews, or a case study (with signed consent).
- Team — a photo and short bio for each team member.
- Values and culture — what drives your practice, including any community involvement.
- Social links — profiles where patients can follow and connect with you.
- Call to action — one clear next step, like booking a consultation.
We Can Help
Developing and designing a modern dental website is one of the core services we offer. Our team of professional copywriters and graphic designers is ready to help you write, refresh, or completely rebuild your website, including an About Us page that actually converts visitors into patients.
Frequently Asked Questions
What should a dental About Us page include?
It should include your mission, your practice story, who you serve, your key services, patient testimonials, team photos and bios, your values, social media links, and a clear call to action. Every section should focus on the patient’s experience rather than a list of credentials.
How long should a dental About Us page be?
Long enough to tell your story, short enough to scan. Keep paragraphs to three or four lines and team bios to one or two short paragraphs each. Most patients skim, so front-load the important points and break up text with headings and photos.
What makes a dental About Us page effective?
An effective page is authentic, patient-focused, and easy to scan. It shares a genuine story, uses real photos instead of stock images, answers common questions quickly, loads fast, works on mobile, and ends with one clear next step for the reader.
Do you need patient consent to use testimonials on your website?
Yes. HIPAA requires a signed authorization before you use any patient information, including reviews or before-and-after photos, for marketing. Always collect a signed consent form before publishing testimonials.
Should a dental About Us page have a call to action?
Absolutely. Visitors to your About Us page are often close to choosing a dentist, so give them an obvious next step, such as a link to book a free consultation, an online scheduling option, or a contact page. One clear call to action turns interest into appointments.
What should you avoid on a dental About Us page?
Avoid leading with credentials, using stiff stock photography, filling the page with jargon, and outsourcing the copy so completely that it loses your voice. Keep the focus on your patients and your practice’s personality.
Adrian Lefler is the CEO and Co-Founder of My Social Practice and a recognized dental marketing expert with nearly two decades of experience. He is a trusted voice in dental marketing, AI in dentistry, and emerging technology, and he hosts BYTE SIZED, a podcast focused on dental AI, innovation, and technology.
