Scroll down to see the landing page, VSL, ads, emails, and confirmation page we'd use to turn cold traffic into qualified conversations for your team.
Before writing a word, we audited your positioning, competitive landscape, and audience signals. Three findings shaped every deliverable below, and none of it's templated.
Your edge: Dr El-Azzi is a Digital Smile Design (DSD) master clinician + MSc Oral Surgery and Implantology (Marconi University). That thread runs through every piece of content below.
Every deliverable below is built from research into Iconic Smiles's business, audience, and competitive landscape. This package isn't templated.
Every piece is finished, written in your voice, and yours to keep regardless of whether we work together.
# VSL Script, Iconic Smiles
Offer: Porcelain veneers and Digital Smile Design (cosmetic smile makeover); free smile consultation
## Headline
Years from now, you're still catching your reflection and liking what smiles back
If your smile is the one thing you'd change about a photo before anyone else even notices it, this is worth a couple of minutes.
Most people who come to see us have spent years learning to smile with their lips closed. They cover their mouth when they laugh, they angle away from the camera, and they've talked themselves into believing that's just how it stays. It doesn't have to. A natural-looking smile you're actually proud of is a lot more within reach than you'd think, and it doesn't have to look like it belongs to someone else.
The reason people put it off usually comes down to one fear, and it's a reasonable one. You've seen the fake veneers. The too-white, too-bulky, all-the-same-size look that reads as "work done" from across the room. Nobody wants that. If getting a new smile means trading one thing you're self-conscious about for another, it isn't worth it, and you already know that.
That fear is exactly the problem we set out to solve, and it's why the way we design a smile is different from what you might have seen elsewhere. We're a Digital Smile Design practice, and Dr El-Azzi is a DSD master clinician, which means the smile gets designed digitally around your actual face before anything ever touches a tooth. The shape and the proportions and the way it sits when you talk and when you laugh are all planned to suit you specifically rather than dropped on top of you from a catalogue. That's how you end up with veneers that look like teeth you were always meant to have, not teeth that look like veneers.
We've had a lot of practice getting that right. The clinic holds a 5 star rating across 279 Google reviews, and patients travel from all around Australia to have their veneers done here, which for a smile-design practice is about the best signal there is. When people are willing to get on a plane for the way their smile turns out, you're doing the aesthetic part properly.
There's a reason it's worth looking at this now rather than filing it away for someday. A smile you're happy with changes how you carry yourself in a way that's hard to describe until it happens to you. One of our patients, Diana, put it this way:
> My new teeth have transformed my smile and restored my confidence. I seriously couldn't be happier!!
What tends to surprise people is that the teeth are only half of it. The bigger change is that you stop managing your face in every conversation, and you get a bit of yourself back.
A smile makeover with us is pretty straightforward from your side. It starts with a consultation, where we sit down and go through what's bothering you about your current smile and what you'd want it to look like instead. From there the smile is designed digitally, so you can see where it's heading before you commit to anything. Whether that's a full set of porcelain veneers, composite bonding on a few front teeth, or a broader makeover, it's built to match the natural, high-aesthetic result you came for. Everything happens under one roof with the same team, so you're not being handed around between providers halfway through your own treatment.
Now, a few things probably go through your mind when you think about this, so let me deal with them straight. The first is whether it'll look natural, and that's genuinely the whole point of how we work. We have every style, from a brighter Hollywood look through to the most subtle natural finish, and we design to what suits your face, so bulky and obvious is the thing we're actively steering you away from, not toward.
The second is the dentist itself, because plenty of people who want a nicer smile also dread the chair. That's more common than you'd think, and the clinic is built around it. Patients describe walking in and feeling like they've stepped into a 5 star resort, with the calm atmosphere and the little things that take the edge off. One patient who used to dread the dentist said the whole team completely changed her mind. If nerves are part of what's held you back, you won't be the first person we've looked after who felt exactly that.
The third is cost, and the reason we don't put a single number on a smile makeover is that no two are the same. Some people want two teeth sorted, some want a full transformation, and quoting one price for both would only mislead you. That's what the consultation is for. You get a clear picture of what your specific case involves before you decide anything at all.
This isn't for everyone, and I'd rather be upfront about who it suits. If you're looking for the cheapest possible option and the aesthetic result is a distant second to price, we're probably not your practice, and that's fine. Where we're a good fit is if you care about your smile looking genuinely natural, you want it done properly by a team that does this every day, and you'd rather get it right once than chase a bargain and regret it. If that's you, the next step is simple.
