Every service page includes a sidebar with the no-insurance membership plan, related services from the same category, and three patient reviews, so visitors always see booking options and social proof without leaving the page they are on.
Medical Practices / Case Study
Prima Dental Premier
A booking-focused website for a Chattanooga dental office, designed to guide patients toward scheduling across 35 service pages while keeping the site fast on mobile phones.
Live Project
Client Context
Who this project was for.
Prima Dental Premier is a dental practice in Chattanooga, Tennessee offering cosmetic dentistry, emergency care, braces, implants, and general dentistry with Saturday availability. The practice had originally worked with Limitless Web Designs on a custom website, then briefly switched to a website bundled with their practice management software. When that arrangement ended, they returned wanting their original design back along with additional service pages the other vendor had added. The goal was to rebuild on a faster, cleaner foundation while keeping booking and calling the primary action on every page.
Goals & Scope
What we set out to do.
The goals framed the business outcomes we were after; the scope defined what we built to get there.
Goals
- Make appointment booking the primary action on the homepage, every service page, and the team page.
- Present 35 individual service pages without overwhelming visitors or slowing the site down.
- Surface the $89 new patient special and no-insurance membership plan on every service page without disrupting the reading experience.
- Preserve existing Google search rankings when switching from the vendor site back to the custom build.
- Keep the site simple enough to maintain and update without ongoing developer involvement.
Scope
- Custom website with 51 pages: homepage, 35 individual service pages, services directory, dentist bios, patient reviews, online booking, online payments, contact form, and new and existing patient information pages.
- Organized service content into a single editable source so updates stay consistent across every page without touching individual files.
- Mobile navigation restructured into expandable category sections so patients can browse 35 services across 8 categories without an overwhelming list.
- Homepage layout with team photo, welcome messaging, selling points, patient reviews, video testimonials, and a clear path to booking.
- Patient review system displaying real Google reviews with reviewer initials and colored avatars, plus four patient testimonial videos that load only when the patient chooses to watch them.
- Search structure including automatic sitemap updates, local business listing details, and permanent redirects from the old site addresses to preserve search visibility.
What We Did
Highlights from this build.
The specific decisions and components that shaped the final site.
The homepage hero uses the full team photograph with text positioned over a darkened area of the image, keeping the call to action readable while showing the actual staff patients will meet.
Patient testimonial videos do not load until the visitor scrolls to them and clicks play, so the homepage stays fast even with four videos on the page.
Review cards use colored letter avatars based on each reviewer name, matching the look of Google user profiles without requiring external image files.
The booking page embeds the practice online scheduling tool with a warning if a patient tries to leave mid-booking, reducing abandoned appointments from accidental navigation.
A coupon popup for the $89 new patient special can be turned on or off without a code change, letting the practice run promotions on their own schedule.
Process
How we approached this build.
A clear, repeatable path from discovery to launch-ready.
Audit and planning
Reviewed the existing site structure, identified the service pages the other vendor had added, and planned the migration to preserve search rankings with permanent redirects from the old addresses.
Content and structure
Consolidated all page text into one organized content system, removed unused features from the original template, and established a pattern where the practice can update service descriptions in one place and have every page reflect the change.
Design and build
Built the team section, dentist bio page, service page sidebars, patient review system, and video testimonials. Redesigned the homepage hero around the team photograph with a layout that works differently on desktop and mobile to keep the text readable in both.
Launch and verification
Tested the full site for errors, confirmed all 51 pages and 35 service detail pages load correctly, fixed image naming issues that would have caused broken photos on certain servers, and launched with a streamlined deployment setup.
Outcomes
What changed after launch.
Where estimates are noted, they reflect the redesigned conversion path rather than a measured client result.
Service Coverage
35 service pages
Every service the practice offers has its own dedicated page with a booking path, related services, and patient reviews, giving patients the information they need to schedule without calling first.
Booking Path
On every key page
Online scheduling is accessible from the homepage hero, the navigation bar, every service page sidebar, and the patient information pages, so patients are never more than one click from booking.
Social Proof
20 reviews and 4 videos
Real Google reviews are displayed on the homepage and a rotating selection on each service page, plus four patient testimonial videos that load only when watched.
Mobile Experience
Improved (estimated)
The mobile navigation, homepage layout, and service pages were rebuilt for phone screens first. Faster loading and a clearer booking path are expected to reduce drop-off on mobile. Not a measured client result.
Next Step
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