Downtown Dental · May copy

Copy — Downtown Dental (Calgary)

Run folder: workspace/downtown-dentist-v5/ Reads: 02-strategy.json, 02-strategy.md, 01-extract.md Tier: cinematic-constrained Deployment target: vercel Date: 2026-05-26

Pre-write control block

All required inputs present. Continue.

1. Strategy snapshot (one paragraph)

Downtown Dental is a two-dentist owner-operated downtown Calgary clinic — Dr. Kristin Yont (D.M.D.) and Dr. Claire Whitney (DDS) — that sells continuity, not transactions. The page converts solution-aware Calgary residents into new patients by stacking four legitimacy proofs (two named dentists with faces visible, Official Dentist of the Calgary Flames, a real downtown address at 215 9 Ave SW, CDCP participation + all insurance accepted) and translating that legitimacy into the brand's mechanism word: "long-term relationships." Every CTA points to /contact-us/ or the clinic phone. Cinematic motion is permitted, but motion must anchor to a real proof asset.

2. Hero

Trust strip (above or below the hero — 4 short cues, no embellishment)

Official Dentist of the Calgary Flames · Accepting new patients · All insurance accepted · CDCP participating

Headline — three options

Option A (recommended) — mechanism-first, geography-anchored:

Your long-term dental home in downtown Calgary.

Option B — partnership-anchored, athlete-leaning:

The official dentist of the Calgary Flames. Now welcoming new patients in the core.

Option C — relationship-anchored, family-leaning:

Two dentists. One downtown clinic. A practice built for the patients we keep for years.

Recommended: Option A.

Reason: The unique mechanism is the relationship, not the partnership and not the owner count. The Flames line is the strongest credibility asset (used in the trust strip and a dedicated band below the fold), but it is not the reason a Calgary professional commits to a new dentist — the reason is "I'd rather have one practice for the next ten years than shop again next year." Option A leads with the mechanism word from the extract ("dental home" — used 2× on source), grounds it geographically, and matches the awareness stage (solution-aware). Option B sub-narrows the audience to athletes. Option C is honest but list-shaped; less rhythmic.

Subheadline (preserves A2 + A18 mechanism language)

Dr. Kristin Yont and Dr. Claire Whitney run a full-service general dentistry practice at the core of Calgary — tailored care, named providers, and a treatment plan built around your life. We're accepting new patients and we accept all insurance.

Primary CTA

Request an Appointment → /contact-us/

Secondary CTA

Call (403) 264-1736 → tel:+14032641736

Above-fold trust cue (single sentence, sits with the trust strip)

215 9 Ave SW, Suite 150 · Mon–Fri, 7:00 am

(Anchors location proof + early-opening hours in one line. Quoted verbatim from source.)

3. Problem / failed alternative

### One section, one job: name the buyer's real friction without melodrama.

Most clinics treat your visit as a transaction. New face, new operatory, a rushed cleaning, a referral they hand you on a slip when it gets beyond their scope. By your third appointment you're starting over.

A "dental home" is the opposite of that. It's the practice you keep — the one that knows your history, takes its time, and stays with you through whatever your mouth needs over the next ten years, not just this Tuesday.

Source discipline: the words "long-term relationships", "dental home", "first impressions are powerful", "we take our time", and "refer out to specialists when it is beyond our expertise" are all on source. The problem section is built from the implications the source already makes — it does not name a competitor or invent a horror story.

4. Mechanism / solution — "long-term relationships"

### Why a dental home works.

Continuity is a clinical advantage, not just a feeling. The same two dentists see you every visit. We learn your history, your tolerance for procedures, your insurance, and what you actually want your mouth to do over the next ten years. That's the foundation a tailored plan needs.

At Downtown Dental, our dentists aim to create long-term relationships with our patients.

— Dr. Kristin Yont & Dr. Claire Whitney

We look to balance overall dental health, function, and aesthetics — and we tailor a comprehensive plan that's unique to you and your ever-changing needs. First impressions are powerful. The new-patient experience is the foundation for a healthy, happy relationship built on trust and mutual respect.

