One thing before we start: this email comes with a gift.

Simply reply « SEO » and I'll send you a very detailed prompt that will make everything we cover today much easier to put into practice. And yes, I'm the one who replies. A few weeks ago I answered more than 500 replies by hand to send a prompt to everyone who asked. I sometimes regret not setting up an automation. Then I remember that the relationship with you is the part of this newsletter that actually creates value, and the part I don't delegate. So I reply.

Now, today's topic. Last week I gave a talk in Switzerland on AI in dentistry. Among everything I covered, one slide got by far the most questions afterwards, in the room and at the coffee break. Dentists came up to me to say they'd never thought about it. So I'm turning it into an email.

It starts with a test

« Who is Dr. [your first and last name]? »

Then ask a second one:

« Is [name of your practice] in [your city] a good dentist? »

Read the answers. That is exactly what a new patient sees before booking. Before calling your front desk. Before choosing between you and the practice two blocks away.

Five years ago, patients googled you. They got a list of links, your Google reviews, maybe your website, and made up their own mind.

Today, more and more of them ask an AI. And the AI doesn't show links: it writes a summary, with total confidence, based on whatever it finds. A directory listing from 2016. Three reviews, one of them angry. Your practice website that still says « new patients welcome, call us » and nothing else. Sometimes a dentist with a similar name across town.

If your online trace is thin or scattered, the AI doesn't say « I don't know ». It assembles whatever is lying around, and that portrait becomes your first impression. Formed while you're not in the room, and before the patient ever sees your waiting room.

The good news: you can take that portrait back into your own hands. And it's much simpler than people think.

Aria, the only AI that sequences your treatment plans, is now open in the US for free. Entirely free during the beta: no paid option, no card, no time limit on the free access.

You upload a case, Aria builds the treatment sequence, you edit it and see your profit per hour update live as you do.

The fastest way to understand it is to use it for free, or watch the demo video. It takes about a minute.

It's already used every day by practices in Switzerland, and the beta US edition opened this month.

Most practices already have a website. Very few have one that actually says anything.

What I'm suggesting is not « redo your website ». It's: make your website the most authoritative source about you and your practice, written in your own words. Because it's the only online surface you control 100%: no platform changing its rules, no review site deciding what shows up first. And when an AI looks up who you are, the source it trusts most is a page that carries your name and that you wrote yourself.

A word on how these systems work, because it explains everything. Google and AI models don't read isolated pages: they reconstruct a character. They cross-reference your website, your Google Business profile, your reviews, the directories you're listed in, and they look for consistency. If there's no reference point, they improvise with fragments. With a real website, the hierarchy flips: your site becomes the base source, and everything else confirms it. Reviews, directories, your Instagram: satellites orbiting a version of you that you wrote yourself.

It's not vanity. It's deciding for yourself what patients find, instead of letting the internet improvise.

Who you are and how you practice. Your training, yes, but mostly your approach. What you say to an anxious patient. How you decide between saving a tooth and replacing it.

What you actually do. Not « general and cosmetic dentistry ». The cases you like, the ones you refer out, the technology you use and why.

Your view on your field. One page, a few paragraphs. What twenty years of patients taught you. It's what sets you apart from any generic practice profile.

Your team and, seriously, your hobbies. It's what makes the portrait human, and it's often what patients remember and mention when they book.

Write these pages yourself.

Use AI to structure, to correct, to ask you the right questions. But the material, the words, the choices: yours. AI models (and your patients) are getting better and better at recognizing generic text that could describe any practice in the country. What gives this site its value is precisely what only you can put into it.

That's exactly what the prompt I'll send you does: it turns the AI into an interviewer. It asks you questions, one at a time, like a conversation. You answer in your own words. And you walk away with the complete structure of your practice site and the content of every page, ready to hand to whoever builds it, even with zero technical skills.

Reply « SEO » to this email, and I'll send it to you personally.

One last thing.

An AI can describe any dental practice. What it will never know without you is what actually matters: the cases that changed how you treat, the things you've chosen not to do, the judgment that years of chair time have given you. The description is the technician's work, and it just became free. The judgment is the clinician. A practice website is where the clinician signs.

And once you've done this for yourself, a question will come up on its own: when a patient asks an AI « who's the best dentist for implants near me », what does it answer, and why?

That's the topic of the next email. Right now I see the same promise everywhere: « automate your practice's SEO with AI, publish 500 blog articles about teeth whitening ». You'll see very quickly that it's not worth what they make you believe. But there's a real lesson in it, and it's more interesting than the promise.

Talk soon,

Salim

DentAI

PS: One word, « SEO », in reply to this email, and the prompt that builds your practice website in one conversation lands in your inbox. Written by me, sent by me.