How to Write a Technical Specification for a Dental Clinic Website

A technical specification (TS) for a website is a detailed document that outlines all the requirements for the future resource’s structure, functionality, design, SEO optimization, and content. It’s not just a checklist for the developer — it’s a strategic blueprint that combines the business vision, marketing goals, and search engine requirements.

A well-written TS is not a Word template. It’s the result of in-depth analysis: business objectives, audience queries, competitive landscape, and content volume. In the case of medical websites — such as a dental clinic website — it also requires a clear understanding of regulatory compliance, user trust, and the sensitivity of the subject matter.

That’s why writing a TS for a dental clinic website is the first step toward an effective site — one that not only looks good but actually works for you: attracting, convincing, and converting visitors into patients.

Why a Website Without a Technical Specification Works Only Visually, Not Strategically

A website without a technical specification is just a collection of pages with no logic. It may look visually appealing but lacks any SEO structure, doesn’t meet user expectations, and can’t scale properly in the future. This becomes especially critical in highly competitive niches like private healthcare.

A technical specification is not just “a file with a list of preferences.” It’s the foundation upon which all subsequent steps are built:

• forming the semantic core and page structure;

• defining the logic of navigation;

• planning content (what pages are needed, which blocks are mandatory);

• developing functionality — for example, a form to book a specific doctor;

• integrating with CRM systems, calendars, or online payment;

• design requirements considering clarity, perception hygiene, and UX for medical sites.

How a Technical Specification Differs from a Brief

A brief is the initial information from the client: the goals of the website, a list of key services, and visual preferences. It serves as a source of input data.

A technical specification, on the other hand, is the result of analytical work and includes:

• the page hierarchy;

• URL structure;

• semantic clusters and key queries;

• a basic site map;

• a list of required (including custom) features;

• recommendations on content layout, structure, and metadata;

• blocks for internal linking.

Without such a document, neither the SEO specialist, designer, nor copywriter can proceed. If it’s not created at the start — the team will have to backtrack later or sacrifice effectiveness.

Medical Websites Have Their Own Technical Specifics

The private healthcare market in Ukraine is one of the most competitive — but also one of the most sensitive. This means the technical specification must take into account:

• requirements for truthful information (no exaggerations or claims like “100% guaranteed results”);

• a content structure that builds trust (dedicated pages about doctors, certifications, and case studies);

• ethical UX design — with emphasis on safety, simplicity, and a soft presentation;

• multi-level architecture: dentistry includes dozens of services, each of which may need its own page or section;

• adaptation for local SEO — for instance, a query like “dental implants Kyiv” should lead to a location-specific page;

• compliance with YMYL parameters (Google holds websites related to health and finance to higher standards).

That’s why a proper technical specification is not “extra work” but a core tool without which a clinic’s website cannot enter the visible zone of search results.

Search Queries That the TS Must Account for in Site Architecture

Key search queries that should form the foundation of the structure:

• dental clinic [city]

• tooth implant price

• book a dentist online

• children’s dentistry [district/city]

• cavity treatment

• wisdom tooth extraction

• teeth cleaning Kyiv

• teeth whitening price

These queries are not just “SEO keywords” — they are the starting point for building landing pages, structuring service categories, and planning content.

Who a Technical Specification Is For

A technical specification is not an “internal document for the SEO specialist.” It’s a working tool that unites everyone involved in website development into a single team. If it’s done correctly, each professional knows exactly what needs to be implemented and how.

For the Business Owner

The specification provides a clear understanding of what will be implemented, how the site will address business objectives, and what the structure will look like. This reduces the risk of miscommunication, allows for better control of the outcome, and helps assess budget feasibility.

For the SEO Specialist

For an SEO expert, the technical specification is the foundation of all further work: semantics, structure, internal linking, landing pages, meta tags, site speed, and indexing requirements. Without it, SEO efforts will be chaotic and ineffective.

For the Designer

The designer needs a clear understanding of what they are visualizing: what the structure is, which blocks are mandatory, where key interface elements are located, how menus, submenus, and calls to action are arranged. If the design lacks logic, it will later have to be “squeezed in” through the layout stage.

For the Developer

The specification defines the list of features, the behavior logic of website elements, requirements for responsiveness, speed, and optimization. This helps predict the project’s complexity even before development starts and avoids delays caused by clarifying things “on the fly.”

For the Copywriter / Content Specialist

For the person creating content, the specification outlines the list of pages, themes, key queries, requirements for content structure, length, and types of blocks. This enables the creation of content that supports SEO and conversion — not just something that “sounds nice.”

Why a Dental Clinic Needs a Website with a Well‑Defined Technical Specification

An Online Search Is the First Thing a Patient Does

Looking for a dentist no longer starts with a street sign — it starts with Google. Whether someone has a toothache or is looking for a hygiene cleaning, they go straight to the search bar with queries like:

• “dentist Kyiv left bank”

• “painless tooth filling”

• “braces for teens price”

If your website isn’t structured around those queries, it simply won’t show up in search results. At best — only the homepage might appear. At worst — nothing at all. A technical specification ensures those search intents are captured and embedded into the site structure from day one.

First Impressions Are Formed Through the Website

Patients want treatment in a modern clinic — with qualified doctors, sterile equipment, and seamless booking. The website is the first reflection of that. If it’s slow, outdated, disorganized, or lacks online booking — trust is lost immediately.

A proper technical specification defines:

• mobile responsiveness;

• clear page-to-page navigation;

• space for staff photos, reviews, certifications;

• a straightforward appointment form.

In short, the quality of your site shapes your clinic’s image — even before the first call.

