Week 1
First patient bookings
No reviews, no reputation, no word-of-mouth. Patients booked because the brand felt safe before they walked in.
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Case Study
3 Dental
A new site for two clinics that started bringing in patients from week one.
Program
Web Development, Copywriting, Graphic Design
Industry
Healthcare / Dental
Year
2023
A solo dentist opening his first practice. No reviews, no reputation, no story. Just a logo and a colour palette. We went to his clinic, filmed, photographed, wrote the words, and built a brand around one insight: people are scared of the dentist.
The Translation
We didn't change what the clinic does. We changed how it speaks.
Most dental websites are written by dentists, for dentists. The language is precise, clinical, and completely wrong for someone who's already anxious about booking an appointment.
3 Dental's website doesn't mention 'endodontics.' It says 'Fix my toothache.' It doesn't list 'periodontal therapy.' It describes 'deep cleaning of infected, swollen, bleeding gums' in words a patient would actually use to describe their problem.
This isn't dumbing down. It's translation. The clinical expertise is identical. The communication is built for the person Googling their symptoms at 11pm, trying to decide if they can put it off another month.
The navigation works the same way. Instead of organising by procedure type, services are grouped by what brought the patient there: pain, straightening, missing teeth, general checkup. The site meets people where they are, not where the industry convention says they should be.
Two years later, the same language is still converting. The fundamentals haven't changed because they were built on something real: how scared people actually think about dental care.
The Results
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