Dental clinicCuritiba

alvéa Odontologia.

Website for a dental clinic in Batel, Curitiba, made for adults who put off the dentist out of fear or bad experiences. The clinic offers long appointments and delivers the plan in writing; the site needed to convey that calm before the first visit.

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01

Case study

The challenge.

Dental websites often speak the language of procedures: treatment lists, office photos and promises of a smile. For someone who has put off seeing a dentist for years, that vocabulary can be off-putting. Sector rules also constrain common approaches: the concept avoids before-and-after images and promises of results. The publication of dental images depends on CFO rules, who publishes them and the applicable authorizations; publicity cannot become a consultation. Four of the five award-winning references we analyzed promised results. The site needed to explain without making promises or asking for health data.

01 The question comes firstPeople who put off the dentist can describe what they feel; the name of the treatment comes later, at the assessment.
02 Explain without diagnosingThe Code of Ethics prohibits consultation or diagnosis through mass media; promotion must clarify and educate.
03 Health data is sensitiveUnder the LGPD (Brazil's data protection law), what a person feels is sensitive data; the best path was not to collect any of it.
04 A clinic without the treatment roomResolution CFO-196/2019 restricts images of equipment, instruments and procedures; the clinic needed to appear in another way.

02

Flowt Method

The diagnosis.

The site speaks to people who keep putting off the dentist, explains the long consultation and the written plan before the first visit, and leads to booking in one tap.

Concept projectFlowt Diagnosis v0.2 · Local ServiceApplied on Oct 3, 2026

First screen and value propositionOn mobile, the first screen says what it is, where it is and what is different: a 60-minute assessment that starts with a conversation and a written plan before any procedure.
Verifiable accessibilityThe guide opens by click, tap or keyboard, with its state announced and one heading per panel.
Path to the main actionMain action: booking the assessment.
Service and first stepEach treatment lists steps, typical timeframes and who provides it, with CRO number.
Content that informsThe guide organizes the content by what the patient feels, says what the assessment looks at and states that it is not a diagnosis.

See the full analysis

All 13 criteria, with the evidence for each point: what meets the criterion, what partly meets it and what depends on a real company. Because the brand is a concept, there is no "before" and no total score.

Being found

Being understood by search engines and assistantsPartly meets

Title, description and one H1 per page, Dentist and FAQPage data plus five MedicalProcedure entries, all in text. Opening hours are missing, both in the text and in the data; there is noindex and AI crawlers are blocked.

Managed reputationNot applicable

Concept brand, no real reviews. In a real project, volume, recency and responses would be measured before and after on the Google Business Profile and Doctoralia.

Google Business ProfileNot applicable

A Google Business Profile requires a real company and a verified address. In a real project, category, hours, phone, photos and services would be checked before and after.

Being chosen

First screen and value propositionMeets

On mobile, the first screen says what it is, where it is and what is different: a 60-minute assessment that starts with a conversation and a written plan before any procedure. The Book button stays in view.

6 of 6 checks

Verifiable, permitted proofPartly meets

Structure in place: two dentists with specialties and CRO registrations, plus the clinic registration and technical lead, all marked as examples. The concept uses neither testimonials nor before-and-after images; a real clinic would use verified registrations and follow the applicable publication rules.

Consistency across channelsNot applicable

Concept brand, no external channels to compare. Within the site, phone, neighborhood and CRO registrations are the same in the footer of the four pages and in the team blocks.

Instagram findable by service and cityNot applicable

Concept brand, no Instagram profile. In a real project, we measure whether the profile appears in searches by dentist and neighborhood, with a bio, a booking link and content within CFO rules.

Service and first stepMeets

Each treatment lists steps, typical timeframes and who provides it, with CRO number. The assessment is split into four parts, with what to bring; the plan arrives within 5 business days, and reimbursement is explained.

Content that informsMeets

The guide organizes the content by what the patient feels, says what the assessment looks at and states that it is not a diagnosis. The common questions cover price, insurance, fear and urgency.