A Website Is Not a Business Card — It’s a Conversion Channel

Many clinics still treat their site as a “business card”: just an address and a list of services, with the rest handled over the phone. But a well‑structured SEO website becomes a full‑fledged channel for attracting, converting, and managing patients.

A strategic technical specification:

• defines appointment functionality (form + CRM integration);

• includes individual service pages with descriptions, pricing, indications;

• outlines dedicated sections for diagnostics, prevention, orthodontics, surgery;

• plans a blog for informational search queries like “how to prepare for wisdom tooth removal.”

So instead of merely informing the patient, the site leads them — step by step — to the “Book Now” button.

SEO Structure = Visibility in Google

A technical specification is where SEO begins. It lays the groundwork for:

• page structure based on keyword clusters;

• URL paths that match search intent (e.g. /services/tooth-filling instead of /page2);

• internal linking between sections;

• a scalable site architecture.

This makes it easier for Google to:

• index the site quickly;

• understand your clinic’s topic clusters;

• serve relevant pages for targeted queries.

SEO without a specification is always reactive — patching errors after they happen.

UX and Usability Are About Logic — Not Just Visuals

User experience (UX) isn’t about how “pretty” something is — it’s about how usable it is. That usability is defined in the structure outlined in the technical specification:

• Is it clear where to click after the homepage?

• Can users see the full list of services without confusion?

• Is there a short, logical path to the goal — not five clicks deep in a dropdown?

• Does the mobile experience make sense?

Designers craft interfaces, but the spec sets the structure beneath them — it explains how users will move through the site.

A clinic website without a technical specification is just design without logic. And without logic, there’s no traffic, no bookings, no growth. The technical specification doesn’t just make life easier for the team — it creates results: visibility in search, patient trust, and a seamless experience that converts visitors into clients.

Business Goals a Dental Website Must Support

A dental clinic website isn’t just about being online. It’s a full‑scale digital tool that should drive key business objectives: attracting patients, generating conversions, building trust, fostering loyalty, and enabling growth. A well‑crafted technical specification makes these functions possible from the planning stage — without rework or losses.

Appointment Booking — The Primary Conversion Goal

The ultimate goal of any medical website is to convert a visitor into a patient. For this to happen, the site must include:

• an intuitive booking form (no complex fields or registrations);

• mobile responsiveness — over 70% of users access the site via smartphone;

• CRM or calendar integration to manage bookings automatically;

• a clear call‑to‑action (CTA): “Book a consultation”, “Request a quote”, “Ask a question.”

A site without convenient booking fails its main purpose.

Attracting Patients Through Content

Content isn’t just about text. It includes articles, FAQs, and patient guides — and serves multiple goals:

• attracting traffic from Google via informational queries like “how to clean braces” or “does wisdom tooth removal hurt”;

• building the clinic’s credibility — expert blog posts from doctors boost trust;

• educating patients — helping them understand procedures and easing anxiety.

Your technical specification must outline the content structure: a blog, knowledge base, FAQ section.

Showcasing the Team — A Trust Driver

In dentistry, it’s not just about technology — it’s about people. Patients want to know who they’re entrusting their health to. Your site should include:

• a dedicated page for doctors and staff;

• high‑quality, authentic photos — not stock images;

• short profiles with experience, certifications, and areas of expertise;

• the ability to book a specific doctor.

This creates a personal connection and helps visitors make the first move.

Highlighting Equipment and Approach

Modern equipment is a competitive edge. If your clinic uses advanced technologies (3D scanners, microscopes, digital impressions), showcase them:

• a gallery or virtual tour of your treatment rooms;

• a “Technologies” page with explanations;

• before‑and‑after photos (with patient consent);

• simple messaging about comfort and safety benefits.

Don’t just say “we use the latest tech” — show it.

Reviews as Social Proof

Social proof is one of the most powerful decision‑making triggers. Include on the site:

• authentic reviews from Google, Facebook, Trustpilot, or surveys;

• the option to leave a review directly on the site;

• a block of patient stories or case studies;

• video testimonials — if the format allows.

This is especially important for new patients who don’t yet have experience with your clinic.

When your website is created not as a formality, but as a business tool that solves real tasks, it delivers. The clinic receives more appointment requests, patients navigate services more easily, and the marketing team gets a solid foundation for promotion. That’s why these business functions must be baked into the technical specification — before development even begins.

Essential Pages for a Dental Clinic Website

To ensure that a clinic’s website supports business goals, provides a seamless user experience, and aligns with SEO requirements, the technical specification must clearly define a complete page structure. These pages should guide the patient journey — from the first interaction to booking an appointment. Each page serves a specific purpose: informing, building trust, addressing queries, overcoming objections, and encouraging action. That’s why it’s crucial to establish this logic in the technical specification before any design work begins.

Home Page of a Dental Website

The home page is the main entry point of the website. It creates the first impression of the clinic and guides users toward target actions. This page must build trust, briefly highlight the clinic’s key benefits, and offer clear navigation to services, doctors, and the appointment booking system. In the technical specification, the home page should be planned as a functional, SEO-optimized hub that connects all key elements of the website.

Recommended Sections for the Home Page

1. Hero Section with USP

• A concise message highlighting the clinic’s core benefit (e.g., “Pain-free family dentistry in Kyiv”).

• CTA button: “Book an appointment” → leads to the contact page or opens the booking form.

• Photo or video of the clinic, a dentist at work, or happy patients.

2. List of Core Services

• Icons or images for 4–6 top services: “Tooth Treatment,” “Implants,” “Pediatric Dentistry,” “Cleaning & Hygiene.”

• Each card should include the service name, short description, and link to the respective service page.

