House of Smile
Dental clinic website
A self-initiated redesign that turned an outdated clinic website into a clear, credible and booking-focused digital presence for a German dental practice.
Visit live product- Role
- Independent Product Builder
- Scope
- Strategy · UX · Design · Copy · Engineering
- Stage
- Live
- Timeline
- Built in one month · Launched Jul 2026
Context.
I approached the clinic after noticing that its old website made it unnecessarily difficult for prospective patients to understand the practice or book an appointment. The information was outdated, the clinic was presented weakly and the site did not meet modern technical, SEO or usability expectations.
I proposed a concrete redesign plan and built a quick visual demo. Once the client approved the direction, I shaped the complete product: information architecture, pages, positioning, copy, imagery, calls to action, responsive behavior, accessibility, legal content, engineering and launch.
My role.
I took the project from opportunity and proposal through product definition, design, content, engineering and launch—keeping the clinic's business goals and patient journey connected throughout.
- Identified the opportunity and sold the redesign through a concrete product argument.
- Defined the site structure, user journeys and booking-focused information hierarchy.
- Researched and wrote the service presentation and supporting copy in three languages.
- Designed every screen and created or sourced the visual material.
- Implemented responsive, accessible and SEO-ready pages.
- Handled German legal requirements, GDPR consent behavior and production launch.
Key product decisions.
Make booking the primary path
The old site did not give prospective patients an obvious next step. The new experience keeps appointment booking visible across the core journey while preserving direct access to services, the team and practical information.
Build trust through specific information
Instead of generic marketing language, the site explains the clinic's actual services, qualifications, team, languages and patient process. That makes the practice easier to evaluate before a first visit.
Treat compliance as product quality
The launch included multilingual legal pages, consent-gated third-party content, accessible interaction states, security headers and a static deployment compatible with the client's existing IONOS hosting.
The website.
The finished experience turns a previously outdated presence into a clear patient journey: understand the practice, evaluate its services and move to booking without unnecessary friction.
A clearer first impression.
The homepage leads with the practice, its people and an immediate booking path instead of asking visitors to decode generic clinic information.
Services patients can understand.
Treatment categories and practical explanations make the clinic's offer easier to understand before a patient commits to a first appointment.
Trust built from real people.
The team, languages and physical practice become concrete trust signals, helping prospective patients know who will care for them.
Outcome.
Delivered
- A complete responsive website across 21 production routes.
- Localized content and metadata across three languages.
- Clear Doctolib booking paths and clinic contact information.
- Service, team, gallery, contact, FAQ and legal experiences.
- GDPR-aware maps and consent management.
- Static deployment, redirects, security headers and launch verification.
Current state
The new website launched on the clinic's existing domain in July 2026. It now gives prospective patients a current, credible view of the practice and a clear path to booking, while the clinic retains a straightforward rollback path to the previous site.
Let's build what's next.
I work across product definition, UX and engineering to turn complex ideas into working digital products.
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