Insights / 05 Case notes
Same traffic, 2.4× the patients: one decision per page
A dental site asked visitors to make six decisions before booking. We cut it to one.
The practice had good traffic and a bad funnel. Session recordings showed the pattern: visitors reached the services page, faced six competing choices, and left.
Decide what each page is for
Before any design, the team wrote one sentence per page: the single decision a visitor should make there. For almost every page, that decision was “book”.
Answer the objections first
Insurance, pricing and next availability moved above the fold. The questions the front desk heard every day became the first thing on the page.
Then make it fast
The rebuilt site is static, bilingual and loads in under a second. Enquiries rose 2.4× on the same traffic, with no extra ad spend.