3. Clinic Benefits Block

• 3–4 bulleted or visual benefits.

• Examples: “Pain-free treatment,” “Modern equipment,” “10+ years of experience,” “Located near metro.”

4. Photo/Video of the Clinic or Virtual Tour

• Show the interiors, cleanliness, and patient comfort.

• Can be a slider or slow-paced video.
  
  

5. Real Patient Testimonials

• Display 3–5 reviews with photos and names.

• Import from Google Maps/Facebook or manually added with a link to the source.

6. Mini-Blocks “Meet Our Doctors,” “Recent Articles”

• 2–3 cards with doctors’ photos linking to the “Our Team” page.

• 2–3 blog previews with subtitles like “How to Prepare for Dental Implants.”

7. Repeated Call to Action (CTA)

• A second “Book an Appointment” button, a form, or link to calendar/messenger.

SEO Goals for the Home Page

Core keywords:

• dentistry [city]

• dental clinic [district/metro]

• book dentist online

Meta Tags:

• Title: Dentistry in [City] — Pain-Free Tooth Treatment | [Clinic Name]

• Description: Family dentistry in [City]. Implants, cleaning, cavity treatment. Book online. Doctors with 10+ years of experience.

About the Clinic Page

This is one of the most visited pages on any medical website. Its goal is to build trust and showcase the clinic’s experience, team, and technology. The tone should combine facts with emotional storytelling about the people and the environment. The technical specification should clearly define the content blocks, multimedia elements, and options for future updates.

Recommended Sections for the “About” Page

1. Intro with Mission/Positioning

• A brief paragraph outlining the clinic’s values.

• What makes it stand out — focus on service, patient care, and thoughtful approach.

2. Clinic History

• Year of establishment, clinic’s development path, key milestones.

• Optional: archive photos or “then vs. now” comparison.

3. Areas of Specialization

• A list of main directions such as therapy, surgery, implants, orthodontics, etc.

• Presented as icons or content blocks with brief descriptions.

4. Clinic Photos/Videos

• A slider with high-quality photos of the interior, equipment, reception, and treatment rooms.

• Optional: video tour or a greeting from the head doctor.

5. Clinic Stats and Achievements

• Years in business, number of patients, implants placed, certifications earned.

• Can be shown as animated “figure + label” blocks.

6. Certificates and Licenses

• Photos of official documents confirming the clinic’s license and team’s qualifications.

7. Patient Reviews

• Can duplicate from the homepage or expand with more quotes and stories.

SEO Recommendations for the Page

Core keywords:

• dental clinic [city] reviews

• about [clinic name]

• certified dental clinic / licensed dentistry

Meta Tags:

• Title: About the Clinic — [Clinic Name] Dentistry in [City]

• Description: Building trust from your first visit. 10+ years of experience, certified professionals, modern technology. Get to know us better.

The “Services” Page in a Dental Website Structure

The Services section is one of the main traffic magnets and often a patient’s first point of contact with your clinic’s offering. From this section, potential clients find out whether you offer the service they need, what approach your clinic uses, and what advantages you provide.

It’s also a platform for SEO promotion: landing pages for each service category have high potential to rank for both broad keywords (e.g., “tooth cavity treatment Kyiv”) and narrow ones (e.g., “ultrasonic teeth cleaning price”).

How to Properly Structure the “Services” Section

1. Main Services Page

This is not just a service list — it's a logical navigation hub that directs users to subcategories.

Recommended structure:

• H1 headline with a core keyword (e.g., “Dental Services in [City]”).

• Introductory paragraph — 2–3 sentences explaining the clinic’s approach: comfort, modern technology, pain-free treatment, trusted team.

• Visual blocks/icons for each service category — with buttons like “Learn More” or “Details.”

• Clinic advantages block — presented as a list or infographic.

• Appointment button/form at the bottom of the page.

2. Service Categories — Subpages

At this level, the website starts to deeply address specific user needs and match concrete search queries. Each category should be a dedicated landing page optimized for its own semantic cluster.

Possible categories include:

• Tooth Treatment

• Surgical Dentistry

• Pediatric Dentistry

• Preventive Care & Hygiene

• Prosthetics

• Dental Implants

• Aesthetic Dentistry

• Laser Dentistry (optional, if available)

• Orthodontics (braces / aligners)

You don’t need to list every procedure in the technical specification — just demonstrate the logic of grouping and leave room for future expansion.

3. Structure of Each Category Page

Each subpage must function as a landing page and be independently promotable in Google. Therefore, structure is essential.

Recommended content structure:

• H1 — category name with keyword (e.g., “Tooth Prosthetics in [City]”)

• Intro paragraph — what the service entails, for whom it’s suitable, basic methods

• List of procedures — optionally link each to deeper service pages

• Advantages / technologies / clinic-specific approach for this service

• FAQ block — common patient questions and answers

• Call-to-action block — “Get a consultation” or booking form

SEO Recommendations

• Unique Title, Description, and H1 for each category page

• Clean URLs: /services/prosthetics, /services/pediatric-dentistry

• ALT tags for all images

• Internal linking — between categories, blog posts, and doctor profiles

Why You Shouldn’t List All Services on a Single Page

Combining all services into one generic “Services” or “Price” page prevents the site from ranking for mid- and low-frequency search queries. Such a page will not be considered relevant by search engines.

A structure with dedicated service pages:

• Covers more long-tail search queries

• Enables high-quality, relevant content for each direction

• Increases the chance users will stay on the site (lower bounce rate)

• Makes future site expansion easier — adding categories won’t break the structure

The “Prices” Page — One of the Most Important Sections in a Dental Website Structure

Why the Prices Page Is Essential

Most users who visit a dental clinic website for the first time don’t start by reading the blog or meeting the doctors. Their main interest is the cost of dental services. In fact, the Prices page is often the primary entry point from search engines, as users type in queries like “teeth cleaning price”, “cost of fillings”, or “how much is cavity treatment in Kyiv”. This means the page must be not only easy to find, but also fully SEO-optimized.

