Delivering a uniform experience for two seperate dental clinics
Nedlands Dental experienced an incredible 2,665% increase in page one rankings in 24 months.
Nedlands Dental saw a 73% reduction in cost per conversion, dropping from $60 to just $16 in less than 5 months.
The brief
Nedlands Dental & Tuart Hill Dental were after a uniform experience for both clinics, with a focus on increasing bookings through SEO and paid search.
The two websites had to have a consistent user experience, with subtle typography and colour differences. This enabled us to deliver two aesthetically different websites with some big cost savings for the client.
Our solution
With the focus on increasing bookings through SEO and paid search, we kicked off the project by mapping out the clinic's service offerings to content opportunities through search and competitor analysis. This then gave us a roadmap to create content guides as part of our monthly SEO work.
Once we had created the uniform user experience, we were then able to roll out the visual design with subtle typography and accent colours for each brand, giving us two visually different websites.
Boosting patient bookings through content
After launching the new websites, we developed a comprehensive SEO strategy centred around creating search focused content that resonated with patients in surrounding suburbs. Working closely with a copywriter, we developed 10 pieces of content per month to maximise visibility of each practice.
Not only did this content enable each practice to build trust and credibility with prospective patients, but it resulted in a significant uptick in website traffic and bookings. One article in particular resulted in ranking on page one of search results for 33 keywords and continues to drive over 200 website visits per month alone.
Website migration
Nedlands and Tuart Hill Dental both ranked well in search results, with a number of page one rankings for key local search terms in surrounding suburbs that patients used to find the practices. This placed extra emphasis on the need for a well-planned and executed website migration to ensure website traffic and keyword rankings were maintained when the new websites went live.
By following our thorough website migration process, we ensured a seamless transition from the old sites to the new ones. This strategy involved a comprehensive site mapping, redirect strategy, and thorough testing to minimise the risk of lost traffic or ranking drops.
The result? Not only did we maintain crucial local rankings for both practices, but both practices experienced an increase in website traffic, rankings and patient bookings.
Thanks to the improved website performance and usability, combined with on-page SEO and content creation, Nedlands Dental experienced an incredible 2,665% increase in page one rankings in 24 months (20 page one keywords in Oct 2021 - 553 page one keywords in Jul 2023).
Driving new patient bookings through paid search
While SEO efforts were underway, we looked to boost patient bookings through target Google Ads campaigns for both practices. Although the business had run Google Ads in the past, the cost to acquire new patients was relatively high.
By meticulously auditing the existing account and campaigns and building new campaigns from the ground up, we were able to achieve great results for both Tuart Hill and Nedlands Dental.
Nedlands Dental saw a 73% reduction in cost per conversion, with the new campaign structure and ongoing optimisations seeing cost per conversion drop from $60 to just $16 in less than 5 months.
Results
Nedlands Dental experienced an incredible 2,665% increase in page one rankings in 24 months.
Nedlands Dental saw a 73% reduction in cost per conversion, dropping from $60 to just $16 in less than 5 months.
