A technical specification (TS) is a detailed document that describes all the requirements, goals, and functional capabilities of a future website. Simply put, it’s an “instruction manual” for developers and designers that makes it clear what exactly the client needs and in what form the project should be delivered. If a brief answers the question “what does the client want?”, then the technical specification clearly defines “how exactly it will be implemented.”

A TS for a dental website carries particular importance, as medical resources must not only look appealing but also remain highly functional, user-friendly, and compliant with legal requirements (for example, regarding medical information). Here, it’s essential to account for everything: from online appointment booking to a doctors’ section, patient reviews, and a blog with helpful articles.

Why a Technical Specification Is Critical for a Dental Website

Developing a dental website without a clear technical specification is like building a clinic without a blueprint: there may be a general idea, but no defined structure. A TS sets out:

• the goals of the website (attracting new patients, providing information, enabling online booking);

• the structure of a dental website (homepage, services, pricing, doctors, reviews, contacts);

• functionality (registration forms, CRM integration, clinic map, online consultations);

• design requirements (colors, style, medical branding, doctors’ photos).

Having such a document helps avoid ambiguity, saves both the team’s time and the client’s budget, and most importantly ensures that the website meets the business’s expectations and needs.

Common Problems Without a Clear TS

When a company doesn’t know how to write a technical specification for a website, the most common issues include:

• Misunderstandings between client and developers: the client expects one thing, while the team delivers another.

• Revisions and extra costs: missing functional requirements lead to constant changes during development.

• Chaotic dental website structure: illogical navigation, missing key sections, difficulty in use.

• Launch delays: uncertainty causes continuous rework and postponements.

Thus, a well-prepared technical specification is the foundation of successful dental website development. It not only sets the direction of the project but also helps avoid most common mistakes that slow down the launch.

What Is a Technical Specification for a Website

A technical specification (TS) is a document that records clear requirements for a future website. Its main purpose is to avoid misunderstandings between the client and the developer, as the TS defines which pages, functions, and technical parameters must be implemented.

When it comes to a TS for a dental website, the document should cover not only general design and navigation requirements but also the specifics of the medical field. For example:

• the ability to book appointments online;

• dedicated pages for doctors with photos, experience, and specialization;

• a “Services” section with clear structure and pricing;

• integration of maps and contact details;

• a high level of security to protect patients’ personal data.

Without such a document, the development of a dental website becomes chaotic: many details need to be clarified during the process, which delays timelines and increases the risk of errors.

Difference from a Brief

A brief and a technical specification are often mentioned together, but they serve different roles.

• A brief helps define general goals: why the website is needed, who the target audience is, and what business tasks it should address.

• A technical specification translates these goals into precise instructions for the team: which modules need to be developed, how pages should look, and what integrations are required.

For example, if a dental clinic writes in the brief: “We need a modern website to attract new patients,” then in the TS this becomes a set of requirements: “Homepage with blocks for key services, adaptive design, appointment booking form, testimonials section.”

In other words, the brief sets the direction, while the technical specification outlines the exact route. Thanks to this document, the team knows what to build, and the client knows what they will receive in the end.

Peculiarities of a Dental Website

Creating a website for a dental clinic has its own nuances that distinguish it from corporate or informational resources. It is essential to consider not only modern design requirements but also the specifics of the medical field, the trust of patients, and the functionality that simplifies communication between doctor and client. That’s why the technical specification should carefully describe every element so that the future resource is convenient, informative, and secure.

Specifics of Medical Websites

Medical websites, especially dental ones, must combine informativeness and ease of use. People looking for a dentist expect clear, structured information: prices, services, doctors’ experience, and treatment conditions. Unlike websites in other industries, trust is critical here. A user should immediately see that the clinic is professional, modern, and safe. That’s why a TS for a dental website must include reputation-focused sections — certificates, testimonials, photos of doctors and equipment.

Most Commonly Needed Functions

For a clinic’s website to be effective and attract new patients, the structure of a dental website should include key functions:

• Online appointment booking. One of the most important elements. A patient should be able to quickly choose a doctor, date, and time. This reduces phone calls and speeds up communication.