Fill in the short form just below this video and answer each question as straight as you can. It only takes a minute, and it tells us a bit about your smile and what you're after. Depending on what you tell us, we'll invite you to book a consultation, where you'll sit down with us and get a real sense of what's possible for your smile before you've committed to a thing.
You've probably read this far because some part of you has wanted to sort your smile out for a while. The people who are happiest they did it almost all say the same thing afterwards, which is that they wish they'd stopped putting it off sooner. A patient whose daughter had a complex case told us the whole thing was handled from start to finish, and that her daughter's confidence had skyrocketed. Another said his new crown looked and felt completely natural. That's the result we're after for you, a smile that looks like it was always yours.
The form below this video is the first step. Fill it in, tell us what's on your mind, and we'll take it from there.
Thanks for requesting a smile consultation with Iconic Smiles.
You're here because your smile has been taking up more space in your head than it should. Maybe you avoid a full smile in photos, or you've been looking at veneers and wondering whether they'd still look like you. The consultation gives the team a proper look at your teeth, your bite and what you want to change.
They'll talk through the treatment routes that fit your situation, whether that's porcelain veneers, composite bonding or work that needs to happen before cosmetic treatment. You'll see how a Digital Smile Design plan is built around your face before you decide whether to go ahead.
Over the next few days, we'll send a couple of short emails that answer the questions patients tend to carry into a consultation. Below are a few videos covering the same ground. Watch the ones closest to your situation, then bring the rest to the team when you come in. It lets your consultation spend less time on generalities and more time on your own smile.
We'll see you at Iconic Smiles.
Veneer pricing is usually the first practical question, and it deserves a proper answer rather than a number pulled from somebody else's case.
Iconic Smiles doesn't publish one veneer price because the treatment can mean very different things from person to person. A small repair to a front tooth, a set of veneers across the smile line, bite correction before treatment and a full smile makeover all require different planning and laboratory work.
Your consultation is where the team examines your teeth, listens to the result you want and maps the work that would get you there. If a Digital Smile Design plan is appropriate, it's designed around your face and your smile before treatment starts. You then receive a plan and a cost for your case, so you can make the decision with the scope in front of you.
The clinic does publish implant pricing separately. That page shows how widely a treatment plan can vary once materials and clinical needs change, which is why cosmetic work needs the same level of individual planning.
Bring any quote you already have. The team can explain what it includes and what your own plan would involve.
The fear is familiar. You want a better smile, yet you've seen veneers that look too white, too thick or identical from tooth to tooth.
Iconic Smiles is a Digital Smile Design practice, and its veneer work is planned digitally around your actual face before treatment begins. That includes the proportions of your smile and the way it sits when you speak and laugh. The result should suit you, rather than follow a stock shape applied to every patient.
Its porcelain veneers are described as ultra-natural looking, with styles ranging from a brighter Hollywood look through to a softer natural smile. Your reference photos and preferences belong in that conversation. Say what you like, show the team what you dislike, and ask to see cases with the level of brightness and shape you have in mind.
One patient, Diana Chahoud, wrote that she was happy with the porcelain veneers planned with the team and that her new teeth restored her confidence. You can read the public reviews and judge the results in the practice's published case material before your appointment.
Cosmetic treatment starts with the condition of your teeth and gums, plus the result you want to achieve.
At the consultation, the team looks at what's happening in your mouth and what would be required to create a stable result. Some patients are better suited to composite bonding, aligners, gum treatment or restorative work before veneers. Those options are part of the clinic's treatment range, and they're discussed where they fit the case.
You also get to see the direction of the smile design before treatment is underway. Digital planning gives the conversation something concrete to react to. If the proposed look feels too bright, too broad or unlike you, raise it while the design is being shaped.
The useful outcome from a consultation is a clear recommendation for your own teeth. If veneers aren't the route the team would recommend, they can explain the alternative and why it fits the condition they have examined.
Dental anxiety changes the way a person experiences every appointment. It deserves to be part of the plan from the beginning.
Iconic Smiles has a number of public reviews from patients who describe feeling supported through treatment. Maryam Salehi Pour wrote that calming music and breathing through the mask helped her feel at ease during an extraction. Kinda Saher described being talked through each step during a root canal and crown treatment, which helped settle her nerves.
