Worked example
Worked example: a mixed dental practice and the three pages it did not have
A worked example, labelled as one: we do not yet have a Southampton dental client to publish. The practice is a composite of the clinic sites we have audited for the dental pages on this site; the plan is what we would do; the reference figures are from real accounts elsewhere and marked.
The practice treats children on the NHS and adults privately, has a waiting list it does not mention, and a website whose home page says \u201cwelcoming new patients\u201d while the NHS finder says it is not taking new NHS patients. Reception spends an hour a day explaining the difference on the phone.
By Daniel Stoychev, Webso Digital · 6 October 2026
3
searches the city makes that the site did not answer
1
hour a day of reception calls the pages replace
7.3
position of a long-question page on this site in 5 weeks, reference
8.2
position of a trade guide on our garage site in 5 weeks, reference
The audit
One Services page, one Contact page, one contradiction
The site had a Services page listing twenty treatments in a paragraph each, a Contact page, and a home page that promised new patients were welcome. Search Console showed the practice name and a handful of treatment searches at positions past 50. The three searches the city actually makes, NHS dentist Southampton, emergency dentist Southampton and private dentist Southampton, showed the site on none of them, because no page was about any of them.
The contradiction with the NHS finder was the first finding and the cheapest fix. Under the General Dental Council\u2019s advertising guidance the website has to be accurate; a home page that says the opposite of the NHS listing is not, and it is also the reason for the phone calls.
The three pages
One per searcher, each answering in its first screen
| Page | First screen | Below the fold |
|---|---|---|
| NHS patients | \u201cWe treat children on the NHS. Adults are seen privately; a waiting list for adult NHS places is open and currently [n] months.\u201d Matches the NHS finder word for word | The NHS bands, how to join the list, what a child\u2019s first visit involves |
| Emergency dentist | What counts, the same-day slots from 8am, the fee, the number as one tap | The NHS 111 route when closed, the first-aid lines reception gives, the parking |
| Private care and prices | The examination fee and the plan figure per month, in numbers | What the plan covers, hygienist visits, the treatments with a price range each |
What the reference pages say about the scale
Long, specific pages show first
On this site, a guide answering one long question reached position 7.3 within five weeks of launch with no links pointing at it. On our garage site a guide on a specific search sat at 8.2 with a 7.8% click rate in the same period. Both are real, both are on sites far younger and smaller than an established practice, and both are quoted for one reason: pages that answer a specific question show quickly, and the three dental searches above are specific questions that almost no practice has written a page for.
What we would expect, labelled as expectation: the NHS and emergency pages showing in Search Console within weeks, calls that mention NHS or emergency countable from the first month, and the private page converting the patients the NHS page has to turn away over three to six months. The hour of reception calls is the first thing to measure, and it is measured by asking reception.
Judge the method, not the story
The free audit runs the same measurements on your site
Every number on this page came from Search Console, the coverage sweep or a page-by-page crawl, and all three are free to repeat. The audit we run before quoting a Southampton business does exactly that, and you get the figures whether or not you hire us.
How to read this page
- The practice is a composite; no Southampton practice is named, described or implied.
- The GDC and NHS references are to the regulator\u2019s and the NHS\u2019s own pages, linked from the NHS dentist guide on this site, and are not legal advice.
- Every reference figure is from a real page elsewhere and is marked where it appears.
See what is stopping your business ranking in Southampton
Send us your website and your trade. You get a plain-English audit of where you stand against the three Southampton businesses above you, and a fixed price. No meeting, no long contract.