Northbrook Family Dental

northbrookfamilydental.example · Prepared by SiteAligners

Measured 21 July 2026. Load times are the median of three runs from a US connection, cold cache, on both desktop and a throttled mobile profile. Every number below was taken from your live site, not estimated — where something couldn't be measured, it says so.

Design & first impression 5/10

Weighted 25% — the heaviest section

• The homepage opens on a stock photograph of a model — the same one currently used by at least two other practices within twenty miles. A patient's first impression of your practice is of someone else's.
• On a phone, your phone number isn't tappable. It's typed as plain text, so a patient has to memorise it and switch apps to call. This is the single cheapest fix on the list.
• The layout is fixed-width and centred, a style that reads as roughly 2014. It works, but it signals the practice hasn't touched the site in a decade.
• Working well: your team photographs are real and genuinely good. They're buried on an inner page — they should be the first thing anyone sees.

Speed & mobile 7/10

Weighted 20%

• Median load 1.9 seconds on desktop, 4.1 seconds on a throttled phone. Desktop is acceptable; the mobile figure is where most patients actually meet you.
• The homepage ships 2.4 MB, and 1.8 MB of that is one uncompressed hero image. Compressing that single file would take the mobile load under two seconds.
• The site is responsive and doesn't scroll sideways on any screen we tested — that's genuinely done right, and plenty of practices fail it.

Search & AI visibility 4/10

Weighted 20%

• Your homepage title is just "Home". That's the blue headline Google shows when someone searches for you — it should say what you do and where you are.
• There's no structured data anywhere on the site. In plain terms: nothing tells Google you're a dental practice, where you are, or when you're open, so it has to guess.
• No llms.txt and no machine-readable summary. When a patient asks ChatGPT or Google's AI for a dentist nearby, there's nothing for it to read — practices that are readable get named, and you don't.
• Your sitemap lists 9 pages. We found 23 by crawling. Fourteen pages aren't being offered to Google at all.

Content & patient education 7/10

Weighted 15%

• 14 service pages, around 9,400 words. That's more than most practices this size and it's a real asset.
• Two links are dead: "New Patient Forms" (404) and the Invisalign page, which points at a manufacturer URL that moved. The forms link is on your New Patients page, so it fails at the worst possible moment.
• Nothing on the site mentions cost, financing or insurance in any concrete way. It's the question every patient has before calling and the one your site refuses to answer.

Reviews & proof 3/10

Weighted 10%

• You have 4.7 stars from 128 Google reviews. That is a genuinely strong record and it is completely absent from your own website — not a rating, not a count, not a quote.
• No rating markup either, so no stars appear in your search result while competitors with fewer reviews show them.
• The testimonials page has three unattributed quotes with no dates. Unattributed praise reads as invented, even when it isn't — real reviews pulled in live would do more work.

Ownership & platform 4/10

Weighted 10%

• The footer copyright names your marketing vendor, not the practice, and links to their website. On a leased platform that isn't a typo — it's who keeps the site if you stop paying.
• The domain is registered to the vendor, not to the practice. This is the most serious finding in the report: it means the address patients know you by isn't yours.
• Your content and photographs live inside a proprietary page builder, so they can't be exported cleanly if you move.
• Worth saying plainly: none of this is unusual, and none of it is irreversible. But you should know it, and most practices don't.