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A dentist who paints, and a website that finally looks like his practice

Winchester Family Dentistry asked for two things: watercolor that felt like real paint, and a site that turns visitors into phone calls. We built both, moved all 41 pages off a template, and made sure every old address that ever earned a search click still lands on a live page.

Client
Winchester Family Dentistry
Where
Winchester, Tennessee
Launched
October 2026
Site
winchesterfamilydentistrytn.com
Watercolor of the practice's building at dusk, the lobby window lit gold
The new home page: a smiling woman and the headline Specialty dental care, here in Winchester, TN

“It was like we were making jazz music—laying down beats and sounds that GoodBibee took and put together into a masterpiece.

They care enough to understand you and your vision and bring it to life in a way that reflects YOU.”

Dr. Garrett OrrOwner, Winchester Family Dentistry, Winchester, Tennessee

Where they were

Dr. Garrett Orr has run Winchester Family Dentistry since 2011. Patients drive in from ten towns for work their neighbors would otherwise go an hour for: implants, sedation, full-arch cases. He paints, and the practice’s own logo is a small painted landscape, so the family wanted the website to carry watercolor.

The old site was a dental marketing company’s template. Its idea of watercolor was hard blue brush strokes behind every page and a stock landscape beside the address. It had 485 web addresses, 98 of them near-identical service pages, and a home page that blurred its photo under white text. It did not look like the office, and it did not make it easy to call.

My previous provider did not seem to provide good value for the money, particularly with ongoing changes after the site was established.

Dr. Garrett Orr
The practice's building at dusk: dark siding and a tall lit lobby window beside a white brick wing, with the parking lot in front

What mattered to them

  • That it look like them: the paint, the building, the people.
  • That patients pick up the phone.
  • That nothing they had earned on Google got lost in the move.
The old site's header: hard blue brush strokes behind everything, the logo in a white box, and ten navigation links
The old site’s header. Brush strokes behind everything, the logo in a white box.

The home page, before and after

Old home page: a family on a couch, a blue banner and a request-an-appointment form. New home page: a smiling woman and the headline Specialty dental care, here in Winchester, TN.

Scroll down. The old home page gives way to the new one.

BeforeOld home page, first screen: a family on a couch, a blue banner and a request-an-appointment form
AfterNew home page, first screen: a smiling woman and the headline Specialty dental care, here in Winchester, TN

The strategy: keep what earns, consolidate the rest

Before designing anything, we checked all 485 addresses on the old site against its Google data, to see which pages people had actually clicked on from a search and which had links from other sites.

Every page people clicked on was kept. The ones that mattered most were rebuilt, and the rest now send visitors to the right new page. The 283 addresses we retired had no clicks from search and no links from other sites.

GoodBibee has done an excellent job of merging our vision with SEO that works and keeps us in the loop, even when we are hard to get a hold of.

Dr. Garrett Orr
  • 21rebuilt as new pages
  • 181redirected to the right new page, including 98 near-identical service pages consolidated into one page per service
  • 283retired: media and system files, none with a search click

Watercolor with a job to do

The old site took the family’s wish and put hard brush strokes behind everything. We wanted the paint to feel like paper and water, and to be there for a reason each time it appears.

  • Painted toothMarks the patient questions
  • Painted toothbrushMarks the patient articles

Before

The old site's header: hard blue brush strokes behind everything, the logo in a white box, and ten navigation links

Now

The new site's header: a thin painted strip with Pay Online and the address, then the logo straight on the paper, six links and a Call to Book button

The header, theirs and ours

One thin painted strip at the top of every page, and the logo straight on the paper instead of in a white box. The paint says “this is the same practice as the sign out front” and then gets out of the way.

Where our patients come from
  • Watercolor of a creek spilling over low rock ledges below a stone dam, with spring woods on both banks.
    Decherd · 5 min
  • Watercolor of an open green meadow under a wide blue sky, with low hills behind.
    Cowan · 10 min
  • Watercolor of Tims Ford Lake, with a rocky shoreline and calm water under a bright sky.
    Estill Springs · 10 min
  • Watercolor of vineyard rows running toward wooded hills under a pale sky.
    Huntland · 15 min
  • Watercolor of Falls Mill, a brick mill with a large wooden waterwheel beside a creek.
    Belvidere · 15 min
  • Watercolor of Machine Falls spilling over rock ledges in the woods.
    Tullahoma · 20 min
  • Watercolor of the Sewanee Natural Bridge, a sandstone arch among trees.
    Sewanee · 20 min
  • Watercolor of a wooded valley seen from a sandstone ledge on the edge of the plateau.
    Monteagle · 25 min
  • Watercolor of a weathered gray barn beside a country road under a blue sky.
    Lynchburg · 25 min
  • Watercolor of a mossy limestone bluff above a woodland path.
    Manchester · 25 min

