Dental website designbuilt for the full acquisition path.
Crownstone plans, writes, designs, builds, and supports dental websites that help patients understand the practice and take a clear next step. The work connects brand, performance, accessibility, booking paths, search foundations, and tracking in one build.
Dental only. Focused on Calgary and the surrounding area. The clinic owns the website, source code, design files, and domain.
Proof covers Google Ads and agreed campaign landing pages. Partner adds a full website, SEO, local listings, weekly content, Google review management and shared reporting. This page explains the relevant work within those packages; standalone website and SEO/local-search engagements are not currently advertised. Compare Proof and Partner.
A redesign should solvea diagnosed problem.
A dated appearance may be the visible issue, but it may not be the first constraint. We inspect the website, demand, mobile path, tracking, booking, and clinic handoff before recommending a rebuild.
Important actions are difficult on a phone
The phone number, services, location, form, or booking path may be hard to find or use.
Traffic reaches the site, but the result is unclear
The website may record visits without reliable phone-tap, form, or booking-action data.
Campaigns lead to a generic page
An ad or search result may lead to a page that does not answer the search. The need may be a better service page or landing page, not a complete website.
A provider change creates ownership or migration risk
A redesign affects the domain, URLs, analytics, booking tools, content, and launch plan. Those handoffs need clear ownership.
If a focused improvement is the better first step, we recommend it.
The website has several jobs,not one.
Orient
Confirm the practice, location, services, and relevance to the patient's search.
Build appropriate trust
Present the team, approach, environment, and verifiable practice information clearly.
Make contact clear
Provide accessible phone, form, and booking paths across the devices patients use.
Create an inspectable handoff
Track suitable actions so the practice can see what happened after a visit. A tracked action does not automatically prove a unique lead, appointment, new patient, or revenue.
Not every website problemneeds a new website.
| Current situation | Direction to assess | Important boundary |
|---|---|---|
| A new, relocating, or rebranding practice needs a credible foundation | New dental website | Scope follows the services, locations, brand, content, systems, and launch plan |
| The current structure or platform prevents meaningful change | Redesign or rebuild | Ownership, migration, redirects, tracking, and integrations should be confirmed first |
| The design is credible, but contact paths or measurement are weak | Focused conversion and tracking improvement | A repairable problem should not automatically become a full rebuild |
| Paid search needs a specific destination | Campaign landing page | Landing-page work belongs within the paid-search scope and does not replace the complete practice website |
| Search visibility may be at risk during a planned change | Migration and dental SEO review | Migration work reduces avoidable risk but cannot guarantee preserved or improved rankings |
- Current situation
- A new, relocating, or rebranding practice needs a credible foundation
- Direction to assess
- New dental website
- Important boundary
- Scope follows the services, locations, brand, content, systems, and launch plan
- Current situation
- The current structure or platform prevents meaningful change
- Direction to assess
- Redesign or rebuild
- Important boundary
- Ownership, migration, redirects, tracking, and integrations should be confirmed first
- Current situation
- The design is credible, but contact paths or measurement are weak
- Direction to assess
- Focused conversion and tracking improvement
- Important boundary
- A repairable problem should not automatically become a full rebuild
- Current situation
- Paid search needs a specific destination
- Direction to assess
- Campaign landing page
- Important boundary
- Landing-page work belongs within the paid-search scope and does not replace the complete practice website
- Current situation
- Search visibility may be at risk during a planned change
- Direction to assess
- Migration and dental SEO review
- Important boundary
- Migration work reduces avoidable risk but cannot guarantee preserved or improved rankings
Crownstone can work with an existing provider when access, ownership, and accountability are clear.
One website scope,built around the practice.
Partner includes the agreed main website plan, plus 15 service landing pages, a Privacy page and a Terms page. We agree the main page inventory with the clinic; larger or unusually complex requirements need individual assessment.
Strategy and structure
- Review of the website and acquisition path
- Page hierarchy, services, locations, and navigation
- Phone, form, booking, and demand-channel paths
Copy and brand expression
Crownstone can use approved existing copy as source material or prepare the complete new website copy. The clinic approves the copy and supplies available photography and video. Crownstone can refer separately engaged media providers when new assets are needed.
Adaptable or bespoke design
Choose a fully adaptable existing design starting point or a separately priced bespoke direction developed from the beginning. Both routes can be adapted across the brand, content, page plan, booking path, layout, and components.
Both include the same build scope, quality assurance, hosting, revisions, launch support, ownership, and ongoing support. The starting point, estimated timeline, and price differ.
Development and quality assurance
- Responsive development across current device sizes
- Performance, browser, form, and booking-path testing
- Accessible structure and interactions for the components Crownstone controls
- Launch checks and a 14-day post-launch stabilization period
Analytics and contact actions
Every build includes Google Analytics 4 and baseline tracking for phone taps, forms, and booking actions. A phone tap does not prove that the call connected.