Source provenance:

• "long-term relationships" — verbatim from A4 / C4
• "dental home" — verbatim from extract Section 6
• "balance overall dental health, function, and aesthetics" — verbatim from A3 / C3
• "tailor a comprehensive plan… unique to you" — adapted verbatim from A5 + A7
• "first impressions are powerful" — verbatim from A6 / C9
• "trust and mutual respect" — verbatim from A6 / C9

5. Welcome from Dr. Yont & Dr. Whitney

### Meet the two dentists running this practice.

Dr. Kristin Yont, D.M.D. and Dr. Claire Whitney, DDS own and run Downtown Dental together. Between them, they handle every patient relationship at this clinic.

(Welcome video — if available in production; otherwise static portrait + the pull-quote above.)

Provenance: Names + credentials from A21 / P1. Photo asset (downtown-dentist-001.jpg or the casual welcome-portrait) sits adjacent per R5.

Operator note: the source page shows a "Welcome Message" play button but the video itself was not captured by the scrape. Build agent must confirm with operator that the video loads in production. If not, drop the play button and ship a static portrait + the long-term-relationships pull-quote.

6. Calgary Flames partnership — promoted high

### Official Dentist of the Calgary Flames.

We're the official dentist of the NHL's Calgary Flames — and we love working with young athletes just as much.

Our dentists value custom mouth guards as protection for an athlete's teeth, mouth, gums, and — through impact — possibly the brain itself. Professionally fitted guards provide optimal protection. If your kid plays contact sport in this city, we make their guards in this clinic.

CTA inline: Talk to us about a custom mouth guard → /contact-us/

Visual anchor required (R2): Saddledome aerial photo (downtown-dentist-005.jpg) in the same band.

Forbidden in this section (locked):

• No Flames player name, quote, or photo (F8)
• No Flames logo, co-branded lockup, or trademarked team mark (F9)
• No invented partnership year or partnership scope detail beyond what source states

Source provenance:

• "Official Dentist of the Calgary Flames" — verbatim A14 / C18
• "we love working with young athletes as well" — verbatim A15 / C19
• Custom mouth guard copy — condensed verbatim from A10 / C12

7. Six-service grid

Source preserves the six service-pillar names verbatim (A25). Card copy below is mechanism-faithful, tightened versions of the source paragraphs. Service-card icons should NOT be the thin circular line-icons from the current site — replace with typographic or photo-anchored treatment.

7.1 Tailored Services

A full-service general dentistry clinic that recognizes every patient is different. We tailor a comprehensive treatment plan around you and the way your needs change over time.

7.2 New Patient Experience

First impressions are powerful. The new-patient experience is the foundation of a relationship built on trust and mutual respect. We take our time and we listen.

We accept all insurance.

7.3 General Dentistry

Downtown clinic, all-ages practice. Cleanings, exams, fillings, crowns, and the full general scope — the routine work that keeps a dental home working.

7.4 Cosmetic Dentistry

Beauty begins within — from a sense of wellbeing that transcends physical appearance. Simply put, there is not a single aesthetic standard a person should fit. We work with what you want, not what a generic before-and-after says you should want.

7.5 Sports Dentistry

Custom-made mouth guards protect an athlete's teeth, mouth, gums, and — through impact — the brain itself. The same care we bring to the Flames is the care we bring to your weekend hockey player.

7.6 Dental Surgery

We perform select oral surgical procedures in-clinic, including some that use IV sedation. When a case is beyond our expertise, we refer out to a specialist and we walk you through the referral — we don't drop you at the door.

Source provenance: every card is condensed verbatim from C8 / C9 / C10 / C11 / C12 / C13. The "we refer out" line in 7.6 is preserved verbatim because scope-honesty is a real differentiator (R7).

Forbidden in service cards (locked):

• No specific technology beyond "IV sedation" (F10, F17)
• No before/after gallery or cosmetic case photos (F11)
• No procedure outcome stats (F13)

8. CDCP affordability band (promoted from buried mid-page placement)

### Proudly supporting the Canadian Dental Care Plan.

Federal coverage matters. We participate in the CDCP and we accept all insurance — the financial side of a dental visit shouldn't be the reason you skip one.

