Northlight Dental

Check-ups, cleaning, fillings, root canals, crowns and children’s teeth, in a converted mill in Ancoats.

The brief

Roughly a third of adults avoid the dentist out of fear, and they reappear only when something hurts and the treatment has become expensive. The site does not need to look professional — it needs to convert the person who has been putting this off for four years.

What we built

The practice’s own sage wall colour instead of clinical blue-and-white, daylight photography of the waiting room rather than stock models with perfect teeth, and every fee written on the page. Twenty-three pages covering each treatment, the fees, the team and the first visit.

The detail that does the work

A calm switch near the top: Nervous about the dentist? Turn this on and we’ll explain everything.

Flip it and the page changes rather than opening a pop-up. Every treatment gains an honest “what it actually feels like” paragraph. A panel appears explaining the raise-your-hand signal and that it is genuinely honoured. Instrument names get explained inline the first time they appear. And the booking form gains one extra option — book a talk, not a treatment: a free fifteen minutes where nothing is done to you.

There is also a minute-by-minute walkthrough of a first appointment, from the front door to walking back out, so nothing about the visit is a surprise.