The Challenge
HQ Dental are one of the largest combined dental surgery and laboratories in the UK.
The surgery provides cosmetic dental care including teeth whitening, orthodontics, Invisalign, dental implants and composite bonding and attracts a steady stream of five-star reviews and ratings.
Their state-of-the-art dental laboratory in Leeds is equipped with everything needed for technicians and clinicians to work collaboratively.
The clinical team includes a specialist oral surgeon, implant surgeons, general dentists, CDTs and hygienists, with the team of dental care technicians involved at every stage of patients' dental treatment.
HQ Dental wanted to optimise key service pages, boost traffic and conversions and increase their organic search rankings.
They approached us with a brief to increase their organic search rankings, traffic and conversions, especially for the pages within their patient services category and for Leeds-related keywords.
When HQ Dental came to Ascensor they were already very successful in their field, but were looking to raise their profile specifically in the Leeds area of West Yorkshire.
The business felt that their digital presence wasn't quite reflecting their expertise and were looking to push specific products to really capitalise on their most profitable services.
What We Did
After a comprehensive review, we created new on-page content and optimised existing content to rank for target keywords.
Our design team also created specific landing pages for key services including Invisalign and same-day new dentures, to increase overall traffic to the pages and conversions.
By creating a strategy which combined both SEO and PPC campaigns, we could ensure that HQ Dental would increase enquiries and conversions in line with the specific services and keywords they were looking to target.
These landing pages were designed with conversions in mind. By tailoring each specific landing page to the target audience, we were able to use insights from Hotjar to assess how people interacted with other pages of this service on the website and ensure goal completions were the primary focus.
For example, with the same-day denture service we saw that HQ Dental received more phone calls than form submissions for this particular service, so we ensured that this was the first call to action on the landing page, with the form being the supplementary CTA.
Through paid social, we created two in-app lead generation campaigns on Facebook to support the growth of their denture services, following the expansion of their lab team.
By creating an ‘All on 4’ campaign and an overall denture campaign (with same-day denture, single dentures and denture repairs within), we were able to use the targeting functionality within Facebook to ensure we could make the most of the location and demographic targeting.
As Facebook is transitioning to an older user base, this tied in perfectly with the ‘All on 4’ and denture target audience.
The Results
HQ Dental have seen a 97% increase in enquiries since we began supporting their digital marketing.
Our SEO activity has led to increases across all target keywords since July 2021, with first-page rankings for several important search terms.
This has led to a substantial boost in organic traffic, with an 88% increase in form submissions.
In 2023 our digital marketing efforts resulted in 282% return on ad spend (ROAS) and 182% return on investment (ROI).
What HQ Dental said…
We approached Ascensor because of their excellent track record in improving clients' ROI through digital marketing.
We were aware we operate in a competitive sector, but from the outset Ascensor set out a clear roadmap of what they would achieve and when, and the activity that would enable this.
The results so far have been fantastic, with increased traffic to our website and substantially more enquiries for key services. We're looking forward to working with them on future campaigns and seeing more great results!
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