Case Study: Willett & Patton DDS
WEBSITE CONVERSION RATE INCREASE
RETURN ON MARKETING INVESTMENT
NEW PATIENTS EVERY MONTH
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An award-winning dentist with a passion for medical missions was expanding his practice and wanted to rebrand his outdated website to include the addition of a new associate. The office was relying on the website to drive new patient acquisition and to drive qualified leads through the funnel.
Our challenge was to craft and employ a multi-channel approach for driving qualified leads, harnessing the power of branding and organic and paid search. Our strategy consisted of three parts:
1. Rebrand website to reflect new practice identity
2. Employ local SEO techniques to ensure consistency and rank in local search
3. Create paid search campaigns targeting high revenue, low competition keywords
We built a clean website optimized for conversion, making it easy for visitors to take desired actions like scheduling an appointment. A high converting website is key. You can get lots of traffic, but without a high conversion rate, it’s meaningless. Right now, the site conversion rate is 8%.
Next, we launched a local SEO strategy that targeted high volume, low competition dentist and service-related keywords. Currently, the website ranks on page 1 of Google for 31 local, dentistry-related keywords. The website appears in the top two organic positions for 7 of those keywords including “family dentist”, "periodontal therapy" and “cosmetic dentist.”
Last, we launched an Google Adwords Campaign focused on high revenue keywords such as dental veneers and emergency dentist. On average, Google ads convert at 5% and drive an additional 200 site visits per month. Site visitors that originate from AdWords convert at 20%. That’s an additional 30-40 calls and contact requests each month.
Since Manno Marketing began working with Willett & Patton DDS, site visitors have doubled and website conversion rate has increased to 8% (including click-to-calls and appointment requests). Paid and organic search now drive an additional 12-17 new patients each month, 1/4 of total new patients. The focus on high-revenue keywords, such as emergency dentistry and veneers, has increased the average lifetime value of new patient and client sees a 800% return on their marketing dollar investment.