• Blog or articles section. Educational content builds an expert image, answers patients’ common questions, and boosts SEO. In the development of a dental website, this block also works as an additional trust-building tool.

• Patient reviews. Recommendations matter enormously in healthcare. Real reviews (with text and preferably photos) reduce patient anxiety and increase the likelihood of booking.

• Doctors section. Showcases each specialist: photo, qualifications, experience, specialization. This helps patients choose the doctor they will trust.

• Map and contact integration. Patients should easily find the clinic, see working hours, and get directions instantly.

All of these features should be clearly described in the technical specification, since it defines how the future website will look and function. When a client knows how to write a TS for a website, they can agree in advance on all the necessary tools, ensuring that the development team creates not just a site, but a resource that truly brings in new patients.

Main Sections of a Technical Specification (TS)

A well-prepared technical specification is a roadmap for creating an effective medical website. It includes not only the structure and design, but also functionality, SEO requirements, and even the performance of the future site. If you are considering how to write a TS for a website, it’s important to focus on clear blocks that help developers and marketers move in the same direction. Below are the key elements without which a TS for a dental website would be incomplete.

Website Goals

At the start, it’s necessary to define why the site is being created. For dentistry, the goals may include: attracting new patients, providing convenient online booking, building the image of an expert clinic, and informing about services. Clearly defined goals form the logic for the entire development of a dental website.

Structure (menu, pages, categories)

The structure of a dental website should be as clear as possible. The TS should specify:

• main menu (home, services, doctors, testimonials, contacts);

• additional pages (about the clinic, promotions, blog);

• service categories (therapy, prosthetics, surgery, implants, etc.).

A well-thought-out structure helps avoid chaos and ensures intuitive navigation for users.

Design and Style (colors, photos, logo)

In the medical field, it is especially important that the website looks modern and inspires trust. The TS should indicate:

• color palette (usually associated with freshness and cleanliness: white, light blue, green);

• requirements for photos (high-quality images of the clinic, doctors, equipment);

• use of logo and brand identity elements.

The design should balance professionalism with friendliness, since dentistry often triggers anxiety in patients.

Functionality (booking forms, CRM integration)

Developing a dental website is impossible without interactive tools. The TS should describe:

• online booking forms with the ability to choose a doctor, date, and time;

• CRM system integration for convenient request management;

• chatbots or online consultations;

• callback requests.

These features directly affect conversion and user comfort.

SEO and Content (keywords, optimization)

The site must not only exist but also be visible in search results. The TS should include:

• main keyword queries (e.g., “dental treatment Kyiv,” “dentistry online booking”);

• principles of optimizing texts and meta tags;

• requirements for a blog as a content marketing tool.

This ensures a steady flow of new patients from search engines.

Responsiveness and Speed

A dental website must work equally well on both computers and smartphones. Therefore, the TS should include the requirement for responsive design. Additionally, page loading speed critically affects both SEO and user convenience. Here, the requirements for image optimization, code, and server performance are specified.

In conclusion, a technical specification for a medical website is not a formality, but a detailed plan that determines the final result. By working through the goals, structure of a dental website, design, functionality, and SEO, you ensure the effective development of a dental website that will attract new patients and build a strong clinic reputation.

Mistakes When Creating a Technical Specification (TS)

Even the best website idea can lose its effectiveness if the technical specification is written superficially. In the case of medical resources, where client trust plays a critical role, mistakes in planning can lead to serious consequences — from lower conversion rates to issues with long-term support. To understand how to write a TS for a dental website correctly, it is important to know the common mistakes and avoid them.

General phrases instead of specifics

One of the most common mistakes is using overly abstract wording. For example: “the site should be user-friendly” or “the page should look modern.” Such vague requirements do not give developers clear guidelines. As a result, each side may interpret the task differently, leading to conflicts and rework. In a TS for a dental website, general terms should be replaced with measurable indicators: page load speed up to 3 seconds, responsive design, booking form with doctor and date selection, and so on.

Lack of examples and requirements

Another typical problem is the absence of illustrative examples. If the structure of a dental website simply states “Doctors section” but does not specify what data should be included (photos, specialization, experience, patient reviews), developers may deliver a minimal and incomplete version. The same applies to the “Services” section — without examples of service descriptions or clinic photos, the site will look “empty.” A quality technical specification should include sample texts, screenshots from references, or at least a concrete list of required elements. This ensures that during the development of the dental website, the team immediately creates functional and engaging pages.

