A dental site for people who would rather not go

A practice in Staphorst that wants new patients, and fewer phone calls about the same three questions: are you open, are you taking new patients, and what does it cost.

Healthcare sites are either clinical and cold, or relentlessly cheerful with stock photos of smiling strangers. Both raise anxiety. And opening hours usually sit three clicks deep, even though they are the most searched thing on the site.

• Teal and mint (#0d7c8f, #f0faf7) instead of medical blue and white. Calmer, less hospital. It is a small shift, but you feel it within a second.
• Opening hours get their own section. Not a line in the footer. For a local practice this is the single most important piece of information on the site.
• Treatments in plain language. “Root canal treatment” gets a sentence explaining what it involves. People searching for that term are usually worried, and jargon makes it worse.
• Address and phone repeated in the contact block. Nobody scrolls back to the footer once they have decided to call.

The team carousel. Nice for the practice, useless to an anxious patient at eleven at night.

Clicks on the opening hours and on the phone number. Those are the two actions that turn a visitor into a patient.