Most agree, going to the dentist is not a preferred activity.  Our challenge was to create a site that could make you want to go to the dentist.  How could this possibly be done?  Surfing existing dental sites will soon show you all the usual Internet faults.  Poor photography, amateurish layout and home-brewed graphics tend to be the norm.  Worse, some start to teach dentistry on their sites showing tools, materials, and even in-process dental work.  Ouch!

We began by developing a theme.  We noticed a slogan the dentist had placed on his letterhead paper years ago, "Radiant Smiles…   for Life".  Our design goal was to show pictures of great smiles, the product of good dentistry, rather than the process and implements used to get there.   And since a radiant smile is often associated with the theater, we thought to use the theater as a theme.  Instead of showing dental equipment, we showed theater lighting equipment, the result of an actual photo-shoot session at a local dramatic theater company.  We carried this idea through to the creation of a theater marquee which suggested that the dentist was the "author" of a play on the subject of "Radiant Smiles…   for Life".  The stars of the show are, of course, his patients.

We feature three patients on the home page with large photos of them in a background suggesting that they are the "stars" of the production.  A click on a photo takes you to the patient's case history.  The menu of choices suggest (and deliver)  quick answers to questions you may not have realized you had when you arrived here.  Concerns, that we all share about a dental experience, such as, "Does it hurt?" and "Does it Cost A Lot?" are designed to drive the surfer forward on an informational quest.  We answer these questions directly, quickly, and efficiently.  This way we build a trust between the surfer and the site, and indeed, the dental practice.  See if you think we did a good job by clicking on these words…

Our real job is sales. The art and technology of the Internet are the tools of our trade. Information with entertainment, or "Infotainment",  is our method. "Infotainment"can be done in many ways. This site provides one of the most basic; the electronic contact form.  Now, the site becomes interactive.  Every page of the site contains a link to this form; the natural end point of a visit.  We have introduced new concepts on the various pages.  Now we provide a "no pressure" way of contacting the dentist, if only to ask a question.  By filling out the form, the user has converted him/herself to a potential client, and most importantly, provided contact information.  This activity is our "sale"; the measure of our success.