Client name withheld under NDA.
The clinic had a website that was built six years earlier and patched since. It looked fine on a desktop in the office. On a phone, which is where most Singapore patients first look for a dentist, it was slow, the text was small and the booking form sat three screens down. People who searched for a dentist nearby landed, waited, and left for the next clinic on the map.
The owner knew the site was the weak link because the front desk kept getting the same two questions by phone: what do you charge for scaling, and how do I book. Both answers existed on the website, but visitors could not find them. Before we touched anything, we pulled the numbers below so there was a fair baseline to measure against.
We went through the old site page by page with analytics, heatmaps and the clinic's own call log. The pattern was clear. Most visitors arrived on a treatment page from Google, looked for a price range and a way to book, and left when they could not find either within a few seconds.
For a dental clinic, trust and convenience decide the booking. Patients compare two or three clinics in the same estate within minutes, so every extra tap costs enquiries.
We rebuilt the site map around what patients actually ask: scaling and polishing, braces and aligners, wisdom teeth, children's dentistry and emergency visits. Each treatment got its own page with a clear starting-from price band, what to expect and a booking button in the first screen.
Dental search is mostly local and treatment-led. A page per treatment gives Google a clear match for each search and gives patients the answer they came for.
The design stayed calm and clinical without feeling cold. We wrote new copy in plain English, kept clinical claims modest and added dentist profiles with qualifications so patients could see who would treat them. All wording was checked against MOH advertising rules.
Healthcare advertising in Singapore has strict limits. Plain, accurate copy protects the clinic and still reads warmly.
We built the site on WordPress with a lightweight theme, compressed and resized every image, removed unused scripts and set up caching. A sticky WhatsApp and call button follows the visitor on mobile. The old URLs were redirected one to one so existing rankings carried over.
Page speed on a mobile data connection decides whether a patient waits or leaves. Redirects matter because a redesign that loses its URLs also loses its Google rankings.
We tracked every form, call tap and WhatsApp tap as a conversion, then adjusted button placement, shortened the booking form and rewrote two treatment pages that were not converting. Monthly reviews with the clinic manager kept the changes tied to real front desk feedback.
The first version of a redesign is a good guess. The three months after launch are where the guess becomes a proven layout.
Three months after launch, the clinic had more than double the monthly patient enquiries from a site that loads in under two seconds on a phone. Mobile visitors who used to leave within seconds now stay and read, with the mobile bounce rate falling from 68% to 44%. Organic traffic also grew, which was a bonus rather than the goal. The front desk reported fewer calls asking where to find prices, because the answer now sits on the page.
Audit, new site structure, design, copy, build and launch. The old site stayed live until the new one passed testing.
Booking form shortened, treatment pages reworked, tracking checked against the clinic call log.
Enquiries, conversion rate and speed measured against the baseline and reviewed with the clinic manager.
Cutting mobile load time from 5.8s to 1.9s did more for enquiries than any design change. Test your own site on a mid-range phone on mobile data, not on office wifi, and you will see what your patients see. If it takes more than three seconds to show the treatment you searched for, you are losing enquiries today.
Patients want a price range and a way to book. Putting both in the first screen of every treatment page raised the share of visits reaching the booking form from 6.2% to 14.8%.
A redesign should never reset your rankings. One to one redirects and the same page topics let the clinic grow organic sessions by 28% instead of starting over. Ask any agency how they handle redirects before you sign.
How we plan, design and build websites for Singapore businesses.
What slows a site down and how we fix it.
How layout and flow decide whether visitors enquire.
Another local business, found by more customers on Google.
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