The price list becomes the spine of the page
It stops being a buried table and becomes the lead section, in deep green, with monospaced tabular figures so it reads as a public document rather than a sales pitch.
Speculative redesign
The price list as the argument, not as a buried table.
In a city where MALO CLINIC, Smile.up, Santa Madalena and Optidente compete for the same patient, none of them publishes prices. Pascoal publishes the entire price list, and the old site buried it at the bottom of the page. I checked every competitor before committing to this angle.
This is a speculative redesign, made on my own initiative from public information. There was no engagement and the clinic took no part in it. The photography is generated and some figures on the published page are illustrative.
The page itself is in Portuguese. It was written for patients in Portugal and Brazil, and translating it would misrepresent the work.
Before and after
BeforeCurrent site
AfterProposal
What was broken
- The page had no booking button anywhere at all
- The carousel had 22 slides, every one still carrying the template placeholder text: “Slide Title / Write your caption here / Button”
- Menu anchors were never renamed and gave the source template away: “Prices” pointed to #OurCustomers and “Agreements” to #Menu
- The hero was a photo of the storefront taken from the street, with a car parked in front of it
Design decisions
Art direction of a public document
Paper and ink, editorial serif, 2px radius and 1px rules instead of shadows. The opposite of the dental flyer with a stock-photo smile.
Five conversion points where there were none
Header, hero, end of the price list, final CTA and mobile menu, all pointing to the same action, with the phone number always visible alongside.
Usability and accessibility, measured
- Contrast checked pair by pair, with three fixes applied: the terracotta went from 4.43:1 to 5.05:1 and two text opacities moved above 5:1
- Zero touch targets under 44px, after fixing seven phone and email links
- Zero horizontal overflow at 390, 768, 1440 and 1920px
- A single H1, unbroken heading hierarchy, mobile menu with aria-expanded, scroll lock and Escape to close
Technical
- Static Next.js, no third-party scripts
- Typefaces served from the site's own domain
- AVIF and WebP images with declared dimensions
- Local business structured data using verified information only
What this solves
- A visitor can book without hunting for the phone number in the footer
- Price stops being a fear and becomes the reason to call
- The clinic stops looking cheaper than it is good
Other work
SoulFork
Marketing and lead capture site, live.
Unique Odontologia
The clinic's best asset was buried in a bullet point.
Idalgo Feres
Two specialties, one page, no decision made.
Automated storyboard
From the briefing in a chat to finished PSDs, with two approvals of mine.