The 5 Rules for Dental Office Signs That Attract New Patients

The 5 Rules for Dental Office Signs That Attract New Patients (Without the Paste)

If you’re preparing to open your own practice, here’s one truth I’ve learned after helping over 900 dental startups launch successfully:

Your dental office sign can be your best marketing tool—or your most expensive missed opportunity.

And no, we’re not talking about flashy, over-designed signage with every “feature” squeezed into one panel. We’re talking about clear, purposeful signs that do their job: get noticed, get remembered, and get new patients through your door.

Let’s walk through the five rules you should follow—plus a few real-world examples of what works (and what doesn’t).

1. Go Outside and Check Visibility

This might sound basic, but you’d be amazed how many signs are perfectly designed... and completely invisible.

Before finalizing anything, do this: paint your practice name and a mock phone number on a big piece of plywood. Prop it up where your sign will go. Then drive past the building like a patient would. Can you read it quickly? If not, rethink the placement or sizing.

📌 Smart move: Your sign should be tested like a crown try-in. Visibility first, design second.

2. Treat It Like Free Advertising

In the right location, your sign is your marketing.

I’ve worked with practices that bring in 30+ new patients a month from signage alone. One startup on a high-traffic highway hasn’t run a single ad in years because their sign does the heavy lifting.

If your building has signage opportunities, prioritize them in your location analysis. It could save you thousands in paid marketing later.

Want more strategic guidance? Check out our location strategy breakdown to avoid this common trap.

3. Include Your Phone Number (Large!)

In the age of instant everything, people aren’t going to go home, Google your practice, scroll for the number, and call tomorrow. If they can’t see and dial it immediately, they’ll move on.

Make the phone number large, legible, and prominent. No paste-style assumptions like “they’ll just look us up.” They won’t.

4. Add Your Website

Same logic applies: If you have a great website that builds trust and gives patients a reason to book, put it on your sign.

And make sure the website itself isn’t paste either. If it’s cluttered or hard to navigate on mobile, they’re gone. More than 60% of users will be visiting from a smartphone.

Explore our guide on ethical communication strategies to make your site messaging and patient journey more effective.

5. Be “Boring”—On Purpose

Now here’s the part that surprises most new practice owners: the best signs are boring.

That doesn’t mean unattractive. It means focused.

Don’t try to list every service, slogan, color scheme, and credential. That paste-style “everything at once” strategy might look comprehensive—but it overloads the eye and dilutes the message.

Here’s the ideal order of information:

• The word “Dentist” or “Dental” in the first or second word on the top line

• White background with dark lettering (the most readable combo)

• Your name (required in many states)

• Phone number

• Website

• Optional: “Accepting New Patients” in a bright, eye-catching sticker or banner

• Address, if required

Your sign should be about clarity, not creativity.

Good Examples (a.k.a. Signs That Convert)

Signs with white backgrounds, clear phone numbers, and the word “Dental” front and center consistently outperform over-designed signs.

Not-So-Great Examples

Missing phone numbers, dark backgrounds, too many messages… don’t let your sign get lost in the noise.

Final Thought: Simplicity Wins

When it comes to dental office signs, paste-style complexity doesn’t impress. Simplicity does. Be clear. Be bold. Be findable.

Want to go deeper on practice signage, branding, and patient acquisition? Subscribe to the Ideal Practices Podcast for weekly insights and real-world startup guidance.

And if you're planning your own startup, request a seat at the Startup Practice Blueprint—our industry-leading training for future private practice owners.

Let your sign do what it was meant to do: attract the right patients and support your long-term growth.

— Stephen Trutter
President, Ideal Practices