Patients want more than clean teeth—they want to feel safe, heard, and confident in the care they receive. Having said that, building confidence in your dental practice starts with trust. One of the most authentic ways to show that your practice delivers on that promise is through AHPRA testimonials.
Unlike casual reviews left on social media, AHPRA-compliant testimonials follow strict guidelines and come directly from real patient experiences. This builds a layer of reassurance that your marketing copy alone can’t replicate. By using AHPRA testimonials strategically, you’re giving potential patients a window into your quality of care—through the words of those you’ve already helped.
This article explores how AHPRA testimonials can shape your online presence, foster trust, and bring in more patients without breaking the rules.
Table of Contents
What Are AHPRA Testimonials?
AHPRA, short for the Australian Health Practitioner Regulation Agency, sets out specific rules for healthcare advertising, including the use of testimonials.
While testimonials are commonly used in many industries, the health sector in Australia requires extra care due to strict regulations around how health services are promoted.
The good news? When used correctly, these testimonials are a powerful trust signal. They reflect real stories and genuine appreciation from patients, offering social proof that your practice is competent, caring, and compliant.
A well-written AHPRA testimonial can do more than make someone smile. It can help potential patients feel confident booking their first appointment.
How AHPRA Testimonials Help Grow Your Dental Practice
Trust isn’t earned through glossy photos or promises. It’s built through stories, especially those told by others who have already walked through your doors. Here’s how AHPRA testimonials support your practice’s growth:
- They reinforce clinical credibility by sharing positive experiences about treatment quality and professionalism.
- They reduce hesitation among new patients by helping them feel more confident about choosing you.
- They set you apart in a crowded dental market, especially when your testimonials speak to patient care, comfort, and outcomes.
And perhaps most importantly, they reassure readers that real people have already had great experiences with your team. All without the need for exaggerated claims.
What AHPRA Regulations Say About Testimonials
AHPRA’s advertising guidelines place strict limits on how testimonials can be used in health service marketing. In most cases, dental websites cannot include patient feedback that relates to clinical care or treatment outcomes. That said, comments about non-clinical experiences—like how welcoming your team is or the friendliness of your reception staff—may be allowed, provided they don’t make claims about results or quality of care.
AHPRA and the Dental Board of Australia regulate how healthcare testimonials can be collected, displayed, and used for marketing purposes. Always ensure that any patient feedback or testimonial displayed on the website is in line with the National Law’s requirements for regulated health services.
So, YES, displaying testimonials on your dental website is allowed under AHPRA’s guidelines as long as you follow the rules. They must be carefully worded and reviewed to ensure compliance. Always refer to the current AHPRA advertising guidelines to stay aligned with the regulations.
The main concern is protecting the public from false or misleading health-related advertising.
You can display testimonials on your dental website if:
- They are true, accurate, and based on real patient experiences.
- They don’t mention specific health outcomes (e.g., cured, healed, pain-free).
- They don’t include comparisons with other practitioners.
- You have obtained the patient’s written consent to publish the testimonial.
- The testimonial does not include personal health information unless consent is explicitly given.
You cannot:
- Use testimonials that claim or imply guaranteed results.
- Display feedback that promotes you as better than another health provider.
- Offer any form of incentive in exchange for a testimonial.
Always remember, AHPRA strictly prohibits using testimonials that:
- Contain misleading or deceptive content
- Include comparisons with other practitioners
- Make claims of cure or guaranteed results
- Offer financial incentives in exchange for reviews
Staying up to date with the AHPRA advertising guidelines ensures your content is both ethical and effective. The latest guidance (as of 2024) recommends clinics regularly audit their testimonials and have internal processes for compliance checks.
Collecting Testimonials the Right Way
While you can’t offer discounts or incentives in exchange for testimonials (that’s a clear breach of AHPRA guidelines), you can encourage happy patients to share feedback in a compliant way.
Start by creating a space for open dialogue. Ask patients how their visit went. If they’ve had a positive experience, let them know you’d value their feedback and explain how it might be used—always with their permission.
Make it easy to contribute by providing a simple online form or survey. Keep the process short and accessible, so it doesn’t feel like extra work. Staff can also play a role. Training your team to recognise when a patient might be open to sharing their experience helps keep the process natural and respectful.
Be sure to:
- Get clear, written consent.
- Remove any personal health information unless the patient has authorised its inclusion.
- Avoid altering the tone or meaning of what they wrote.
Tips for Writing AHPRA-Compliant and Effective Testimonials
Even with consent, how a testimonial is worded matters. Ensure the content:
- Reflects the patient’s genuine experience
- Avoids any health or clinical outcome guarantees
- Doesn’t use emotional manipulation
Use clear language and remove exaggerations. A sentence like “I felt safe and well cared for by the dental staff” is more appropriate than “They cured my pain instantly!“
It also helps to categorise testimonials based on the treatment received or common patient concerns, such as anxiety, communication, or treatment options.
