Website & Content
Brilliance Dentistry
A website that finally sounds like the dentist patients already love.
The brief
Brilliance Dentistry is a Black woman-owned practice in Westbury, Long Island, founded by Dr. Tonya Bissoon and run with her husband, Ryan. Patients kept telling them Brilliance felt different: they were greeted by name, listened to and never rushed. Their website didn’t say any of that.
ENGAGEMENT
Brand Messaging + Website Rebuild
YEAR
2026
SERVICES
Brand Narrative · Copywriting · Site Structure · Framer Website · SEO
INDUSTRY
Healthcare · Dentistry
The results
Brilliance relaunched with a site that leads with who they are and why patients choose them, every service page carried over, and the pages Google had been skipping opened back up to search.
3
Key pages Google had been told to skip, now open to search
8
Service pages carried over to the new site
1
New page: Our Philosophy
The challenge
The old WordPress site listed services and hours, but it didn’t tell Dr. Bissoon’s story, explain the kind of care that makes Brilliance different, or speak to the patients seeking them out, including Black and brown patients looking for a provider who understood them.
Behind the scenes, it had also told Google to skip the Home, About and Dr. Bissoon pages, so the pages that mattered most weren’t showing up in search.
Our approach
We started with a lot of listening: how Dr. Bissoon fell in love with dentistry at nine years old in Barbados, what Ryan brings to every patient’s experience, and what patients say after they leave. From there, we wrote a new story for the whole site, starting with the first line of the homepage: “Expert dentistry. Personal care. A place where you’re fully seen.”
Then we mapped where everything should live, so the practice’s story and Dr. Bissoon’s personal story each have a home of their own, and rebuilt the site in Framer, keeping the service pages at the addresses patients and Google already knew.
What we built
New copy for the whole site, written around Dr. Bissoon’s story and the way her team cares for people
A new homepage, a rebuilt About page and a dedicated page for Dr. Tonya Bissoon
A new Our Philosophy page on whole-person dentistry, including why every visit includes a blood pressure check
Core values (Diversity, Radiance, Intelligence) explained in concrete, human terms
Reassurance for nervous patients across the services pages: “You will be heard here,” a dental anxiety comfort menu and “It’s been a while. You’re still welcome.”
A full move from WordPress to Framer, with all eight service pages carried over
Search fixes so Google can index the pages it had been skipping, plus a Search Console and Google Analytics setup guide
A diagnosis and step-by-step fix for practice emails landing in spam
Photos and screenshots: brilliancedentistry.com.
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