Dentist office websites tend to be overlooked, as are most websites for heavily used services. Most are referred by word of mouth, a coworker perhaps, or a family member. However that does not make them any less important. In fact dental website designs should be taken into extreme consideration because of this.
Websites for dentists need to be professional but informative. More often than not people who will visit them have no idea what to look for in a dentist and are curious about your clinic. Dental practice websites should offer information about who works there, what the clinic is like, and what sort of procedures are done there.
Pictures do help, but do not be over gratuitous with them. Show only the basics to get them interested and feeling comfortable about the environment they will be walking into. Do not just show pictures of terrible looking teeth. Have a photo of the waiting lounge, or of one of the rooms. This will show them that you are open and hospitable and will hopefully ease their tension.
Another thing to consider with dentist office websites is that they need to have hours, contact information, and sometimes even estimated prices of certain things such as cleanings there in order to get proper attention. Most people prefer to go to a site that has clear, concise listings that are easy to find and navigate through rather than information they have to hunt for.
Of course, another thing to include on the website is the dentists. A little bit about them will make them seem more personable of course. People will feel better about visiting a clinic if they not only have a heads up on their surroundings, but also about the people who they will be entrusting their teeth to as well.