Search and migration foundations
- Page structure, metadata, structured data, sitemap, and indexation controls
- URL mapping and redirects for redesigns
- Analytics and Search Console continuity
- Launch coordination and broken-link checks
Ongoing research, content, technical improvement, and organic reporting belong to the dental SEO service.
Booking connection
Crownstone connects suitable existing booking software when its API supports the required integration. When it does not, Crownstone can scope a clinic-owned, clinic-branded booking-request workflow. The clinic reviews requests, confirms appointments, and manages patient records.
A website projectwith clear decisions at every stage.
Audit and define
We review the current site, acquisition path, analytics, search footprint, systems, and requirements.
Plan the structure
We agree on the pages, navigation, service and location coverage, content inputs, and contact paths.
Develop the direction
We align the design route, visual system, photography, copy, and priority pages with clinic leadership.
Build and integrate
We develop the approved website and connect the agreed forms, booking path, analytics, and tools.
Test the path
We test performance, accessibility, responsive behaviour, tracking, booking, links, redirects, and search foundations.
Approve, launch, and stabilize
The clinic provides written approval when the website is ready. We launch, correct build-related issues during the 14-day stabilization period, and complete the handover.
We agree the build scope and revision process before work begins. Partner setup becomes payable once the clinic approves the website as ready for launch. The initial management fee and advertising budget are paid before Google Ads go live. Additional work and any applicable rates must be agreed before it is undertaken.
The website receives demand.It does not create all of it.
| Demand path | The website's job | Next page |
|---|---|---|
| Google Ads | Match the search and ad with a relevant landing experience | Explore Google Ads for dentists |
| Dental SEO | Give relevant searches a useful service or informational page | Explore dental SEO |
| Local search | Connect practice and location information to contact and booking paths | Explore local search |
| Referral and direct visits | Help visitors validate the practice and choose a next step | Website scope on this page |
- Demand path
- Google Ads
- The website's job
- Match the search and ad with a relevant landing experience
- Next page
- Explore Google Ads for dentists
- Demand path
- Dental SEO
- The website's job
- Give relevant searches a useful service or informational page
- Next page
- Explore dental SEO
- Demand path
- Local search
- The website's job
- Connect practice and location information to contact and booking paths
- Next page
- Explore local search
- Demand path
- Referral and direct visits
- The website's job
- Help visitors validate the practice and choose a next step
- Next page
- Website scope on this page
Relevant visit → useful page → phone, form, or booking action → defined event → report and next change
Post-launch website, conversion, reputation, and patient-communication work can continue through the wider managed system.
Built for the practice's province,patients, and responsibilities.
Dental advertising
Rules for testimonials, fees, specialist titles, before-and-after material, comparisons, and clinical statements can vary by province. The clinic remains responsible for final professional and regulatory approval.
Accessibility
Crownstone-controlled components are designed and tested against WCAG 2.2 Level AA. Third-party tools may introduce limitations outside Crownstone's control. This is not certification or a universal compliance claim.
Privacy-aware contact paths
Contact and booking-request paths should avoid unnecessary health information. The workflow and data handling need clinic approval and professional review where required.
Measure the pathwithout renaming the result.
| Measurement group | Examples | What it does not prove |
|---|---|---|
| Technical quality | Performance, responsive behaviour, accessibility findings, broken links, and form function | That a patient contacted or chose the practice |
| Path behaviour | Visits to relevant pages, phone taps, form events, and booking actions | A unique or qualified person, a connected call, or a confirmed appointment |
| Acquisition context | Source or channel contribution where the available data permits it | Perfect attribution across privacy settings, devices, offline activity, and disconnected systems |
| Operational outcome | Appointments, new patients, treatment, and revenue | These require reliable clinic records and an approved connection to marketing data |
- Measurement group
- Technical quality
- Examples
- Performance, responsive behaviour, accessibility findings, broken links, and form function
- What it does not prove
- That a patient contacted or chose the practice
- Measurement group
- Path behaviour
- Examples
- Visits to relevant pages, phone taps, form events, and booking actions
- What it does not prove
- A unique or qualified person, a connected call, or a confirmed appointment
- Measurement group
- Acquisition context
- Examples
- Source or channel contribution where the available data permits it
- What it does not prove
- Perfect attribution across privacy settings, devices, offline activity, and disconnected systems
- Measurement group
- Operational outcome
- Examples
- Appointments, new patients, treatment, and revenue
- What it does not prove
- These require reliable clinic records and an approved connection to marketing data
A measurement example, not a website-design result
For one anonymous Calgary dental clinic, Google Business Profile and Google Analytics 4 recorded 17 website phone taps and 6 direct booking actions within 70 patient contact actions in one month.
This shows how website actions fit a wider measurement view. It does not prove that Crownstone designed the site, caused the actions, generated unique leads, produced appointments, or created revenue.
