There is one question that every patient asks before booking an appointment at a new practice: "Do you take my insurance?" It is not the only question, but it is the first filter. If your website does not answer it clearly, most patients will move on to a practice that does.
The Data
Across the medical and dental practice websites we manage, the insurance or accepted plans page is consistently in the top 3 most-visited pages — behind only the homepage and contact page. Google Analytics data across dozens of healthcare sites confirms this pattern.
When we add a clear insurance section to a medical website that previously lacked one, we typically see a 15-25% increase in contact form submissions within the first month. That is not a typo. The insurance page is a conversion driver.
Why It Matters So Much
Insurance is a binary filter for most patients. Before they evaluate your credentials, read your reviews, or look at your services, they need to know: "Can I afford to go here?" If your website does not answer that question, the calculation in the patient's mind is:
- "I do not see my insurance listed" = "They probably do not accept it" = Close tab
- "They do not even have an insurance page" = "This will be expensive" = Close tab
- "I would have to call to find out" = "Too much effort, I will check the next dentist" = Close tab
Each of those patients is choosing a competitor who made the information easier to find.
How to Structure Your Insurance Page
List the major plans you accept
Do not just list insurance companies — list the specific plan types when relevant:
- Good: "Blue Cross Blue Shield (PPO and HMO plans)"
- Better: "Blue Cross Blue Shield PPO, Blue Cross Blue Shield HMO, Blue Card"
For dental practices, specify if you accept dental-specific plans (Delta Dental, MetLife Dental, Cigna Dental) separately from medical insurance.
Group by type
Organize your insurance list into clear groups:
- Commercial insurance: Aetna, BCBS, Cigna, Humana, UnitedHealthcare
- Medicare: Specify traditional Medicare and which Medicare Advantage plans
- Medicaid: State-specific name (Medi-Cal, AHCCCS, Medicaid)
- Tricare/VA: If accepted
- Workers' compensation: If applicable
Address self-pay
Uninsured and underinsured patients are a real segment. Include: "We offer competitive self-pay rates for uninsured patients. Payment plans are available for larger treatment plans. Please call our office to discuss options."
The magic sentence
Always include this line: "Don't see your plan listed? Call us at [phone] — we may still be able to see you."
This single sentence converts visitors who would otherwise leave. Many patients have plans you accept but did not list (sub-plans, employer-specific networks). Inviting the phone call turns a potential bounce into a potential booking.
Where to Put It
- Dedicated page: A standalone page at
/insuranceor/accepted-insurancewith full details - Homepage mention: A brief section or line: "We accept most major insurance plans. View accepted plans"
- Contact page: Reiterate the list or link near the contact form
- Footer: A "Major insurance accepted" line with logos
Keeping It Updated
Insurance networks change. Practices join and leave plans. An outdated insurance page creates a worse experience than no insurance page — because it sets expectations you cannot meet.
- Review your insurance page quarterly
- Update immediately when you join or leave a network
- Have your billing team verify the list at least twice per year
- Add a small disclaimer: "Insurance networks change periodically. Please call to verify we are currently in-network with your specific plan."
Insurance on Service Pages
For high-value services like dental implants, orthodontics, or cosmetic procedures, mention insurance coverage on the service page itself: "Many dental insurance plans cover a portion of implant costs. Check if your plan is accepted." This addresses the cost concern right where the patient is evaluating the service.
The Bottom Line
Your insurance page is not administrative housekeeping — it is a conversion tool. Patients are looking for this information, and the practice that provides it clearly wins the appointment. If you do not have a well-organized insurance page, adding one is the single highest-ROI change you can make to your medical or dental website today.
Need help building an insurance page that converts? Contact us — it is a standard part of every medical and dental site we build.