The site loses patients at the first screen: slow load, weak mobile UX, and no clear booking CTA above the fold.
Homepage H1 is generic; service pages lack local SEO signals.
What: Users must scroll to find how to book.
Why it matters: Most dental traffic is mobile; delayed CTA kills conversions.
How to fix: Place Book Appointment + phone in fixed header; repeat CTA after hero.
Thin local signals.
Readable but cluttered nav.
Generic copy.
Weak CTAs.
Heavy images.