Case Study
Wedding Thompson Orthodontics
Owensboro, KY
“I am Button” placeholder text is live on both the homepage and the contact page
Live right now
The Evidence
Wedding Thompson Orthodontics' homepage — the text 'I am Button' appears in plain rendered text, an unfired placeholder label from a chat widget or embedded script that was never configured. It's visible to every visitor on both the homepage and contact page.
The Duda website builder uses “I am Button” as the default text for new button elements. On the Wedding Thompson Orthodontics website, that placeholder text was never replaced. It's live right now — on the homepage, on the contact page — visible to every patient who visits the site.
The Practice
Wedding Thompson Orthodontics serves Owensboro families with orthodontic care — braces, Invisalign, and treatment for patients of all ages. Orthodontics is a trust-forward service. Families research multiple practices, compare websites, and make decisions based on the confidence a practice communicates before they ever walk through the door.
A button labeled “I am Button” communicates the opposite of confidence. It tells every visitor: the team that built this site didn't finish the job.
The Problem
Here's exactly what prospective patients encounter on the Wedding Thompson Orthodontics website:
“I am Button” — The Duda Default Placeholder, Still Live
Duda's button component ships with default placeholder text. When you add a button to a Duda site, the text reads:
I am Button
You're supposed to replace it with actual copy — “Book a Consultation,” “Request an Appointment,” “Learn More.” On the Wedding Thompson site, no one did. The placeholder text is live on the homepage and on the contact page. Patients who want to take action are clicking a button that says “I am Button.”
It Appears on Two of the Most Important Pages
The homepage and the contact page are the two highest-traffic, highest-intent pages on any orthodontics website. The homepage is where families first evaluate the practice. The contact page is where they take action. Having “I am Button” on both pages means the placeholder text hits visitors at exactly the moments that matter most — first impression and conversion.
The CTA That Should Convert Doesn't Communicate Anything
A call-to-action is a practice's primary ask of a website visitor. When that ask reads “I am Button,” the patient has no clear next step. Do they click it? What happens? Where does it go? The confusion is enough to cause most visitors to leave without taking action. The site collects traffic and converts almost none of it.
What We'd Build
Pitchcraft built a spec redesign that replaces every placeholder with intent — a website where every element exists for a reason and every CTA drives a specific patient action.
CTAs That Actually Communicate the Next Step
Every button on the site gets clear, action-oriented copy — “Book a Free Consultation,” “Request an Appointment,” “Get Started Today.” Patients who arrive on the homepage ready to take action have a path forward. No more “I am Button.”
A Homepage Built to Convert
A homepage with a clear value proposition, trust signals (credentials, reviews, years of experience), treatment highlights, and a prominent consultation CTA — designed specifically to move a family from “considering orthodontics” to “scheduled for a consult.”
A Contact Page That Functions as a Lead Engine
A proper contact page with a functioning consultation request form, confirmed delivery, and auto-response to patients — plus phone number, address, and map embed for patients who prefer to call or stop in. Every patient who reaches the contact page with intent to connect gets a clear, working path forward.
Professional Design From Header to Footer
A complete site where no element was left at its default value, no widget was left unconfigured, and no placeholder was left unpopulated. The design that communicates: this practice is professional, thorough, and worth trusting with your family's orthodontic care.
Spec Redesign Deliverables
- ✓All “I am Button” placeholders replaced with clear, action-oriented CTA copy
- ✓Homepage redesign with value proposition, trust signals, and consultation CTA
- ✓Functional contact page with form, confirmed delivery, and patient auto-response
- ✓Treatment pages for braces, Invisalign, and clear aligners
- ✓Professional, complete design with no builder placeholder artifacts
The Opportunity
Every Owensboro family searching for orthodontic care is comparing practices online. When a family lands on the Wedding Thompson site and sees “I am Button,” they have two choices: click something they don't understand, or leave. Most leave.
The practice has the clinical capability. What it doesn't have is a website that converts the families researching orthodontists in Owensboro right now. That's a fixable problem.
Replacing placeholder text with clear CTAs is the floor. A proper redesign turns the site into an actual consultation-generating asset instead of a dead end.
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