Your first visit is the right place to tell the team what makes dental treatment difficult for you. They can explain the proposed work, pace the conversation around your questions and talk through the support available for the treatment you're considering.
You don't need to arrive with the language for every concern. Tell them what has put you off in the past and let them take it from there.
Do your research before the consultation. Cosmetic dentistry is personal, and you should be comfortable with both the clinical plan and the aesthetic direction.
Iconic Smiles is located in Roselands and has a 5-star rating across 279 Google reviews recorded in the practice intelligence file. Read the reviews, including the detailed ones about veneers, bonding and more involved treatment. Look at the practice website and its Instagram work, then compare the style of smiles you see with the one you want.
For the clinical side, the practice identifies itself as a Digital Smile Design provider and its principal as a DSD master clinician. It also operates a fully digital in-house implant centre, with milling machines and 3D printers used for treatment planning and production.
At the consultation, ask to see examples relevant to your situation and ask how the proposed treatment is planned. The team should be able to take you through the clinical route and the aesthetic choices before you decide.
Subject: Your smile consultation is booked
Preview: What happens next, and where to find us.
Your smile consultation with Iconic Smiles is booked. This email has the practical details so nothing catches you out.
You'll be seen at 183 King Georges Rd, Roselands. Parking is on site. When you arrive, let reception know you're here for a smile consultation and they'll take it from there.
The consultation itself is a conversation rather than a procedure. You'll sit down with Dr Matthew El-Azzi, talk through what you'd change about your smile, and he'll look at what's actually possible for your teeth. Porcelain veneers, composite work, or a full smile makeover, whatever fits. There's no drilling and no commitment on the day.
Over the next few days we'll send a handful of short emails. They cover what veneers should and shouldn't look like, how the pricing works, and what a couple of our patients went through. It's the stuff people usually only find out once they're in the chair, and we'd rather you had it before you walk in.
If you need to move the time, reply to this email and we'll sort it.
Dr Matthew El-Azzi
Iconic Smiles
Subject: The veneers everyone can tell are veneers
Preview: The look we build against, and why.
You already know the veneers we mean. Too white, too big, too even. A row of teeth that belongs to a set rather than a face. If that look is what's holding you back from a smile consultation, it's worth reading this.
That result usually comes from one thing: removing too much tooth and bonding on porcelain that's thicker than it needs to be. The teeth end up bulky and they sit forward. Once you've seen it, you can't unsee it, and neither can anyone who meets you.
We build against that look at the design stage. The whole point of a natural veneer is that it matches your face, your lips, and the way you already talk and smile. Different shapes for different teeth. A white that reads as healthy instead of fluorescent. Enough translucency at the edges that light passes through the way it does in a real tooth. Done properly, people notice you look well, and they don't notice the veneers.
This is why Dr El-Azzi trained as a Digital Smile Design clinician. Before anything is cut, your new smile is designed digitally against your own face, so the shape and proportion are decided on a screen and not guessed at with a drill. More on how that works later in the week.
For now, the only thing to hold onto: natural is a choice made at the design stage. It's the one we make.
Subject: What Diana's veneers actually involved
Preview: Start to finish, in her words.
Most people looking at veneers want to see the after photo. But the after photo doesn't tell you what the process felt like, and that's usually the real question.
One of our patients, Diana, put it this way:
"I use to dread the dentist but Dr Matthew and the whole team at 'Iconic Smiles' completely changed my perspective! The atmosphere at the clinic is so modern and professional. Dr Matthew was so calm and supportive during my treatment plan, making sure I was happy with the porcelain veneers I was getting. My new teeth have transformed my smile and restored my confidence. I seriously couldn't be happier!!"
Read that back and notice what she leads with. Not the teeth. The dread. She walked in expecting the version of the dentist she'd learned to fear, and what changed for her was being talked through the plan until she was happy with it, before any work started.
None of that shows up in a before-and-after. A veneer case done well is mostly conversation and design, and the bonding is the short bit at the end. By the time we get there, you already know what you're getting, because you've seen it and agreed to it.
Diana is one of 279 reviews on our Google listing, sitting at 5 star. Have a scroll through them before your consultation. Read the ones about porcelain veneers, and read the ones from people who were nervous. They tend to be the same people.
Subject: What a smile consultation costs you
Preview: No price traps, no surprise quotes.
