02
Found
Local search, paid search and social, all pointing to one place.
Local SEO · Paid search · Paid social
Concepts: the search, the map and the ad are drawn for this page.
Concept studyOrthodontics · 2026
Quietly straight.
Halden is an orthodontic practice for adults that we invented, to show the whole job working as one: the idea, the words, the identity, the campaign, the website and the booking that ends in a consultation.
A concept, not a client. Halden, its people, offices, prices and fees are invented. The photographs are stock images of models, not patients. Nothing on this page reports results.
Feature in this study A timed offer: a short, polite pop-up that brings the booking to the visitor, and books in place.
The idea
Adults want straight teeth without anyone noticing.
So the brand speaks quietly, and the website answers the three worries an adult has, in the order they have them.
Identity
A calm mark, a warm accent.
The mark is a spirit level with its bubble resting dead centre: straight, without a word. Spruce and ivory keep the practice calm and grown-up; peach is the one warm note, kept for what matters: the call to book.
- Spruce#1F4237
- Peach#E3A274
- Ivory#F3F1EA
- Ink#16211D
Quietly straight.
Familjen Grotesk for the voice, Newsreader italic for the one word that matters. Both open-licensed.CampaignConcepts
One line, said quietly everywhere.
- Moments, not teeth.The posters name the occasions adults worry about, and show ordinary routines.
- One action.Every piece ends on the free video consult, the lowest step in.
- Peach means book.The warm colour appears only on the call to act.
Website
From wireframe to finished.
Drag the line across the home screen. The structure came first: what an adult needs to read before they will book, in the order they need it.
Responsive
Phone first, then the desk.
Most first visits to a practice site happen on a phone, so the phone layout was designed first. The desktop version keeps the same order and gives the photograph room.
How it’s built
Hand-written HTML and CSS.
No page builder. These are seven real lines from the Halden screens, shortened, applied one at a time to plain text until it becomes the headline and the button.
Excerpt from the screens’ own HTML and CSS, shortened.
The pathFound · Booked · Measured
From a search to a booked consult.
Where a patient finds Halden, how they book in three taps, and how the practice knows where they came from. Try the booking screen.
04
Booked
A consultation in three taps. Try it.
Mobile booking · Forms · Calls
Halden
Free consult
Pick a time.
Thursday
You’re booked.
Demo only: no appointment is made and nothing is sent.
05
Measured
Every booking traced back to where it started, and reported in consults, not clicks.
Analytics · Reporting · Strategy
Booking trailIllustration
- Found viaSearch ad“invisible braces portland”
- Pages viewedHomepage → Treatment costs
- BookedBook a time above to see it here
- Reported asWaiting for a booking
An illustration. With call, form and booking tracking in place, each new consult can be traced back to where it started, so a practice can see which marketing brings patients in.
Measurement planNo results: Halden is invented
What we would watch, if Halden were real.
One page a month, in consults, not clicks. A sample layout, filled each month with the practice's own numbers.
Halden · Monthly reportLayout only, no data
- Consults by sourceSearch ad, map listing, social, referral.
- Cost per consultSpend divided by booked consults, per channel.
- Consult to startHow many consults become treatment.
- Where people leaveThe pages before someone gives up on booking.
Concept and designGolden Hour. Halden is fictional.
TypeFamiljen Grotesk and Newsreader, SIL Open Font License.
PhotographyPexels: Kehinde Ogunsanya, Marcus Aurelius, Karola G (Kaboompics) and Anna Shvets. Models, not patients.