# Cranberry Website Case Study One-Pager

## Project
**Cranberry Advanced Dental Care**

Live site:
- https://cranberry-preview.stewarddental.com/

---

## What the project needed
The site needed to feel more:
- premium
- patient-facing
- trustworthy
- modern
- specialty-aware

It also needed to stop sounding like a generic dental website.

The biggest business need was clearer presentation of high-value care such as:
- implants
- clear aligners
- specialty consultation pathways

---

## Before
Before the refinement work, the site had common weaknesses that show up in many dental websites:
- sections that felt generic or filler-heavy
- wording that drifted between patient-facing and internal/clinical tone
- weaker treatment presentation
- inconsistent CTA treatment
- media/layout choices that diluted trust
- unsupported or weakly-qualified claims in sensitive areas
- too many sections that explained without truly helping a patient decide what to do next

---

## What was done
This project became much more than a design cleanup.

### Strategic upgrades
- rewrote the site to be consistently patient-facing
- improved specialty positioning for implants and aligners
- clarified what each page is actually trying to help a patient do
- removed weak filler sections that were not helping trust or action

### Visual / structural upgrades
- refined homepage structure
- improved CTA alignment and consistency
- cleaned up doctor lineup presentation
- improved video treatment and framing
- removed gimmicky elements and weak iconography
- tightened layout rhythm across multiple pages

### Trust / claim upgrades
- hardened claims to be more evidence-aware
- made EMFACE meaningfully more cautious than implants and aligners
- expanded the implant timeline into a more realistic staged explanation
- kept jaw-symptom language at evaluation level instead of overclaiming diagnosis
- built an evidence/source system to support factual claims

### Page-level refinement work
- homepage
- dental services
- implants
- clear aligners
- EMFACE
- evidence & sources layer

---

## After
After refinement, the site now does a better job of:
- sounding like it is written for real patients
- presenting high-value treatment more clearly
- making the practice feel more premium and organized
- reducing confusion on treatment-start questions
- showing more discipline around clinical language
- looking like a custom business asset instead of a commodity dental template

---

## Why this matters commercially
This is where the value comes from.

A stronger website can help a practice:
- look more credible
- reduce confusion before the first call
- present higher-value care more clearly
- support better consultation follow-through
- feel more premium without sounding fake or salesy

That does **not** mean promising outcomes.
It means improving the quality of the practice’s digital front door.

---

## What this project proves
This case proves the offer is not just:
- design
- templates
- generic copy
- page assembly

It proves the work can include:
- positioning
- structured patient-facing rewriting
- trust architecture
- visual cleanup with business purpose
- evidence-aware claim control
- specialty-service presentation

That is why this should be sold as a premium website system, not a cheap brochure site.

---

## Suggested way to present this to prospects
> This is the difference between a website that simply exists and a website that helps a patient understand, trust, and take the next step.

Or:

> We do not just redesign pages. We rebuild how a practice presents trust, treatment, and premium care online.

---

## Pricing relevance
A project like this supports a premium fee because it combines:
- strategy
- copy
- design
- trust presentation
- specialty page development
- refinement over multiple passes

Recommended pricing anchor for this level of work:
- **$15,000 minimum**
- **$20,000-$25,000** for stronger flagship builds

---

## Best follow-up use for this case study
Use this one-pager in:
- sales calls
- proposal decks
- Loom walkthroughs
- pricing conversations
- before/after presentations

It works best when paired with:
- `website-offer/dental-website-pricing-sheet.md`
- `website-offer/dental-website-deliverables-sheet.md`
- `website-offer/dental-website-sales-copy.md`