Showcasing Testimonials On Your Website
Once you have a few great testimonials that meet AHPRA standards, it’s time to put them to work in ways that enhance website user experience, SEO, and trust across your website.
Build a Dedicated Testimonials Page
Create a central hub where visitors can browse patient experiences. Use a clean, user-friendly layout and categorise testimonials based on common services (e.g., check-ups, emergency care, orthodontics). This helps users find stories that relate to their own needs.
Ensure this page is linked in your top navigation menu or footer and indexed for SEO so search engines understand its value. You can even include structured data markup to improve the way testimonials appear in search results.
Integrate Testimonials Throughout Key Pages
Don’t confine feedback to a single page. Distribute testimonials across your website where they add the most relevance and value:
- Homepage – Include one or two top-line testimonials near calls-to-action.
- Service Pages – Add testimonials specific to the treatment being described (e.g., “My Invisalign journey was seamless from start to finish!”).
- About Page – Show feedback about the dentist’s character, chairside manner, or professionalism.
This context-based integration increases authenticity and encourages visitors to take the next step.
Use Engaging Formats
Text is effective, but visual and interactive formats can add credibility and human connection:
- Quote boxes styled with the patient’s initials or avatar
- Video testimonials recorded (with consent) and embedded directly into pages
- Carousel sliders for browsing multiple testimonials without clutter
Always caption videos and optimise image loading speeds to maintain accessibility and page performance.
Highlight Testimonials with Purpose
If a patient speaks to specific values—like gentle care for nervous patients or accommodating after-hours availability—use those statements to anchor value propositions across your site.
Pair key messages with supporting testimonials, for example:
- Message – “We specialise in stress-free dentistry.“
- Testimonial – “I was terrified of the dentist, but this team completely changed my experience.”
This reinforces your clinic’s brand with real-world backing.
A/B Test for Placement and Performance
Use analytics tools to measure how testimonials affect user behaviour:
- Do they improve time-on-page?
- Do they increase click-throughs to booking pages?
- Which testimonial format holds the most attention?
By testing where and how testimonials appear, you can refine your layout to boost engagement and patient conversions.
Prioritise Mobile Experience
Since many users access dental websites from smartphones, ensure testimonials are readable and visually clear on small screens. Avoid cramped layouts and opt for stacked formats with clear headings.
An AHPRA-compliant testimonial that loads cleanly and reads easily on mobile builds confidence in seconds.
By showcasing testimonials strategically across your website and not just collecting them, you transform static praise into dynamic marketing tools that engage, reassure, and convert.
Once you have a few great testimonials that meet AHPRA standards, it’s time to put them to work.
- Create a dedicated testimonials page that is easy to navigate and aligns with your clinic’s design. This gives potential patients a space to browse feedback at their own pace.
- Sprinkle them across key pages, like your homepage, service pages, or team bios. A single positive sentence can add a human touch that resonates more than generic descriptions.
- Keep things visual where possible. Quote boxes, profile photos (if permitted), and even short video clips can help testimonials stand out and feel more real.
Where Digital Marketing and AHPRA Testimonials Intersect
Generally speaking, dentists in Australia cannot use testimonials or purported testimonials in social media posts, pay-per-click ads, or any other form of advertising for their regulated health services.
According to AHPRA advertising rules, a testimonial generally refers to a positive comment or recommendation about the clinical aspects of a regulated health service. This could include patient stories, treatment experiences, or outcomes shared to promote the service.
However, not every review or compliment counts as a testimonial. For instance, feedback that focuses solely on aspects like staff friendliness, communication, or general service—without mentioning clinical treatment—is typically not treated as a testimonial under the National Law.
That said, once you’re sure that you comply with AHPRA and National Law, you’re not limited to your website when it comes to sharing testimonials. If done thoughtfully, they can also be used in your broader marketing strategy.
- Social media – Share short snippets with a graphic or photo of your clinic (not the patient) and a caption that highlights the care experience.
- Email marketing – Feature a rotating testimonial at the bottom of your newsletters to maintain credibility in each touchpoint.
- Paid ads – Incorporate brief, AHPRA-compliant testimonials into your Google Ads or Facebook campaigns to give them added weight.
Just ensure all platforms comply with AHPRA’s advertising guidelines, particularly around privacy, exaggeration, claims of superiority over other practitioners, and inducements.
Building a System for Review and Response
Trust isn’t a one-time achievement. It’s a long-term investment. Keep testimonials relevant and accurate by reviewing them every few months. If something no longer reflects your clinic’s current approach or if services change, it’s okay to retire or update testimonials.
Also, be prepared to respond to less-than-positive feedback in a professional and calm manner. Address concerns offline when appropriate and thank patients for their honesty. Showing that you care about improvement reinforces your practice’s integrity.
