When we optimise websites, it’s not always about more leads — more often than not, it’s about better ones.

Glow Dentistry has been caring for patients in North London since 2002. Across their Hampstead and Mill Hill clinics, they offer everything from routine hygiene appointments to high-value treatments — dental implants, Invisalign, cosmetic dentistry — delivered by a team of in-house specialists.

Rather than guessing what makes a patient choose one dental practice over another, we test it. Using a 3rd party testing platform, we regularly run user research sessions against competitor websites — observing real people searching for a dentist, evaluating practices and making decisions. What we’ve found is consistent: patients scrutinise credentials carefully, treat pricing transparency as a trust signal, and make location-based searches their starting point.

They’re also quick to dismiss practices that feel generic, use AI-generated content, or make it hard to find the team behind the treatment. These sessions run as an ongoing part of the programme — not a one-off snapshot — so our decisions are always grounded in current, live user behaviour rather than assumptions.

We mapped the full patient journey from first visit to booking click, identifying where interest was stalling and why. For a practice where the booking step moves off-site to a third-party platform, understanding what happens before that click — and optimising it — is where the real work lives. Informed by what we know about how patients evaluate dental practices, we focused on reducing friction, building confidence and making the path to “book” as clear and compelling as possible.