Here is what to expect when you chuck your website into Claude
If you’ve been told to run your practice website through an AI tool for a quick audit, you’re not alone. It’s become popular advice lately, and on the surface it makes sense. It’s free, it’s fast and it sounds very confident.
We’ve seen plenty of these audits land in our clients’ inboxes over the past few weeks. Some have been genuinely useful. Some have been a bit hit and miss. And a few have been, let’s say, memorable for all the wrong reasons.
So before you start rewriting your homepage, here’s what we think you should know.
Why so many AI audits sound the same
Read enough of these reports and you’ll start to notice a pattern. The same points come up again and again, often word for word:
- Add more keywords to your headings
- Make your content longer
- Add an FAQ section to every page
- Include more calls to action
The problem is that very few of them explain why. There’s rarely a source, a data point or any reference to how your site is actually performing.
And here’s the bigger issue. If every dental practice followed the same generic checklist, every dental website would end up looking and reading the same. That’s not great for standing out in your area, and it’s not great for your patients either.
People are becoming more and more wary of AI popping up in every corner of their lives, and they’re getting very good at spotting it. Generic phrasing, repeated structures and copy that says a lot without saying anything specific. Choosing a dentist is a personal decision built on trust, and a website that reads like everyone else’s can quietly chip away at that. Your website should feel like your practice, not a template.
Some of the advice is out of date
AI tools learn from huge amounts of content published online over many years. That means some of the advice they give is based on how search engines used to work, not how they work now.
We’ve seen audits recommend things like:
- Hitting a set keyword density
- Repeating exact phrases throughout a page
- Chasing a specific word count
- Adding meta keywords
Google has moved well past most of this. Today, search is far more focused on helpful content, genuine expertise, trust and how real people use your site. Following outdated advice won’t necessarily break anything, but it can waste your time and, in some cases, make your content harder to read.
The answer depends on how you ask
This is the one that surprises people most.
AI will shape its answer around your prompt. Ask it to give your website an honest review and you’ll get a balanced response. Ask it to rip your website apart and it will do exactly that, whether the problems are real or not.
We’ve tested this ourselves. We ran a site through, made every change it suggested, then put it through again. The result? A fresh list of “issues”, including advice to undo some of the changes it had just recommended.
That’s not because the tool is broken. It’s because it’s designed to give you an answer, and if you ask it to find problems, it will always find some.
It also can’t see the things that really matter to your practice:
- Your analytics and enquiry data
- Which treatments you want to grow
- Your local competition
- What your patients actually respond to
Without that context, an audit can only ever be a general opinion.
Why a trusted agency is still the way to go
AI is a brilliant tool, and we use it every day. It helps us automate repetitive tasks, speed up research and free up time for the work that needs a human touch. It’s also why we built ReceptionPal, our AI chatbot that answers patient questions around the clock and helps turn website visitors into booked appointments. Practices using it are already seeing the difference.
But we use AI where it genuinely helps, not as a replacement for experience and judgement. Here’s what that looks like with us:
- We’re human: we don’t always get everything right the first time, but when we get something wrong, we learn from it and improve. That’s something a quick audit can’t do.
- Everything is tried and tested: we don’t make changes because a checklist says so. We make them because we’ve seen them work across real dental practices.
- We keep up with the changes: Google updates its algorithms regularly, and we stay on top of every one so your strategy is based on how search works today.
- We’re honest: if something isn’t working, we’ll tell you. If a change won’t make a difference, we’ll tell you that too.
- It’s not a one way street: we work with you and your team to understand your goals, your patients and your practice, so the end result genuinely reflects you.
So, should you run your website through AI?
By all means, give it a go. It can be an interesting exercise and it might flag something worth looking at.
Just take the results with a pinch of salt. Look for the reasoning behind each suggestion, question anything that feels generic and don’t make big changes without checking first.
And if you’ve had an AI audit back and you’re not sure what to make of it, send it over to us. We’ll go through it with you, tell you what’s worth acting on and what’s safe to ignore.
Get in touch with the team today on 01202 677277.
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