BrightSmile: seven pages, $325, one confusing problem
Demonstration build · seven-page site · Austin, TX · see it live
A demonstration build, like everything in our portfolio: made by us to show what the upper half of our range covers. No client ordered it. The brief is one we set ourselves, with a constraint that makes it a real problem rather than a design exercise.
The brief we set ourselves
A dental practice in Austin opening a second location across town. Both offices share a name, a price list and a booking system, but not a dentist, an address or a parking situation.
The failure mode is specific and expensive: a patient books at the wrong office, drives across Austin, and arrives to be told their appointment is six miles away. That patient does not reschedule. They leave a review.
Four decisions that shaped it
- The location choice comes before the booking, not after. Every path to «book an appointment» passes through picking an office first. It costs one extra tap and removes the only mistake that matters.
- Each location has its own page, not a shared one with a toggle. A toggle is invisible to someone who arrived from a search result. Two pages can each rank for their own neighbourhood.
- Treatment pages carry prices. Dentistry is the trade people are most afraid to ask about. A page that names the cost of a cleaning removes the phone call a nervous patient will not make.
- Seven pages, not twelve. Home, two locations, treatments, pricing, the team, contact. Anything else (a blog, a news section, a careers page) is weight nobody reads and someone has to maintain.
The numbers
- Audit score
- 100 / 100, after three rounds: 93, 92, 94, then clean. The score went down before it went up, which is what an honest audit looks like.
- What the rounds caught
- Contrast failures in the dark theme on the price table; a card in the treatments grid left hanging alone on tablet width; and the second location's map link pointing at the first one's address: the exact mistake the whole site exists to prevent.
- Page weight
- 70 KB across seven pages. A single stock hero photo on a typical dental site weighs more than this entire build.
- Time
- Inside one working day, brief to live address.
- What we would charge
- $325 for this scope. Not what was paid — nothing was.
What the extra $200 buys, compared with the one-pager
Not «more design». Six more pages that each answer a question a patient asks before calling, and a structure that lets two offices coexist without confusing anyone. On a one-page site all of that would collapse into scrolling, and the wrong-office problem would come back.