A cosmetic dentistry practice in Coral Gables needed a website that turned high-consideration patients into booked appointments.
Dra. Sofía Marín
Founder of Gables Smile Studio
Details
year
2026
Client
Gables Smile Studio
Industry
Cosmetic & General Dentistry
Location
Coral Gables, Miami, FL
Scope
Web design, web development, service CMS, local SEO strategy
Timeline
1.5 Months
Overview
A great smile isn't enough to get a patient to book. This case study shows how the site was built to close that gap.
Gables Smile Studio is a boutique cosmetic and general dentistry practice in Coral Gables, Miami, led by Dr. Sofía Marín, DDS. The practice covers everything from routine care to elective procedures like veneers, teeth whitening, Invisalign, and dental implants.
Her patients are individual decision makers paying out of pocket, usually comparing a handful of practices before choosing one. Most of that comparison happens online, before anyone picks up the phone. A dated or generic website doesn't just look unprofessional, it costs her patients to a competitor with a stronger first impression.
Challenge
Cosmetic dentistry patients research fast and decide on gut instinct, often comparing three or four practices in a single sitting before calling anyone.
A generic template with stock photos and a scattered service list gives them nothing to hold onto, so they move to the next tab.
The practice needed a site that answered the questions patients actually have before they trust someone with their smile. Is this doctor right for me? Does she have the experience? Did other patients get results they liked? And once those doubts are gone, a clear, low-friction way to book.
Solution
A site built in the order patients actually ask questions
The site is organized as a sequence of doubts, resolved one at a time, in the order a patient actually asks them. The hero opens with expandable service categories so patients can self-select immediately, followed by the doctor's credentials and career stats, since trust in the person has to come before trust in her work. The smile gallery comes next, proving her work looks good on someone like the patient. By the time patients reach Services, trust is already built, so they're willing to read. Services are grouped into four categories, each page following the same five-part structure: what it is, candidacy, what to expect, recovery, and cost, with its own testimonial and cross-sold services. Eleven individual pages also mean eleven chances to show up in search.
Testimonials and a rating follow, proving the experience rather than the outcome. A booking CTA sits mid-page for patients ready before they finish reading, then a four-step process shows what happens if they say yes, removing fear of the unknown before price comes up. Financing comes last, once value is already built, and the final CTA and footer close out the page as the last chance to convert.
Result
In cosmetic dentistry, most of the decision happens before a patient ever calls the office. Practices in this space routinely lose potential patients to a competitor with a clearer first impression, not a better dentist.
Since launch, Gables Smile Studio has seen the shift the site was built for: patients arriving with a clearer idea of what they want and fewer questions left for the front desk to answer over the phone. The practice's booking process, once buried at the bottom of a generic contact page, is now something patients reach in a couple of clicks from almost anywhere on the site.