When we first built Stella Dental's website, there was one location, one practitioner, and a practice new enough that its main competition was time, the established Stafford practices with years of family referrals that a brand-new clinic simply couldn't yet match.
What the original site had was Dr Francesca Dash. Diamond APEX Invisalign provider, the highest level achievable. Ranked in the top 1% of providers in Europe. The first woman in the UK to reach that status. Over 2,500 patients' smiles were transformed. A 24/7 concierge service and anytime online consultations, because a practice that is ambitious doesn't keep office hours. We built the first website to carry those credentials clearly and earn Stafford's trust from a standing start.
It worked. The practice grew. And then it kept growing.
When Stella Dental came back to us, there wasn't one clinic to represent. There were three, Stafford, Stourbridge, and Nottingham, each with its own team, phone number, and local community to serve, all operating under a single brand that had earned its reputation through consistency, quality, and the kind of patient experience that generates reviews like: "It doesn't feel or look harsh or clinical but calming and stylish... I'd definitely recommend Stella Dental without hesitation. 10/10."
The challenge was architectural as much as aesthetic. Three distinct locations. One website. Every patient needs to find their local practice immediately, every treatment page needs to serve all three simultaneously, and the brand identity, grey and beige, spacious and premium, the kind of environment that makes anxious patients feel genuinely at ease before a word is spoken, had to hold across all of it without any of it feeling stretched.
The navigation structure was redesigned around the way patients actually think about dentistry: Maintain, Straighten, Replace, Enhance, Specialist Treatment. Not a list of clinical procedures, but a set of outcomes-first categories that meet patients at their concern rather than their knowledge. Each section carries Stella's full treatment depth, Invisalign, composite bonding, dental veneers, smile makeovers, full mouth implants, facial aesthetics, six-month smiles, and advanced gum treatment, with dedicated location pages for Stafford, Stourbridge and Nottingham, ensuring local SEO works properly across all three.
A dentist referral pathway, 0% finance options via Tabeo, transparent plans and pricing, and before and after results are all built in, because Stella's patients are making real decisions, often significant financial ones, and the site needs to give them the information to make those decisions with confidence.
The result is a platform that scales with the business. When a fourth clinic is ready, the architecture is already there to hold it.
