Website Audit for Shinto & Kato

In 2026, a non-mobile-friendly dental website is effectively invisible to the majority of prospective patients. Most people searching "dentist near me" or looking up a specific practice are doing it on their smartphone. If the website doesn't render properly on mobile — text is too small, buttons are hard to tap, content overflows the screen — patients bounce immediately and call the next practice on the list.

Beyond user experience, Google uses mobile-first indexing: it primarily uses the mobile version of a page to determine search rankings. A site that isn't mobile-friendly is directly penalized in search results, compounding the already-low traffic of 35 visits per month.

Stock photography is a trust killer. When patients see generic smiling models and generic dental stock photos, they subconsciously register that the practice didn't invest in showing them who they actually are. It reads as impersonal — the opposite of what dental patients need to feel before choosing a provider.

Combine that with an outdated site design and the visual impression is that the practice is behind the times. This is especially damaging for a practice with 370 five-star reviews: patients read those reviews, get excited, visit the website, and the visual experience deflates the enthusiasm those reviews created.

A dental practice typically offers 10–20 distinct services: cleanings, fillings, whitening, veneers, implants, Invisalign, root canals, extractions, emergency care, and more. Each of these should have its own dedicated page with substantive content. Each page is a separate opportunity to rank in Google when a patient searches for that specific service.

With only two treatment pages in the navigation, the site has effectively told Google it offers two things. Every patient searching for any other service the practice provides — even services they definitely offer — will never find them organically. This is a direct cause of the 35 visits/month figure and the 214-keyword ceiling.

The 214-keyword count isn't just a number — it's a direct reflection of how much of the patient search landscape this website is currently visible in. A healthy dental website ranks for 500–600 keywords at minimum; established practices with strong content rank for 1,000–2,000+. At 214, the site is participating in less than half the relevant searches that could be driving new patients.

This isn't about gaming Google — it's about having enough content for Google to understand what services the practice offers and where it's located. Every keyword gap is a patient who searched for something the practice offers, didn't find them, and booked with a competitor instead.

Search behavior is changing rapidly. A growing share of dental patients now start their research by asking an AI assistant — "who is the best dentist near me," "what does a dental implant procedure involve," "does Shinto and Kato do Invisalign." These AI tools pull answers from structured content on websites: specifically, well-written FAQ sections and clear service descriptions.

Without FAQ content on service pages, the practice is completely absent from this growing search channel. The new site will be built with AI visibility as a first-class requirement — not a future consideration.