WeLoveTeeth. Fourteen years of building to the practice’s own designs.

Dom Brennan designs WeLoveTeeth’s web pages just like its posters and adverts: in InDesign, with the type, the photos and the prices exactly where Dom wants them. Our job has always been to turn those layouts into websites that work on every screen, and to say plainly where a screen needs something different.

It began in 2012, when the practice was still called Wave Dental Spa and Dom sent a layout for the next version of its site. Our reply set the pattern for everything since: keep the design, and make it work on screen. A thinner “letterbox” for the slides, a clear call to action near the top, membership and booking in every footer, real photos of the team and the building, and, because the General Dental Council requires it, every clinician’s name and GDC number on the site.

In spring 2015 the practice became WeLoveTeeth, and Dom sent a layout for every page, with photos, icons and a document of copy for every treatment and price. The layout followed a ready-made WordPress theme, so we built on that theme rather than reinventing it, which keeps a site easier to update and to make work on phones.

Then the details. Dom’s design marked the section you’re in with four round photos, one in colour and three in black and white; we kept the idea and made the current one larger as well, so it’s obvious at a glance. Every page shares one footer, so a change is made once, the way InDesign’s master pages work. And everything moves gently, because, as Dom put it, “Everything should feel calm & relaxing.”

The site went live on 19 May 2015, with the old Wave Dental Spa address sending visitors to it. Dom’s banners gave the brand its look: a heart in everything, in wool, coins, laser light and snow. The hearts are still on the site today.

When we audited the practice’s search presence in January 2015, it ranked very low for “weybridge dentist”, the phrase that mattered most. The site had eight pages, wasn’t built for phones, and half its visitors came from paid ads. We wrote the plan into the audit, with the reasons, so the practice could follow it. One thread ran through it all: the name. The practice changed its name in 2015, and the directories had to catch up.

1. Wave Dental SpaThe practice’s name until 2015
2. We Love TeethThree words, 2015 to 2017
3. WeLoveTeethOne word, the same everywhere, since 2017

In 2016 we set up a simple way to ask for reviews: an iPad at reception, and an email after each appointment, sent from the practice and signed by Paula, with the subject line “How did we do?” rather than “please leave feedback”. Google began showing the practice’s stars once it had five reviews, in May 2016.

A printed card with a short link followed in 2023. In 2025 the practice found a service that sends review requests straight from its practice software, and we set up an alert for every new Google review, so the practice sees each one as it arrives.

By October 2026 WeLoveTeeth had 192 reviews on Google, rated 5.0.

Ads work better when they lead to a page about the offer, with a way to book, rather than to the home page. That was our advice in 2014, and it has shaped every campaign since: a teeth whitening site with its own ads in 2015, Whitening Wednesday in 2016, “Open 7 days a week” the same autumn, an Invisalign page in 2018 with a slide-in offer, and Black Friday Invisalign offers in 2019, 2021 and 2025. Whitening Wednesdays came back in 2026, to fill the practice’s quietest day.

We record short walkthrough videos of the campaigns, so the practice can see how they work:

Dental advertising has rules of its own, from the General Dental Council, the Advertising Standards Authority and Google’s health policies. We build them in from the start rather than bolting them on:

• Every clinician’s name and GDC number on the site, since 2012
• No prescription-only medicines in the copy: when the ASA issued guidance on Botox-style treatments in 2020, we advised taking every reference out, and the practice agreed
• Ads that Google flagged under its health policy in 2024 rewritten and resubmitted
• Black Friday 2025 shown only to people in the towns around Weybridge, aged 23 to 60, with no interest, audience or customer-list targeting
• No before-and-after photos in the ads, and no wording that assumes anything about the person reading
• Exact and phrase keywords only, with jobs, DIY, NHS and treatment abroad ruled out
• Results measured with tagged links rather than a tracking pixel, so the practice can match bookings itself

By 2023 the old theme was holding the site back. Our advice was that the website should be the focus of all the practice’s marketing, with its own photos and film, and a build that could match Dom’s print style far more closely than the theme allowed. Dom designed every page in InDesign again, eleven at first and two more in January 2024. Dom’s brief:

So we built it in WordPress with Bricks and Automatic CSS, which scales spacing and type with the screen, and set the headings in Montag, the typeface Dom uses in print. Where a phone needed something different, we showed Dom why: on a computer, Paula’s introduction overlaps the team panel as in Dom’s layout; on a phone the two stack. Preview photos stayed watermarked until the licensed ones arrived, so nothing went live by mistake, and prices and banners are kept in one place, which the practice updates itself.

In June 2025 we added an AI chat assistant, trained on the site’s own pages. It greets visitors, finds out what they need and sends new and existing patients to the right booking link, with a form that goes straight to reception. It knows its limits: when it isn’t sure, it asks the patient to speak to the team.

That summer we took on the practice’s Google Ads too. We report what Google counts and what it doesn’t: a click on Book Appointment is a booking intention, not a booking, and Google’s own recommendations are checked before they’re applied. Around 90% of dental search clicks now come from phones, so every landing page is built for a phone first.