Pryce & Elliott — The Practice That Doesn't Exist

Cinematic scroll sites and technically sound sites still tend to be opposites: film heroes usually cost a page its performance, its accessibility, or both. We wanted a dental site that opens like cinema, with two film scenes scrubbed under the visitor's scroll, and still holds an A+ security grade, a 100 Lighthouse accessibility score and a complete page for anyone who prefers less motion.

The second problem was stranger: how do you build a fictional practice honestly? Dentistry is regulated and trust-critical. A convincing demo with invented clinician names, GDC numbers or patient reviews would be deception, not demonstration. The concept had to be persuasive enough to show the craft, and transparent enough that no visitor could ever mistake it for a real practice.

And the build had to prove a claim, not just make one: that a real practice could take this over in days. If swapping the fiction for real treatments, team and photography meant rewriting components, the demo would be a one-off, not a model. Every section had to read from data a practice owner could understand, while the honesty rules held on every deploy.

The film came first: a 35-second arrival — front door, past reception, down the corridor, into the surgery as it wakes — scrubbed across 320 frames on desktop and 160 on mobile, with copy keyed to scroll. A second scene turns a ceramic crown through a roughly 35-degree arc on a linen plinth. Around them, twelve-plus sections: stage-select care pathways, a four-step first visit drawn along an animated rail, a comfort menu for nervous patients.

Honesty is architecture, not a disclaimer. A disclosure ribbon sits on every page; the footer repeats it. No invented clinicians, GDC numbers or patient reviews. AI imagery and fees are labelled illustrative, the phone number is Ofcom's drama range marked 'does not connect', the map is a pinless area view — because the practice does not exist — and the site is permanently noindexed, so the fiction can never rank in search. An 81-check sweep enforces all of it on every deploy.

The fundamentals are gated on every deploy: 200-plus automated checks, an A+ security grade under a strict Content-Security-Policy, 100 Lighthouse accessibility, full reduced-motion support. The booking form is real — HubSpot plus Resend, honest failure states, a success message that repeats the disclosure. And because every section reads from one data file, a real practice could replace the fiction without touching the engine. Days, not months.