Ignoring future scalability

The third mistake is creating a TS “for now,” without considering further growth. A clinic may start with a basic set of services but later plan to add new specialties, a blog, or an online chat. If these needs are not anticipated, the site will require reworking, leading to extra costs. That’s why a TS for a dental website should plan for scalability: a flexible menu structure, room for additional sections, CRM integration that can handle a growing number of patients. This approach ensures long-term efficiency and makes dental website development economically beneficial.

Avoiding these three mistakes makes the technical specification clear and practical. Specificity, examples, and a vision for growth are the foundation that guarantees the final website will meet business needs, provide a steady flow of patients, and become a solid base for the clinic’s long-term success.

Example of a fragment of a technical specification for a dentistry website

To understand how to write a technical specification (TS) for a dentistry website correctly, it is useful to see a real fragment example. This helps avoid general phrases and create a document that becomes a clear instruction for developers and designers. Below is a demonstration block of requirements illustrating what part of the technical specification might look like.

1. Website goals

• Provide convenient online booking with a doctor in 2 clicks.

• Increase trust in the clinic through the "Doctors" section with photos, diplomas, and experience.

• Attract new patients through SEO-optimized service pages.

2. Structure of the dentistry website

• Homepage: brief description of the clinic, advantages, CTA "Book now."

• Services: list of treatment areas (therapy, surgery, implantation, orthodontics). Each service — a separate page with description, prices, and photos.

• Doctors: cards with photo, specialization, experience, patient reviews.

• Reviews: integration with Google Reviews or own form.

• Blog: articles for SEO promotion (at least 4 categories).

• Contacts: Google Maps, quick booking form, phones, social networks.

3. Design and style

• Main colors: white (background), light blue (accents), green (CTA buttons).

• Style: minimalist, clean, with high-quality medical photos.

• Logo in the top left corner, constant "Book online" call in the menu.

4. Functionality

• Online booking form with selection of doctor, service, and time.

• Integration with CRM (for example, MedCRM) for automatic request registration.

• Ability to leave reviews directly on the site (with administrator approval).

• Site search by keywords.

5. SEO and content

• Each page — Title (up to 50 characters) and Description (up to 120 characters).

• Use of key queries "tooth treatment Kyiv," "dentistry [district name]," "tooth implantation."

• Image optimization (alt-tags).

6. Adaptability and speed

• The site must display correctly on smartphones, tablets, and desktops.

• Loading speed: up to 3 seconds (Google PageSpeed — green zone).

Such a fragment in the TS for a dentistry website immediately makes it clear: which pages are needed, what the structure of the dentistry website should look like, what functionality to implement, and what SEO requirements to meet. Thanks to specifics and detail, development proceeds without confusion, and the final site meets both patient needs and the business goals of the clinic.

Clear TS — the foundation of a website that works

In the medical business, it is especially important to have a website that not only looks appealing but also fulfills its purpose: helping patients easily find information, book online, and trust the clinic. That’s why a technical specification becomes the key document that defines the entire process from idea to launch.

A well-prepared TS for a dentistry website is more than just a list of requirements. It’s an instruction manual that helps the team avoid misunderstandings, reduce the number of revisions, and save the budget. When you clearly describe the structure of the dentistry website, outline the design, functionality, and SEO requirements, you get a transparent development process. This means that instead of endless edits and wasted time, the business reaches results faster.

Developing a dentistry website without a proper TS risks turning into chaos: unnecessary costs appear, functions don’t meet real needs, and the final product brings no value. On the contrary, a properly prepared technical specification immediately sets up an efficient workflow and results in a product that works to attract patients.

At COI marketing and software, we know how to write a TS for a website to avoid risks and extra expenses. We will help create a document that takes into account the clinic’s needs, modern web design standards, and patient expectations. Then we will turn it into a professional website that combines aesthetics, functionality, and trust.

Together with COI.UA, your clinic will receive not just a website but a business growth tool — clear, convenient, and result-oriented.