Building a website for a dentist: rules, appointments and before/after
A website for a dental practice must follow the same principles as any regulated medical profession: fair information rather than commercial advertising, and HDS-certified hosting as soon as a form collects health data. On top of that comes a constraint specific to cosmetic dentistry: publishing before/after photos is strictly regulated by the profession's code of ethics.
The real problem: presenting treatments without crossing the advertising line
A dental practice often has more to show than a general medicine practice: cosmetic treatments, implantology, adult orthodontics, whitening. The temptation is strong to turn the website into a catalog of services, retail-style, with dramatic before/after photos and sales pitches. This is precisely what the Code of ethics for dental surgeons regulates most strictly, because this profession sits at the border between medical care and a cosmetic service perceived by the public as a commercial offering.
A dental practice's website therefore has to strike a balance: clearly present the treatments offered so the patient knows they're in the right place, without slipping into a sales logic that exposes the practitioner to a formal warning. This is a different exercise from a standard e-commerce site, even if the page structure (list of services, prices, before/after) can look similar on the surface.
Before/after photos: what's regulated
The before/after photo is the most sensitive element of a dental website, particularly for cosmetic treatments (whitening, veneers, alignment). A few principles generally upheld by the profession:
- Written, explicit patient consent is essential before any publication, even anonymized.
- Use must remain informative: illustrating a type of treatment, not showcasing an exceptional result or comparing with other practitioners.
- No retouching or staging that would exaggerate the actual result of the treatment.
- Discretion about the patient's identity must be guaranteed, even with their agreement, unless they explicitly wish otherwise.
This topic remains sensitive and evolves according to the Order's positions. For any planned before/after photo campaign, the Order of dental surgeons or the relevant departmental council remains the reference to consult before publishing. VeryAppi can integrate this type of content into the site's structure, but cannot guarantee its compliance with professional ethics: that responsibility falls on the practitioner.
GDPR, health data and HDS hosting
As with any medical practice, a booking or contact form that asks for a reason for consultation or a type of treatment sought constitutes a collection of health data under GDPR. This requires HDS-certified hosting (Health Data Host), which is different from standard web hosting.
| Situation | HDS constraint |
|---|---|
| "Name + phone" form to be called back | Generally outside HDS scope |
| Form asking for the reason for consultation or the treatment sought | HDS hosting required |
| Link to an external booking platform (Doctolib or equivalent) | HDS compliance is handled by that platform, not by your site |
| Patient portal with treatment history | HDS hosting required, project needs specific scoping |
Redirecting booking to a third-party platform that's already compliant is often the simplest solution for a practice that wants to avoid managing this technical constraint itself. This is a point to check explicitly with any website provider, VeryAppi included, before launching a project that involves collecting health data in-house.
What patients expect from a dental practice website
A patient looking for a dentist generally wants to quickly know whether the practice offers the treatment they need, understand the practical arrangements, and be able to book an appointment without hassle. The elements that come up most often:
- A page per category of treatment (general care, cosmetic, implantology, orthodontics), rather than a single hard-to-read list.
- Indicative fees or coverage conditions, presented as information rather than a sales argument.
- A direct link to an existing booking platform.
- A team page presenting the practitioners and their areas of practice.
- If before/after photos are published, factual accompanying text rather than a promotional tone.
How much this type of site costs, and in what timeframe
A dental practice going through a traditional agency for this type of site typically pays between 2,000 and 6,000 euros, over a 4- to 8-week timeframe. VeryAppi doesn't yet offer a dedicated package for dental surgeons like the one built for lawyers, but the general subscription website offer applies under the same conditions: 99 euros excl. VAT/month all-inclusive (69 euros excl. VAT/month for the first three months), delivery in 7 days, unlimited changes within 48 hours, hosting in France. For any project involving in-house health data collection, the HDS hosting question needs to be clarified before signing.
Key takeaways
- Commercial advertising remains prohibited for the dental profession; only fair, factual information is authorized.
- Before/after photos require written patient consent and strictly informative use, with no promotional effect.
- A form that collects a reason for consultation or a type of treatment requires HDS-certified hosting.
- Redirecting booking to an already-compliant external platform often avoids having to manage this technical constraint in-house.
- Presenting treatments by category rather than in a single list improves readability for a patient looking for a specific treatment.
Frequently asked questions
Can before/after photos be published on a dental practice's website? It's possible but strictly regulated: explicit written consent from the patient, anonymization when necessary, and no promotional or comparative character whatsoever. These photos must illustrate objective information, not serve as a sales argument. For any doubt about a specific publication, the Order of dental surgeons is the reference point to consult.
Does a dentist's website need HDS hosting? As soon as a form collects a reason for consultation or health information (type of treatment sought, medical history), the hosting must be HDS-certified. A simple contact form with just a name and phone number, without medical detail, generally falls outside this scope.
Can a dental practice advertise? Commercial advertising remains prohibited for the profession, as it is for doctors. Only fair, clear and non-comparative information about the treatments offered, fees and practical arrangements is authorized by the Code of ethics for dental surgeons.
Should every treatment offered be presented on the website? It isn't mandatory, but it's what most visitors are looking for: knowing whether the practice offers a given treatment before booking an appointment. A page per category of treatment (general, cosmetic, implantology) stays more readable than a single list.
In summary
A successful dental practice website presents treatments by category, strictly regulates the use of before/after photos, and addresses the HDS hosting question from the design stage if booking collects medical data. If you're looking for a fast, affordable solution for a showcase site without health data collection, VeryAppi's subscription website plan applies to dental practices under the same conditions as other professions.
Frequently asked questions
›Can before/after photos be published on a dental practice's website?
It's possible but strictly regulated: explicit written consent from the patient, anonymization when necessary, and no promotional or comparative character whatsoever. These photos must illustrate objective information, not serve as a sales argument. For any doubt about a specific publication, the Order of dental surgeons is the reference point to consult.
›Does a dentist's website need HDS hosting?
As soon as a form collects a reason for consultation or health information (type of treatment sought, medical history), the hosting must be HDS-certified. A simple contact form with just a name and phone number, without medical detail, generally falls outside this scope.
›Can a dental practice advertise?
Commercial advertising remains prohibited for the profession, as it is for doctors. Only fair, clear and non-comparative information about the treatments offered, fees and practical arrangements is authorized by the Code of ethics for dental surgeons.
›Should every treatment offered be presented on the website?
It isn't mandatory, but it's what most visitors are looking for: knowing whether the practice offers a given treatment before booking an appointment. A page per category of treatment (general, cosmetic, implantology) stays more readable than a single list.