What Functions the Prices Page Performs

1. Ensures transparency — the patient sees a realistic range of service costs and can assess whether the clinic fits their budget.

2. Builds trust — clear pricing indicates reliability and honesty.

3. Supports SEO — a well-structured Prices page can rank for dozens of commercial search queries related to services.

4. Guides the user — through internal linking from the price list to service landing pages, user behavior metrics can be improved.

Recommended Page Structure

At the top of the page, briefly explain the pricing policy. For example:
"We follow a transparent pricing policy. Below you'll find up-to-date prices for all dental services, as well as approximate costs for full treatment plans. The final amount is determined after consultation and examination."

Categorized List of Services

Prices should be grouped by service areas, such as:

• Therapy — cavity treatment, fillings, diagnostics

• Hygiene — professional cleaning, Air Flow, fluoride treatment

• Prosthodontics — crowns, dentures

• Implantology — implant placement, related procedures

• Surgery — tooth extraction, including complex and sedation cases

• Pediatric Dentistry — separate section with children’s treatment pricing

For each category, you may add a brief explanation: what the service includes, what materials are used, and what’s included in the price.

Pricing Format

Use price ranges or “from ... UAH” formats to manage expectations realistically. For complex or customized services, include a note: “The final price will be confirmed after the examination.”

To avoid overwhelming users with too many numbers, consider: dividing the list into sections, using collapsible accordions.

Additional Blocks to Include

• Notes on discounts, packages, or promotions

• A block titled “Most Popular Services” with pricing highlights

• Call-to-action button: link to the booking form or phone number

• Payment information: accepted methods, installment availability

SEO Elements for the Prices Page

• Title: Prices for Dental Services in Kyiv — [Clinic Name]

• Description: Current prices for dental treatment, cleaning, implants. Transparent pricing, consultations, high-quality materials — [Clinic Name] Dentistry.

• H1: Service Costs at Our Dental Clinic

• ALT Tags: for any price table or infographic visuals

• URL: /prices

Key SEO Queries to Optimize For

• prices for dental services

• how much does dental treatment cost

• dentistry price list

• teeth cleaning price Kyiv

• dental implants cost

• dentistry [city] prices

• filling price

When implemented properly, this page can become one of the strongest SEO magnets on the site — driving relevant, high-intent traffic from users who are ready to convert.

The “Doctors” Page — A Core Element of Trust

In dentistry, trust in a specific specialist is often decisive. Patients don’t just search for “dentist in Kyiv” — they want to know exactly who will be treating them. Often, search queries include specific names or terms like “pediatric dentist Kyiv reviews”. That’s why a well-structured Doctors page serves several strategic purposes:

• Strengthens patient trust in the clinic

• Covers commercial queries containing doctor names or specializations

• Boosts engagement — users spend more time exploring profiles

• Allows SEO integration of personal doctor pages into the website architecture

Recommended Structure for the “Doctors” Page

Introductory Block

Begin with a short paragraph describing the clinic’s approach to building its medical team: education, experience, continuous training, and patient-first values.

Example: "Our clinic is home to experienced dentists who combine modern techniques, a personal approach, and genuine care. Below you can meet each doctor — learn about their expertise, background, and patient reviews."

Specialist Directory (Profile Cards)

Each doctor should have an individual profile card featuring:

• Full Name

• Photograph (professionally taken, unified style)

• Job title or specialization (e.g., Prosthodontist)

• Years of experience

• Button or link: “Read more” → leads to individual doctor page

If the team is large, include filters by specialization — therapists, surgeons, orthodontists, pediatric dentists, etc.

Personal Doctor Page

Why a Dedicated Page Is Necessary

• Allows SEO optimization for the doctor’s name

• Enables internal linking from service pages (e.g., “dental implants” → implantologist profile)

• Increases conversion by creating personal trust: users are more likely to book when they see a name, face, and credentials

What to Include

• Biography: education, years of practice, training, certifications

• Specializations: therapy, implants, aesthetics, surgery

• Portfolio (if available): before/after cases

• Patient reviews — especially critical for pediatric dentists and surgeons

• Video intro or a short Q&A — strong trust-building tool

• Call to action: “Book an appointment with this doctor”

SEO Optimization Guidelines for the Doctors Page

• Title: Dentists at [Clinic Name] — Meet the Team | Experience, Photos, Reviews

• Description: Get to know our team. Dentists with 10+ years of experience, modern techniques, patient-centered care. Photos, specializations, and reviews.

• H1: Our Medical Team at [Clinic Name]

• URL Structure:

• /doctors

• /doctors/john-smith (individual pages)

Target SEO Keywords

• dentists at [clinic name]

• top dentist [city]

• pediatric dentist [district]

• implantologist Kyiv

• [doctor’s name] reviews

• [specialty] dentist Kyiv

• dentist [neighborhood]

The Doctors page is more than just a staff listing. It's a powerful personalization and trust-building tool that influences patient decisions even before they make a call. When profiles are created with attention to SEO, content quality, and visual consistency, they don’t just inform — they convert.

That’s why, in a dental website’s technical specification, the Doctors section should not be limited to a generic “Team” block. It must be a comprehensive system with individual pages, keyword targeting, cross-linking, and easy navigation for the user. This strengthens the site’s SEO architecture and directly contributes to patient acquisition.

