Quick Tip: Do Patients Actually Read About Us Pages?
Yes, more than you’d think. In website traffic studies, the About Us page consistently lands in the top 10 most visited pages on a business site, often ranking just behind the homepage. For a dental practice, that means patients are genuinely clicking through to learn who you are before they ever pick up the phone.
Why?
Once someone lands on your dental website and likes what they see about your services, their next move is usually to check if you’re actually trustworthy. That’s where the About Us page comes in. Patients head there to confirm your practice is the right choice, often within just a few clicks of arriving on your site. It’s less about your practice history and more about answering a simple question: “can I trust this dentist with my care?”
That makes your About Us page one of the most important trust-building tools on your entire website, even though it rarely gets the same attention as your homepage or service pages. A generic, corporate-sounding paragraph about “providing exceptional care” doesn’t do much for a nervous patient trying to decide who to book with. A page with real personality, real faces, and a real story does.
Best Practices
✔ Include staff photos and short bios, not just a stock team photo
✔ Share your practice’s story and what makes your approach different
✔ Add credentials, awards, or years of experience to build credibility
✔ Include a clear next step, like a link to book an appointment
✔ Keep the tone warm and human, not corporate or overly formal
Common Mistakes
Treating the About Us page as an afterthought is the biggest one, since it’s often one of the most visited pages on the whole site. Another common mistake is filling it with vague, generic language that could describe any practice anywhere, instead of what actually makes your team and your care approach unique.
Weak About Page vs Strong About Page
| Weak About Page | Strong About Page | |
| Content | Generic mission statement | Real story, real team, real personality |
| Photos | Stock images or none | Actual staff photos and bios |
| Trust signals | Missing | Credentials, awards, experience |
| Next step | None | Clear link to book an appointment |
Learn More
Want more on building a dental website that turns visitors into booked patients?
Do Dental Websites Still Need Blogs?
Top 10 Best Dental Websites of 2026
The Dental Website Content Checklist: 14 Ways to Publish Content That Actually Works
Why Your Dental Website Isn’t Converting Visitors Into Patients (And How to Fix It)
Frequently Asked Questions
Where should my About Us page link from?
Make sure it’s easy to find from your main navigation and linked from your homepage and service pages, since patients often go looking for it once they’re already interested.
Should I include my dentist's credentials on the About page?
Yes. Education, certifications, and years of experience help reassure patients they’re in qualified hands.
How long should an About Us page be?
Long enough to tell a real story and introduce your team, but not so long it feels like a wall of text. Break it up with headers, photos, and short sections.
Does the About Us page affect SEO too?
It can help, especially if it includes your location, your practice’s story, and links to other pages on your dental site, but its main job is building trust once a patient is already there.
Should every team member have their own bio?
At minimum, feature your dentists and key staff. Even a short bio with a photo goes a long way toward making the practice feel approachable.
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.
