Every new practice faces the same problem. The competitor down the road has been there for twenty years. Their patients were referred by parents who were referred by grandparents. The name is in the phone book, figuratively speaking, and it doesn't need a website to tell people who it is.
Lion Dental entered that market as something different and had the credentials to make that difference matter.
Dr Francesca Dash is a Diamond APEX Invisalign provider, the highest level a provider can achieve. She is ranked in the top 1% of providers across Europe, has helped over 2,500 patients transform their smiles, and was the first woman in the UK to reach Diamond status. She invests heavily in her own education, travelling extensively to learn from the best mentors in the field. Her patients return the investment with feedback about her kind and gentle manner that reads, consistently, like something earned rather than claimed.
The practice operates a 24/7 concierge service and offers anytime online consultations. The first conversation with a new patient is designed to build rapport to understand what they're looking for, what's been holding them back, and how to get them there. It's not a consultation driven by price or urgency. It's one driven by care. The iTero digital scanner means the practice is fully digital from the first appointment onwards.
The brief to us reflected all of that. Grey and beige. Space. A luxury aesthetic that communicated the quality of the clinical experience before anyone had read a single treatment description. The target patients are 20 to 40-year-old women considering Invisalign, adults investing in composite bonding or whitening, and patients 40-plus exploring implants, all of whom research carefully before they commit. The site had to earn that research. Quality, cosmetic, luxury: the three words the brief offered, and the three words every design decision was measured against.
The treatment range covers Invisalign, teeth whitening, composite bonding, smile makeovers, implants, and general and cosmetic dentistry, structured clearly for the patients who arrive knowing exactly what they want, and equally for those who know they want a better smile but haven't yet decided how. Finance through Tabeo, with 0% available over 12 months and longer terms with competitive rates, removes the financial friction that otherwise stands between a patient and a decision.
With a future second location in Nottingham already in view, the site was built with growth in mind, a platform the practice could scale into as its ambitions expanded.
