I much prefer the second add to the first, but it's still not perfect. #2: -I like the background design- and while it does not directly contribute to patient information, it is professional, catchy and likely to get someone's attention- at least when compared to the first. - Personally, I would like the see the person who is treating me in the ad, not generic patients with big smiles. I like the picture, I like the color in the ad, and I like the proportions much better than the first. "The perfect smile" is too big in the first one IMO. -I would have made the phone number bigger at the bottom and eliminated some of the wordiness under "total family care" and "cosmetics for your best smile". Instead of saying, "teeth whitening, fast results, very affordable" I would have limited myself to more of a bullet style word lists: e.g.: Affordable whitening tooth colored fillings sealants natural looking veneers/crowns dentures, partials Laughing gas Then, I would have taken the map from the first ad and placed it where cosmetics for your best smile is in the second. I think the mission statements in both are a little long and wordy. You said yourself, shorter is better. "we are dedicated to giving you the...received" is too long, not very catchy. "Excellent dentistry in...environment" is better, but I still think it's too long. I would go with something like, "Exceptional quality, exceptional care" or perhaps "Dedicated to the patients we serve" Now, the only question left is, which one are you in the picture? The one on the left? or the one in the middle? My guess is the one on the left, since that name is first, and since you were the owner and your partner you said was an old high school classmate younger than you.