Client's Initial Situation
The client approached us with an outdated website that had several issues:
- Poor information structure: no clear prioritization of services, no unique selling proposition (USP), no prices, and a design that doesn’t meet modern standards or audience expectations.
- Lacks SEO structure.
- No reviews, which reduces trust in the clinic's specialists.
- No CRM system configured for process automation.
- Client’s main goals: increase the number of inquiries and launch advertising campaigns. A strong point: well-organized social media profiles.
Is it even worth mentioning that when potential clients land on such a website after clicking on an ad, the bounce rate will be sky-high, and the advertising will be deemed ineffective? Then, repeating the same mistakes and expecting a different result, they hire a new contractor for another ad campaign — only to waste the budget again.
Analysis and Marketing Research Phase
We conducted a 5P-based marketing analysis
- Thoroughly researched the target audience and the clinic's geographic location, as patients usually choose a clinic close to home.
- Identified the main concerns of clients: unpleasant smell, pain, high cost, lack of trust in a new doctor, no guarantees, and difficulty with children’s appointments.
- Determined that around 85% of clients are women with children who treat themselves, their children, and often bring in other family members (husbands, parents).
What We Did
- New website development: created a modern, responsive design for desktop, tablets, and mobile devices.
- SEO (search engine optimization): developed a semantic core, wrote 180 articles over 4 months for key search queries to rank the website in Google’s TOP-10.
- Marketing Incentives for Inquiries: offered bonuses like sugar-free homemade cookies, discounts on implants, extended warranty, insurance-covered service, and cashless payment options.
- New Website Concept: a vibrant homepage design that reflects the cozy atmosphere of a local clinic.
- Focus on USP and clinic staff : presented the chief doctor with all certificates and awards, introduced the team of dentists with their specializations.
- Convenient price list and location map:
- Traditional client incentives: feedback forms, discounts for the first visit for new clients, loyalty program for existing clients.
- Additional resources design: business page in Google, Google Maps, social networks, and directories.
- Work with reviews: set up Google Customer Reviews, created a "before / after" portfolio, provided video shooting recommendations for YouTube.
- Advertising campaigns: launched Google Ads, Facebook, and Instagram campaigns.
Results
- Number of inquiries per day: 6-15
- Conversion to sales: about 20% of inquiries
- Average check increased by 457% across all services
- Advertising and SEO costs: $2800-3200 per month
- Total revenue: $24000-32000 per month
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