Cost is the question everyone has and nobody wants to ask first, so let's put it on the table.
Veneers are priced per case rather than off a menu. The reason is simple. Two people who both want a better smile can need very different work. One wants six front teeth refreshed. Another wants a full makeover across the top and bottom. Quoting a single number before we've looked at your teeth would either overcharge you or set an expectation we can't hold, so we don't.
What we can tell you is how the money works. At your consultation, Dr El-Azzi looks at your teeth, you talk through what you want to change, and you leave with a plan and a figure for that plan. It's specific to you, it's explained, and there's no obligation attached to it. You decide in your own time and not in the chair.
For the treatments where a fixed figure does make sense, we publish it openly instead of making you ask. Our full-mouth fixed implant cases start at $22,500 for the acrylic All on 4+ option and are listed by tier on our website. Veneers sit outside that because they're built to the case, but the same principle holds: you'll know the number before you commit to anything.
Come to the consultation with a rough sense of what you'd like changed. That's all we need to give you a real answer.
Subject: How to judge veneers on anyone you meet
Preview: A quick eye test for good work.
Use this whether or not you ever sit in our chair: three details to look for when you see veneers on anyone.
Look at the edges. Natural teeth are slightly see-through at the biting edge, where light passes through. Cheap veneers are flat and opaque all the way down, which is why they can look like tiles.
Then look for variation. Real teeth aren't identical, so the two front teeth are usually a fraction longer and the shapes differ tooth to tooth. A smile where every tooth is the same size and shape reads as fake even when someone can't say why.
Check the gum line too. Good veneers meet the gum cleanly, with the tooth proportions sitting right against it. Bulky ones push the gum or sit proud of it, and over time that's where they look their worst.
Take those three into your consultation. When Dr El-Azzi walks you through the design, you'll know exactly what you're looking at, and you'll ask sharper questions. We'd rather you came in informed than impressed.
Subject: If the dentist makes you nervous
Preview: Music, mask, and a slower pace.
If part of you is dreading the consultation because it's the dentist, you're not the exception. You're most of the people who walk through our door for cosmetic work.
The room doesn't look or feel like the surgery you're picturing. Patients tell us it reads more like a resort than a clinic, and that's deliberate. Calming music plays. There's a breathing mask to settle your nerves rather than just help with a procedure. The pace is set by how you're doing and not by a schedule.
One of our patients, Maryam, put it plainly after an extraction:
"The calming music and relaxing breathing through the mask helped me feel comfortable and at ease throughout the procedure. Dr Matthew El-Azzi and the team took excellent care of me from start to finish, making sure I felt supported and comfortable the entire time."
And remember, the consultation isn't a procedure at all. Nothing happens to your teeth. It's a conversation, so you talk, you look at options, and you leave. If nerves have kept you away from fixing your smile for years, the consultation is the low-stakes way back in.
If you'd feel better mentioning something ahead of time, reply to this email and it'll be waiting in your notes before you arrive.
Subject: Seeing your new smile before we touch a tooth
Preview: How Digital Smile Design works.
The single thing that separates a smile you're happy with from one you settle for is being able to see it before it's permanent. That's what Digital Smile Design does, and it's worth understanding before your consultation.
The idea is simple. Rather than describing what your smile could look like, we design it digitally against photos and scans of your own face. Its proportions, tooth shapes, smile width, and how it sits with your lips are all decided visually on screen while you watch and give feedback.
That changes the whole conversation. Rather than relying on a description or stock example, you're looking at your own face with the new smile on it, saying more of this and less of that until it's right. Only then does any work begin, guided by the design instead of done by feel.
It's why Dr El-Azzi's veneer patients travel to Roselands from across Australia, and why he teaches this approach to other clinicians. That precision helps results look like they were always yours.
At your consultation, this is where a lot of the time goes. Come ready to be picky. It's the one point in the process where changing your mind costs nothing.
Subject: Your consultation is tomorrow
Preview: What to bring, what we'll cover.
Your smile consultation is tomorrow. A few things will help you make it count.
Bring a rough idea of what you'd change, and it doesn't have to be technical. "I hate the gaps," "my teeth feel too small," or "I want them whiter but not fake" all give Dr El-Azzi exactly what he needs. If there's a smile you've saved a photo of, bring that too.
We'll cover what you want to change, what's realistic for your teeth, whether porcelain veneers, composite work or a fuller makeover fits best, and a clear figure for the plan we land on. You'll leave knowing your options and the cost, with no obligation to book anything on the day.