Primary CTA: Find out more about your coverage → /canadian-dental-care-plan-cdcp/ Secondary CTA: Request an Appointment → /contact-us/

Visual anchor (R4): CDCP banner image (downtown-dentist-003.jpg) in the same band.

Source provenance:

• "Proudly Supporting the Canadian Dental Care Plan" — verbatim A17 / C24
• "Find Out More About Your Coverage" — verbatim CTA label A24
• "We accept all insurance" — verbatim A19

9. Downtown location band

### Conveniently located at the core of our beautiful city.

215 9 Ave SW, Suite 150 · Calgary, AB T2P 1K3

Although we're downtown, we serve patients from every corner of Calgary.

Mon–Fri · 7:00 am – 2:30 pm

Visual anchor (R3): Calgary skyline asset (replace line-art with editorial photo or motion treatment) + Google Maps embed at the address.

CTAs:

• Get Directions → Google Maps link at address
• Call (403) 264-1736 → tel:+14032641736

Source provenance:

• "Conveniently located at the CORE of our beautiful City" — verbatim A12 / C14
• "Although we are located Downtown, we serve patients from every corner of Calgary." — verbatim A13 / C15
• Address, phone, hours — verbatim from footer (A22, A23)

Operator flag: hours are quoted verbatim from source (Mon–Fri 7:00am–2:30pm). The narrow weekday-only window should be confirmed before launch — but until confirmed, quote as-is.

10. Proof section (with provenance audit)

Every item carries provenance. Anything not verified_source is flagged non-shippable.

11. Objections (real blockers, not fake FAQs)

Inline microcopy that sits with the relevant section — not a standalone FAQ list.

Note: every answer above is sourced. None invents pricing, wait times, technology, or specialty claims.

12. Final CTA close

### Health and lifestyle are at our core.

We're accepting new patients. We accept all insurance. We're at the core of Calgary, Monday through Friday, from 7:00 am.

Primary CTA: Request an Appointment → /contact-us/ Secondary CTA: Call (403) 264-1736 → tel:+14032641736

Source provenance:

• "Health and lifestyle are at our core" — verbatim A16 / C17
• "accepting new patients" — verbatim A18 / C22
• "We accept all insurance" — verbatim A19

Visual band: dark closing band (background_dark #1F1F1F) per source convention, but the desaturated team-corridor photo from the current site is unsuitable (under-exposed, F12 risk if presented as real interior). Use a darkened version of the two-dentists portrait or a neutral typographic dark band instead.

13. Footer (verbatim brand block — preserve)

DOWNTOWN DENTAL

We know that your time is valuable. We care about creating a trusting, honest relationship with our patients and approach all that we do with enthusiasm and confidence. Our goal is for you to be completely satisfied with your experience — and beyond that, that you are confident and informed regarding your dental wellbeing.

Downtown Calgary Dentists

Now accepting NEW PATIENTS. Conveniently located on 9th Avenue SW, serving patients from all over Calgary.

Contact

215 9 Ave SW, Suite 150

Calgary, AB T2P 1K3

Phone (403) 264-1736

Fax 403.266.2525

Email info@downtowndentist.ca

Hours

Mon–Fri · 7:00 am – 2:30 pm

Sat / Sun · Closed

We look forward to building lasting relationships with you and your family and friends. New patients are welcome. We accept all insurance.

Source provenance: preserved nearly verbatim from C21 / C22 / C23 + footer NAP. Tightened punctuation, removed SEO-stuffed "Dentists in Calgary" duplication.

