Jefferson Dental is a network of first-class dental care providers that operates through Dallas-Fort Worth and Houston. In particular, Jefferson Dental has made it their mission to improve dental care for the Hispanic community.
Researching Jefferson Dental’s competition led us to the conclusion that every service and clinic location needed its own page. At the time, Jefferson Dental’s website only had a slider image on the homepage, one service page, one clinic page (for over 40 locations), and an About section.
Our first priority was to create individual service pages to let users know exactly what services Jefferson Dental provides. Our goal was also to increase organic rankings for local searches such as teeth cleanings dallas, dallas orthodontics, dallas tooth extraction, emergency dentist dallas, etc.
Second, we created individual clinic pages. Patients need this information to view hours of operation, the location, phone number, and other important information for an appointment. Individual clinic pages would also help the website’s local rankings for local searches such as dallas dental clinic, lewisville dental clinic, oak cliff dental clinic, etc. Finding information on each clinic is simple for patients and search engines.
The first 3 months were primarily spent on building out pages and writing content. Organic traffic and lead generation increased as intended, but the client didn’t like the look and feel of their site. The design was a bit outdated and it wasn’t optimized to capture leads.
The next 3 months were spent on designing and developing a new site. You can see the overall site statistics at the end of this section, but the site redesign had a large, positive impact on the site’s overall performance.
Throughout the entire site launch process, we made sure we were creating a strong foundation. Here are just a few things we did:
When we began working with Jefferson Dental Clinics, they didn’t have a consistent blog. So after launching the site, we created a content calendar for the entire year that consisted of blogging and guest posting. We began blogging immediately, which had a huge impact on their organic rankings.
We also sat down with a few dentists and got their feedback on various articles for guest posts. While we brainstormed ideas and created this content, we were actively building relationships with online media publications in the dental industry. By the time we had the articles written, they were ready to be placed on several dental-related publications.
We began a monthly email campaign. Content came from repurposed blog posts, as we knew the information performed well with analytics. We also gave users an incentive to schedule an appointment by attaching discounts and coupons for their next appointment.
We implemented remarketing software once the new site launched. The software enabled us to send drip email campaigns to users that have visited certain pages to set up an appointment. We also know who to send coupons to, when their next checkup should be scheduled, and so much more.
The following charts show Google Analytics charts for the Jefferson Dental website in 2014 and 2015.
As you can see in the charts above, Jefferson Dental experienced significant increases in their overall traffic, particularly since the launch of their new website. In the charts, orange represents the previous year compared to blue for the current year.
As stated earlier, blogging became one of our main focuses after launching the site. After some research, we began writing and published posts bi-weekly. A few of the posts have become very popular, so let’s take a look at two of the posts.
We wrote a post on manual vs electric toothbrushes. A lot of people aren’t sure which toothbrush they should use since there are so many conflicting viewpoints. We consulted with some of their dentists and wrote a pros and cons post. Since publishing the post, it’s been ranking extremely well (positions 1-3) for keywords like manual vs electric toothbrush and variations. The post averages about 800 pageviews a week.
We wrote a post on wisdom tooth removal. A lot of their patients had questions about wisdom tooth removal but couldn’t find the information they were looking for. So we created a resource page that answered most of their questions. Since publishing the post, it’s been ranking extremely well (positions 1-3) for keywords like do you have to get your wisdom teeth pulled and variations. The post averages about 2,000 pageviews a week.
In closing, Jefferson Dental was able to see significant success because of an emphasis on local SEO, the launch of a new website and a renewed emphasis on content marketing. As a result, Globe Runner was able to significantly improve in revenue generated via online appointments.