The “Reviews” Page

A reviews page is a critical element of social proof that increases trust in the clinic and directly influences a patient’s decision to book an appointment. In dentistry — where patients are especially sensitive to safety and service quality — real stories from other clients play a decisive role.

Primary Goals of the Page

• To confirm the quality of care through other patients’ experiences

• To demonstrate the clinic’s openness to feedback

• To indirectly boost search visibility by including SEO-relevant keywords

Content Blocks of the Page

1. Header and Introductory Paragraph

A brief explanation of why the clinic publishes reviews, where they come from, and how to leave one. It’s important to note that all reviews are authentic and not edited or removed unless they violate community guidelines.

SEO Focus: Use keywords such as “dental clinic reviews [city]”, “patient opinions about [clinic name]”, “best dentistry — real reviews”

2. Patient Reviews

It’s best to show more than just text — include names and faces (with consent). Use a consistent review format:

• Name or initials

• Photo or avatar

• Date

• Brief review (3–5 sentences)

• Optional: service received

Formats:

• Review cards in a grid layout for easy scanning

• Filter or categorization by service type (e.g., general treatment, prosthetics, hygiene)

3. Video Testimonials

If available, include 1–2 video reviews hosted on YouTube or your own server, along with a short description. Video content is a powerful trust-building tool.

4. Google / Facebook Reviews

Embed or copy real reviews from third-party platforms. Clearly label the source (e.g., Google Maps, Facebook) to increase credibility.

5. “Leave a Review” Button or Form

Offer a way for users to leave a text review without needing to register — or via login, if required. If submitted via email, state that clearly.

SEO Recommendations

Target Keywords:

• dental clinic reviews [city]

• real patient reviews dentistry

• reviews of [clinic name]

• tooth treatment reviews

• best dental clinic [city] reviews

Meta Tags:

• Title: Patient Reviews — [Clinic Name] Dentistry, [City]

• Description: Real feedback about treatment at [Clinic Name]. Read what our patients say and see for yourself.

Technical Recommendations

• Displaying reviews should not slow down the page speed

• Use Schema.org markup for imported reviews from third-party services

• All user-generated content must go through moderation to avoid spam

The “Frequently Asked Questions (FAQ)” Page

The FAQ page is not just an extra section — it’s a useful and SEO-effective tool. It helps eliminate common concerns potential patients may have, reduces the number of inquiries via messaging platforms, builds trust in the clinic, and improves search visibility for low-frequency queries.

Why This Page Is Necessary

• Answers users’ common questions before they reach out

• Reduces anxiety (especially about treatment, anesthesia, and pricing)

• Demonstrates the clinic’s expertise — answers are structured and well-presented

• Supports SEO — by including keywords in both questions and answers

How the Page Should Be Structured

1. Introductory Block

A short explanation of what this page is, why it exists, and how to use it. Example: “Below are answers to the most common questions from our patients. If you don’t find what you’re looking for — feel free to contact us via the form.”

Intro Keywords: “patient questions”, “dentist answers”, “frequently asked dental questions”

2. Structured List of Questions and Answers

Format: accordion (expand/collapse) or separate blocks with subheadings. Ideally grouped by topic:

About the Visit

• How can I book an appointment?

• Can I come in without booking in advance?

• How long does a consultation take?

About Treatment

• Does dental treatment under anesthesia hurt?

• How much does a filling cost?

• How long does cavity treatment take?

About Children

• Do you treat children?

• At what age should my child visit the dentist for the first time?

• How can I prepare my child for a visit?

About Payment

• Can I pay by card?

• Do you offer installment plans?

• Do you work with insurance companies?

About Equipment and Sterilization

• What kind of equipment do you use?

• Are instruments sterilized after each patient?

SEO Recommendations

Target Keywords:

• questions for the dentist

• how to prepare for an appointment

• fear of dentists

• does it hurt to treat teeth

• children’s dentistry questions

• dentist consultation answers

Meta Tags:

• Title: Frequently Asked Questions — [Clinic Name] Dentistry

• Description: Answers to common patient questions: about visits, treatment, payments, and pediatric care. Expert explanations from [Clinic Name] staff.

Technical Notes

• Use schema.org (FAQPage) markup — for search snippet enhancements

• Include search functionality to quickly find questions on the page

• Ensure responsive design for smooth mobile viewing

The FAQ page not only improves the user experience, it’s also extremely beneficial for SEO. It increases trust in the clinic, reduces repetitive questions for staff, and helps potential patients take action by easing their concerns.

Blog / Articles Page

The informational section of the website is not just “extra content.” It’s a powerful tool for attracting search traffic, building trust in the clinic, and answering the questions of potential patients. Many users first land on the website through articles — even without knowing the clinic’s name.

Why a Dental Clinic Needs a Blog

1. Attracting Organic Traffic Through Informational Queries

People often search not for “dentist Kyiv” but for:

• “why does my tooth hurt under the filling”

• “how to prepare for wisdom tooth extraction”

• “does dental implant surgery hurt”

These are informational queries that don’t lead to a booking right away — but they initiate first contact with the clinic. At this stage, it’s essential to have a useful, trustworthy article that answers the query.

Keywords: tooth hurts after filling, preparing for tooth extraction, how dental implants work

2. Strengthening Service Pages

Articles can be logically interlinked with commercial pages. For example:

• the article “When Do You Need Dental Implants” → links to /poslugy/implantatsiya

• the post “Oral Hygiene for Children” → links to /poslugy/dytyacha-stomatologiya

This improves relevance and user behavior metrics, increasing the chances for service pages to rank higher in Google.

