People looking for a dentist almost never look for "a dentist in general." They have a specific toothache, or they're saving up for implants, or they're taking their kid to an orthodontist. Yet the website form is the same for everyone: name, phone, "we'll call you." The front desk gets the contact and starts the conversation from scratch with "what's bothering you?", a question the person already answered in their head while searching for a clinic.
A quiz closes that gap: it asks the same questions the front desk will ask, but before the call. Here's how to build one for a dental clinic.
Which question to start with
The first question splits the flow by specialty, because from there the paths diverge completely. A wording that works is "What brings you in?", with options: fillings and treatment, implants, braces and alignment, cleaning and prevention, dentures and crowns, kids' dentistry.
Then branching takes over: someone who chose implants shouldn't see a question about baby teeth. In LeadForms, you can set a display condition on any question with no limit on logic depth, so each specialty gets its own short branch.
Key point: write the options in the patient's words, not the chart's. "My tooth hurts" instead of "acute pulpitis pain," "I want braces" instead of "orthodontic bite correction." People should recognize their situation at a glance.
The questions your front desk actually needs
The temptation is strong to ask everything that goes into the patient record. But every extra step loses some of the people you already paid to bring in. Aim for 4–6 questions, and include only what changes the conversation:
- Specialty: determines which dentist to book.
- Urgency: "it hurts right now," "planning it for this month," "just exploring options." This decides who to call first.
- Whether they've been to your clinic before: a returning patient follows a different script.
- Preferred time: morning, afternoon, evening, weekend. Saves half the call.
Everything else (allergies, chronic conditions, past treatments) is covered at the appointment. In the quiz, it's dead weight.
What to show at the end besides "thank you"
A contact form without a promise collects fewer leads than one with a promise. In dentistry, this is especially noticeable because people fear two things: pain and unclear pricing.
Final screen options that address exactly those fears:
- a cost estimate for the chosen specialty: not an exact quote but a "from X to Y" range calculated from the answers;
- a free consultation or X-ray when booking through the quiz;
- a specific dentist assigned to the case, with name and specialty.
In LeadForms, each specialty gets its own result: someone who came for implants sees one screen, and someone with acute pain sees another, focused on a same-day appointment. The display condition is based on an answer or the total score.
Cost calculation inside the quiz
For implants and dentures, a calculator works well: options get numeric values, and a formula calculates the total as the person goes. The patient sees a range for their case and knows what numbers to expect before the call.
This removes the main objection at first contact ("so how much will it cost me?") and screens out people who had a different budget in mind. The front desk stops wasting time on conversations that were never going to lead anywhere.
The note is mandatory: in healthcare, you can't give an exact figure before an exam, and the quiz shouldn't give the impression of a final price. The line "preliminary estimate; the final cost is set after the exam" takes care of it.
Where the lead should go
A dental lead goes stale fast: a person in pain who didn't get a callback within an hour has already booked at the clinic next door. So the lead has to land where it's seen immediately, not pile up in your LeadForms dashboard.
What works is a notification to the front desk via WhatsApp, plus a record in your CRM. LeadForms connects with Kommo (formerly amoCRM) and Bitrix24, and via webhooks with any system you use for scheduling. The lead arrives with the answers: specialty, urgency, preferred time. The front desk doesn't call to "find out what you needed" but to offer a time slot right away.
Where to place the quiz
At a dental clinic, a quiz rarely lives in just one spot. Usually it's a combination:
- a "Book an appointment" button in the website header: the quiz opens on top of the page;
- a separate page for ads: a direct link with no header or menu, so nothing sits between the click and the first question;
- a QR code at the front desk and on business cards: handy for collecting feedback after a visit or booking a follow-up checkup.
The setup is the same; only the display format changes, and you adjust it in the quiz settings.
What to watch after launch
The step-by-step funnel shows where people drop off. In dentistry, there are two typical drop-off points, and both are fixed with copy tweaks, not budget:
- the first question, if people don't find their situation among the options. The sign: lots of opens and few started quizzes;
- the contact form, if it's not clear what happens after submitting. Being specific helps: "we'll call you within 15 minutes and offer an open time slot."
UTM tags arrive with the lead, so you can see which specialty brings cheaper leads and which ads bring people who book, not just people who ask.
FAQ
Won't a questionnaire instead of a "Book" button scare patients away?
The questionnaire doesn't scare people; an unclear benefit does. If the start screen says the answers will be used to match them with a dentist and give them a cost estimate, the questions feel like part of booking, not an obstacle. The key is to keep the quiz to 4–6 questions.
Can I collect medical information with the quiz?
In the quiz, stick to specialty, urgency, and preferred time. Medical history, allergies, and chronic conditions are clinical information: collect them at the appointment, not in a website form.
What if the clinic has many specialties?
That's what branching is for: the first question splits the flow, and then each person sees only their own branch of two or three questions. The quiz stays short for every patient, even if there are six flows inside.
Should I show prices in the quiz?
A range, yes; an exact figure, no. The calculator gives a preliminary estimate based on the answers, with a note that the final cost is set after the exam. This removes the main barrier without overpromising.
How quickly should I call back a quiz lead?
The faster the better, especially for leads marked "it hurts right now." That's exactly why notifications should go to the front desk's messenger rather than sit in your LeadForms dashboard, which gets checked once a day.
