Why was the old website for the dental laboratory no longer up to date?
Vogel Dentaltechnik GmbH is a renowned dental laboratory in Switzerland, known for the highest quality standards and forward-thinking solutions. However, their previous website could no longer keep up with this development - it was technologically outdated and did not reflect the company's true potential.
The task was clear: a complete relaunch. Noevu was tasked with developing a new homepage for the dental laboratory that is not only modern and user-friendly, but also specifically appeals to and convinces dentists and patients.
Customer & Industry
- Vogel Dentaltechnik GmbH, a renowned dental laboratory in Switzerland
- Industry: Dental technology, dentistry
- Offers: High-quality dentures, full-service services for dental practices, patient-oriented advice
project
- Complete relaunch of the old Squarespace company website from 7.0 to version 7.1
- Development of a clear content strategy that focuses on the added value for dentists and the needs of patients
- Creating an authentic and professional visual identity through new photos and videos
- Technical implementation on a flexible and future-proof platform
Special features
- The imagery had to be authentic and professional, without resorting to clichéd or off-putting stock photos
- The technical integration of videos in different formats posed a challenge that required an individual solution
- The website had to go live in time for an important industry symposium, which required tight and efficient project management
How does strategic web design create added value for dental technicians?
A mere redesign was not enough. The approach was a structured process based on a deep understanding of the needs of the dental industry.
Kick-off and User Experience Workshop
The process began with an interactive User Experience Workshop. The target groups were analyzed – dentists and patients – to create a new website for the dental laboratory that offers real added value. These insights formed the foundation for the entire content and design strategy.
Although we needed a short period of getting used to the industry at the beginning, Noevu provided us with excellent guidance. The recognizable added value of the workshop was obvious to us.
A UX workshop asks the business to work in a discipline that is not its own. The Vogel Dentaltechnik team needed a short period to settle in — people who build dentures every day rarely think in target groups and user navigation.
Those hours decide the rest, though: the split between dentists and patients came out of the workshop and carried the entire content and design strategy afterwards. Treat the workshop as a warm-up and every later decision rests on nothing.
Live design prototypes and visual creation
Based on the results of the UX workshop, the Vogel Dental team received three different design directions in the form of prototypes. This step is crucial in order to give an early feeling for the future appearance and to make strategic decisions. Together, Vogel Dental chose the direction that best conveyed the company's core values: modern, user-centered and highly professional. This design was further refined and perfected in the following steps.
Authentic imagery: video & photo shooting
A major challenge in web design for the dental industry is avoiding clichéd stock photos. A professional video and photo shoot was arranged directly in the Vogel Dental laboratory.
The result: authentic visuals that capture the precision and philosophy of Vogel Dental and build trust. An AI-supported solution keeps employee photos uniform and expandable at any time, so the team can easily create new dental technician portraits in-house.
Content strategy and SEO-optimized content
The content was redesigned from the ground up. Noevu created targeted, SEO-optimized content that focuses on the benefits for dentists (full service, quality) and the needs of patients (information, contact). Reducing the strategic pages from over 20 to just 4 cut the complexity dramatically and sharpened the user navigation.
Technical development, go-live and support
Noevu used the strengths of the platform for flexible and efficient website development. Integrating different video formats posed a particular challenge, which clever CSS solved to guarantee a clean display on all devices. The go-live took place just in time for an important industry symposium.
What results does a new website for a dental laboratory achieve?
The new homepage for Vogel Dentaltechnik is more than just a digital business card - it is a strategic tool that delivers measurable success:
- 80 s Dwell time on the homepage
- 85 s Dwell time across all pages
- 4 pages Pages on the site
Two early decisions carried this project, and both travel far beyond dentistry. Let the client decide before anything is built: three design directions as clickable prototypes give a feel for the future appearance before implementation starts — the Vogel Dental team picked the direction that carries its core values, not the prettiest slide. And cutting is strategy work: going from over 20 pages to 4 forces every remaining page to earn a job. That is less comfortable than adding another subpage — and the reason the new user navigation holds.
Ready for your digital advantage?
Is the website for your dental laboratory ready for the future? If you would also like to reflect your company values in a professional and strategic homepage, you have come to the right place. As a Swiss Squarespace web design agency, Noevu turns your new dental technician homepage into a powerful instrument for your success — the frame for that is professional website design.
Not sure everything has been done right? Book a free, no-obligation online call and we'll take a professional look at your website.
Frequently Asked Questions
Why a complete relaunch instead of just a new design?
The previous website was technologically outdated and stayed far below the laboratory’s potential. A mere redesign would not have changed that, so Vogel Dentaltechnik moved from Squarespace 7.0 to 7.1 — together with a new content and design strategy.
Why does the site have four pages instead of more than twenty?
The content addresses two groups: dentists looking for a full-service partner, and patients looking for information and contact. Reducing over 20 pages to 4 strategic ones cut the complexity and sharpened the user navigation.
What changed measurably?
Dwell time on the homepage rose from 20 to 80 seconds according to Squarespace Analytics. Across all pages it rose from 50 to 85 seconds.
Why a dedicated photo and video shoot instead of stock images?
Avoiding clichéd stock photos is the major challenge in web design for the dental industry. The shoot took place directly in the Vogel Dental laboratory and shows the precision and philosophy of the business rather than claiming them.
How do new team portraits get added later?
An AI-supported solution keeps employee photos uniform and expandable at any time. Vogel Dental creates new dental technician portraits in-house.
What was the real difficulty in the project?
The deadline: the site had to go live in time for an important industry symposium. On top of that came videos in different formats, solved with clever CSS so the display stays clean on every device.
