The All-on-4 price page and full-arch finance page: structure that informs and stays within the rules

Why prices must be shown

Full-arch is a large, considered purchase, and cost anxiety runs through the whole decision. A patient who can't find a price doesn't assume it's reasonable. They assume it's high, or that the practice will be pushy, and they keep looking.

Showing prices is a commercial decision, and a good one. It also sits within closer scrutiny than usual: the Competition and Markets Authority is running a market study into private dental services, launched on 5 March 2026 with a statutory deadline of 4 March 2027.¹ The CMA has also published guidance for patients on choosing and paying for dental care. Price is in view, so this is a sensible time to get the price page right.

What hiding prices usually costs:

Ranges and 'from' prices

The CAP Code, which covers practice websites as well as ads, sets the frame. Price statements "must not mislead by omission, undue emphasis or distortion" (rule 3.17). Quoted prices must include non-optional fees that apply to all or most buyers (rule 3.18). "From" prices must not exaggerate the availability or amount of benefit patients are likely to get (rule 3.22).²

For full-arch, that points to a few practical choices:

• Show a range per arch, not only a floor. State what moves a patient up or down it: extractions, bone grafting, sedation, the type of final teeth.
• Say what is included. Consultation, CBCT scan (cone beam CT, a 3D X-ray used to plan implants), surgery, temporary teeth, final teeth, reviews.
• Say what isn't. If sedation or grafting is extra, list it as extra, with its own price or range.
• Keep the "from" price honest. If only the simplest cases pay it, say so next to it.
• Price per arch and for both arches, clearly labelled, so nobody mistakes one for the other.

The GDC's advertising guidance also asks that claims be backed up with facts and that ambiguous statements be avoided,³ which applies to price wording as much as to clinical wording.

Finance display

Before putting any finance figure on the page, read what a finance offer must say. Patient finance is a regulated consumer credit promotion. The FCA's rules for it are in CONC 3.5 of its Handbook,⁴ and the compliance page sets out what they mean for a dental website. I don't restate them here.

A representative example is the standard worked illustration of a credit deal that the rules require in certain promotions. Whether one is needed, and what it must contain, is on the rules page. What belongs on this page is where finance sits:

• After the price, not instead of it. A monthly figure on its own invites patients to ignore the total. Keep the total in view.
• Next to the range it relates to. Patients should see which price the finance example is based on.
• With the lender and the practice's status named, in the way the rules page describes.
• Checked by whoever is responsible for the practice's finance arrangement before it goes live, every time the offer changes.

Structure of an All-on-4 price page

A full-arch finance page usually works best as a section of the price page rather than a separate page, so the patient sees price and finance together. The layout I use:

No Offer markup goes on this page. The prices are ranges that depend on a clinical assessment, not fixed offers.

This is general information, not legal advice.

If you want your full-arch price and finance pages rebuilt, email me about your practice, or read how I work.