A palette that reassures
Instead of sterile medical blue, four warm brand colours on cream. Each section takes one of them as its accent, so a long page stays easy to navigate - and the brand-dot motifs tie it all together.
Case study · Astro
Making specialist care feel human.
Olga is a vet who specialises in dentistry for dogs and cats - a field most owners only discover once their pet is already in pain. I built her brand and her website from scratch: warm instead of clinical, unmistakably expert, fast on any phone, and entirely hers to run. Visit the live site (opens in a new tab)
The challenge
A cold, intimidating niche.
Veterinary dentistry is a narrow field, and the owners who find it usually arrive worried: the dog chews on one side, the cat has stopped grooming. Most vet websites look alike and feel cold - a stock photo, a list of services, a phone number. Worse, the signs of dental disease are so subtle that many owners don't know there's a problem at all. The site had to do three things at once: reassure in seconds, teach owners what to look for, and make booking the obvious next step - while staying something the doctor can run herself.
What I made
From a brand to a booking.
01
The brand identity
The logo, a palette of pink, green, orange and blue on warm cream, and a friendly display typeface - so specialist care looks welcoming, not sterile.
02
A 30-second symptom check
Fourteen symptoms to tick, a live meter and four possible answers. One urgent symptom turns the button into a direct call.
03
Motion with a purpose
A brand-dot preloader, count-up statistics, headlines revealed line by line and an eight-step treatment journey that lights up as you scroll.
04
Education that ranks
Articles on dental topics, each on its own page - written for worried owners and for search, with structured data made for a vet practice.
05
Polish typography, done properly
One-letter words never end a line, even in text typed into the CMS - a typesetting rule most Polish sites ignore.
06
A CMS she can run herself
Every section, symptom, statistic, article and phone number is editable in Sveltia CMS - no developer needed, no monthly fee.
Try it
A 30-second check that ends in a booking.
This is the heart of the page, rebuilt here with the same logic as the live site and translated from Polish. Owners tick what they've noticed, and the meter and the advice update with every click.
Nothing ticked, and it still suggests a regular check-up - most owners only spot dental disease late. One or two symptoms suggest a closer look, three or more a consultation. Tick the one urgent symptom and the panel turns orange, and on the live site the button calls her phone directly.
Quick test · 30 seconds
On her site, a note below the list makes clear the check is educational and not a diagnosis. Every symptom, answer and plural form is editable in the CMS.
Motion with a purpose
Small moments that guide the eye.
The site moves in a few deliberate places, all written by hand in plain JavaScript - no animation library. The statistics count up only once the preloader has lifted, so the animation is actually seen. The treatment plan is a journey: as you scroll, a rail fills and each step lights up in turn, so a long procedure reads as a calm, ordered sequence. Both are live below, as on her site.
Did you know…
70%
of dogs and cats develop gum inflammation and periodontal disease after the age of two.
44%
of owners are aware their dog has a dental problem at all - the early signs are that subtle.
2%
of dog owners look after their pet's oral hygiene regularly.
3×
less: regular dental prevention costs a third of treating advanced disease.
How I work
-
Consultation
An oral exam and a decision on whether - and which - procedure is needed.
-
Tests before anaesthesia
Blood work and, where needed, heart echo and ultrasound.
-
Anaesthesia & monitoring
Inhalation anaesthesia, constant monitoring and active warming.
-
Full-mouth X-ray
Direct radiography - fast and precise, on equipment for dogs and cats.
-
Scaling & polishing
Ultrasonic tartar removal and polishing of the crowns.
-
Targeted treatment
Extractions and surgery - only where the exam and X-ray confirm them.
-
Recovery & care
A calm, supervised recovery with pain relief.
-
Full discharge notes
Procedures, medication and aftercare - all in writing.
Content translated from the Polish original.
The approach
Friendly, but unmistakably expert
Every design decision had to lower the owner's anxiety without lowering the doctor's authority.
Plain language, honest advice
Treatments are explained in plain words, with a short list of questions owners should ask any vet before anaesthesia - not just her. Trust comes from being useful, not from selling.
Sensitive content, handled with care
The clinical before-and-after cases open on a single photo; the owner decides whether to see the next, by tap or swipe. Each case is described in plain words and published with the owner's consent.
Under the hood
Fast by default, built to last
A small practice needs a site that loads instantly on a phone in a waiting room - and keeps doing so for years.
Astro, with almost no JavaScript
Static pages, and a few kilobytes of hand-written script for the motion and the symptom check. Smooth scrolling runs only on desktop, so phones keep their native feel, and everything respects reduced-motion settings.
Local SEO for a specialist
Structured data describes the practice as veterinary care specialising in dentistry, with address, map and her online booking as a “book appointment” action. The FAQ is marked up for search, and every article is its own indexable page.
One number, everywhere
The phone number is stored once. Every call button, the sticky call bar on mobile, the urgent answer in the symptom check and the search data all read from it - change it once and nothing is left behind.
Made for thumbs
On a phone, a call-and-book bar slides in once the hero has passed, the clinical cases swipe, and the symptom check reflows into a single column.
Hers to run
Every word, without a developer.
Sveltia CMS runs on GitHub and Netlify - no server and no subscription. The editor is laid out the way the page reads and labelled in Polish: site settings first, then each section in order, then articles and legal pages.
- 01
Tune the symptom check
Add or reword a symptom, mark one as urgent, rewrite every answer - with the count and the right plural form filled in automatically.
- 02
Publish an article
A new article becomes its own page under the dentistry section and a card on the home page - no code, no deploy by hand.
- 03
Change a number once
Phone, e-mail and address feed every button, the mobile bar and the search data at the same time.
- 04
Keep everything current
Statistics, the offer, the treatment steps, FAQ, clinical cases, training for vets and page titles for Google - all editable.
A detail most sites miss
Polish typography, done properly.
In Polish, a one-letter word such as “i” (and) or “w” (in) must never end a line - it's a typesetting error readers notice, even if they can't name it. The site fixes this automatically: every heading and paragraph, and every article typed into the CMS, glues these words to the next one.
Narkoza wziewna, stały nadzór parametrów życiowych i aktywne dogrzewanie.
Narkoza wziewna, stały nadzór parametrów życiowych i aktywne dogrzewanie.
“Inhalation anaesthesia, constant monitoring of vital signs and active warming.”
Results
100
Lighthouse performance score
0.3 s
First Contentful Paint
0.5 s
Largest Contentful Paint
0 ms
Total Blocking Time
Measured with Google Lighthouse on the live site (opens in a new tab). Best Practices and SEO scored 100 as well.
Specialist care is hard to explain and easy to fear. A site that teaches, reassures and makes booking the obvious next step does part of the doctor's work before the first visit.
Like what you see?
Want something like this?
Tell me about your practice, and let's make a first impression that earns trust - and bookings.