Illustrative case · 2026Web DesignFormsAI-readiness

Crescent Dental Studio

Designed a multi-location brand site, replaced phone-tag intake with a structured form, and laid the data foundation for future AI tooling. New patient bookings up 38% in 90 days.

Multi-location dental practice · Austin, TX

new patient bookings, 90 days

+38%

Challenge

What was broken

Crescent ran two clinics on opposite sides of Austin with one receptionist, Maria, covering phone, front desk, and inbox for both. The owner brought us in after Maria had been visibly exhausted by lunchtime for three months running.

We spent an afternoon listening to her calls. Patients asking whether the practice took Aetna. Patients asking how much a crown costs. Patients working out which of the two clinics was closer to the freeway they were on. Each call took about three minutes. Across both clinics they were getting roughly two hundred a week, and about half never ended in a booking.

The website was a single Wix page. It didn't distinguish between the two locations.

Approach

How we worked

01
Discovered that 60% of incoming calls were 4 question types: insurance, pricing, procedures, hours.
02
Built a multi-location site with location-specific pages, transparent pricing, and procedure pages that pre-empt the FAQ load.
03
Shipped a Forms inquiry flow with branched paths for cosmetic vs. routine vs. emergency.
04
Audited the practice management data to prepare for future AI tooling.

Outcome

What changed

New patient bookings up 38% in the first 90 days.
Receptionist phone-question load down ~70% — measured by call-log review.
Cosmetic-procedure inquiries up 2.3× after dedicated landing pages went live.
Data foundation in place for AI tooling when the practice is ready.

Deliverables

What we shipped

20-page multi-location website
Procedure library (24 pages) with structured schema
Forms with 3 inquiry tracks
Data foundation audit + AI-readiness checklist
60 days of post-launch refinement

"Patients were calling us with questions they could've answered themselves if our website existed. Now the website does the work, and the calls we get are the ones that need a human."

More work

All work

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Boutique strategy consultancy

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Migrated a 9-spreadsheet client-intake process into a structured data foundation, then redesigned the website around the new client journey. Proposal turnaround time cut by 65%.

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