We're at 183 King Georges Rd, Roselands, with parking on site. Give yourself a couple of minutes to settle in when you arrive.
If anything's changed and you need a different time, reply to this email and we'll move it.
See you tomorrow.
Dr Matthew El-Azzi
Iconic Smiles
Preview: Most people picture one kind of veneer. There are really two.
Subject B: what a smile makeover actually decides
Most people picture one thing when they hear the word veneers: a row of bright, uniform, slightly-too-perfect teeth. The Hollywood look. It's real, and plenty of people want exactly that.
What they don't realise is there's a second option that reads as nobody's business but yours. Slight variation between the teeth. Edges that catch light the way natural enamel does. A shade that suits your skin, not a lighting rig.
At Iconic Smiles we plan both, and the planning is where the result is won or lost. Digital Smile Design maps the new smile against your face, your lips, and the way you talk and laugh before a single tooth is touched. You see the outcome first. Then we build to it.
The teeth looking too bulky or too obvious is the fear almost everyone walks in with. It comes from cases that were shaped by hand and hoped for the best. Design the smile digitally and most of that uncertainty disappears.
If this has been on your mind for a while, the first move is a consultation where we show you what your own smile could look like. No decision on the day.
Dr Matthew El-Azzi
Iconic Smiles
Preview: The calming room does more than feel nice. It changes who books.
Subject B: for people who dread the chair
There's a line that shows up again and again in what patients tell us afterwards: they used to dread the dentist.
Diana wrote it plainly. "I use to dread the dentist but Dr Matthew and the whole team at 'Iconic Smiles' completely changed my perspective!" Ronda put it another way: "you feel like you've stepped into a 5-star resort with the calming mood and beautiful decor."
The calm room isn't decoration for its own sake. Dental anxiety is the single biggest reason people who want a better smile never book one. Music, a mask you can breathe through, and someone explaining each step before it happens are the difference between a person who books and a person who keeps putting it off for another year.
None of that changes the clinical work. The veneers, the design and the surgical skill sit underneath all of it. What the room changes is whether an anxious person ever gets far enough to see the result.
If dread has been the thing stopping you, that's worth knowing before you write off the idea entirely.
Dr Matthew El-Azzi
Iconic Smiles
Preview: A smile makeover is usually spread across three providers. Here it isn't.
Subject B: everything in one building
A full smile transformation is often stitched together across separate providers. One place scans, another mills the veneers, a third handles anything surgical. Every handover is a chance for the plan to drift, and the person holding it together is usually you.
We built the practice the other way. Design, milling machines, 3D printers and implant work all sit in one location under one clinician. The plan you approve is the plan that gets made, because the same hands see it from scan to fitting.
That's part of why veneer patients travel from around Australia rather than staying local. The result matters to them, and so does being spared the job of project-managing their own mouth across a city.
Dr El-Azzi is a Digital Smile Design master clinician, and the reviews reflect what that consistency produces: 5 star across 279 Google reviews.
If a single trusted provider for the whole thing is what you've been looking for, a consultation is where we walk you through how it works.
Dr Matthew El-Azzi
Iconic Smiles
Preview: They get talked about as the same thing. They solve different problems.
Subject B: which veneer is actually right for you
Composite and porcelain veneers get talked about as if they're the same decision at two price points. In practice they solve different problems.
Composite is shaped directly onto the tooth in one visit. It's reversible, it's kinder to the underlying tooth, and for smaller corrections it can be all someone needs. Amanda's daughter had composite bonding on her six front teeth, and Amanda's words were that her confidence "has just skyrocketed."
Porcelain is made in the lab, holds its colour longer, and handles a full smile redesign that composite can't carry alone. It's the choice when the goal is a complete transformation rather than a refinement.
The right answer depends on your teeth, your goal, and how much you want changed. Anyone who tells you one is simply better than the other before looking in your mouth is selling, not planning.
Working out which fits your case is the whole point of the first consultation. You leave knowing what your options actually are.
Dr Matthew El-Azzi
Iconic Smiles
Every asset above plugs into one place in this flow. Once it's running, the only thing you see is qualified bookings on your calendar.
We handle every piece of the build, deployment, and the first 30 days of campaign management. You film, we run.
If yours isn't here, it's the first thing we'll cover on the call.
