North Bay Dental

A trust-building site that gets new patients to call.

Background

North Bay Dental is a fictional two-dentist neighborhood practice. They needed a site that conveyed competence and warmth to a nervous first-time visitor — usually a parent searching on a phone for a pediatric dentist.

The challenge

Healthcare sites tend to either look corporate-cold or amateur-warm. Neither earns trust. The site had to feel reassuring and professional at the same time, on a small screen, in under five seconds.

My approach

• Plain language throughout — 'cleanings and check-ups,' not 'preventative dentistry services.'
• Phone number as the primary CTA, click-to-call on mobile, visible in the nav.
• Insurance accepted listed up front — the question every visitor asks first.
• New patient form pre-fills name and phone; everything else waits until the visit.

Key decisions

Phone, not email

Patients calling about a toothache are not going to wait for an email reply. The site optimizes for a phone call within 30 seconds of landing.

Insurance list above services

It's the question that decides whether a visitor stays or leaves. Hiding it three clicks deep loses leads.

No team bios on the homepage

Bios live on a separate /team page. The homepage answers: do you take my insurance, are you nearby, can I get in this week.

Outcome

Concept project — the patterns I'd apply to any small healthcare or local-service business where the call is the conversion.