Overview
Crystal Smile is a family dentistry led by Dr. Jing "Crystal" Zhou in Cary, NC. The practice is warm, modern, and genuinely gentle — but the old website said none of that. Here's how we turned it around, step by step.
Old website
Problems
- Outdated design — the site looked years behind the actual quality of care.
- Slow loading — about 4.7 seconds to first render on an average connection.
- Weak hierarchy — no clear path from landing to booking an appointment.
- Low trust — already-nervous patients left before ever calling.
Our redesign
A full scroll-through of the new site — calm, fast, and built to book appointments.
Results
- 1.1s Average load time down from 4.7s on the old site
- 98/100 Lighthouse performance measured at launch
- +64% Appointment requests in the first 90 days after launch
- −41% Bounce rate visitors now stay, read and book