The task
The website of the Hottelmann Dental Gallery in Potsdam was to be given a new design. The usability should be optimized for the customer as well as search engines. Above all, the design of the website was to be adapted to the dental practice’s treatment concept, which had changed in recent years.
The Concept
To keep the effort to a minimum, only the homepage should be completely rebuilt and the content of the subpages should be placed in a new visual framework. However, as the functionality also needed to be improved, we decided together with the client to revise the content management system and carry out SEO work during this process to ensure that the revision was as effective as possible.
The Implementation
First of all, we relaunched the CMS ourselves. Drafts were made for the new design. We asked ourselves the following questions: What colors can be found in the practice equipment, in the clothing of the employees? What is the practice’s self-image, what priorities should be conveyed and how do you want to be perceived by the customer?
We opted for a modern, artistic but also slightly feminine look. On the one hand, because only women work here, and on the other hand, the design should have a friendly feel-good and wellness impression.
Test with real human users
For user optimization, all interface elements were placed in such a way that users can quickly find what they are looking for and get to the appointment button in one click if possible. We tested whether and how quickly this works with a human test subject, an UVA employee who was unfamiliar with the site. Furthermore content and structure were checked using Google Analytics. In this context, the image resolution was also optimized for the various user devices. The site should work particularly well on smartphones, as we assume that this is where people are most likely to search for a dentist.
The result
As requested by the customer, the site could be renewed in a short time but with the greatest possible effect. In this context, it was a good idea to carry out search engine optimization at all levels so that the site can actually deliver what the customer expects. The appearance of the new design reflects the range and philosophy of the practice well.
Further information:
To the website of Zahngalerie Hottelmann
