Case study / DentalCare Chelsea

Twenty-five years of goodwill, finally visible before the first appointment.

Dental practice/Chelsea, London/Brand and site
DentalCare home page with the hero headline and booking action

DentalCare has treated Chelsea for twenty-five years, and the practice has the numbers to show for it. The site is built to make that history do work: the team is shown as people rather than credentials, the treatments are explained in the words a patient would use, and every route through the page ends at the same booking action.

years in dentistry, as stated on the site
0+years in dentistry, as stated on the site
patients treated, as stated on the site
0K+patients treated, as stated on the site
doctors and specialists
0+doctors and specialists

The work

Three decisions carry the page, and each one removes a reason to hesitate.

A private clinic in Chelsea is competing on trust before it competes on price. Every decision below is about how quickly a stranger can believe the practice is worth a visit.

01

Proof before persuasion

The evidence sits above the argument: patient count, years in practice, and the size of the clinical team, stated as figures rather than adjectives.

  • A stat band placed directly under the opening promise, not in a footer
  • Patient count repeated in the hero, next to the faces it refers to
  • Testimonials given their own anchor rather than a rotating strip
02

The team as the product

For a practice selling twenty-five years of continuity, the people are the offer. The photography treats them that way.

  • One full-width photograph of the whole team, not a grid of headshots
  • Care described from the patient side: listening, unhurried appointments, one plan
  • A single action after the team section, so the introduction has somewhere to go
03

Treatments in patient language

Nine services, each explained by what happens and what it is for, in the words someone would use to describe their own problem.

  • Prosthetics, endodontics, children's dentistry, hygiene and the rest, one card each
  • Technique named only where it reassures: microscope, radiographic assessment, zirconia
  • Both actions repeated under the carousel: book, or meet the team first

What shipped

Treatment cards on a navy background
TreatmentsThe question is whether they do the thing you need. Nine cards on navy, each with what happens and what it is for.
Full-width photograph of the clinical team
The teamThe question is who will actually treat you. One full-width photograph of the whole team, and three lines about how they work.
Cards describing how care works at the clinic
How care worksThe question is what a visit is like. Cards that name the part of the experience rather than the procedure: planning, personal care, a connected team.

Brand colour

One navy, one terracotta, and a rule about which one acts.

Measured from the live site. The navy covers more surface than everything else combined, the terracotta is the only colour that ever means "do this", and the cream exists to stop the two from touching.

Navy

#07163517.87:1 with paper

Primary surface and all headings

The largest surface on the page by a wide margin. Carries the services section, the dark buttons and every heading on white.

Bar widths match how much of the interface each colour covers · select to copy

Typography

One typeface, stretched from 15px to 86px.

Display

Geist

Black, 900, set at 86px in the hero with tracking pulled to −0.050em and leading below 1. Uppercase, and the only place that weight appears.

Body and interface

Geist

The same family carries all 9,737 characters on the page. Section headings sit at 45px regular, body at 15px, hierarchy built from weight and size rather than a second face.

Data

Geist

No monospace on the site. The figures in the stat band are the body face at display size, bold, in terracotta.

The Healthy Smile Team.

Step
Hero
Size
86px
Track
−0.050em
Lead
0.92

Complete solutions for lasting dental health.

Step
Section
Size
45px
Track
0
Lead
1.2

For 25 years, at DentalCare, dental health has meant genuine care for every person who walks through our door.

Step
Body
Size
15px
Track
0
Lead
1.6

30K+

Step
Figure
Size
40px
Track
0
Lead
1.1

Same line, four sizes · tracking tightens as it grows

The Healthy Smile Team

The Healthy Smile Team

The Healthy Smile Team

The Healthy Smile Team

Design

Five screens, each answering the next question a patient asks.

Captured from the live site. Each screen exists to answer the question a patient asks at that point, and the order of the screens is the order of the questions.

DentalCare home page with the hero headline and booking action

Home

The question is who these people are. The fold answers with a name, a claim about twenty-five years, a patient count and one action, over a photograph of a real consultation.

  • A photograph of two people talking, not of equipment or of a building
  • The patient count sits beside the faces, where it is a fact rather than a boast
  • One action in the fold, repeated in the nav, never a second competing button
Treatment cards on a navy background

Treatments

The question is whether they do the thing you need. Nine cards on navy, each with what happens and what it is for.

  • Carousel on a navy field, so the section reads as one block rather than a long list
  • Technique named only where it reassures: microscope, radiographic assessment, zirconia
  • Two actions under it: book, or meet the team first
Full-width photograph of the clinical team

The team

The question is who will actually treat you. One full-width photograph of the whole team, and three lines about how they work.

  • The entire team in one frame, rather than a grid of separate headshots
  • Three short lines above the photograph, so it is introduced before it is seen
  • The action sits on the photograph, at the point the introduction lands
Cards describing how care works at the clinic

How care works

The question is what a visit is like. Cards that name the part of the experience rather than the procedure: planning, personal care, a connected team.

  • Each card labelled by the kind of care, not by the treatment
  • Photographs of consultations rather than of instruments
  • Copy written from the patient side: unhurried, explained, coordinated
Stat band with years, patients and specialists

The numbers

The question is whether any of it is true. A band of three figures placed on the seam between the white section and the navy one, so it is read on the way past.

  • Three figures only: years, patients, specialists
  • Placed across the boundary between two sections, where it cannot be skipped
  • Figures in terracotta at display size, labels small beside them
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