01
Platform
The heart
Dedicated landing pages for Invisalign and same-day dentures, designed with Hotjar insight. Same-day denture patients phoned more than they filled in forms, so the phone call became the first call to action.
HQ Dental
*Reasons to smile* for HQ Dental.
SEO, PPC, conversion-focused landing pages and Facebook lead campaigns that lifted enquiries by 97% for one of the UK's largest combined dental surgeries and laboratories.
The numbers
97%
Increase in conversions
182%
Return on investment
282%
Return on ad spend
88%
Increase in form submissions
02 / 06
The challenge
Known for the work, *less visible in Leeds search.*
HQ Dental is one of the largest combined dental surgeries and laboratories in the UK. The surgery provides cosmetic dental care including teeth whitening, orthodontics, Invisalign, dental implants and composite bonding, and its Leeds laboratory is equipped for technicians and clinicians to work collaboratively. The clinical team includes a specialist oral surgeon, implant surgeons, general dentists, CDTs and hygienists, with dental care technicians involved at every stage of treatment.
When HQ Dental came to Ascensor, it was already very successful in its field, with a steady stream of five-star reviews. It felt its digital presence wasn't quite reflecting its expertise, and wanted to raise its profile specifically in the Leeds area of West Yorkshire and push its most profitable services.
The brief was to increase organic search rankings, traffic and conversions, especially for patient services pages and Leeds-related keywords.
03 / 06
The B2B lead generation system
The parts of the system we used.
This programme used three parts of the system. SEO and PPC brought in people searching for HQ Dental's key services, landing pages turned those visits into calls and forms, and Facebook lead campaigns reached the audience for dentures.
The system diagram is drawn here by the page script, lighting the parts that have copy below.
02
CRM & data
The brain
03
Reactive
Availability
New and re-optimised content for target keywords across patient services and Leeds-related terms, combined with PPC aimed at the same services. Target keywords have risen since July 2021, with several first-page rankings.
04
Proactive
Broadcast
Two in-app lead generation campaigns on Facebook, one for All on 4 and one for dentures, using location and demographic targeting to support the denture services as the lab team expanded.
05
Thought leaders
Personal brand
06
Citations
Third-party proof
04 / 06
What we did
Search, landing pages and social, *each aimed at a profitable service.*
Square 1:1
Step 01
Optimise for Leeds
After a comprehensive review, we created new on-page content and optimised existing content to rank for target keywords, focusing on the patient services pages and Leeds-related terms.
Square 1:1
Step 02
Build service landing pages
Our design team created landing pages for key services including Invisalign and same-day dentures, built to lift traffic and conversions. Each page was tailored to its target audience, and Hotjar showed how people used the other pages for that service, so every page put goal completions first.
For same-day dentures, HQ Dental received more phone calls than form submissions, so the phone number became the first call to action on the landing page and the form the supplementary one.
Square 1:1
Step 03
Add paid search and social
PPC ran alongside SEO for the same services and keywords, so enquiries and conversions grew in line with the services HQ Dental wanted to push.
To support the growth of its denture services after the lab team expanded, we ran two in-app lead campaigns on Facebook: All on 4, and an overall denture campaign covering same-day dentures, single dentures and repairs. Facebook's location and demographic targeting let us reach the right people, and its shift to an older user base suited the All on 4 and denture audience.
05 / 06
In their words
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.
Harry Proctor
Head of Business Development
·
HQ Dental
06 / 06
The results
What changed for
HQ Dental
Enquiries rose 97%, and every target keyword has climbed since July 2021, with first-page rankings for several important terms. That brought a substantial boost in organic traffic and an 88% increase in form submissions. In 2023 the campaigns returned 282% on ad spend.
R01
97%
Increase in conversions
HQ Dental has seen a 97% increase in enquiries since we began supporting its digital marketing.
R02
182%
Return on investment
The same activity delivered a 182% return on investment in 2023.
R03
282%
Return on ad spend
In 2023 our digital marketing returned 282% on ad spend.
In short
Put the most profitable services *where Leeds patients are looking.*
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