3. Explaining Complex Topics and Reducing Anxiety

Dentistry often evokes fear and uncertainty for patients. A well-written article with photos, infographics, or doctor commentary can remove those barriers and motivate a visit.

Example: “What to Expect During a Dental Cleaning” or “Therapeutic vs. Surgical Treatment — What’s the Difference?”

What Content Should Be Published in the Blog

• Answers to frequently asked patient questions (FAQ format)

• Explanations of procedures (“What Is AirFlow Cleaning”, “How a Dental Crown Is Placed”)

• Preventive care advice (“How to Prevent Cavities in Children”)

• Overviews of new methods or technologies

• Real case studies (before/after, with patient consent)

• Doctor commentary (interviews, quick tips)

SEO Optimization of the Blog

1. Semantics

Each article must have a clearly defined topic and be written for specific search queries. Use both high-frequency (primary) and supporting long-tail (low-frequency) keywords.

For example:

• Main keyword — cavity treatment

• Supporting — how cavities are treated, how much tooth treatment costs, does a filling hurt

2. Article Structure

• H1 title with the main keyword

• H2–H3 subheadings for easier reading

• Logically structured paragraphs

• Internal links to relevant pages

3. Meta Tags

• Title: How Cavities Are Treated — Steps, Cost, and Tips | [Clinic Name]

• Description: A detailed guide to cavity treatment: how the procedure works, how much it costs, and what to watch out for. Clear and helpful explanations.

Technical Requirements for the Blog

• Easy pagination

• Sorting by topics or tags (optional)

• Mobile responsiveness

• ALT descriptions for all images

• Commenting option (optional, with moderation)

• Display of publication date and author (or doctor who comments)

UX Elements on Article Pages

• Clear title and subtitle

• Info block “Author” or “Doctor’s Tip”

• Button “Book an Appointment” or “Ask a Question”

• Search by topic or list of popular articles

• Sharing buttons

The blog is a bridge between the user and the clinic. It helps attract a new audience, answer their questions, showcase expertise, and encourage bookings. For SEO, it acts as a long-term traffic generator. For marketing, it supports the conversion funnel.

In the context of the technical specification, the blog page should be planned from the very beginning of the project, to ensure it:

• fits seamlessly into the site structure

• has a proper SEO-friendly template

• is user-friendly and scalable

Privacy Policy / Licenses Page

This is a purely legal but mandatory section for any medical institution’s website, especially in fields involving personal data collection (via appointment forms, contact forms, email marketing, etc.) and the provision of medical services regulated by law.

This block typically consists of two parts:

• Privacy Policy — explains how the clinic processes personal data.

• Licenses — confirms the clinic’s legal right to provide medical services.

1. Privacy Policy

This part of the document must be publicly accessible and comply with the legal requirements for personal data protection (such as the Ukrainian law “On Personal Data Protection” and GDPR recommendations, if the clinic works with foreign citizens).

Mandatory sections:

• What data is collected: name, phone number, email, IP address, browsing history.

• How it is collected: via forms, cookies, analytics services.

• Purpose: appointment scheduling, feedback, marketing, analytics.

• Who has access to the data: only authorized staff and medical personnel.

• Third-party sharing: under what conditions it may happen (e.g., CRM systems, email platforms, legal requirements).

• Data protection: technical and organizational measures taken by the clinic.

• Contact person: name/position/contact email for data-related inquiries.

• User rights: to modify, delete, or access their data.

• Data retention period: how long the data is stored and on what basis.

SEO keywords: privacy policy, personal data protection, data processing, GDPR, collection of personal information

2. Licenses

This part serves as proof of the clinic’s legal status and its permission to provide medical services. It may be presented in the format of:

• Scans or photos of official documents (with number, issue date, issuing authority)

• A textual list of licenses with notes

• Links to registries from the Ministry of Health or other authorities

Recommended content:

• Full legal name of the entity (e.g., sole proprietorship or LLC)

• Company registration number / tax ID

• Medical license name and number

• Scope of the license (e.g., “primary dental care services”)

• Issuing authority (e.g., Ministry of Health of Ukraine)

• Expiry date or note about permanent validity

SEO keywords: dental license, medical license, licensed dental clinic, license for dental treatment

UX Recommendations

• This page should be accessible from the footer.

• Visually — avoid “heavy” design; focus on readability.

• Ideally — separate tabs or sections for “Privacy Policy” and “Licenses”.

• If the policy is long — provide it as a downloadable PDF plus a short summary on the page.

The Privacy Policy / Licenses page is a sign of transparency, legal compliance, and respect for patients. While it may not directly impact conversions, it is crucial for the legal security of the website, user trust, and SEO completeness. Including it in the technical specification is non-negotiable.

SEO Architecture: How the Technical Specification Lays the Foundation for Visibility

The technical specification for a dental website should include not only design and functionality blocks but also a clearly defined SEO architecture. This is the foundation of the site’s visibility in Google. Without it, even a perfect interface won’t attract traffic.

Semantic Core — From Search Queries to Structure

The semantic core is a list of keywords and phrases users type into search engines when looking for dental services. It is compiled before any development starts. The site menu, subpages, and future texts are built based on this semantic data.

Why include it in the technical specification:

• Allows the site structure to be built around actual user demand

• Defines target landing pages based on queries (e.g., “tooth extraction Kyiv” → separate page)

• Ensures full thematic coverage

Examples of keywords: tooth treatment, children’s dentistry Kyiv, professional teeth cleaning, dental implants cost

Landing Pages for Services

Based on the compiled core, landing pages are created for each query cluster. These are separate pages with unique content, optimized for specific directions within the clinic.

