The Brief

New York General Dentistry is a Midtown East practice led by Dr. Inna Chern, built around unhurried, judgment free care. The old site said so in paragraphs of text. It needed to be shown instead.

The Challenge

Dental sites answer the practice’s questions rather than the patient’s. The real hesitations, how long it takes, whether you will be lectured, who you will actually see, were nowhere on the page.

The Approach

We built the site around what a patient actually wants to know: how long an appointment runs, what the tone will be, what the technology is for, and the person they will sit with.

What Shipped

A before and after gallery covering ten categories of finished work, resources written by the dentist, and an appointment request that takes under a minute with the office hours sitting beside it.

Outcome

A practice that reads as calm and specific, with the answers to the questions people are too polite to ask.