Our Work
Smile White.
We partnered with Smile White to rebuild its digital platform as a fast website that supports its growth plans and its position as one of the UK's premium cosmetic dentistry brands. The platform was designed around conversion, clinical trust, and long-term scalability, with a clear customer journey from first click to consultation.
A Conversion-Focused Platform Built Around Trust.
Working with Smile White's stakeholders, we looked at how the website could do more than act as a digital brochure. Through discovery workshops, UX strategy sessions, and technical planning, we designed a platform that balanced premium looks with measurable commercial performance.
Every element of the experience was mapped against one objective: reduce friction between discovery and consultation.
The proposed experience centred on a lightweight, mobile-first architecture built with Next.js and React, which gives strong performance and the flexibility to support high-volume marketing campaigns. A headless Payload CMS would give internal teams control over content through reusable components, so new landing pages, promotions, and campaigns could be launched without developer help.
Clinical credibility was a guiding principle throughout. Instead of relying on marketing messaging alone, trust would be built through prominent Trustpilot integration, verified dentist profiles, before-and-after treatment galleries, patient testimonials, and transparent pricing information. Together these reflected Smile White's position as a dentist-led provider.
Conversion optimisation informed every stage of the customer journey. Clear consultation pathways, simpler appointment booking, postcode-based dentist discovery, interactive treatment comparisons, and well-placed calls to action were designed to remove barriers and encourage prospective patients to take the next step.
Behind the scenes, the planned HubSpot integration would centralise enquiries, automate lead nurturing, and give full attribution across paid media, SEO, and email marketing.
The result was a digital platform strategy that matched technical quality to commercial ambition and gave one of the UK's fastest-growing cosmetic dentistry brands a scalable foundation.
A Conversion-Focused Platform Built Around Trust.
Working with Smile White's stakeholders, we looked at how the website could do more than act as a digital brochure. Through discovery workshops, UX strategy sessions, and technical planning, we designed a platform that balanced premium looks with measurable commercial performance.
Every element of the experience was mapped against one objective: reduce friction between discovery and consultation.
The proposed experience centred on a lightweight, mobile-first architecture built with Next.js and React, which gives strong performance and the flexibility to support high-volume marketing campaigns. A headless Payload CMS would give internal teams control over content through reusable components, so new landing pages, promotions, and campaigns could be launched without developer help.
Clinical credibility was a guiding principle throughout. Instead of relying on marketing messaging alone, trust would be built through prominent Trustpilot integration, verified dentist profiles, before-and-after treatment galleries, patient testimonials, and transparent pricing information. Together these reflected Smile White's position as a dentist-led provider.
Conversion optimisation informed every stage of the customer journey. Clear consultation pathways, simpler appointment booking, postcode-based dentist discovery, interactive treatment comparisons, and well-placed calls to action were designed to remove barriers and encourage prospective patients to take the next step.
Behind the scenes, the planned HubSpot integration would centralise enquiries, automate lead nurturing, and give full attribution across paid media, SEO, and email marketing.
The result was a digital platform strategy that matched technical quality to commercial ambition and gave one of the UK's fastest-growing cosmetic dentistry brands a scalable foundation.
WHAT WAS
Success for Smile White.
KEY FEATURES FOR