Comprehensive website redesign for a dental clinic in Germany: Natalie Herzel Praxis
Development of a multilingual website for a dental clinic to showcase its services and help patients to find it.
Open website
Client
Dr. Natalie Herzel’s dental clinic welcomes patients of all ages in Hamburg, Germany. The clinic’s goal is to provide professional dental care with minimal discomfort.
Task
Update the clinic’s website. Design user-friendly navigation and language switching. Create a modern design and add pages to showcase services. Patients should easily find the required service and schedule an appointment. The website’s goals are to attract new patients, retain existing ones, and strengthen the company’s image.
Work Process
Old website before the update
A few examples of the previous website.
Main Page (old website)
Photogallery (old website)
Services (old website)
In-depth Market Analysis and Target Audience Research
The previous clinic website struggled to attract new patients, as it was visually outdated and lacked answers to key patient questions. We focused heavily on studying the market and the clinic’s target audience to ensure that the new website would convince visitors that the clinic employs skilled professionals who can effectively address their dental concerns.
Target Audience Research
Market Analysis
How We Addressed the Pain Points
During the analysis phase, we discovered that the target audience prefers light, calm websites without loud visual elements. Their two main concerns are fear of visiting the dentist and high costs for treatment.
Mood Board Page
Section with the Key Message
To address the fear of dentists, we added a dedicated section with a prominent headline. It emphasizes that the comfort of the patient and their dental health are the clinic team’s top priorities.
We also showcase photos of the clinic, featuring a cozy waiting area, a bright and stylish interior, and images of the friendly staff. To address the second concern, we clearly state on the website that before any costly treatments are provided, the patient will receive a treatment plan and be informed of all expenses.
Photogallery
Praxis Team
User Engagement
For each service, we prepared texts that address three questions: when this service is helpful, how it is performed, and what results it will bring to the patient. We organized this section in the form of folders, adding labels for the respective forms.
Concise description of key questions about services on internal pages
When hovering over services, the cursor changes into a tooth
In addition to folders for engaging visitors and keeping them on the website, we also used a tooth-shaped cursor that appears in the service section, with different forms of the tooth appearing in other parts of the site. Additionally, the website features light, creative animations.
User Care
We designed an intuitive website structure and user-friendly design: on the contact page, we detailed directions to the clinic, including different modes of transportation, and added working hours in a drop-down menu. The appointment booking button, connected to an easy-to-use booking system, is placed at the top in the header so that users can schedule an appointment at any time. To improve conversion rates, we also positioned booking buttons evenly throughout various sections.
The contacts section includes the most important information and a description of how to reach the clinic
After delivering the project, we prepared a clear guide on managing the website content for the clinic’s staff.
Here’s what we did for Natalie Herzel Praxis
Analytics
- Analysis of the target audience, competitors, and brand positioning
- Writing clear, sales-oriented texts
Design
- Prototype development
- Creation of a mood board
- Designing a unique website and preparing a UI kit
Implementation
- Website coding and animation implementation
- Mobile and tablet adaptation
- Integration into WordPress CMS
- Preparation of the German version of the website (English as the primary language)
- Hosting transfer, domain connection, HTTPS setup, and favicon addition
Extra
- Analytics system integration
- Basic SEO optimization for search engine visibility
Client’s Feedback
I want to thank you for the professionalism and talent you demonstrated while creating the website www.herzel-zahnarzt.de. Your attention to detail, creative approach, and ability to bring our ideas to life pleasantly surprised us. We are thrilled with how smooth and user-friendly the new website is, thanks to your expertise.
The clinic team is glad to have chosen you for this project. Thank you for your professionalism, creativity, and for making the new website perfect.
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