Challenge
New patient pages were long, legal-heavy, and hard to convert into actual appointment bookings.
Thoughtful design and marketing for small businesses ready to grow.
Harborview Dental Care Trust Reset
New patient pages were long, legal-heavy, and hard to convert into actual appointment bookings.
Health Services
Client: Harborview Dental Care
A neighborhood dental group needed a calm digital identity and a better first contact workflow for new patients.
Solution
Built a structured trust-first site with a simplified intake path, staff bios, and location-driven content hubs.
Approach
- Reviewed existing appointment and insurance communication pain points.
- Simplified treatment landing pages into patient-intent sections.
- Implemented accessibility-first contrast and reading-flow improvements.
- Added a trust block with clear credentials and process transparency.
- Integrated booking and callback prompts at three points.
- Published a local FAQ and post-care education module.
What we delivered
- Trust framework and care journey pages.
- Appointment CTA sequence across desktop and mobile.
- Reduced copy version testing for high-friction pages.
- Medical consent and privacy summary module.
- FAQ module for first-time patient concerns.
- Quarterly content update calendar.
Outcome metrics
The intake flow moved from overwhelming to simple, helping the team capture leads with fewer repeated back-and-forth calls.
Appointment booking actions up 47% in 6 weeks
Phone call-to-form conversion up 39%
Average new-patient response time down 31%
First-visit cancellation rate reduced
Scope tags
Healthcare • Patient Journey • Conversion
Team: UX Lead, Content Strategist, Web Engineer
Timeline
- Day 1: Compliance and messaging review.
- Week 1: Content architecture and UX rewrite.
- Week 2: Homepage and conversion section rebuild.
- Week 3: Patient trust pages and local landing templates.
- Week 4: Tracking setup and soft launch.
Project quote
“People felt informed before they reached the office, which made first appointments smoother.”
Maya K., Clinic Manager