Think about the last time you searched for a new service provider — you probably started online. Dental patients are doing the same. Patients are researching, comparing and forming opinions about practices long before they even pick up a phone.

Here’s a look at the main ways patients are discovering and choosing dentists, and what dental practices can do to stay visible.

Search engines dominate

For many patients, their first interaction with a practice is no longer a phone call – it’s a Google search. In 2025, the top keyword categories and search-specific phrases related to dentists were:

“Dentist near me" (the #1 search)

“Emergency dentist near me”

“Best dentist in [Neighborhood/city]”

“Dental clinic open today”

“Same-day crowns near me”

“Walk-in dentist”

Trends show that most Google searches intended to find a dentist focused on location, financial and convenience keywords. Roughly 77% of patients use search engines before booking a dental appointment. When patients search, they are not just looking for overview information, but are also paying attention to reviews, photos of offices, hours and website quality and clarity.

Practice tip: Make sure your Google visibility is actively managed and your website is built with fresh photos, updated hours and timely responses to reviews. All of these elements help build trust and humanize your online presence.

Online reviews carry real weight

Speaking of digital presence, patients trust online reviews almost as much as personal recommendations. Around 80% of Americans use online reviews to choose their dentist. Many patients treat reviews as their first step and are looking for comments about: Staff friendliness, cleanliness, appointment availability and billing and insurance clarity. One or two negative reviews won’t necessarily drive patients away, but no reviews at all might.

Practice tip: Create a simple, consistent process for requesting reviews from happy patients! Front desk can mention it at checkout, and follow-up emails or texts can even include direct links or small incentives for participating.

Referrals are still powerful — but digital

Word-of-mouth used to be the main driving force behind new patients, and while that’s still true, it’s now digitally enhanced and amplified through things like community Facebook groups, apps like Nextdoor or Reddit and local forums. Surveys show that personal referrals are still cited by many patients as part of how they found or narrowed down their dentist options. Instead of asking one friend or going to the same practice their family has gone to for generations, patients are asking hundreds of neighbors online. However, even when referred by a family member or friend, most patients then verify online.

Practice tip: Monitor local online groups when possible and ensure your presence supports positive recommendations. A strong reputation online reinforces personal referrals!

Provider directories matter

Online portals and directories are still a significant part of the patient journey – especially for people who want to confirm in-network providers and manage cost expectations. A 2025 industry survey highlighted about 25% of participants use an insurance provider directory to find a dentist. Even patients who find a dentist via Google often confirm network status through an insurers portal. Patients today value technology that helps them understand coverage before treatment and variety in selection.

Practice tip: Treat your practices position in directories the same as SEO. Being listed in a directory and even having a look-up option on your website could capture more patients who want convenience and cost transparency.

Websites influence conversions

Even though patients are finding practices more often through simple online searches than any other methods, your website is one of the first places they evaluate you. A majority of patients check a provider’s website before calling, and practices that offer online scheduling see higher conversions – including bookings after business hours. Mobile-friendly design and fast load times also matter. Slow or bulky websites can drive prospects away.

Practice tip: Invest in a reliable and intuitive website software and design. Make sure things like online booking, schedule view and contact information are easily accessible and your look and feel is modern and inviting. Your website is the digital front desk! 

The bottom line: Understanding how patients are finding dental practices today helps offices focus energy into the right spaces. Remember, patients are doing their research and where they're looking matters.