Pitchcraft Agency — We Fix Bad Websites.

A Squarespace Commerce template was never cleaned up — so a shopping cart icon showing “[0] items” sits in the top-right corner of a dental practice website.

The Business

There are not many dental practices in Evansville that can say they've been in the same neighborhood for half a century. The practice at 625 West Mill Road on Evansville's Northside started in 1975. Dr. Andrew Shephard joined in 2010 and formally took ownership in 2012, renaming it Andrew D. Shephard DDS, LLC. The stone building. The sign out front: “Accepting New Patients.” The hardwood floors in the waiting room. It's the kind of practice where the front desk person has known your family for fifteen years.

Dr. Shephard's stated philosophy is “trust, compassion, integrity, and the Golden Rule.” It's not marketing copy — it's the operating system for a practice that has retained patients across decades. Yelp reviewers call him “thorough,” “conservative,” and “genuinely caring.” WebMD gives him a perfect 5.0 from patient ratings. And then there's the top-right corner of his website.

The Problem

Here's what we found when we audited evvdentist.com:

The Shopping Cart

Visit evvdentist.com and look at the upper-right corner of the navigation bar.

There is a shopping cart icon. Currently showing [0] items.

This is not a dental supply store. You cannot add a cleaning to your cart. There is no checkout. The cart is empty and will always be empty, because this is a dental office. But the Squarespace Commerce template chosen for the site was never customized to remove the e-commerce elements. So there it sits — on every page, on mobile, on desktop — the universal symbol of online retail, parked at the top of a family dentist's website. A patient who notices it has a moment of confusion. Some assume it's a mistake. Some find it vaguely funny. Some, especially older patients, worry they've landed on the wrong site. None of it builds confidence.

The Silhouette Staff

On the homepage, directly below Dr. Shephard's photo, are four team member cards.

Wendy (Office Manager) has a real photo. Angie (Clinic Coordinator) has a real photo. Amy (Hygienist) has a grey generic female silhouette — the default placeholder image. Kim (Hygienist) has the same grey silhouette. These are the two people most likely to be in a patient's face with a mirror and a scaler. And on the website that represents the practice, they're faceless outlines. For a philosophy built on personal connection, it's an odd signal to send.

The 50-Year Story, Untold

Half a century in the same Northside neighborhood. Continuity of care across generations of Evansville families. A conservative philosophy in a market full of upsell chains. That story is worth more than any marketing tagline — and right now it exists only in the heads of the Northside families who've been coming here for decades. The website doesn't tell it.

What We'd Build

Removing the shopping cart is a one-line CSS fix or a template swap. It changes the first impression from “is this a store?” to “this is a professional dental practice.” Then we build from there.

A Clean Professional Header

Navigation with the right elements: services, about, contact, and a prominent appointment CTA. No shopping cart. No e-commerce remnants. The first thing a new patient sees when they land on the site signals: this is a place that has its act together.

Real Team Photos

Wendy and Angie have photos; Amy and Kim should too. The silhouettes get replaced with real faces — the people who will actually be in the chair with patients. For a philosophy built on personal connection, that starts on the website.

The 50-Year Story as the Headline

A practice that has served the same Northside neighborhood for fifty years has something no chain can replicate. That story — the stone building, the continuity of care, the conservative philosophy, the families who have been coming here for generations — becomes the centerpiece of the redesign. Not a footnote. The headline.

Online Appointment Booking

Patients searching for a Northside dentist at 9 PM on a Sunday should be able to request an appointment. A scheduling widget gives them that option. The phone number stays — it's joined by a path that works when the office is closed.

Spec Redesign Deliverables

✓Shopping cart removed — clean professional header with correct CTA
✓Silhouette placeholders replaced with actual team member photos
✓50-year Northside story built into the homepage hero and About page
✓Online scheduling widget integrated on homepage and contact page
✓Mobile-first design reflecting the warmth and personal care of the practice

The Opportunity

Dr. Shephard has built a practice on trust. The website works against that — a shopping cart where the appointment button should be, silhouettes where team faces should be, and a 50-year story that's nowhere to be found.

The patients who've been coming to 625 West Mill Road for years already know what this practice is. The website's job is to tell new patients the same thing. Right now, it's not doing that.

Dr. Andrew Shephard DDS

The Evidence