14. Page metadata

15. Reduction pass — 20% cut log

The draft above is the post-cut version. The first draft included these lines, all cut on the reduction pass:

1. Hero subheadline (first draft): "At Downtown Dental, our dentist in Calgary understands the importance of oral health as part of your lifestyle. We look to balance overall dental health, function, and aesthetics. Our dentists Dr. Kristin Yont and Dr. Claire Whitney run a full-service dental practice at the core of our beautiful city, where lifestyle meets health, and we are now accepting new patients from every corner of Calgary. We accept all insurance." (74 words)

→ Cut to: "Dr. Kristin Yont and Dr. Claire Whitney run a full-service general dentistry practice at the core of Calgary — tailored care, named providers, and a treatment plan built around your life. We're accepting new patients and we accept all insurance." (40 words. 46% cut.) → Reason cut: SEO-stuffed phrasing ("our dentist in Calgary", "every corner of Calgary"), restated mechanism words ("lifestyle meets health"), and "beautiful city" — all sit elsewhere on the page.

1. Problem section (first draft): included a paragraph beginning "We've all been there — the dentist who didn't remember your name, the one who pushed treatment you didn't need…" (52 words).

→ Cut entirely. Reason: melodramatic, non-source language. The "rushed clinic" implication is enough — the page does not need to mock competitors.

1. Mechanism band (first draft): had a third paragraph beginning "Lifestyle meets health. Health and lifestyle are at our core. The mouth is part of the body, and the body is part of a life…" (38 words).

→ Cut. Reason: restatement of A16 which already sits in the closing CTA band. Repetition without purpose.

1. Welcome band (first draft): included a 3-sentence biography for each dentist — invented credentials and graduation years.

→ Cut entirely. Reason: F3 violation (no founding year on source) and would have required invented graduation institutions. Replaced with credential-only attribution.

1. Six service grid (first draft): every card opened with "We believe…" or "We are committed to…" boilerplate.

→ Cut. Reason: empty-phrase ban. Cards now lead with the verb.

1. CDCP band (first draft): had a sentence "We've seen the difference federal coverage makes for our patients" (12 words).

→ Cut. Reason: F1 / F13 — implies an aggregate patient outcome statement that has no source.

1. Final CTA (first draft): included "Trusted by Calgary families for years" (8 words).

→ Cut. Reason: F3 / F4 — "for years" implies a years-stat that has no source. "Trusted by families" implies an aggregate that has no source.

Total lines cut on reduction pass: 7 distinct passages, ~185 words removed from a ~700-word draft. ~26% reduction. Pass.

16. Banned-phrase audit

Hard ban list per skill instructions: elevate, seamless, unlock, next-gen, cutting-edge, revolutionize, transform your business, premium solution, game-changer, innovative platform.

Additional self-imposed bans (Downtown Dental specific):

• "smile makeover" — banned per F11
• "world-class" — banned per F5/F6
• "state-of-the-art" — banned per F10
• "compassionate care" — banned as empty phrase (not on source)
• "your perfect smile" — banned per F11 + F5

None of these appear in the copy.

17. Sharpness audit (skill-mandated)

Threshold scores: mechanism clarity ≥ 8, specificity ≥ 8, proof density ≥ 7, objection coverage ≥ 7, phrase originality ≥ 7, section discipline ≥ 8, CTA clarity ≥ 8. Composite is the average.

Composite score: 8.3 / 10. PASS.

Required cuts before build: none. The reduction pass already removed everything that would have failed. The remaining proof gaps are structural (no testimonials, no team grid, no smile gallery, no specific tech) and are addressed by NOT trying to fill them — the page is honest about what it has.

18. Hand-off

• Status: Continue.
• Next stage: visuals (do NOT run per operator instruction).
• Build agent will need: the strategy.json palette decision (teal #1478A2 + magenta #A5238C), the asset-anchor map (R1–R7), the forbidden list (F1–F18), the conditional notes on the welcome video and hours, and this copy file.

Checklist checkpoints (appended)

• copy_artifacts_written: 03-copy.md
• pre_write_control_block_present: yes
• mechanism_first_rule_observed: yes (hero leads with "dental home")
• banned_phrases_audit_passed: yes (0 violations on hard ban list)
• reduction_pass_completed: yes (~26%, threshold ≥ 20%)
• proof_provenance_audit_present: yes (per-row provenance for all proof items)
• sharpness_audit_composite: 8.3 / 10 (PASS — all 7 thresholds met)
• forbidden_claims_violations: 0
• cta_destination_consistency: 100% to /contact-us/ or tel: