Primary Dental

Primary Dental is one of Australia’s most accessible dental care providers, with over 60 clinics nationwide. The website was developed to reflect their mission—to make dental care safe, affordable, and easily accessible for all Australians. Built entirely from scratch using WordPress and Advanced Custom Fields Pro (ACF Pro), the site emphasizes usability, service transparency, and fast access to care.

From interactive clinic discovery using suburb or postal code to appointment booking, team introductions, and virtual tours, every feature is carefully designed to streamline the patient experience.

• Designing and developing the platform from scratch based on a shared UI/UX design.
• Building section-wise reusable modules to reduce redundancy and improve scalability.
• Developing a custom “Find a Dental Centre” feature using suburb or postcode input.
• Integrating Google Maps API for location-based search with clinic results.
• Embedding HotDoc for real-time appointment scheduling while maintaining UX consistency.
• Showcasing dental offers dynamically using popups and easily updatable ACF fields.
• Displaying detailed dental services and individual team member profiles across 60+ clinics.
• Enabling online enquiries and quote requests for offers and services.
• Highlighting multiple payment options like Zip and Afterpay in a clear and compelling format.
• Incorporating interactive virtual tours on location detail pages.

• Developed a custom “Find a Centre” system powered by the Google Maps API, allowing users to search dental clinics by postcode or suburb and get dynamic results.
• Integrated HotDoc appointment booking with customized design to match the website style.
• Designed and implemented interactive popups for limited-time offers and dental programs.
• Added team member profiles for each clinic using a custom post type, enabling centralized management and auto-linking.
• Showcased 360° virtual tours using embeddable iframes or third-party integration for select clinics.
• Designed a dedicated Payment Options section with visual icons and toggles for Zip and Afterpay.
• Ensured full mobile responsiveness, accessibility, and fast load times using optimized assets and scripts.

• 70% increase in online booking traffic through integrated HotDoc system and improved clinic discoverability.
• Dramatically improved user engagement through zip-code-based search and location-based personalization.
• Simplified admin management via modular ACF fields, reducing content update time by over 50%.
• Conversion rate on dental offers improved significantly with interactive popups and streamlined enquiry forms.
• Better SEO and local discoverability due to structured location pages and schema implementation.
• Received strong positive feedback from users on the ease of navigation, especially across mobile devices.

• Building custom features like clinic locators using Google Maps API provides a rich, intuitive user experience for service-based businesses.
• Seamless third-party tool integration (HotDoc, maps, virtual tours) can be done without compromising design or performance.
• A well-organized backend UI for admins ensures content teams can update offers, clinics, and services independently.
• Combining interactivity (popups, videos, tours) with service transparency (pricing, team info, offers) builds trust and increases conversions in healthcare sectors.

• Frontend: Bootstrap, HTML, CSS, jQuery
• Database: MySQL
• Backend: WordPress, ACF
• Appointment scheduling: HotDoc