The practice keeps controlof the website.
| The clinic owns | Crownstone manages while the agreement is active |
|---|---|
| Domain, website, source code, design files, approved content, and reusable assets | DNS access, Vercel hosting, maintenance, backups, and website requests |
| Clinic-owned analytics and Search Console properties | Tracking setup, validation, and agreed support |
| Booking decisions, patient records, and operations | The website connection and technical workflow in scope |
- The clinic owns
- Domain, website, source code, design files, approved content, and reusable assets
- Crownstone manages while the agreement is active
- DNS access, Vercel hosting, maintenance, backups, and website requests
- The clinic owns
- Clinic-owned analytics and Search Console properties
- Crownstone manages while the agreement is active
- Tracking setup, validation, and agreed support
- The clinic owns
- Booking decisions, patient records, and operations
- Crownstone manages while the agreement is active
- The website connection and technical workflow in scope
Clinic-owned analytics and Search Console properties are the recommended default. If Crownstone initially manages them, they transfer to the clinic during offboarding at no additional charge.
Website changes after launch
The website does not use a self-service content management system. The clinic submits requests through the agreed support process; the engagement defines included work. Response and delivery arrangements are set out in the engagement. Delivery timing depends on complexity; urgent problems are assessed and updates explain any delay. Major work and third-party costs are scoped separately.
If the agreement ends
Crownstone keeps the site live until replacement hosting is ready. Included offboarding covers the website files, content and assets, domain and analytics details, deployment documentation, connected services, and help redeploying the website.
Choose the design route.Keep the same foundation.
| Route | Starting point | Typical timing | Shared inclusions |
|---|---|---|---|
| Adaptable design | A selectable direction, fully adapted to the practice | Agreed for the website scope | The complete shared build scope above |
| Bespoke design | A new direction developed from the beginning | Agreed for the website scope | The complete shared build scope above |
- Route
- Adaptable design
- Starting point
- A selectable direction, fully adapted to the practice
- Typical timing
- Agreed for the website scope
- Shared inclusions
- The complete shared build scope above
- Route
- Bespoke design
- Starting point
- A new direction developed from the beginning
- Typical timing
- Agreed for the website scope
- Shared inclusions
- The complete shared build scope above
Timing is an estimate, not a guarantee. Scope, integrations, asset readiness, approvals, clinic response time, the number of locations, and project complexity may change the schedule.
Partner setup becomes payable when the clinic approves the website as ready for launch. The initial management fee and advertising budget are paid before Google Ads go live. Compare Proof and Partner on the Pricing page for the complete payment and guarantee terms.
For practices that need the websiteto do a business job.
Crownstone may be a strong fit when
- The practice wants a website connected to calls, booking, search, and tracking.
- Leadership will participate in brand, content, access, and approval decisions.
- The current site limits mobile use, measurement, useful changes, or channel handoffs.
- The buyer values accessible design, explicit ownership, and ongoing support.
Crownstone is not the right fit when
- The buyer requires guaranteed rankings, patients, appointments, revenue, or return on ad spend.
- The clinic will not provide the access, assets, approvals, or review required for the work.
- The business is outside dental.
- The buyer expects Crownstone to replace booking software, the front desk, records, or clinic operations.
Frequently asked questions
Not every problem needs a rebuild. Crownstone reviews the site and acquisition context before recommending focused improvement, redesign, or a new website. We can work with an existing provider when access and responsibility are clear.
The build includes strategy, structure, copy, adaptable or bespoke design, development, quality assurance, baseline tracking, search foundations, hosting, agreed revisions, launch support, stabilization, ownership, and ongoing support. The page plan follows the clinic's approved needs.
Crownstone can use approved existing copy as source material or prepare the complete new website copy for clinic approval. The clinic supplies available photography and video. Crownstone can refer separately engaged providers when new assets are needed.
Crownstone connects suitable booking software when its API supports the integration. Otherwise, Crownstone can scope a clinic-owned, clinic-branded booking-request workflow. The clinic reviews requests, confirms appointments, and manages patient records.
Redesign work includes URL mapping, redirects, sitemap updates, analytics and Search Console continuity, launch coordination, and broken-link checks. These steps reduce avoidable migration risk but cannot guarantee preserved or improved rankings. Ongoing search work belongs to the dental SEO service.
The clinic owns its domain, website, source code, design files, approved content, and reusable assets. Clinic-owned analytics are the recommended default. Crownstone-managed properties transfer during included offboarding with the files and replacement-hosting support.
We agree the website schedule around scope, integrations, assets and clinic approvals. An adaptable or bespoke design direction does not create a separate advertised package. Partner includes the full website build; Proof has its own campaign-page scope.
Partner includes the agreed full website build. Proof covers campaign landing pages using a suitable existing website or an agreed alternative. Compare their setup fees, monthly management and terms on the Pricing page; standalone website engagements are not currently advertised.
Find out whether the websiteis the first constraint.
Bring the website or launch plan, available analytics, booking path, services, locations, and the result you cannot explain. We will show you where we would start and what should be measured.
Please share general business information only. Do not submit patient names, health information, or clinical records.