Western Dental's website needed a variety of upgrades. First, the scheduling process was cumbersome and not intuitive for users. Second, Western Dental's Spanish-speaking audience was not being properly served by the on-site language and navigation. Third, the CMS was difficult for Western Dental's marketing team to update and hindered them from truly leveraging the website as a marketing tool. Finally, the existing site was dated in look and feel, and did not reflect the dynamic new messaging and branding that the organization had recently completed.
We found several key insights and created a strategy that streamlined the location-finder and reservation process, identified key areas to be provided in two languages, optimized hundreds of location pages for search and added schema markup
What We Did
Gravity immediately began a deep discovery process, including competitive research, an SEO audit and usability testing on desktop and mobile for both English- and Spanish-speaking audiences. On the creative side, we designed and developed a fresh new look that incorporated a bright color palette and crafted all new web copy to underscore the new holistic positioning of Western Dental as their patients' "dental home." Lastly, the new site was developed on a user-friendly enterprise-level CMS that integrated with existing systems and empowered the marketing team to begin easily making updates to the site even before launch.
Increase in Page 1 Keywords
Increase in Total Keywords
Long Lasting Value
Post-launch usability testing has shown that Western Dental's target audience is able to navigate the site much more easily and are impressed by and attracted to the new look and feel, especially on mobile.
“Wow, this site so user friendly and easy to read. I really like this layout. I think it's so fun, approachable and inviting. This is fantastic. It was perfect.”
While some new sites can experience a dip in organic traffic, a month after launch, Western Dental's organic traffic was up 8% over the previous time period.
Next Case Study
Imagining a sweeter path to authentic connections
We developed platform strategies, content, and KPIs to build master brand awareness while driving product knowledge and trial through social media.