When someone in Nottingham searches "dentist near me" or "Invisalign Nottingham", Google shows a map with a handful of practices before any normal website results. Many people choose from that map without scrolling further. If your practice isn't in it, you are invisible to a large share of new patients, even if your care and your reviews are excellent.
The good news: the reasons practices miss out are usually fixable, and most of them cost nothing but time.
1. Your Google Business Profile is incomplete
Your Google Business Profile is the listing that appears in the map. Google favours profiles that are complete, accurate and active. Common gaps:
- Only one category. "Dentist" is the main one, but adding relevant extra categories (for example "Cosmetic dentist" or "Emergency dental service", if you genuinely offer them) helps you appear for more searches.
- No services listed. Add each treatment you offer (check-ups, hygiene, whitening, implants, Invisalign) with a short description.
- Out-of-date hours. Wrong bank holiday or lunchtime hours frustrate patients and can count against you.
- Old or few photos. Real photos of your team, reception and surgery build trust before anyone walks in.
- No booking link. Make it easy: link straight to your online booking or contact page.
2. Reviews aren't being asked for, or answered
Patients read recent reviews and, just as importantly, how the practice replies. A practice that thanks people and responds calmly to criticism looks well run. Ask happy patients for a review at the right moment (for example, a text after their appointment), and reply to every review, good or bad. Never offer incentives for reviews and never post fake ones: it breaks Google's rules and UK consumer law.
3. Your details don't match across the web
Google cross-checks your practice name, address and phone number across the web, including your website, the NHS website (if you offer NHS care), and directories. If one listing shows an old phone number or a slightly different name, it weakens trust in your listing. Pick one exact format and use it everywhere.
4. Your website has no page for the treatments people search for
If your website has a single "Treatments" page listing everything, Google has little to rank for specific searches. A dedicated page for each high-value treatment, explaining what it is, who it suits, rough costs or finance options and how to book, gives Google (and patients) a clear answer. Mention your location naturally, for example "Invisalign at our Nottingham practice".
5. The website is slow or awkward on a phone
Most local searches happen on mobile. If your site takes ages to load, the phone number isn't tappable, or the booking button is hard to find, people go back to the map and choose someone else.
Quick checklist: complete every section of your Google profile · add services and photos · ask for and reply to reviews · make your name, address and phone identical everywhere · create a page for each key treatment · test your site on your own phone.
Want us to check yours?
We offer a free 20-minute audit for dental practices: we look at your Google profile, your local rankings and your website, and tell you the fastest fixes. No obligation. Email hello@trentmarketingsolution.co.uk or message us on social media with "DENTAL".