Being contacted

SpeedPartly meets

LCP exceeds the 2.5 s limit that Google considers good: the largest element is the opening paragraph, which enters with an animation. Lab measurement, with no field data.

Lighthouse 96 on mobile · LCP 2.7 s

Verifiable accessibilityMeets

The guide opens by click, tap or keyboard, with its state announced and one heading per panel. Without JavaScript, the five panels appear open, and both colors of the text that lights up pass AA.

Lighthouse 100 · axe with no violations across the 4 pages and the guide states

Technical foundation, measurement and privacyPartly meets

No trackers, cookies or third-party requests; booking asks for no health data and the consent covers only name and contact details, with a note on how the data is processed. No analytics installed, because it is a concept.

Path to the main actionMeets

Main action: booking the assessment. The page says the confirmation arrives by phone or WhatsApp within one business day, with address and fee, and lists what to bring.

1 tap to the scheduler

Industry obligationsBrazilian Dental Code of Ethics and CFO-196/2019: clinic registration and the technical lead's CRO registration in the footer, marked as examples. The concept displays neither prices, before-and-after images, testimonials nor procedure images. Publication must consider who publishes and the applicable authorizations.

In a real project, each criterion is measured before and after, with the same yardstick and evidence for each point. There is no score: what you see is how many points remain open.

03

Strategy

Strategy and site map.

The home page swaps the logic of procedures for the logic of questions. Right after the opening comes the guide “What do you feel?”, with five sentences such as “it hurts when I chew” and “I lost a tooth”. Then come the written plan, the 60-minute assessment in four parts, the clinic, the team with their CRO (dental registration) numbers and common questions. The Treatments page repeats the guide and details each treatment with typical steps and timeframes. Booking asks only for a name and contact details and states that it asks nothing about health.

01Home

Opening
Guide: what do you feel?
Written plan
The assessment
The clinic
Team
Common questions
Closing with booking

02Treatments

Opening
Guide: what do you feel?
Treatment list
Closing with booking

03Book

Opening
Day selection
Time selection
Name, phone and consent
Before you come

Visual system

Typography, color and rhythm.

Fraunces for headings, in italics at section openings, and DM Sans for body text. Petrol and porcelain form the base, with sage and pearl in the details: home colors, far from clinical white. The two circles of the symbol become a system: photo frames, the guide row and the lens cutout.

Visual system of alvéa Odontologia: heading font, body font and color palette with codes

Guide in circles
Text that lights up
Plan document
60-minute circle
House diagram

04

Signature moment

What do you feel?.

Five overlapping circles, drawn like the symbol, hold sentences such as “I snore and wake up tired”. When you pick one, the panel explains what it might be, what the 60-minute assessment looks at and the possible paths, if the assessment points to them; only at the end does it invite you to book. Nothing is typed, stored or sent, and each panel states that it is general information, not a diagnosis.

On mobile

Made for the small screen.

Three screens of the site on a 390 px wide phone, the most common width today.

alvéa Odontologia on mobile: opening: “Dentistry without rushing.”, the clinic photograph and the note about the 60-minute consultation. — Opening: “Dentistry without rushing.”, the clinic photograph and the note about the 60-minute consultation.

alvéa Odontologia on mobile: The guide on mobile: the five sentences become pills with the two-circle glyph. — The guide on mobile: the five sentences become pills with the two-circle glyph.

alvéa Odontologia on mobile: Written plan: the sentence lights up word by word as you scroll and describes each part of the document. — Written plan: the sentence lights up word by word as you scroll and describes each part of the document.

05

Receipts

Measured performance.

The scores below were measured on the published site using Google Lighthouse. They are not a promise: they record the state of the site on the measurement date. Demonstrations are presented on video. Measurements record the state of the project on the indicated date.

On mobile

96

Performance

100

Accessibility

100

Best practices

69

SEO^*

Largest visible element (LCP): 2.7 s
Stability (CLS): 0
Blocking (TBT): 0 ms

On desktop

100