02/06Demonstration
LUMA DENTALlumadental.co.uk
Nervous patients do not need a sales page. They need their questions answered.
A private practice does not lose patients to the practice down the road. It loses them to another year of putting it off, because of the money and the fear. So this site is written as the letter a nervous patient wishes they could read first: fees in a plain table, and the embarrassing questions answered before anyone has to ask them.
- Sector
- Private Dentistry
- Where
- Marylebone, London
- Layout
- Written as a letter, with a contents list you can jump around.
- Status
- Demonstration · built and running
This is not client work. LUMA DENTAL does not exist. We invented the business, wrote everything on it and built the website to show how we would approach this trade. Every price, record and review inside it is made up, nothing you type is sent anywhere, and we are not claiming it won anybody any work.
01The brief
The business we invented, and the person landing on it.
A made-up company is only useful if it is specific enough to argue with. So each one has a real trade, real constraints and a visitor turning up in a particular state of mind.
- AThe business
- A private dental practice in Marylebone doing cosmetic and restorative work: implants, alignment, whitening and everyday care. High fees, slow decisions, a small clinical team.
- BWho lands on it
- Someone who has been meaning to do this for four years, does not like the dentist, and is quietly worried about both the pain and the cost.
- CWhat the site has to fix
- A hard sales page makes a frightened person more frightened. The site has to answer, in order and without being asked, the questions a patient would be embarrassed to raise on the phone.
02The decisions
Five decisions, and what forced each one.
Every one of these answers something about the business, not a preference of ours. They are also what makes this site different from the other five.
01
Write it as a letter, not a sales page.
Reading pace is the whole problem. Somebody deciding something they are frightened of needs room to read, not a page pushing them to book.
On the page
A contents list runs down the left edge, notes sit in the margin, and the sections are numbered like a letter rather than stacked like a landing page.
02
Put the fees in a plain table.
Hiding prices behind a consultation is the main reason a nervous patient never books. A range, with the things that move it, is more honest than 'from'.
On the page
A fees table with the example figures labelled as examples, and the things that change them named.
03
Answer the awkward questions properly.
Most practice FAQs answer the practice's questions — parking, opening hours. The ones that decide it are about pain, judgement and money.
On the page
A section on what stops people booking, and a set of awkward questions written the way a patient would actually ask them.
04
The photograph comes late, and it is of the room.
A model's smile at the top of the page turns it into an advertisement. What lowers anxiety is seeing where you will be sitting.
On the page
One captioned photograph of the practice, placed after the argument rather than in front of it. No before-and-after pictures anywhere.
05
The booking step writes a note to the dentist.
A qualification form makes a patient feel processed. The same questions, framed as a note they are sending, make them feel heard.
On the page
The last section turns what the patient has said into a short note for the clinician, and shows it back to them before they send it.
03The build
Nothing in it is shared with the other five.
Six sites built out of the same set of parts would prove nothing. This one has its own typefaces, its own layout, its own drawings and its own working parts, made for it alone.
- Typefaces
- Erode for the headings, Satoshi for the text
- Layout
- A letter: contents down the side, notes in the margin
- What you can do
- Pick a concern, build a note to the dentist
- Photographs
- One, of the room, late in the page
- Deliberately left out
- Before-and-afters, urgency banners, clinical claims
04The built site
Now use it.
The whole website runs below, inside the frame. Every button, form and slider works, and nothing you type leaves this page.
Starting the LUMA DENTAL demonstration
Everything above the frame is us. Everything inside it belongs to the invented business: its own typefaces, its own colours, its own voice. That is deliberate. An agency that puts its own look on every client site is selling you a template.
05What is missing
Everything that happens after somebody presses send.
A demonstration can only show the front of the job. The rest is where the enquiry goes, who picks it up, what it is allowed to see and how you know it worked.
If LUMA DENTAL were a real business, the ticket, note or quote a visitor builds here would land somewhere real: an inbox, a customer record, a job in the diary, with a name against it and a date it has to be answered by. The words would come from you, the prices from your own books, and we would agree what counts as working before anything got built. That part is most of the job, and no demonstration can honestly fake it.