Digital clarity for aesthetic & dental clinics.
Websites built for trust, calm and conversion; tailored to high trust service businesses.
I help clinics communicate clearly and confidently online - aligning your messaging, patient journey and digital touchpoints so more of the right people choose you.
A calm, 1-page review of where your website quietly loses patient enquiries.
How We Help Clinics
Clarity-first websites and ongoing digital management for aesthetic clinics and dental practices
Website Rebuilds (Core Service)
Modern, calming design
Clear navigation and site structure
Conversion-focused service pages
Fast, mobile-first performance
Seamless booking integrations
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Ongoing Digital Management (Retainer)
Monthly improvements
SEO fundamentals
Uptime and speed monitoring
Conversion optimisation
Regular content updates
How it works
Front Door Score™ (Free)
1-page clarity audit
Navigation and messaging review
Homepage trust factors
Booking flow health check
Tailored recommendations
Why Clinics Choose Us
We specialise in high-trust service businesses, where clarity, credibility, and booking-flow matter. Our work is designed to reduce digital noise, simplify decisions, and help patients feel confident choosing you.
1. Clarity-First Design
Every page is structured to reduce friction and guide patients calmly to the right treatment.
2. High-Trust Messaging
Clear language, practitioner visibility, and strong social proof create confidence from the first scroll.
3. Conversion-Led Booking Flow
We simplify the booking journey, reducing hesitation and increasing appointment uptake.
The Second Floor Clarity Framework™
A simple, three-part method for transforming confusing digital journeys into clear, trustworthy patient experiences.
Pillar 1 - Clarity of Message
Say the right things, in the right order, with zero confusion.
We refine your value proposition, tone of voice, treatments, and trust signals, so patients instantly understand who you are, what you offer, and why they should choose you.
Pillar 2 - Clarity of Experience
Guide patients confidently through every step of their journey.
We design your pages, booking flows, mobile layouts, and calls-to-action, so patients feel calm, supported, and able to take the next step without friction.
Pillar 3 - Clarity of Delivery
Make your website fast, stable, secure, and easy to use.
We ensure your site loads quickly, performs smoothly on mobile, and meets modern digital and accessibility standards - reducing drop-offs and increasing bookings.
Together, these three pillars create a digital presence that feels calm, trustworthy, and effortless - the foundation of a high-performing clinic website.
The person behind Second Floor
I’m Mark Haslam, and I run Second Floor Digital – a small studio that creates calmer, clearer websites for independent aesthetic and private dental clinics.
I’ve spent over a decade in consulting, including at Deloitte, thinking about detail, systems and how people actually move through digital journeys. Alongside that, I’ve seen how hard clinic owners work to look after patients while juggling staff, regulators and everything else.
Second Floor Digital exists for clinics that care about clinical quality and patient experience, but don’t want shouty marketing or “more leads at any cost”. They want an online “front door” that feels as calm, clear and trustworthy as the clinic they’ve built.
I work with a small number of clinics at a time, so there’s room to slow down, ask questions and make considered changes that actually feel right for you – and for your patients.
I’m based in Cheltenham and work with clinics across the UK.