Dr. Mary-Anne Slater Dentistry
Wagga Wagga, NSW
Dr. Mary-Anne Slater had already done the hard part. In under two years her practice became the highest-rated dentist in Wagga Wagga on Google. What she did not have was a website that looked like the practice patients were reviewing — a static HTML page carrying two toothpaste logos above her own name.
We rebuilt the brand, commissioned photography inside the practice, and structured the site so the search terms she competes for each have a page of their own.
Three months from first conversation to launch on 4 September 2026.
Portfolio
Dr. Mary-Anne Slater Dentistry
Project Brief
Navigation, structure and search built as one job
No booking integration — by choice. What the practice needed was to be found, understood and called.
The services architecture was expanded so each treatment people search for has its own page rather than sharing one. FAQs were structured around real queries, and knowledge articles written to sit alongside the service pages rather than compete with them for the same term.
Schema and meta were built in from the start, and the Google Business Profile is integrated so the practice’s reviews carry through to the site — handled to stay inside AHPRA’s advertising guidelines on testimonials.
The figures on the homepage are not typed in. A custom plugin keeps them current.
Outcomes
Photography that carries the whole brand
Photography by Grant Higginson, commissioned as part of the project rather than bolted on afterwards. That decision is why the site works: every section is built around a real moment in the practice instead of a stock library approximation.
For a practice whose whole proposition is putting anxious people at ease, showing the actual room and the actual people is not decoration. It is the argument.
The transformation
From a washed-out stock banner to real patients, and one clear next step.
The brief was not only clarity. It was making the site feel like Mary-Anne — the same person a patient meets in the chair. Here is what changed, and why each change was made.
A yellow marker headline fighting a greyed-out stock photo, two supplier logos sitting above the practice name, and no way to book.
One promise, photography from inside the practice, and Book Your Visit in the first screen.
The first thing a nervous patient sees
Before
A close-up of masked clinicians washed out behind a khaki band, with “Happy kids and relaxed adults” set in a yellow marker font that competes with the photo underneath it.
After
A real moment from the practice — a clinician high-fiving a child in the chair — with the promise set in type you can read at a glance.
Whose brand sits at the top
Before
Colgate and Oral-B logos occupy the most valuable space on the page, above the practice’s own name.
After
The practice’s name and tooth mark carry the header alone. The only button up there is the one that starts a conversation.
How someone actually books
Before
A phone number in a navy box, and nothing else. Booking means finding the number, then finding a phone.
After
“Book Your Visit” sits directly under the headline and “contact us” is held apart in the navigation — two chances to act before a scroll.
Navigation a stranger can read
Before
“The People” and “The Treatments” — friendly, but not the words someone types when they need a dentist.
After
about us, services, news, faqs. Plain labels, with services opening to the treatments people actually search for.
Photography that shows the real place
Before
Stock imagery of masked faces, reading more clinical than calm — the opposite of what an anxious patient needs to see.
After
A commissioned session inside the practice by photographer Grant Higginson — the team, the rooms, the chair. A patient sees the place they will actually walk into.
Language that stays inside AHPRA’s rules
Before
“Specialising in the anxious patient and child” in the largest type on the page — wording that reads as a specialist claim, which AHPRA restricts.
After
“Compassionate, inclusive dentistry for nervous patients and busy families.” The same promise without the regulated word, and reviews and testimonials handled to the same standard.
The outcome
The highest-rated dentist in Wagga — now with a site that says so.
Mary-Anne earned that rating in under two years. The site launched 4 September 2026; search work is underway, currently page three for “dentist Wagga” with page one the target.
Branding
Branding improved by Milla McGill, Graphic Designer at Get Leads AU. The tooth mark was kept — it was already recognised in Wagga — and redrawn as a single confident line in chartreuse on deep indigo. The wordmark moved from “Dental Practice” to “Dentistry”, and a hand-drawn wave carries the smile through the whole site.
The palette does the heavy lifting: warm enough for a child, considered enough for an adult weighing up a treatment plan.
Found, understood, then called
The practice had the reputation before it had the presence. Search work is now underway against competitive terms like “dentist Wagga”, currently page three with page one the target.
Domain authority is the gap, and it is a closable one — practices already sitting in the top ten score lower than Mary-Anne does. Better architecture, cleaner structure and pages that each answer one question are what should move it.
Gallery
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