Short answer: the hard part with testimonials is consent and fairness, not the asking. If you ask everyone at a calm moment, show each patient exactly what you plan to publish, and keep rewards out of it completely, you’ll have quotes you can use without worrying. The sections below take you from the first ask to the finished card.
What counts as a dentist testimonial (and how it differs from a Google review)
A testimonial lives on your own turf: your website, a printed card in the waiting room, a leaflet. You collected it, you asked permission, and you chose where it goes. A review is written by the patient on someone else’s platform, such as Google or Trustpilot. You can reply to it, but you don’t control it.
The difference matters because different rules apply. Google’s own content policy covers reviews on Google. Your own website still counts, though. The CMA’s short guide for businesses says you are responsible for the review formats you operate, websites included, and it lists fake reviews and concealed incentivised reviews as banned content.
One rule covers both: you never write a testimonial yourself. If a patient didn’t say it, it’s marketing copy pretending to be a patient.
What makes a good dental testimonial: what patients actually mention
Most patients won’t write about clinical outcomes. They talk about how the visit felt. The same themes come up again and again: someone explained each step before doing it, the care was gentle, reception was friendly, and the aftercare advice was clear.
These themes help when a patient says they’re rubbish at writing this sort of thing. Ask one open question, such as “Was there anything about your visit that stuck with you?”, and let them answer in their own way.
Here is an invented sample to show the shape:
“I’ve dreaded the dentist for years. She talked me through every step before she did it, and I never felt rushed. The aftercare advice was clear too. I’m actually booking my next check-up, which I never thought I’d say.” (Invented example. Not a real patient.)
It’s specific without being clinical. Use it only to understand what a useful testimonial looks like. Never publish it, or anything like it, as if a patient wrote it.
How to ask patients for a testimonial without pressure
Many dental patients are nervous, so the ask needs to be gentle. Never ask during treatment, or while someone is still numb and wondering where their face went.
- Pick a calm moment. After the appointment, once they’re settled, works best.
- Say it plainly. “If you were happy with your care, would you be willing to share a few words for our website? It’s completely fine if not.” Then mean the last part.
- Ask every patient the same way. Use a card at reception, a line from whoever books the next appointment, or a short follow-up email. Pick one approach and use it for everyone, not just the patients who seemed delighted.
- Take no for an answer. If someone declines or doesn’t reply, leave it there. No chasing.
For wording and timing in more detail, see how to ask for a testimonial.
Consent and confidentiality: what to sort out before you publish
Even “she was gentle” tells people something about someone’s health care, so treat every testimonial with care. Our advice, as a sensible way of working:
- Get written consent before you publish a name, a photo or any treatment detail.
- Show the patient the exact words and tell them where they will appear.
- Use as little identifying detail as you can. A date with initials or a first name is usually plenty.
- Keep a record of the consent, and remove the testimonial promptly if the patient changes their mind.
These are our recommendations, not a statement of what the law or your regulator requires. Check your regulator’s advertising guidance for what applies to your practice.
What you must not do: rewards, selective asking and edited quotes
No rewards. Don’t offer a discount, a free whitening kit or anything else in return. Google’s policy says merchants must not offer incentives such as payment, discounts, or free goods or services in exchange for a review. The CMA lists concealed incentivised reviews as banned content. On your own site, a rewarded quote also stops being the patient’s free opinion.
No selective asking. Google’s policy also bans selectively asking happy customers for positive reviews and discouraging negative ones. Asking only the patients you know were happy and skipping everyone else is the same gating, so apply the same standard to testimonials. More detail is in the rules on asking for Google reviews.
No edited meaning. You can fix a typo if the patient agrees. You can’t trim or tidy a line so it says something they didn’t, or reads more glowing than they meant. The CMA guide also treats false or misleading review information as banned content.
For a plain-English view of where UK consumer law stands on fake and incentivised reviews, read fake reviews and UK law.
Where to use dentist testimonials on your website and in the practice
Once you have a few with proper consent, put them where nervous patients are looking:
- A testimonials page. It’s the obvious home. See how to build a testimonial page on your website.
- Next to the booking button. A short quote can reassure someone who is hesitating.
- On your anxious patients page. A line about gentle care fits well there.
- In the waiting room. A printed card or two gives people something to read other than the clock.
Keep them varied. Five near-identical quotes about the car park help nobody.
Turn a patient’s words into a testimonial card
A clean, readable card makes a short quote look deliberate. You can make one with the free testimonial card maker. Paste in the patient’s exact words, add the date and initials or a first name, and leave the sentence alone. The slightly imperfect line usually sounds most like a real person.
What to reply when a patient praises you publicly
Sometimes a patient posts something kind on Google without being asked. Reply warmly and briefly, and say thank you. Our advice is to avoid confirming that they are a patient, mentioning their treatment, or adding any detail they didn’t share themselves, even when the review is glowing. Something like “Thank you, we’re so glad you felt looked after” is enough. For wording that keeps confidentiality intact, see replying to patient reviews confidentially.
Questions people ask
How do you ask a dental patient for a testimonial?
Ask every patient the same way, at a calm moment after the appointment, with one short question that makes it easy to say no. Never ask during treatment, and don't chase anyone who doesn't reply.
Do you need a patient's permission to publish a dentist testimonial?
Our advice is to always get written consent before you publish a name, photo or treatment detail, and to show the patient exactly what will go live and where. This is our recommendation for good practice. For anything specific to dentistry, check your regulator's advertising guidance.
Can a dentist offer a discount or free treatment for a testimonial?
Don't. Google's content policy bans offering incentives such as payment, discounts or free goods or services in exchange for a review. The CMA lists concealed incentivised reviews as banned content. A rewarded testimonial is also no longer a patient's free opinion.
What should a dentist testimonial say?
Whatever the patient genuinely felt. Patients often mention clear explanations, gentle care, a friendly reception and good aftercare. Use these as questions to help a patient get started, and keep their words as they wrote them.
What is the difference between a dentist testimonial and a Google review?
You collect a testimonial and publish it on your own website, cards or leaflets. A patient writes a Google review on Google, where you can reply but can't control it. Both need to be genuine, and you are responsible for the reviews you publish on your own site.