DENTAL SEO CASE STUDY
The Client
Front Street Dental: A dental office in the small city of Stratford , Ontario wanted to attract clients from cities within a 150km radius. A very large target area for a service that requires customers visit their brick and mortar location.
The clinic had a website they were happy with, but they wanted more clients for their specialized dental work.
The Goal
The Goal required a three-part solution to attract both the local and more distant leads, and to convert those leads into paying customers.
Part 1: The Website
Although the client was happy with the look of their video-based website, they were unaware of its multiple problems:
- The website content was all contained in videos, with virtually no written content—a large barrier for getting found on Google.
- The website was very slow-loading, taking 16.4 seconds to load each page. It took so long that the browser would often display a time-out error before the homepage even appeared. This would cause potential clients to leave the site before they ever saw a single page. This issue also affected Google as they penalize slow sites—since they do not want to recommend sites that result in negative user experiences.
- The site did not work on mobile devices which both hampered the user experience and affected Google rankings.
Without changing the basic design of the website we made significant changes to the copy and background coding so the site attracted more visitors, engaged them longer on the site, and converted more visits to sales.
How we fixed it...
Website Copy
We wrote fresh copy to complement each video. And we created new web pages dedicated to each service, with new content and images to feature the higher-end, money making services that people would be willing to travel for.
Finally, we added Calls to Action (CTAs) to help turn visitors into leads.
Technical SEO
Without altering the existing website design we applied Technical SEO skills and reduced the site’s download time from 16.4 seconds to 1.3 seconds.
We restructured the site architecture to make the site more user-friendly to keep people on the site longer.
Mobile-Friendly
We kept the old website design, but we edited the the client’s existing WordPress theme so that it worked on mobile devices and passed Google’s Mobile-Friendly Test.
Part 2: Local SEO
We attracted clientele from the clinic’s local area – the city of Stratford with a population of 32,000.
How we did it...
Citations & Link Audit/Cleanup
Due to a recent name change, there were a lot of inconsistencies with existing links and citations on other websites. It looked like two businesses had the identical address and phone number. This not only created confusion for clients, but it also set up a red-flag with Google.
We informed Google of the name change and we sought out the incorrect citations and updated them.
Citation & Link Building
We secured more links and citations on other websites to get more visitors and acquire higher search result placements (SERP).
Citations act as a signal to help Google identify you and your geographical area.
Link building is the process of getting other websites to link to your website.
Reviews
Google likes to see lots of reviews. The number of reviews you have can influence where Google places your site in its SERPs.
We educated the client on the importance of getting reviews. We created a display in the clinic’s waiting area to promote honest reviews. As of this writing, the client has gained 35 reviews (averaging 4.9) on Google, and another 20+ reviews on Facebook & RateMDs.
Part 3: Search Engine Marketing (SEM)
Pay per Click (PPC) marketing with Google Adwords reached potential clients who were not local to the business, but lived within a 150 km radius.
How we did it...
The Results
increase in
Leads to Conversions
increase in
Page Views
year over year increase in
Views from SEO
year over year increase in
Views from SEM
What Our Client Said
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