System · Clinic Website
How 52th grew from a two-day landing page into a four-language clinic site.
A Cairo orthodontic clinic that started as a two-day landing page and now runs a four-language site for two clinics, with WhatsApp booking on every page.
01 · The leak
Problem.
A specialist orthodontic clinic with two locations, Zamalek and Newgiza, and a strong in-person reputation had no website at all. New patients arrived through word of mouth and Instagram DMs, and every booking meant a phone call during clinic hours.
02 · The build
Build.
Version one went live in two days: a premium landing site in the clinic brand with a booking form. Then four phases: more services and languages, a page for each treatment and age group, a smile test and virtual consult, and a password-gated patient portal under a full-bleed clinic film. Every page works in English, Arabic, French and Danish, with WhatsApp booking live on each call to action.
03 · The shift
Result.
Live two days after kickoff, then grown from July to October 2026 into 22 pages per language, nine treatment pages and two clinic pages at 52th.clinic. The work is ongoing.
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The live site
52th.clinic, as visitors see it.
Every screen here is a capture of the live site, taken on 31 October 2026 at laptop and phone sizes. The patient portal sits behind a password, so it is not shown.
The key pages, on a phone.
Smile test
Seven questions with drawn bite types. The answers become a WhatsApp message, and nothing is stored.
Age groups
Separate pages for kids, teenagers and adults, each with what to expect.
Virtual consult
Patients send five photos on WhatsApp and Dr. Mashaly replies with a first look.
Clinic pages
Zamalek and Newgiza each get a page with call, WhatsApp and directions.
On a laptop.
Treatment pages
Nine treatments, each with who it suits, how it works and the first weeks.
Results
Before and after cases grouped by condition, compared with a drag handle.
Clinic tour
The clinic film and captioned photos of every room, from reception to the kids’ corner.
4 languages, one site.
The same home page, captured in each language. Arabic runs right to left.
In motion
The reel.
A vertical promo we cut from the live site and Dr. Mashaly’s own clinic footage.
Build time
2 days
Languages
4
Clinics
2
Treatments
9
Two days from kickoff to a live site. Patients book straight from the page now, and every enquiry gets a reply.
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