ClearChoice — Website
Every ClearChoice website Home concept, consolidated into distinct directions. Momentum DS (navy #123073 + rationed Momentum #276AFF, warm Assured / Foundation bands), implant authority + transformation. No "Day One"; financing via third-party lenders only. 10 built options → the directions below.
Demonstration concepts for review — not a live ClearChoice property. Imagery labeled concept/demo; final needs approved brand photography. Every option keeps its full render + live page.
At a glance — what makes each direction different
| Direction | Hero strategy | Home / page structure | Brand-palette emphasis | Distinctive move | Best for |
|---|---|---|---|---|---|
| First Look preview-led ("See it before you decide") LeadThe only direction where a product experience — the First Look smile preview — IS the hero: a visual artifact (split scan-vs-preview card / before-after card) sells the visit, not copy about trust, teams, or price. | First Look artifact as hero — opt-3 mounts a framed split card labeled 3D SCAN VIEW | SMILE PREVIEW (with an 'illustrative visualization' honesty caption) beside 'See your new smile before you commit'; W9 uses a labeled today-vs-preview before/after card wedging straight into the consultation CTA. | Preview hero -> proof strip -> solution rows (each 'Preview this option') -> one-roof band -> 'How First Look works' -> stories -> warranty -> find-a-center; the whole page funnels back to seeing your smile. | Cool light hero field with navy #123073 headline; Momentum #276AFF reserved for the preview keyword + primary CTA; warm Foundation only in solution cards and the warranty band. | The split scan-vs-preview card in the hero — un-copyable because First Look is ClearChoice's own asset; solution cards CTA to 'Preview this option' instead of 'Learn more'. | Fence-sitters afraid of committing blind; the tightest consultation funnel and the most ownable ClearChoice-only story. |
| Heritage authority ("Dental implants are all we do")The only direction that leads with 20+ years of single-focus specialization as the credential — WHO ClearChoice is — where the science direction leads with HOW the technology works and one-roof leads with WHERE care happens. | Flat declarative authority statement 'Dental implants are all we do' beside a confident patient photo; no gimmick, maximal trust posture. | Authority hero -> specialist/on-site-labs proof strip -> implant solutions -> numbered 'Why the experts are the difference' credentials list -> free-consult detail -> First Look demoted to a mid-page band -> stories -> warranty. | Navy-dominant headlines on white/cream; Momentum only on the two consult CTAs; warm Foundation tint on solution and warranty cards — the most restrained, institutional read of the set. | The numbered credential ledger (specialists under one roof, decades of one thing, advanced imaging, see-before-you-decide) — expertise itemized like a proof exhibit. | Skeptical, research-heavy patients and referring dentists; strongest raw trust when the audience doubts implant chains. |
| One-roof care model ("One team. One location.")The only direction whose argument is structural — doctor + oral surgeon + on-site lab in one building means no referrals, no repeating your story — selling the delivery model itself rather than expertise, price, or a preview. | 'Everything your smile needs. All under one roof.' headline with warm patient photo; hero chips read 'One team / One location / Lifetime Warranty'. | One-roof hero -> proof strip -> role-by-role rows (implant doctor / oral surgeon / on-site lab / care team) -> blush 'No referrals. No repeating your story. No running around.' benefit band -> First Look band -> stories framed as 'built by one team' -> financing -> consult CTA. | Warmest of the set — Assured/Foundation cream and blush bands carry the mid-page; navy anchors headlines with Momentum on the single consult CTA per viewport. | The care-team role ledger: each specialist gets its own row explaining what happens down the hall — org chart turned into patient benefit. | Patients burned by fragmented multi-office dental journeys; differentiates against general dentists and referral chains. |
| Transformation editorial (emotional 'new start')The only direction that sells the life after the smile — emotional, story-forward editorial in the Warbiest craft register — rather than any mechanism (preview, team, tech) or economics; the feeling is the product. | opt-4: split hero 'The smile that changes everything comes back.' with warm lifestyle photography and a free-3D-scan reassurance line; opt-1 is the balanced 'A new smile. A new start.' default of the same territory. | Emotional hero -> stat strip -> honesty-labeled illustrative patient pull-quote promoted directly under the fold ('I stopped hiding my smile. Now I can't stop using it.') -> solutions -> proof -> consult CTA; narrative beats outrank feature sections. | Photography-led with generous cream/white air; navy editorial type; Momentum rationed to CTAs; warm Assured tones in story cards — the most magazine-like use of the palette. | Best-in-set honesty labeling on illustrative patient stories ('ILLUSTRATIVE PATIENT STORY FOR THIS DESIGN CONCEPT') wrapped in genuinely editorial art direction — transformation emotion without fabricated-testimonial risk. | Brand-building and upper-funnel emotional resonance; the choice when the review wants 'Warby craft' applied to ClearChoice's transformation voice. |
| Cost clarity ("Straight answers. No surprises.")Financing mentions appear across the set, but only here is knowing your plan and your price before you commit the organizing thesis — a numbered 'Three steps. No surprises.' plan-and-price band leads the page, distinct from the warranty direction's protection after you pay. | 'A new smile, without the runaround' value-voice hero with a 'See how financing works' secondary link, immediately followed by the numbered 'Three steps. No surprises.' plan-and-price band. | Value hero -> 3-step no-surprises band (consultation & 3D scan FREE -> your plan & your price -> treatment by one team) with 'Start with step 1 — it's free' CTA -> solutions -> focused-expertise band -> up-front cost checklist with third-party-lender financing card -> First Look -> stories -> warranty -> plain-spoken FAQ. | Cleanest/lightest layout — white-dominant with navy type; Momentum on step numerals and CTAs; minimal warm tinting so nothing distracts from the plain-language promise. | The up-front cost checklist (written plan in plain terms, clear pricing for full treatment, one-on-one payment-options review) — the purest value+convenience voice in the set. | Price-anxious searchers comparing 'dental implant cost'; converts the audience that bounces off vague pricing pages. |
