General, cosmetic & implant dentistry · Riverside Drive, Westlands, Nairobi
Shwari Dental. A website for people who would rather not see a dentist at all.
Designed and built by The Preferred Clinic System™.
- Homepage weight
- 88 KB
- Requests
- 6
- Pages
- 45
- Built with
- Astro, no JS framework
Designed for
An adult in Nairobi who has put off the dentist for years. They are embarrassed about the delay, afraid of pain and of being judged, and they will read every word before they dare to call.
The reasoning
5 decisions, and why we made them.
01
Lead with the fear, not the equipment
- The patient
- Someone who has been avoiding the dentist, opening the site late at night.
- The problem
- Most clinic homepages open with "state-of-the-art technology". To a nervous patient that reads as drills and machines, and it answers a question they never asked.
- Our decision
- The first line names the feeling: "Dentistry for people who'd rather not." A calm condensed serif, a quiet slate-and-mist palette instead of clinical blue, and the word "unhurried" carried through the whole site.
- The trade-off
- A cosmetic shopper looking for glamour gets less "wow" up front. We chose the patient who needs the clinic most and hesitates longest.
02
A page that starts with "If you dread the dentist"
- The patient
- The anxious patient who will never phone to ask "will it hurt?"
- The problem
- Fear questions are the ones patients are least willing to ask out loud. Left unanswered, they become a reason to close the tab.
- Our decision
- A dedicated nervous-patients page, linked from the homepage, with a talk-first visit and a comfort protocol written as five plain promises — including a stop signal that always works.
- The trade-off
- One more page to keep current. It is also the page that does the most persuading, so it earns its place.
03
Prices published, quotes in writing
- The patient
- A patient comparing three clinics, quietly worried about cost.
- The problem
- "How much?" is the question patients are most embarrassed to ask. Sites without prices send them to whichever clinic answers first.
- Our decision
- Every treatment shows a "from" price, every quote is confirmed in writing, and treatment over KES 40,000 can be spread over three M-Pesa instalments, agreed before anything begins.
- The trade-off
- Competitors can see the prices. Patients can too, and trust is worth more than secrecy.
04
An honest emergency page
- The patient
- Someone in pain on a Saturday evening, searching with one hand.
- The problem
- Emergency pages tend to promise "24/7" and then don’t answer. One unanswered call costs the clinic that patient for good.
- Our decision
- "In pain? Call us first." One number, what counts as urgent, and exactly what the after-hours line is and is not — for registered patients, not a walk-in service.
- The trade-off
- A narrower promise than "24/7". It is one the clinic can actually keep.
05
WhatsApp first, a short form second
- The patient
- A patient who prefers typing to talking, on a phone with data bundles.
- The problem
- Long booking forms and "call during office hours" lose people who are ready now.
- Our decision
- Book on WhatsApp is the first option, with a message already written. A six-question form is the fallback, and a fixed Call / WhatsApp / Book bar stays within thumb reach on every page.
- The trade-off
- Requests arrive in chat rather than a booking system, so the clinic replies by hand. For a single-branch clinic, the human reply is part of the comfort.
Patient journey on this site
From first look to first message.
01Land
The homepage names the fear and offers a first visit that can be just a talk.
02Reassure
The comfort protocol answers "will it hurt?" before anyone has to ask.
03Contact
WhatsApp opens with the message written; the form is there if they prefer.
What we built
Every piece, on one page.
- Nervous-patient pathDedicated page and comfort protocol, linked from the homepage
- Published price rangesPlus written quotes and M-Pesa instalments explained
- Implant content clusterSix pages covering the clinic’s most considered treatment
- Named dentistsProfiles with qualifications and what each dentist treats
- Insurance & billingSHA and named private insurers, with how benefits are confirmed
- Emergency pageOne number, honest scope, what counts as urgent
- BookingWhatsApp with a prefilled message, plus a Web3Forms booking form
- Structured dataDentist, FAQ and business schema for search
- Sticky action barCall, WhatsApp and Book within thumb reach on phones