Brightwater Family Dental is a family and cosmetic dental practice in the North End of Boise, Idaho.

Brightwater Family Dental homepage on desktop
Brightwater Family Dental on a phone, screen 1
Brightwater Family Dental on a phone, screen 2
Brightwater Family Dental on a phone, screen 3

Family dentistry, Boise, IdahoThe practice sees families with young children and adults who have put off the dentist because they are nervous. The website had to get a first-time patient to book a visit online in under a minute, and to reassure anyone anxious about what the visit involves before they ever call.

  • Booking sits beside the headline

    The booking card is in the first screen, next to the headline, not behind a button. A new patient picks a real appointment time, adds a name and mobile number, and is done. The times are tappable chips, so on a phone it is a few taps rather than a form to fill in.

  • A page written for nervous patients

    The first-visit section tells people exactly what happens and how long each part takes, then lists the comforts on offer: headphones, blankets, numbing gel first, and a raised hand that stops everything. There is a box in the booking card to say you are nervous, so the practice can set aside extra time without anyone having to explain.

  • Prices and insurance in plain words

    Every service shows a price or a range, and the insurance section explains what the practice does for people with a plan and what it offers people without one, a $29 a month membership. People put off the dentist partly because they fear a surprise bill, so the page answers that before they ask.

  • Soft, clean look and a phone-first layout

    White and a pale aqua wash keep the page airy, with deep teal for text and one warm coral reserved for the main buttons so they are easy to find. One rounded typeface, Figtree, carries headings and reading text, friendly without looking childish. On phones the menu collapses behind a burger, and a Book and Call bar stays at the bottom of the screen while you scroll.

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Typefaces: Figtree.

Nick reads every message himself and replies by email to work out the next step.