Proposal · prepared for The Hawkins Practice · 18 May 2026

A few specific fixes for thehawkinspractice.com

The Hawkins Practice · Morriston, Swansea · website rebuild

I rebuild small-business sites in my spare time when I can see they are leaving conversions on the table. Three things stood out in ten minutes on thehawkinspractice.com on mobile: the NHS-vs-private split, the missing principal, and a contact email routed through a redirector. Three findings below, a working rebuild you can click through.

Open live preview ↗ Read the three findings Reply to the proposal

Address · 46 Morfydd Street, Morriston, Swansea, SA6 8BU Principal · Dr Jack Hawkins, GDC 302893 Owned since · January 2024

46 Morfydd Street · Morriston · since the 1950s

The Morfydd Street shopfront has been a dental surgery since the 1950s. Bought and renovated by Dr Jack Hawkins in January 2024. Open the live preview ↗

Three findings · ordered by what a new patient sees first

What I saw in ten minutes on the live site.

01

The NHS-vs-private split is the most-searched dental question in Wales, and the homepage does not answer it above the fold.

What I saw: thehawkinspractice.com opens with a rotating slider, then a four-card service grid, then a contact strip. The NHS-children-only / DPAS-plan-for-adults answer that prospective patients arrive looking for sits inside the Information page, two clicks deep, alongside the dental-plan paperwork. The phrase "we can only see children on the NHS up to the age of 18, or if in full time education until they are 19" appears nowhere on the landing screen.
Why it costs: A Morriston parent searching "NHS dentist Morriston Swansea" or a private patient searching "private dentist near Morriston Hospital" needs the answer in five seconds. The current page makes them scroll past three slider frames and a four-card grid to find it. The corporate practices that compete for this catchment area answer "NHS: children only / private: plan from 52p a day" above their fold. Hawkins loses every five-second scan to a competitor with a clearer panel, even when the answer is identical.
Why it is so: The slider-led template was inherited from the prior site fit-out and not redesigned around the new NHS-children + DPAS-adult split that the Hawkins ownership change introduced in January 2024. The information lives in the practice management copy, not in a homepage component.
The rebuild: Above the fold on the rebuild: a three-tile traffic-light panel. NHS for children (under 18, or 19 in full-time education) routed to the child registration flow. DPAS dental plan for adults from 52p per day routed to a plan-signup page. Pay-as-you-go private treatment with the indicative fee schedule. The Sunday-evening Morriston parent gets the answer in five seconds.

02

Dr Jack Hawkins is the practice — and his name does not appear anywhere on the homepage.

What I saw: In January 2024 a 26-year-old Swansea-born dentist (Parklands Primary, Olchfa Comprehensive, Manchester Dental School 2022) bought a 1950s family dental practice on Morfydd Street with his father Gareth, retained every member of staff, and renovated two upper-floor surgeries. He is the entire reason the practice exists in its current form. The homepage carries "Family Run" as a strapline and a stock photograph of an unrelated family on the OG banner. Jack himself, his GDC number 302893, his Olchfa-to-Manchester-to-Morriston backstory and his clinical lineup of one therapist, one hygienist and three nurses — all live one click deep on the About page.
Why it costs: For a Welsh independent dental practice in 2026, the named principal is the single biggest trust signal on the page. New-patient enquiries arrive without knowing whose chair they will be sitting in. A Morriston resident weighing Hawkins against the corporates needs to see a face, a name, and the fact that the principal grew up four streets away. None of that is on the landing screen.
Why it is so: The site was set up around the inherited template before the Hawkins ownership story was fully written. The About page carries the staff lineup; the homepage was never re-arranged around the new principal.
The rebuild: A "Meet your dentist" strip immediately under the NHS-status panel. Jack Hawkins photographed in the renovated upper surgery, GDC 302893, one paragraph on the Olchfa-to-Manchester-to-Morfydd-Street story, with Elinor Nock (BSc Hons, GDC 282999) and Gemma Kelly (GDC 185826) named alongside. A dedicated /team page for longer bios. Person schema on every clinician so AI assistants cite the named team on "Morriston dentist" queries from launch onward.

03

The contact email is routed through a third-party redirector and the website itself shows only a webform.

What I saw: The published email address reception@thehawkinspractice.com appears on the NHS 111 Wales directory and the Healthcare Inspectorate Wales listing. On thehawkinspractice.com itself the email is hidden behind a sitetarget.co.uk redirector link in the social-icon row, and the contact page exposes only a generic Name / Tel / Email / Message form. There is no visible mailto link, no per-team-member address, no on-page mention of a reachable inbox.
Why it costs: Every enquiry the practice receives is the practice manager rekeying a webform submission into an Outlook reply rather than a normal inbox-to-inbox conversation. The patient never sees a reply-to address until the first response lands, which means they cannot save the practice into their contacts before treatment, and any new-patient form they download has no obvious destination address. Trust and friction both move the wrong way.
Why it is so: The sitetarget.co.uk CMS routes all contact through its own redirector by default. Whoever set the site up never overrode that default with a mailto: to the real reception@thehawkinspractice.com address.
The rebuild: On the rebuild: a visible mailto:reception@thehawkinspractice.com in the header, the footer, the contact page, and the new-patient registration flow. Optional per-clinician addresses (jack@, elinor@, gemma@) if the practice would like them. The webform still routes to reception@ but the address is plainly published so every enquiry is a thread the patient can find again. DKIM, SPF and DMARC configured on thehawkinspractice.com so replies do not land in spam.

Where the site sits today

Stack inventory, May 2026.

Current ↗ thehawkinspractice.com

Platform: Bespoke "sitetarget" CMS, Bootstrap 5, mod_pagespeed
Hosting: sitetarget.co.uk shared hosting
Email: reception@thehawkinspractice.com routed through sitetarget.co.uk redirector — not exposed on-page
Analytics: GA4 only (G-7P4ZQ637VY)
Schema: No Dentist / LocalBusiness / Person JSON-LD. GDC numbers in body copy only.
Booking: Phone-only (01792 774000), Mon-Thu 9-5, Fri 9-4
OG image: Generic stock-family banner, not the renovated surgery or the Morfydd Street shopfront

Proposed · Astro on Vercel

Framework: Astro 6 static site
Hosting: Vercel edge network, sub-100ms first-byte across the UK
Email: reception@thehawkinspractice.com visible everywhere; per-clinician addresses optional
Analytics: GA4 retained, Plausible alternative offered
Schema: Dentist + LocalBusiness + Person + PriceSpecification + FAQ at build time
Booking: Embedded slot picker on every service page (NHS-children registration, DPAS sign-up, Invisalign consultation, implant consultation)
OG image: The renovated upper surgery + Jack Hawkins at the chair (the real photo on the About page today)

Pricing

What it costs.

£2,000: Fixed for the rebuild, one-off.
£150: Per month for hosting and ongoing care.
£50: Optional. Embedded chatbot trained on the FAQ, fees and NHS-status rules.

No retainer. No contract. No in-person visits, fully remote from Switzerland.

•One round of revisions before launch
•DNS cutover handled (you keep thehawkinspractice.com in your name)
•30 days of post-launch tweaks at no extra cost
•Source code handed over on day 60 (you own everything)

If the proposal lands, reply with two or three twenty-minute slots in the next ten days for a video call. I take on three Swansea builds this quarter, and first confirmed wins the slot. If I do not hear back by 28 May, the proposal site comes down.

See the live rebuild ↗ A working preview you can click through · opens in this tab