If you’re unsure how to manage this process, consider using a reputation monitoring service. These tools help track and manage your clinic’s online presence so that your testimonials always present your practice in the best possible light.
How to Encourage Feedback From a Diverse Patient Base
Not every patient has the same experience or perspective. Make it part of your clinic’s values to encourage feedback from a broad range of patients—young families, seniors, culturally diverse backgrounds, patients with disabilities, LGBTQIA+ individuals, and those who speak English as a second language.
AHPRA-compliant testimonials that reflect this diversity help paint a fuller, more inclusive picture of your care and your values. These testimonials can help reassure future patients that your clinic is welcoming, adaptable, and respectful of individual needs.
For many people, seeing someone like themselves share a positive story is the difference between scheduling that first appointment or clicking away.
- Use inclusive language in feedback requests – When asking for testimonials, use language that makes all patients feel invited. For example, “We’d love to hear about your experience—your voice helps others feel safe and confident in choosing us.”
- Provide Translation Options – If your clinic serves a multilingual community, offer the testimonial form in multiple languages or provide assistance from bilingual staff. This ensures that language isn’t a barrier to participation.
- Create Safe Spaces for Feedback – For patients who may feel vulnerable sharing feedback publicly, offer the option to contribute anonymously or via private channels. Anonymised stories can still be powerful, especially when they show sensitivity to patient fears or challenges.
- Work With Community Partners – Engage with local organisations, cultural groups, or community centres to ensure your clinic is seen as an inclusive and safe space. These relationships can lead to more organic testimonials and referrals from trusted sources.
- Ask Specific Questions – Instead of general prompts like “How was your visit?” consider asking, “Was there anything we did that made your experience more comfortable or accessible?” This encourages detailed and insightful responses from a wide range of perspectives.
Benefits of a Diverse Testimonial Collection
By actively collecting and showcasing testimonials from a broad cross-section of your patient base, your clinic builds a narrative of inclusivity, empathy, and professionalism. These are qualities that resonate deeply with today’s health-conscious and socially aware audience.
- Shows your clinic’s cultural competency
- Highlights your adaptability to different patient needs
- Improves relatability and trust across demographics
- Helps new patients feel seen and welcome
This adds variety to your testimonials and paints a fuller picture of your care. It also shows inclusivity, which builds further trust with prospective patients from all walks of life.
AHPRA Testimonials vs. Google Reviews
Both AHPRA testimonials and Google reviews are valuable, but they serve different purposes. Google reviews are public, unfiltered, and managed outside your clinic’s control. AHPRA testimonials, on the other hand, are curated and published by your practice under strict regulations. They require consent and must meet AHPRA’s content rules.
While Google reviews are useful for SEO and visibility, AHPRA testimonials allow you to showcase the most relevant and reassuring patient experiences directly on your website, brochures, or ads.
Creating an Internal Workflow for Testimonials
Having a structured process for collecting and managing testimonials ensures you stay organised and compliant, especially in a busy dental practice where it’s easy for tasks like this to be forgotten.
Start by assigning clear ownership. Appoint a team member—such as your practice manager or marketing assistant—to oversee testimonial management. Their responsibilities can include:
- Ensuring testimonial requests are part of the post-treatment workflow
- Maintaining a digital archive of approved testimonials
- Reviewing new submissions for AHPRA compliance
- Scheduling updates and rotation of older content on the website
Use Standardised Forms and Templates
Create an easy-to-use testimonial collection form that includes:
- A short open-ended feedback question (e.g. “How was your experience today?”)
- A consent checkbox with clear wording that explains where and how their feedback might be used
- Optional demographic fields (e.g. treatment received, age group) to help categorise feedback later
You can embed this form into your patient management system or use a secure platform like Jotform, Google Forms, or a HIPAA-compliant solution.
Include Testimonials in Team Routines
Build testimonial collection into the everyday rhythm of your team. Encourage the following:
- Reception staff to ask for feedback during checkout
- Hygienists to offer a feedback card or digital form post-cleaning
- Dentists to suggest patients share their experience when they express satisfaction
Make it a natural part of care rather than a hard sell. A simple, “If you’d like to share a few words about your visit, we’d love to hear your thoughts,” goes a long way.
Review and Update Regularly
Set a recurring schedule—monthly or quarterly—to review your testimonials. Rotate them to keep your content fresh, and archive those that are outdated or no longer relevant to your current services.
Track testimonial performance on your website. Which ones get clicks, hold attention, or are shared on social media? These data points will help you refine future collection efforts.
Document Everything
Keep a centralised testimonial log that includes:
- Patient’s name (or anonymous identifier)
- Date received
- Type of treatment
- Consent confirmation
- Where it’s published
This not only helps with internal organisation but also protects your clinic if AHPRA ever requests proof of compliance.
