The Challenge:
Biting into the Local Competition
Dentistry is one of the most competitive professions in the United States, with an average of 60 dentists in a mid-sized city of 100,000. In the state of New Jersey, the ratio is even higher, with 75 dentists for every 100,000 people. Depending on how dense a population is, there may be a dozen or more dentists fighting for the same patient signups.
Young and hungry, Callan Orthodontics (est. 2020 in Lawrenceville, NJ) came to Epic with the potential to dominate its local market, as overwhelmingly positive reviews praised an exceptional patient experience. But first, its web presence needed to be seriously coached up:
- Neglected Google Business Profile without consistent and up-to-date information.
- Underwhelming website virtually devoid of local keywords, unique imagery, and helpful content.
- Absence from social media and paid marketing channels put Dr. Callan at a disadvantage compared to competitors.
The Solution
Making a Stronger Introduction
There are no perks to being a wallflower when it comes to local search. It’s about meeting your audiences where they are, putting yourself out there, and leaving a strong first impression.
Our task with Callan Orthodontics was twofold:
- Establishing a presence on key organic and paid marketing channels.
- Full refresh of website content to better reflect the authenticity and expertise that current patients had already placed their trust in, lowering the threshold for new patients.
An optimized Google Business Profile is a critical component of local SEO.
GBP Optimization and Engagement
Reconciling discrepancies between website and Google Business Profile information, making regular updates, and responding to all reviews and questions.
Getting braces can be a stressful process, so content was built around patient education and operational transparency.
Website Content Strategy and Creation
Content planned, written, and structured to facilitate a fuller understanding of treatments, processes, office location and amenities, and highly qualified and invested personnel.
In super-competitive spaces like orthodontics, sometimes you have to "pay to play" if you want to prioritize your visibility over other practices.
Google Ads Management
Launched Google Search and Map Pack Ad campaigns to compete more aggressively for local keyword visibility.
Organic Social Media Strategy and Meta Paid Advertising
Advised client on posting schedule and strategy to drive more awareness and engagement, configured social ads campaign with hyper-local targeting.
The Result:
All Smiles for Local Search Visibility
Egress
- 167% increase in active users to the Callan website
- 211% growth in Google paid search trafficÂ
- 381% increase in traffic via Facebook Ads
- 18% improvement in website form submissions quarter-over-quarter
I am really pleased thus far with what has been done and the relationship I have come to enjoy with you all.
Get Found by Local Customers
Stand out from the competition with a comprehensive local SEO strategy and digital marketing plan.
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