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When someone nearby searches for a dentist, do they find your practice?

Four in five UK adults use Google, and more people now ask ChatGPT too. A new patient who rings another practice is a check-up, a hygienist visit and everything after it. Here is what that is worth, and what to check.

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Our own check · October 2026

We checked 100 independent dental practices. Here’s what we found.

Mostly private practices across England, with websites on WordPress, chosen at random from the CQC register and checked on 18 October 2026. The Google and ChatGPT figures leave out the 6 orthodontists. Google’s results and ChatGPT’s answers vary by place and day. No practice is named.

  • 6 in 10

    weren’t in Google’s top 10 for “dentist” in their own town

    57 of 94 practices. The map box isn’t counted.

  • 3 in 10

    weren’t named in any of 5 answers when we asked ChatGPT about their town

    16 of the 50 practices asked about their own town.

  • 7 in 10

    had a website problem our check calls urgent or important

    72 of 99 websites, such as broken links between their own pages.

Google and ChatGPT go together

Of the 19 practices in Google’s top 10 for their town, ChatGPT named 17 in most of its answers. Of the 31 outside it, it named 8 in most answers, and 15 not at all.

It shows the two go together in this group, not that one causes the other.

In Google’s top 10 for their town17 of 19 named in most answers

Not in Google’s top 108 of 31 named in most answers

Named in 3 or more of ChatGPT’s 5 answersNamed less often, or not at allOne dot is one practice, asked about its own town.

Is your practice one of them?

The free check shows where you come on Google for your town, whether ChatGPT names you, and what’s holding your site back.

Check my site, freeAll the results, and how we checked

What one new patient is worth

These are private prices at the UK’s largest dental chain, by region. Your own fees will differ, but the shape holds: a first visit is worth over a hundred pounds, and treatment is worth several times that.

  • Check-up, new patient£58 to £79
  • Hygienist visitfrom £70 to £77
  • Emergency appointment£80 to £135
  • White filling, one surfacefrom £78 to £180
  • Extractionfrom £94 to £170
  • Root canal treatmentfrom £290 to £436
The UK’s largest dental chain’s private price list, 2026, by region. The bar shows the dearest region; the figure is the range, and “from” means a starting price.

A check-up plus a hygienist visit comes to roughly £135 to £155 at these prices. Treatment comes on top: a root canal, at the top of the chart, is £290 to £436.

How patients find you now

Almost every practice is on Google already. The question is what a patient sees when they get there, and on what.

Who you are up against

About 12,000 practices across the UK. Two in three are run by independent operators with one or two sites.

  • 7,955 (65%) Independent, one or two sites
  • 2,065 (17%) Groups of three to 29 sites
  • 2,203 (18%) Corporates, 30 or more sites
UK dental practices by who runs them, 2025: 12,223 in total.

Watch-outs for your practice’s website

Nothing here stops you being found. These are the General Dental Council’s lines to stay inside.

The GDC’s advertising guidance dates from 2013. Read the latest on its site, and check your own pages against it. We don’t check these rules for you.

Five minutes on your own phone

You can see most of what a new patient sees without anyone’s help. Do this before you do anything else.

  • Search for yourself

    On your phone, search “dentist” and your town, then “private dentist” and your town. Note who is above you and what they show.

  • Open your Google listing

    Check your hours, phone number and photos. Count your reviews and look at the date of the newest. Are they answered?

  • Ask ChatGPT, three times

    Ask “Which private dentist in your town should I choose?”, three separate times. Answers vary, so count how often your practice is named.

  • Time your homepage

    On mobile data, not wifi. How long until you can tap to book or call?

  • Look for a price

    Can a new patient see what a check-up costs and how to join, without ringing?

Or let us do it: type your website address into the free check, and the report shows who comes up above you, whether ChatGPT names you, and what is holding your site back. Run the free check.

What we do about it, for a practice

We check your website every week, tell you in plain English what is costing you patients, and make the fixes you say yes to. We also check each month what ChatGPT says about you.

Nothing changes without your yes. We never promise a place on Google, or that ChatGPT will name you. How it works · Pricing

Start with a free check.

See what’s holding your site back, and whether ChatGPT names you, in a minute or two. Then we can look after it for you: £49 a month + VAT at 20% for our first 20 customers, fixed for a year.

Check my site, freeLook after my site
Where these numbers come from

The figures under “What we found” are ours, from our own check on 18 October 2026: all the results, and how we checked. The rest are published figures, each checked against the page named beside it on 14 October 2026. Where a company paid for a survey, the page says so.