Examples:

• /poslugy/vidalennia-zuba

• /poslugy/dytiacha-stomatolohiia

• /poslugy/protezuvannia

Each page must include:

• Unique Title and Description

• Clear H1 heading

• Logical URL structure

• Content that fully covers the topic

Why it matters in the technical specification: clearly defined keyword-based pages reduce the risk of duplicate content and allow SEO specialists and copywriters to work in sync with designers and developers.

URL Structure — Simple, Clear, and SEO-Friendly

A clear URL structure means:

• Understandable page addresses (e.g., /poslugy/implantatsiya-zubiv instead of /page-5?id=123)

• Reflecting the site’s hierarchy

• Use of Latin script, lowercase, and no special characters

The technical specification must include:

• URL structure for each section

• Guidelines for forming addresses of future pages

Why it matters: Proper URLs simplify indexing and improve click-through rates in search results.

Internal Linking — Strengthening Pages

Internal linking is a system of internal references that:

• helps Google better “see” the relationships between pages

• transfers “SEO weight” from general pages to topic-specific ones

• encourages users to stay longer on the site

What to include in the technical specification:

• specify internal linking blocks (e.g., “Related Services”, “Read Also”)

• define key navigation paths between pages

Example: the “Implantation” page links to “Bone Grafting”, “Implantation Prices”, and “Indications for Implantation”

SEO Metadata — Technical Info for Google

Each page must have SEO meta-information:

• Title (up to 60 characters) — includes the keyword and page title

• Description (up to 160 characters) — short summary with keyword mention

• ALT tags for images — describe visuals and include keywords

Why it matters:

• affects how pages appear in search results

• improves page relevance

• enhances image indexing efficiency

Structured Data for the Clinic — Boosting Search Visibility

For a dental website, it is important to implement structured data (Schema.org):

• Organization — clinic name, contact info, social media

• LocalBusiness / MedicalClinic — address, hours, clinic type

• Review / AggregateRating — for showing ratings in search results

• FAQPage — for question–answer blocks

• BreadcrumbList — breadcrumb navigation for enhanced search display

The technical specification must include a section on implementing structured data with a recommendation to use formats like JSON-LD and Schema.org.

What a Quality Technical Specification for a Dental Website Should Include

Website Objective

This section briefly but clearly outlines the main business goal — why the clinic needs a website at all.

Possible goals:

• Attracting new patients via search traffic

• Online appointment booking in a few clicks

• Establishing the clinic’s authority through content

• Online reputation (reviews, case studies)

• Selling related services or products

Sample phrasing for the spec: “The website is created as a multi-page tool to attract patients to the Kyiv clinic through SEO promotion and online appointment functionality.”

Target Audience (TA)

This block defines who exactly the website is for.

Should include:

• Location (e.g., Kyiv residents, nearby suburbs)

• Social segments (families, retirees, business professionals, parents of young children)

• Behavioral scenarios (need urgent care, comparing clinics, trust recommendations)

• Main concerns/motivations (pain, trust in doctor, cost, equipment)

These factors influence the structure, design, tone of voice — even the placement of the “Book an Appointment” button.

Website Structure

A detailed page hierarchy that:

• meets user expectations

• is built for SEO

• aligns with the clinic’s business objectives

Example:

/

├── about-us

├── services

│   ├── tooth-treatment

│   ├── implantation

│   ├── pediatric-dentistry

├── prices

├── doctors

├── reviews

├── contacts

├── blog

├── privacy-policy

Important: Clearly specify which pages are category, landing, informational, or technical.

Content Blocks

Each page template must define:

• headings

• content sections

• content formats (text, icons, video, photos)

• trust elements (reviews, case studies, before/after)

For a “Service” page:

• Procedure name (H1)

• Procedure description

• Indications / contraindications

• Image or diagram

• Price or link to pricing

• Appointment button / form

Design Requirements

Define preferences for visual style:

• brand book (if available)

• color palette, fonts, UI patterns

• key element placements

• responsiveness (desktop, mobile)

• specific needs: dark mode, larger fonts, accessibility for older users

Also note:

• image style (clean, trustworthy, non-aggressive)

• presence of video integrations or virtual tour

Speed & Security Requirements

Since the site will handle sensitive personal data, it must be fast and secure.

Spec should include:

• PageSpeed benchmarks (min. 85/100)

• HTTPS (SSL certificate)

• secure forms (Google reCAPTCHA, anti-spam filters)

• mobile load optimization

• image compression (WebP, lazy load)

• code optimization (CSS/JS minification)

SEO Recommendations

Core SEO requirements:

• clean, keyword-rich URL structure

• unique Title, Description, and H1

• logical page hierarchy (home → category → subpage)

• structured data (Organization, MedicalClinic, Review)

• sitemap.xml, robots.txt

• internal linking blocks: “Related Services”, “Recommended Articles”

• clean HTML

• ALT tags for all images

Functionality

Feedback and appointment forms are not “extras” — they are core.

Spec should define:

• online appointment forms with required fields (name, phone, doctor selection)

• CRM integration (if applicable)

• service filter or search

• review submission functionality

• clinic location widget (Google Maps)

• expandable FAQ block

• live chat or callback feature

A quality technical specification is not a formality or just a file “for the developer.” It is a strategic document that shapes the entire direction of the website — from page architecture to SEO, UX, and conversions. Especially for a medical project, where trust, convenience, and visibility are critical. The specification aligns logic, design, and functionality, ensuring that each stage — from structure to launch — is intentional and effective. For a dental clinic, it is the foundation of a website that doesn’t just exist — it works.

