Show the next opening, not just “Book now”
The first screen names a day, a time and a dentist. “Take this time” fills in the reason, day, time and dentist and jumps straight to the contact details, so booking starts from the hero.
A family dentist's homepage built to book the first visit
Hornbeam Street Dental is a fictional family clinic in Leslieville, Toronto. This concept homepage is built to turn price-checkers and nervous patients into booked new-patient visits, at a time they pick themselves.
- Trade
- Dentists
- Location
- Toronto, Canada
- Main goal
- Book new-patient visits online
- Languages
- EN
Opens the demo site. It's a fictional business, so forms and buttons won't contact anyone.
The brief
Calm in the chair, hard to book online
In our imagined brief, Hornbeam Street Dental is a family practice in a red-brick house, with two dentists, a team of nine and direct insurance billing. People find it on Google Maps, but its old website hides the fees, only takes bookings by phone in office hours, and says nothing to people who dread the dentist. The new site has to answer three questions fast: what will it cost, what will my plan pay, and when can I come in? Then it has to let people book a time without waiting for a call back.
Who the page is for
Adults and parents in east Toronto looking for a new dentist, mostly on a phone and often after years without a checkup. Many are nervous, and most want the price and their insurance share before they book.
Anatomy of the page
Anatomy of a dental homepage built for bookings
The page follows the order a new patient's questions come up, from “can I get in?” to “how do I find you?”.
Hero with the next opening
An open-now line in Toronto time, the address, and two buttons: Book and Call. Beside them, a card shows the next new-patient opening (day, time and dentist) and how many times are left that day. One tap on “Take this time” fills in the booking form.
The first-visit offer
$219 all in for a new patient, what that includes, and a timeline of the first hour from 0:00 to 0:50. Knowing exactly what happens takes some of the fear out of a first visit.
Same-day emergency band
Its message changes with the clock: before opening, before 11 a.m., later in the day and after hours. Someone in pain can see at a glance whether to call now or leave a message.
Prices and an insurance estimator
15 treatments in 4 groups, each group showing what plans usually cover. The estimator lets you pick one of 8 treatments and your cover (100% down to none) and shows what your plan pays and what you pay. On phones the price groups fold up so the page stays short.
Comfort, families, team and reviews
A comfort menu with 7 options for nervous patients, a section on back-to-back family visits, and the three people new patients meet first, with the languages they speak. Then three sample reviews, clearly labelled as sample content.
Booking in five steps
Reason, day, time, details, confirm. An appointment card fills in as you choose, and on phones it shrinks to a slim sticky strip so you never lose track. It's a demo, so nothing is sent.
Visit, hours and questions
The address with nearby streets, an hours table that highlights today, a drawn map, and step-free access, parking and streetcar details. Then 8 common questions and a last Book and Call pair in the footer.
Why it gets calls and bookings
Five decisions that turn visits into bookings
Price everything, including the insurance gap
Every common treatment has a price in Canadian dollars, with what plans usually cover. The estimator turns that into two numbers: what your plan pays and what you pay. A written quote promise backs it up.
Make nerves part of the booking
Nervous patients pick headphones, numbing gel, laughing gas and more from a comfort menu. Their picks carry over into the booking form, and the page says plainly: raise your left hand and we stop.
Let people pick a time, not wait for a call
Five short steps with booked times crossed out, clear error messages and a review screen before anything is sent. Choose “My child” and the form asks for the child's name and a parent's phone number.
Keep Call and Book in reach, without clutter
On phones, a Call and Book bar slides up once the hero buttons scroll away, and hides again over the booking form and the footer buttons. It shows “Open now” during opening hours, and the open-now status knows Ontario's public holidays.
Measured scores
- 93Performance
- 100Accessibility
- 100Best practices
Google Lighthouse, mobile, simulated 4G, measured on 19 September 2026. SEO isn't scored: concept demos are deliberately hidden from Google (noindex), which Lighthouse counts against them. Run it yourself on the live demo.
Build notes
- One hand-written page with no framework: 55 KB of CSS and 31 KB of JavaScript, about 22 KB gzipped together. No cookies, no tracking and no map embed.
- Photos in AVIF with WebP and JPEG fallbacks, sized for each screen. The hero photo comes in 3 sizes (27 to 68 KB as AVIF) and loads first; the rest load as you scroll. All photos are AI-generated.
- Colours from the building: lilac door, red-brick orange buttons and indigo text. White on the orange is 5.5:1 contrast, above the WCAG AA minimum of 4.5:1.
- Bricolage Grotesque for headings, Figtree for text and DM Serif Display italic for the handwritten appointment card, all self-hosted (84 KB for the three fonts).
- Accessibility: a skip link, real labels and radio groups in the form, errors linked to their fields, focus moved to each new step, touch targets of at least 44 px, and motion switched off for people who ask for less.
- English only, with Canadian spelling and prices. The demo is the homepage of a Local Pro site; the full site would add up to 5 more pages, such as fees, emergencies and the team. The next-opening card, insurance estimator, comfort menu and five-step booking picker are custom extras on top of Local Pro, quoted first.
The package it represents
Local Pro
This concept is the kind of site you get with Local Pro: £1,290 to build, then from £39/month for care. Interactive extras, such as calculators and estimators, are quoted separately.
Free homepage preview
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