Dental · Concept · 2026
North Dental Studio
A boutique cosmetic dentist losing new patients to a competitor with a much worse practitioner — and a much better website.
Problem
A boutique cosmetic dentist charging £3k–£12k per treatment, with a website that looked like a local NHS practice. No case photography, no trust signals, no booking CTA above the fold. Losing new patients to a nearby competitor with worse clinical work but a better site.
Approach
Editorial case galleries (treated with the dignity of a portfolio, not a brochure) as the product demo. Fee transparency presented confidently — premium pricing deserves premium framing. Single, persistent booking CTA across every page.
Outcome
For high-ticket cosmetic work, the decision is emotional before it's rational. The design leads with proof (case galleries) before process (treatment explanations) before price (transparent fee ranges). Booking CTA is always one tap away because hesitation is the enemy of high-consideration purchases.
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