Common Mistakes in Dental Website Technical Specifications

Even the best websites may underperform if they were built based on a raw or poorly written technical specification. In dentistry — where online booking, trust in the doctor, and local SEO are critical — mistakes in the spec can cost you traffic, leads, and reputation. Most such issues are common and arise not from lack of budget, but from lack of strategic planning. This section highlights the key mistakes to avoid when preparing a technical specification for a dental clinic website.

Combining All Services on One Page

One of the most common errors is creating a single page describing all dental services. This approach weakens SEO: Google cannot determine the page’s relevance for a specific query like “tooth decay treatment” or “dental implants.” Ideally, each service should have a separate landing page based on a semantic cluster. This allows for better SEO targeting, more relevant content, and more focused traffic.

No Blog Section (Loss of SEO Potential)

Many clinics ignore the content side of the website, thinking service pages are enough. However, it’s the blog or knowledge base that allows you to:

• attract additional traffic through long-tail search queries;

• explain complex topics in simple language;

• demonstrate doctors’ expertise;

• build internal links between blog posts and service pages.

Without a blog, you miss out on rankings, reach, and the ability to compete with larger sites.

Copying Competitors Without Semantic Analysis

Another common pitfall is using a competitor’s site structure “as a reference” without proper adaptation. As a result, the clinic ends up with a site that may not reflect its own services, audience, or search demand. A technical specification must be based solely on your own semantic core, the queries your potential patients actually use, and the logic of your specific clinic.

Tasks Described Too Vaguely

A vague spec like “Make a modern website with service descriptions” doesn’t work. If the spec lacks a detailed structure, a clear list of pages, content requirements, speed benchmarks, and SEO goals — the result is left to the executor’s interpretation. This kind of site won’t be ready for promotion and will most likely require rework post-launch.

Ignoring the Mobile Version

Most patients search for dental services via mobile — so the mobile version is critical. Yet in many specs, it’s mentioned only briefly. As a result, the site may look fine on desktop but be inconvenient on mobile: text too small, form issues, slow loading. The technical specification must include a dedicated section on mobile-first approach, UX testing, and mobile speed performance.

How We at COI.UA Write Technical Specifications for Medical Websites

In medical projects, there is no room for guesswork. The website must be user-friendly, secure, SEO-optimized, and capable of scaling with the clinic. That’s why at COI marketing and software, we treat the technical specification as a strategy — not as a formal document “for the record,” but as a foundation upon which the entire digital project is built. Here’s how we work.

Involving the SEO Specialist from Day One

We never write specs without research. The SEO expert joins the project from the very start: analyzing demand, collecting the semantic core, identifying service clusters and real user queries. This helps us shape the correct page structure that will later be developed by the entire team. Why this matters: without early SEO involvement, there’s a high risk of building a beautiful website that doesn’t perform in Google.

Building the Structure Before the Design

Design is the second step, not the first. We create the page hierarchy, URL map, internal linking principles, and group content by page types (services, blog, team, reviews, prices). This structure is approved by the client before the designer opens Figma. This helps avoid breaking the logic later and prevents costly rework.

Validating from UX, SEO, and Scalability Angles

Every section in the structure is reviewed from three perspectives:

• UX: Is it intuitive for the patient? Can they find a service with minimal clicks?

• SEO: Does the page have its own semantics, unique URL, and proper metadata?

• Scalability: Can the site grow? Add new services, branches, languages?

We plan logic that allows the site to scale without chaos — no drop in rankings and with architecture intact.

Integration with Content Strategy

For us, the spec isn’t just about code or wireframes — it’s also about content. During the structure creation, we immediately outline:

• which pages will need SEO texts;

• where the content blog will be;

• which pages address informational queries;

• which materials are related and need to be internally linked.

This ensures that copywriters and marketers work within the same logic as designers and developers. As a result, the website feels cohesive, functions as a system, and reaches search visibility faster.

A Technical Specification Is About Strategic Logic — Not Just Technical Details

A technical specification for a dental clinic’s website is not just a list of design or programming requirements. It’s a strategic document that embeds logic, SEO potential, user experience, scalability, and readiness for marketing activities. It defines how the site will function, how it will grow, and how quickly the investment in its creation will pay off.

Why a Technical Specification = Readiness for SEO, Ads, and Growth

When the website structure is built properly — every page has its place in the system, semantic clusters are already woven into the architecture, and internal linking forms a framework for promotion. This allows you to avoid wasted time on revisions, prevents missed traffic due to duplicates or poor navigation, and makes it possible to immediately launch promotion, blogging, contextual advertising, or SEO with relevant pages.

How a Well-Crafted Specification Saves Money on Development and Promotion

A proper technical specification allows you to:

• avoid post-launch reworks;

• skip creating unnecessary pages that bring no traffic;

• embed logic into the CMS without hacks or custom patches during scaling;

• reduce the cost of SEO — because everything is structurally ready.

This is a real saving in money, time, resources, and costly corrections after the launch.

Why Medicine Needs a “Structure First — Then Design” Approach

The medical niche is one of the most sensitive in digital. Patients must trust you from the very first second, the site must be user-friendly, and search engines must “see” all pages clearly. That’s why you should start with strategy, not visuals: what you’re showing, to whom, how, with what logic, and for which search intents. Design is just the form. The spec is the substance — the part that works.

Want a Clinic Website That Works — Start With the Specification

When ordering a website, you’re actually laying the foundation of all clinic–patient communication. And how well your technical specification is written will determine whether: your site appears in Google search; users understand how to make an appointment; and whether you can scale without rework and budget waste.

At COI marketing and software, we create specifications that serve marketing, SEO, and user-friendliness — all at once. If you’re looking for a team that starts not with the design but with the logic — reach out. We know how to build a clinic website that truly works.