See how Bento Sites improved the content, structure and style of Colgate's website (unsolicited).

Redesigned website for Colgate that their Smart Electronic Toothbrush E1.

I recently noticed that Colgate’s smart toothbrush is the only toothbrush sold on the online Apple Store.

Unlike other toothbrushes, Colgate’s Smart Electronic Toothbrush E1 monitors brushing duration, frequency and surface area to improve your oral health. It also pairs with iPhone, iPad and Apple Watch apps, gamifies brushing for kids and integrates with Apple’s ResearchKit to optionally share data with oral health researchers. It’s an impressive toothbrush!

When I visited Colgate’s website to learn more, I was surprised to discover their website design didn’t equal the slick toothbrush. That’s when I started imagining how I would redesign the website.

In this post, I’m going to redesign Colgate’s website (unsolicited).

Project Brief

Business Goal

Improve the content, structure and style to increase engagement and conversions.

Conversion Goals

Increase sales of the Colgate Smart Electronic Toothbrush E1. Also, increase sales (via affiliate links) for Optic White toothpaste, toothbrushes and mouthwash.

Before (Designed by Colgate)

Colgate's website.

After (Designed by Bento Sites)

Colgate's redesigned website.

Image Credits

  • Colgate-Palmolive

Colgate first appeared on the Bento Sites Blog by Jeff Shibasaki.

Close-up of Jeff Shibasaki.

Jeff Shibasaki

I’m an Atlanta web designer that specializes in website design and development on Webflow and Squarespace.

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