Oak Lawn Smiles Family Dentistry
Challenge
Oak Lawn Smiles Family Dentistry is a Chicago area-based dental office specializing in preventative dentistry, cosmetic dentistry, and more for families. They tailor their approach to individual preferences while maintaining high-quality dental care. Oak Lawn Smiles has been a client of EMSC since early 2020. In March 2020 when Illinois enforced the stay-at-home order that required dental practices to limit all treatments with the exception of emergency cases, many practices were forced to close their doors. Being in strong financial standing, Oak Lawn Smiles looked to EMSC for opportunities to take advantage of during this unprecedented time to keep their doors open and caseload high. This in turn led to an improved performance during the summer once additional practices began to open up again.
Solution
The Strategy - SEO, Paid Advertising, Website Design EMSC created and launched a new website for Oak Lawn Smiles in April 2020. The new site increased call-to-action visibility as well as focusing on displaying their core services and what sets them apart from their competitors. Many content pages were also revamped. After initially limiting paid advertising messaging to emergency services only in the spring, Oak Lawn was able to pivot back to family dentistry-related searches as the summer began and saw a boost in both leads and website visitors. Messaging touted the individually tailored care that the practice offers as well as the fact that strict safety precautions that met all state and federal guidelines were being adhered to.
Results
In the months of June 1, 2020 – August 31, 2020, Oak Lawn Family Smiles saw the following results from their program: New Website Design - 14% Decrease in bounce rate Compared to the previous period - 14.5% Increase in pages per session Compared to the previous period - 40% Increase in average session duration increased Compared to the previous period - 225% Increase in goal conversion rate Compared to the previous period SEO: - 85% Increase in organic new users Compared to the previous period - 32% of all leads generated were organic phone calls and form submissions and increased more than 444% compared to the previous period - 170% Increase in organic goal conversion rate Compared to the previous period PPC - 287 Conversions Attributed to PPC campaign - 14% Conversion rate Attributed to PPC campaign - 26% Increase in conversion volume in August 2020 compared to July 2020 - 84% Increase in conversion volume in August 2020 compared to June 2020 - 24% Decrease in cost per conversion in August 2020 compared to July 2020 - 47% Decrease in cost per conversion in August 2020 compared to June 2020 - 6.39% Click through rate Above the industry average of 3.27% Highlights: - 287 Conversions Attributed to PPC campaign during June 1 - August 31 - 14% Conversion rate Attributed to PPC campaign during June 1 - August 31 - 225% Increase in goal conversion rate Compared to previous period
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