Ten places, nearest first

Ten paintings of places within half an hour of the office: Tims Ford Lake, Falls Mill, the Natural Bridge at Sewanee, the bluff at Manchester. Each carries its drive time, so the row shows the practice’s real service area and answers the first question a new patient has: how far is it from me? They sit on the home page, the contact page and the service pages.

Everyday care

Holistic and biologic dentistry in Winchester

biologicbiologicbiologicbiologicbiologicbiologicbiologic

Holistic dentistry looks at your mouth as part of the rest of you. Here that means the same exams and the same dentists, with more choices about what goes in your mouth and more time to talk about how your medicines, diet and sleep show up in it.

“Biologic,” painted live

Biologic dentistry is Dr. Orr’s own term, so its page opens on the word itself. Green and ink bleed in, the two halves close, and the whole word turns green as the reader arrives. It is the only paint on the site that moves, and it holds still for anyone whose phone is set to reduce motion.

What changed for patients

Four decisions, each aimed at getting the right patient to call, shown on the old site and the new.

Call to Book on the first screen

About half the practice’s visitors arrive on a phone, and the conversion that matters is a phone call. The old home page blurred its photo under white text and left a third of the screen as a smear above the buttons. Now the photo is sharp and Call to Book is under your thumb before you scroll.

Before
The old home page on a phone: white text over a heavily blurred photo, a third of the screen of blur, then two navy buttons
Now
The new home page on a phone: a sharp photo of a smiling patient, the headline below it, then the Call to Book and View Services buttons

Reviews filed by what you’re worried about

This is objection handling. Someone nervous about the dentist reads reviews looking for one person who felt the same. The old site showed one review at a time in a carousel. Now each review sits under the situation it speaks to, like “Nervous about the dentist”, with a link to the care that fits.

Before
One review on the old site: a gray card with a speech-bubble icon, five stars and the review in small type, the reviewer's name covered
Now
A review on the new site under the heading Nervous about the dentist, with links to sedation dentistry and tooth extraction beside it, the reviewer's name covered

Accessibility that keeps the page intact

Accessibility matters more on a medical site, where patients with aging eyes or unsteady hands still need the hours and the number. The old site’s version painted black boxes behind every line and broke the page apart. Ours darkens the text, enlarges it on request, and leaves the layout where it was.

Before
The old home page in its high-contrast mode: a black slab covers the hero photo and the appointment form
Now
The new home page in high contrast: the same layout and photo, with darker, slightly heavier text

A services page you can read

The old services page was blue edge to edge, with two search boxes, seven cards of article titles and four paragraphs saying the practice offers dental care. The new one sorts services by search intent, into three groups by why you came, gives each service its own page with a photo of the work, and ends on one line: if you are not sure which of these you need, call and ask.

Before
The old services page: a blue page with a search box, seven icon cards listing article titles, a second search box, four paragraphs of text, and blue brush-stroke paint in the header and footer
Now
The new services page: a navy opening, then three groups for everyday, specialty and cosmetic care, each with photo cards, closing on one line inviting a call

Scroll either page and the other follows.

Where the colors came from

The blues from the logo. Everything warm from the practice’s own hallway.

Specialty dental care, here in Winchester, TN

Procedures our neighbors drive an hour for happen in Winchester, TN. Same dentists you already know.

The practice's hallway: white walls, a pale oak floor, light wood beams across the ceiling and black pendant lights
The hallway: oak floor, white walls, pale wood beams
  • Deep, paintedFrom the logo
  • InkFrom the logo
  • BlueLinks and focus
  • GoldFrom the beams
  • SandFrom the oak floor
  • PorcelainFrom the walls
  • GreigeBetween wall and floor

The logo keeps the brightest colors, its sun orange and hill green, so it stands out wherever it appears.

The whole site, old and new

41 pages, every one built for this practice. Scroll the screen to see the home page, then pick a page below to see it against the old one.

The full Winchester Family Dentistry home page at desktop width, top to bottom
The same home page at phone width, top to bottom

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