5 Biggest Mistakes Dentists Make When Shopping for a New Website

1. Getting Upsold Into Services You Don't Actually Need

You came in wanting a simple, professional website. The vendor quoted you $199 per month, which seemed reasonable. But six months later, you're somehow paying $3,500 monthly, and you're not entirely sure what half of these services even do.

This is one of the most common traps dentists fall into. Vendors start with an attractive base price to get you in the door, then gradually pile on add-ons. "You really need our premium SEO package." "Our reputation management service is essential." "You can't launch without our social media bundle." Before you know it, you're paying for a dozen services when all you actually wanted was a website.

Here's the real kicker: even with all these extras, many of these vendors still charge you every single time you need a simple update. Want to change your office hours? That'll be $75. Need to add a new staff photo? Another $50. The monthly fee you're paying apparently covers nothing but keeping the lights on.

Before signing anything, get crystal clear on what you actually need versus what they're trying to sell you. If you just want a professional website that represents your practice well, say that explicitly. Ask what the base package includes and what happens when you need routine updates. Get it in writing. And be deeply suspicious of anyone who insists you need their full suite of services to have a successful website. You don't. You need a good website, and you need to be able to update it without paying a la carte fees forever.

2. Not Vetting the Vendor's Process and Communication Style

Every website vendor sounds great during the sales call. They promise everything will be smooth, easy, and exactly what you want. But the real test comes during the actual project, and by then you're already committed.

The mistake dentists make is not digging into how the vendor actually works before signing on. What does their typical timeline look like? How often will you communicate during the project? Who will be your main point of contact? Do they assign you a dedicated project manager, or will you be emailing a general inbox and hoping someone responds?

Here's what to ask: Can you walk me through your typical project timeline from start to finish? How do you prefer to communicate (email, phone, video calls)? What do you need from me, and when? How do you handle situations when a project hits a snag?

Pay attention to how they respond to these questions. If they're vague about their process or seem annoyed by detailed questions, that's exactly how they'll be when you're three weeks into the project and wondering why you haven't heard from them. A professional vendor will have a clear process they're proud to explain and will be enthusiastic about setting proper expectations upfront.

3. Ignoring the Contract Fine Print

This might be the costliest mistake of all. I've seen dentists locked into multi-year contracts with websites they hate, paying monthly fees for services they don't use, and unable to take their own content with them when they finally escape.

Some vendors technically own your website, meaning if you stop paying them, your entire online presence vanishes overnight. Others will hold your domain name hostage. I've watched practices lose years of SEO progress because they didn't realize their vendor owned everything.

Before signing, clarify these critical points: Who owns the website and its content? Who owns your domain name? What happens if you want to leave? Is there a cancellation fee? Can you export your content? These questions might feel awkward to ask, but they'll save you thousands of dollars and countless headaches.

4. Not Asking About the Revision Process Upfront

Here's a scenario I see constantly: A dentist approves a design, the website launches, and then reality hits. The services page doesn't quite convey what they wanted. The colors feel off. The photo gallery needs reorganizing. But now the vendor is charging $150 per hour for revisions, or worse, saying the project is complete and revisions require a whole new contract.

Smart dentists ask about revisions before the project starts. How many rounds of changes are included? What's the timeline for requesting edits? What happens if you're not satisfied with the first design? Who writes the content, and can you review it before it goes live?

The best website companies build revision rounds into their process and encourage feedback. They want you to be thrilled with the result because happy clients refer other dentists. If a vendor seems annoyed by questions about revisions or is vague about the process, that's a red flag waving vigorously in your face.

5. Forgetting to Plan for Long-Term Support

Your website isn't a "set it and forget it" purchase. It's more like getting a car. It needs regular maintenance, occasional repairs, and updates to keep running smoothly and securely.

Yet many dentists shop for websites like they're buying a static product. They don't ask what happens when technology changes, when their blog needs new posts, or when they want to add a new dentist to the team page. Six months after launch, they're frustrated because making simple updates feels impossible or expensive.

Before you commit, understand exactly what ongoing support looks like. Is there a monthly retainer? What does it cover? How quickly do they respond to update requests? Do they proactively maintain the site's security and performance, or do you have to remember to ask? Can you make simple text changes yourself, or do you need to go through them for everything?

The right vendor will offer a clear support plan that matches your comfort level with technology. They'll train you on what you can handle yourself and be readily available for everything else.