Patient-centered website for a family dental practice
Overview
Designed a clean, patient-centered website for a boutique dental clinic operating entirely by referral. Collaborated with a marketing team member to align content and structure, ensuring accessibility for visitors of all digital experience levels. The brand aesthetic was developed from scratch, inspired by the clinic's interior: modern navy, gold accents, and soft marble textures.
The challenge
Family Smile is a boutique dental clinic that works almost exclusively by referral, focusing on long-term relationships and patient trust. The clinic had no previous website but wanted a strong online presence that didn't feel too "clinical" or rely on intimidating visuals.
Key challenges:
- No prior website or brand identity
- The clinic had a refined interior design but no formal brand guidelines
- Needed to reflect a family-oriented, accessible philosophy - not luxury or exclusivity
- Avoided before/after visuals to reduce discomfort
- Requested no animations or complex effects, prioritizing clean, functional navigation for users with varied digital experience
- Content had to be warm, professional, and easy to digest in Bulgarian
Key decisions
Discovery
Worked closely with the clinic and a marketing collaborator to identify their tone, values, and visual preferences.
Brand Direction & Aesthetic
Developed a soft visual system based on existing physical spaces - navy, gold, marble - creating continuity between the digital and in-person experience.
UX & Structure
Designed a straightforward sitemap focused on trust, care, and accessibility, with mobile-first layouts.
Content Planning
Structured service explanations and values in a tone that's inviting, informative, and easy to read.
Development
Built and tested the site in Webflow, ensuring fast load times and clear navigation, with CTA placements that guide users to call or contact easily.
Deployment & Support
Launched the site and continue to provide updates and visual adjustments as needed.
Results
A warm, welcoming website that reflects the clinic's in-person experience. Patients arrive informed, reducing repetitive calls and improving communication efficiency.
- Fewer repetitive calls - key information is now easily accessible
- More efficient communication - patients arrive informed, saving staff time
- Centralized updates - the site serves as the clinic's single source of truth for hours, availability, and news
- Consistent brand experience - visuals and tone match the in-clinic feeling
- Stronger trust for new patients - the website validates the clinic's professionalism
