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Six Forks Smiles

Effective WordPress Website and Digital Marketing Program for a Dentist in Raleigh

Establishing a relationship with TheeDigital back in 2011, Six Forks Smiles is the perfect testament to how responsive web design and ongoing marketing work together to deliver concrete results.

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About the Project

Client:
Six Forks Smiles

Services:

Summary

Raleigh-based dentist Dr. Rebecca Schmorr and the team at Six Forks Smiles (formerly Glenwood Smiles) provides cutting-edge, general dentistry, and cosmetic dental procedures.

In 2011, Six Forks Smiles came to TheeDigital in need of a website that could maximize its rankings in the search engines and successfully acquire new patients. Since then, we have been working with Six Forks Smiles to create a new easy-to-use WordPress website and, as technology trends continued to advance, develop a mobile-friendly website using responsive design.

TheeDigital has been a dedicated, long-term partner with Six Forks Smiles to ensure a healthy local SEO effort through a business name change, new office location, and two websites.

The Results

146%
Increase Mobile Traffic
68%
More Leads
242%
Boost in Page Views

“TheeDigital has done a great job compared to other web design and marketing agencies. What they’ve done is a 150% turn around. In terms of marketing, we were down $20,000 in production over last year and now it is coming back up”

Dr. Schmorr
Founder, Principal Dentist,
Six Forks Smiles

The Challenge

Six Forks Smiles’ digital story is the perfect testament to how designing a website is never a one-and-done job. For patient-driven businesses like Six Forks Smiles, a website establishes the first impression for potential patients and represents the services provided. It was a key challenge for Six Forks Smiles to efficiently organize all of the services, patient information, and special promotions like the annual “6 Month Braces Deal.”

Another challenge for the local dentist involved keeping up with tech trends and user behavior. Like any other industry, technology changes and trends shape how users search for dentists in the area. When Six Forks Smiles originally came to TheeDigital for a website redesign in 2011, we created a custom WordPress website with the latest digital trends for that time. Five years later, Six Forks Smiles needed a new, responsive website that was mobile-friendly and up to modern day user trends.

 

Challenges of the Pre-TheeDigital Website

In 2011, Dr. Schmorr came to TheeDigital for her practice, Glenwood Smiles, for web design and digital marketing. Dr. Schmorr wanted a website reflective of her personality that allowed her visitors to find her website in the search engines. The original site was unorganized, outdated, dysfunctional, and lacked personality.

 

Challenges of the 2012 TheeDigital Website

In 2017, the performance of Six Forks Smiles’ five-year-old website began to decline due to the limitations of the 2012 website. Being outdated, non- responsive, and having a slow loading time become a problem. To add to that, search engines like Google began including mobile user experience into algorithms, making mobile an even bigger factor for online visibility. Without a responsive website that was mobile-friendly, Six Forks Smiles was losing more than half of its possible traffic.

Digital Marketing Challenges

Re-Branding From Glenwood Smiles to Six Forks Smiles

After years at the Glenwood Avenue location, Glenwood Smiles outgrew its facility. In 2015, Dr. Schmorr moved her practice to its current location and subsequently rebranded the business name to Six Forks Smiles. Before the rebranding officially happened, Dr. Schmorr faced three SEO challenges: 1. Name, address, and phone (NAP) listings, 2. Internal links, and 3. External links directing to the old domain. Dr. Schmorr reached out to TheeDigital for a proper marketing strategy to retain the practice’s rankings through the business name change.

In preparation for the launch of the company’s new brand and moving to a new office location, our digital marketing team developed an approach to redirect internal links to the new domain. In addition, we corrected external NAP listings so that all of these links would also be directed to the new domain. Finally, our web developers replicated the 2012 design of the website, updating the new company name and logo.

Ineffective Pay-per-Click Ad Campaigns

Six Forks Smiles was using the self-service Google Adwords Express builder to manage the company’s PPC ads. However, the results were not effective: it was costing hundreds of dollars while not getting a single qualified lead.

With the outdated website, Six Fork Smiles’ PPC campaigns were not being utilized to the maximum potential. Ad campaigns were unorganized and directed the customer to irrelevant landing pages causing low quality scores, higher cost per click (CPC), and low conversion rates. When TheeDigital’s pay-per-click experts began managing the AdWords account, everything changed.

The Solution

With Six Forks Smiles’ goals in mind, TheeDigital developed a strategy to help them achieve those goals and more.

We developed a custom WordPress website and landing page design that mirrored Dr. Schmorr’s playful personality. Not only that, our web development team brought the design to life with a unique and fresh icons to highlight her practice’s primary services.

Concurrent with development timeline, TheeDigital implemented new digital marketing strategies to improve the organic search engine rankings. Simultaneously, our PPC specialists dissected the previous campaigns and eliminated unnecessary negative keywords and ad spend, while improving the click-through rate and quality of traffic.

The Results

146%
Increase Mobile Traffic
68%
More Leads
242%
Boost in Page Views

After working together on development and continuous marketing efforts, Six Forks Smiles became a perfect example of how building a relationship between design and search engine marketing is essential to the overall success of a business. Six Forks Smiles’ custom responsive redesign gave a visual representation of Dr. Schmorr’s quirky, fun personality, while the optimized content on the website gives legitimacy to the website.

When visitors are directed to Six Forks Smiles’ website, the large, branded hero image slider filled with permanent and temporary promotions are eye-catching. The new design features widgets with stylish icons that highlight the three dentist’s biggest services. The top of the homepage also features the practice’s full list of services with drop-down menus. On top of an improved website, their new, competitive search engine marketing strategy is keeping Six Forks Smiles on the first page of search engines for their most valuable keywords.

Since launching, the Six Fork Smiles’ new responsive, mobile-friendly website has seen a vast improvement in sessions, users, and page views when compared to the year over year numbers.

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