With a consistent, well-managed workflow, testimonials become a dependable and ongoing source of social proof—without the stress of scrambling for last-minute content or risking compliance issues.
Having a structured process for collecting and managing testimonials ensures you stay organised and compliant. Consider assigning responsibility to a specific team member or department.
Develop a consent form template, keep a checklist of what’s acceptable under AHPRA, and review all testimonials before publishing. Hold quarterly reviews to ensure all testimonials remain current and relevant.
Bringing Your Team Into the Conversation
Reception staff, dental assistants, and hygienists are often the first point of contact for patients. Train your team to recognise happy patient interactions and gently offer a chance to leave feedback.
Even a brief comment like, “Would you be happy to share that feedback in a short note?” can open the door to a powerful testimonial that showcases your team’s care.
Beyond Testimonials: Integrating With Your Broader Marketing Strategy
While AHPRA testimonials can support your brand, they should be one part of a holistic digital presence that builds long-term credibility and converts casual browsers into loyal patients.
Align With SEO and Content Marketing
Make sure your testimonials complement a strong SEO strategy. If you’re targeting local keywords like “family dentist in Parramatta” or “gentle dental care Brisbane,” your testimonials should reinforce those themes. Use supporting blog content to educate and answer common questions, then include a compliant testimonial that illustrates the point from a patient’s perspective.
For example, a blog on “What to Expect During a Scale and Clean” can be paired with a testimonial that talks about a patient’s anxiety being eased by your hygienist’s gentle approach.
Reinforce Social Proof on Multiple Channels
Don’t silo your testimonials on just your website. Incorporate them into your full marketing funnel:
- Social media – Use engaging graphics that highlight brief, approved quotes.
- Email campaigns – Add a short testimonial in welcome emails or post-visit thank you messages.
- Landing pages – Use testimonials on targeted pages for services like Invisalign or wisdom tooth removal to help increase conversions.
Enhance Trust with Visual Storytelling
Testimonials don’t always need to be text. Where permitted, ask patients if they’re open to filming a short video about their experience. Even a brief 15-second clip edited for social media can offer a real, emotional connection that static text often can’t achieve.
If filming isn’t an option, consider showcasing patient journeys in written form—with before-and-after descriptions (while remaining AHPRA-compliant) or anonymised case studies.
Coordinate With Offline Campaigns
If you’re running print or radio ads, align the messaging with the themes of your testimonials. Consistency across platforms strengthens brand recognition and builds trust.
For example, if your radio ad highlights your gentle approach to children’s dentistry, choose a testimonial from a parent that backs up that claim on your landing page.
Add Testimonials to Your Google Business Profile
While you can’t control what users post on your Google reviews, you can use your Q&A and posts section strategically. Post a summary of a compliant testimonial (e.g. “One of our patients recently shared how our team helped them feel at ease during their visit—read more about what to expect at [URL]”).
Measure Engagement and Adjust
Track which testimonials get the most engagement, whether it’s through clicks, video views, or social shares. This data can help you refine your tone and choose the most resonant feedback. Over time, you’ll learn which testimonials best match the questions and concerns your audience brings to the table.
Integrating testimonials into every layer of your digital dental marketing isn’t about repetition, it’s about reinforcement. When a potential patient sees that your messaging, content, and patient feedback all align, it builds a sense of reliability and comfort that no flashy ad campaign can substitute.
While AHPRA testimonials can support your brand, they should be one part of a holistic digital presence.
Combine them with:
- Clear, benefit-led service pages
- Local SEO strategies including Google Business Profile updates
- Trust signals like professional associations and accreditations
- Strategic blog content that addresses patient questions
Together, these pieces create a consistent message—that your clinic is not only experienced but also trusted by the people you care for.
Summing Up
A strong online presence plays a vital role in helping dental practices connect with new and returning patients. But in Australia, maintaining that visibility must go hand-in-hand with meeting the expectations set out by AHPRA. These advertising guidelines aren’t just red tape—they’re safeguards that protect patient trust and ensure healthcare marketing remains ethical.
By understanding what makes a testimonial AHPRA-compliant, and implementing workflows that respect those standards, your clinic can confidently share patient feedback that strengthens your reputation. Used strategically, these testimonials can drive engagement, support your digital campaigns, and showcase your commitment to quality care—without compromising compliance.
While AHPRA regulations prevent dental practices from using reviews directly in advertising, there are strategic ways to utilise reviews on third-party platforms, providing valuable social proof without breaching the National Law.
AHPRA testimonials aren’t fluff. They’re real, regulated insights from patients who have received quality care at your practice.
When you collect them ethically, share them strategically, and align them with your broader digital marketing, they become a key part of building lasting trust.
And trust? That’s what gets someone through your door the first time—and keeps them coming back.
