Case Study: SmileTexas.com
Client: Smile Texas, a cosmetic and implant dentistry practice in Houston, Texas.
Figure 1: SmileTexas.com Before Redesign
Case: The client was spending pay-per-click dollars and operating an out
of date Flash website that was not fully optimized (see Figure 1). Their
online conversion rate was poor and their ability to draw in new clients
through their website was nearly impossible; the lack of search engine
optimization on the site prevented them from breaking into the top search
results for their most in-demand services.
WSO was engaged by Smile Texas in late 2009 to optimize their site and
boost the number of new patients. After careful review of the existing
Smile Texas website, WebSiteOptimization.com and project manager
Bradley Glonka worked with the client
to identify their business initiatives and developed and refined a new design
that also matched the group's desired aesthetics. The result is an
attractive, informative, user-friendly, search-engine-optimized website
(see Figure 2).
Figure 2: SmileTexas.com After Redesign
Goals: WSO focused on the following goals when
implementing the new Smile Texas website design: to develop a search-engine-
optimized website; to draw in prospective clientele and convert them into
Smile Texas clients; to broaden the Smile Texas audience through social
networking; to increase a visitor's time on the website through dynamic site
elements; and to earn a high rate of return on search engine marketing.
Results: The redesigned Smile Texas website launched in
October 2009, and was further refined in August 2010 (videos, blog,
and interactive smile gallery), and thus far the rate of return on
investment has exceeded expectations. Smile Texas has earned as high
as $28 for every dollar spent (28:1 ROI), averaging an ROI of 9.5:1 over the past year. The revamp of this website and the marketing methods surrounding it have become
an investment that is quickly paying for itself.
Figure 3: SmileTexas.com Traffic Growth
Through a combination of natural SEO and PPC advertising, traffic has
increased by more than 70 percent over the past year (see Figure 3).
The following elements were implemented to create the new,
optimized Smile Texas site:
- Videos serve as valuable two-piece conversion tools.
- The videos draw in potential clients who are shopping for dental
implants and other types of cosmetic dentistry provided by Smile Texas.
Viewers are offered a visual representation of the kinds of services
they can receive from Smile Texas, and they are able to hear the
information straight from the dental surgeons themselves.
- The written title and summary for each individual video is
optimized, making it attractive to search engines and drawing in
even more potential clients.
Figure 4: SmileTexas.com Dynamic Smile Gallery
- Smile Gallery
- The new smile gallery is dynamic - there is some randomness to its
layout so that the gallery will remain fresh for repeat visitors. The
gallery is also database driven, allowing the client to add new entries
(photos and text) to the gallery themselves as they become available, and
categorize each entry to clearly show the service(s) that each patient
received. This also provides a convenient search method within the
Before and after photos are powerful selling tools. Brief descriptions
of the procedures carried out for each patient accompany the photos and
are easy to understand and quick to be absorbed by site visitors - not
to mention by search engines. The smile gallery is a feature that has a
dedicated page, but portions of it are also spread throughout the Smile
Texas website. Photos of satisfied clients automatically appear on the
appropriate service pages that discuss the types of procedures they
- User-Friendly Content Management System (CMS)
- The web design of the new Smile Texas site was done in WordPress.
Smile Texas is not a stock template WordPress site - the design has been
customized to create a sophisticated and consistent look and feel, while
still allowing the WSO client themselves to add pages and content on their
own and at their leisure. The WordPress interface is user-friendly,
enabling users to easily upload and format images, videos, and documents;
create links; add, delete, or move pages; and construct a hierarchy of
pages and subpages.
- SEO-Friendly Copywriting
- The text that accompanies the Smile Texas videos was composed by a
professional copywriter who also writes and posts the website's regular
- The existing text on the Smile Texas website was edited page by page
to ensure consistency of voice and format and to identify any errors in
punctuation, spelling, grammar, and clarity.
- Web 2.0
- Today's business websites should not be considered 100 percent
optimized unless social networking tools are incorporated into the web
development and marketing and maintained on a regular basis. For Smile
Texas, a Facebook fanpage was created and is updated several times weekly,
offering videos, photos, testimonials, news, blog updates, links to related
articles, and more. A Smile Texas Twitter page was developed for the same
purposes and is maintained similarly and on a regular basis, with extra
effort put toward developing a growing audience of followers and interacting
with said followers. A YouTube channel has also been created as another
outlet for promoting Smile Texas, their informative videos, and the
optimized text accompanying the videos. All methods of social networking
are geared toward developing a greater awareness of Smile Texas online
and in social networking circles.
- Live Chat
- As a means to bring in more prospective clients and answer the
questions of site visitors on the spot, a live chat system was implemented
into the Smile Texas website as a successful conversion tool.
Along with all of these features, the Smile Texas website was also
optimized for speed and performance - enough "under the hood" research and
maintenance was performed so that, even with all of the video and photo
features on the site, each page still loads quickly and smoothly. Users
place a great deal of value on website speed, and they don't have much
patience when an element does not load properly. The result is an effective,
interactive site that engages users to contact the site owners for an