Riverside Dental
WordPress healthcare demo for a fictional Bellevue family dentistry practice — service categories with honest cost ranges, named four-person team, new-patient logistics, and a book page that treats the schedule as a person-first conversation.
Overview
A WordPress marketing site for a fictional Bellevue family and cosmetic dentistry practice — five-page structure (Home, Services, Our Team, New Patients, Book) on a custom Full-Site-Editing block theme. Third demo in the Tier 1 batch and the third to ship without a new shared block.
Per-demo theme:
- Thin child of the platform
_chassisparent - Clinical teal primary (#0F766E), soft coral accent (#FB7185), warm cream background (#FDFAF2)
- Plus Jakarta Sans for headings and body alike — same all-sans treatment as roofing but with rounded radius (16px on cards, 999px on buttons) for the friendly-healthcare register
- Header carries the four-item nav plus a permanent "Book a visit" pill — the affordance dental patients actually use
- Footer carries practice bio + nav + office hours + email + phone
Tier 1 pattern: cost-range honesty in the placeholder content:
The temptation on a fictional dental site is the wellness brochure ("we are passionate about creating beautiful smiles"). The services copy was written as if a real general dentist would have to defend it — specific procedure descriptions, specific cost ranges in italics under each service (adult cleaning + exam + bitewings $200–280 out of pocket; veneers $1,400–2,000 per tooth; ceramic crown $1,200–1,500), explicit honesty about cosmetic over-selling ("happy to do the work that improves your bite, equally happy to talk you out of a veneer plan that would only enrich the dentist"). Patients reading dental sites are not shopping for euphemisms — they're trying to figure out whether the practice is worth a 60-minute new-patient visit and whether the cleaning is going to cost $200 or $2,000.
Five pages:
- Home — Teal cover hero with practice name + tagline ("Family dentistry without the pamphlets."), four service cards with rounded thumbnails, a
sfp-blocks/trust-stackresults bar (14 years · 8,200+ patients · 4 providers · 48-hour new-patient window), and a four-up team teaser that links to the full team page - /services/ — Four alternating image-text rows for Preventive, Cosmetic, Restorative, and Family & Pediatric care. Each row carries a substantive description and a cost-range paragraph in italics
- /team/ — Four lead cards (lead dentist + founder, associate dentist + pediatric lead, lead hygienist, patient coordinator) with portrait placeholders, name + title + bio paragraph + education + license info for the dentists
- /new-patients/ — What to expect on the first visit, insurance (in-network plans listed by name), payment (HSA/FSA accepted, no-interest in-house plans, no dental-financing pitches), records-from-prior-dentist workflow, and an anxious-patient callout
- /book/ — Phone + email columns plus a "things that speed up booking" callout (insurance, prior dentist name, the specific concern). Treats booking as a conversation with Mateo (the patient coordinator) rather than a form-submit funnel
The Challenge
Dentists get sold on bundled-with-the-CRM patient acquisition sites that treat every page as a sales funnel — "GET A FREE WHITENING CONSULT!" banners, no actual cost information, generic stock photos that could be any practice in any city. The wellness-brochure aesthetic produces sites that read identically across thirty competing practices and tell a prospective patient nothing about whether THIS dentist is worth a 60-minute new-patient visit.
The Solution
A per-demo theme on the platform chassis with no new shared block (third Tier 1 demo to make that call). Service descriptions written with specific cost ranges in italics; team page with real-feeling bios; new-patients page that handles insurance, payment, and prior-records honestly without a single "GET A FREE QUOTE" call to action. The book page is a person-first conversation with the patient coordinator, not a form-submit funnel.
Results
Lighthouse 98 / 96 / 100 / 92 (perf / a11y / best-practices / SEO) with placeholder photography — within a point of the platform ceiling without per-demo tuning
Five-page healthcare site live in ~4 hours including per-demo theme, full seed with cost-range-honest dental content, hub case study, Project registration, and portfolio surfacing
No new shared block — the person-card block was considered (would have applied to lawfirm and coach too) and deferred again; core/columns + image with rounded thumbnails carries the team page perfectly well
First demo to use a pill-shaped permanent CTA in the header — the affordance dental patients actually use; copied forward to coach and give where appropriate
Cost-range honesty in the service descriptions ($200–280 for a cleaning, $1,200–1,500 for a ceramic crown) — the discipline that separates a credible health-services site from a wellness brochure; established as the Tier 1 norm
Third consecutive no-new-block demo confirms "use core composition + substantive domain content" as the default move when the genre-specific affordance is design + copy rather than a novel block primitive
Gallery