| Warranty assurance ("Confidence, covered for life")The only direction that leads with what happens AFTER treatment — Lifetime Warranty as investment protection plus third-party-lender financing — de-risking the outcome, where cost-clarity de-risks the price and every other direction sells the journey in. | 'Confidence, covered for life.' hero pairing the Lifetime Warranty promise with warm patient photography and a 'See what's covered' secondary CTA. | Warranty hero -> proof strip -> blush 'Your investment is protected — for life' Assured band (warranty + lender-financing cards) -> one-roof rows -> First Look band -> labeled 'what confidence sounds like' testimonials -> full-bleed lifestyle close -> consult CTA. | Heaviest use of the warm Assured/blush band as the hero's emotional anchor; navy headline + Momentum CTA discipline intact — warmth signaling safety rather than luxury. | The warranty-as-protection band with compliant financing framing (third-party lenders, no fine-print gymnastics) and scrupulously labeled illustrative quotes — trust economics without a single cost table. | Big-ticket-decision hesitators worried about 'what if it fails'; strongest for warranty-differentiated competitive positioning. |
| Consultation funnel ("the free visit is the product")The only direction that makes the free consultation itself the offer and organizes the whole page as one single-pane conversion funnel toward booking — every other direction sells a reason to consult; this one sells the consult. | The free consultation (scan + preview + plan, no obligation, no forced account) as the hero offer with a single dominant booking action. | Consult-offer hero -> single-pane funnel -> proof band -> solution rows -> First Look as supporting evidence -> book CTA repeated; shortest path from land to booked. | Conversion-first: navy structure with Momentum concentrated on the booking action so one blue button owns every viewport. | No-forced-account, single-pane booking flow — friction removal as the design thesis rather than a message thesis. | Paid-media landing and bottom-funnel traffic where booked consultations are the only KPI. |
| Tech authority ("The implant science")The only direction that grounds trust in the TECHNOLOGY and process — 3D cone-beam scanning, a step-by-step clinical walkthrough, and a center-as-surgical-campus story — modern clinical credibility, versus the heritage direction's years-of-focus credential and the preview direction's emotional see-it moment. | 'Precision you can see. Confidence you can feel.' technology-authority headline beside a center-interior photo captioned '3D cone-beam scanning maps your smile before treatment begins', with a 'How the science works' secondary CTA. | Tech hero -> 20+ years / One team / Lifetime Warranty / 3D-guided stat band -> 'What to expect, step by step' 4-step clinical walkthrough (free consultation -> 3D scan & diagnosis -> treatment plan -> procedure & follow-up) as the centerpiece -> 'The technology behind a lasting smile' ledger (cone-beam scanning, digital smile design, on-site lab) -> consult CTA. | Neutral white/cream with navy headline type; Momentum on the consult CTA; the imaging story carried by captions and iconography rather than warm Assured bands. | The what-to-expect clinical walkthrough band — demystifying the procedure step-by-step as the primary persuasion device. | Analytical patients (and their adult children doing the research) who need to understand the procedure before trusting anyone with it. |
The directions in detail
First Look preview-led ("See it before you decide") Recommended lead
The only direction where a product experience — the First Look smile preview — IS the hero: a visual artifact (split scan-vs-preview card / before-after card) sells the visit, not copy about trust, teams, or price.
See Your New Smile Best exemplar
See The Difference
Heritage authority ("Dental implants are all we do")
The only direction that leads with 20+ years of single-focus specialization as the credential — WHO ClearChoice is — where the science direction leads with HOW the technology works and one-roof leads with WHERE care happens.
The Implant Experts Best exemplar
One-roof care model ("One team. One location.")
The only direction whose argument is structural — doctor + oral surgeon + on-site lab in one building means no referrals, no repeating your story — selling the delivery model itself rather than expertise, price, or a preview.
All Under One Roof Best exemplar
Transformation editorial (emotional 'new start')
The only direction that sells the life after the smile — emotional, story-forward editorial in the Warbiest craft register — rather than any mechanism (preview, team, tech) or economics; the feeling is the product.
The Smile That Changes Everything Best exemplar
New Smile, New Start
Cost clarity ("Straight answers. No surprises.")
Financing mentions appear across the set, but only here is knowing your plan and your price before you commit the organizing thesis — a numbered 'Three steps. No surprises.' plan-and-price band leads the page, distinct from the warranty direction's protection after you pay.
Straightforward & Affordable Best exemplar
Warranty assurance ("Confidence, covered for life")
The only direction that leads with what happens AFTER treatment — Lifetime Warranty as investment protection plus third-party-lender financing — de-risking the outcome, where cost-clarity de-risks the price and every other direction sells the journey in.
Confidence, Covered Best exemplar
Consultation funnel ("the free visit is the product")
The only direction that makes the free consultation itself the offer and organizes the whole page as one single-pane conversion funnel toward booking — every other direction sells a reason to consult; this one sells the consult.
Free Consultation Funnel Best exemplar
Tech authority ("The implant science")
The only direction that grounds trust in the TECHNOLOGY and process — 3D cone-beam scanning, a step-by-step clinical walkthrough, and a center-as-surgical-campus story — modern clinical credibility, versus the heritage direction's years-of-focus credential and the preview direction's emotional see-it moment.
