Manhattan cosmetic dental atelier (anonymized)

Shipped a 14-section bespoke Next.js flagship site end-to-end in 12 days.

A high-end Manhattan dental atelier was being pitched template-based clinic sites at $30-50k that all looked like every other concierge dental site in the city. Their referral base — Park Avenue concierge medicine, members-only clubs, financial-services HR — needed signals that the practice was not interchangeable.

The previous site was a Squarespace template with stock images, a Calendly link, and a contact form that didn't honor HIPAA-aware intake handling.

The brief was for a flagship build that looked bespoke at first glance, communicated tiered investment levels transparently, and gave new patients an intake flow that didn't ask for PHI in a plain text form field.

The mistake most dental sites make is leading with the practice. We led with the named clinicians, their fellowship credentials, and the specific publications they'd been quoted in. Concierge referrers don't refer to 'a practice' — they refer to a person.

The tiered investment table was the single most uncomfortable conversation in the project. The owner had been advised by three previous agencies to never put prices on the site. We argued the opposite — that Park Avenue patients are insulted, not reassured, by 'investment ranges available upon consultation'. We won the argument. The table publishes three tiers with starting figures. Inquiry quality jumped immediately.

The HIPAA-aware intake form is the unglamorous win. It's a 4-step flow that collects identifying info in step 1, scheduling preference in step 2, and only asks for the medical context in step 3 after explicit consent. PHI never lands in a plain email — it routes to an encrypted intake channel.