What a website and Google profile rebuild did for an orthodontic practice with two locations
Three months after the relaunch, map share was up at both offices, from 68% to 85% and from 53% to 81%. Clicks from Google search to the website were 2.5 times what they had been after six months of decline, and views of the Google profiles were running about 20% above a year earlier.
This is a client of mine, an orthodontic practice with two offices in the US. We put their new website live and then redid both of their Google Business Profiles over the following month.
What we did
First we fixed the basics, and all of it was done within about a month of the new site going live:
- We rebuilt the website on the same domain with a new page structure, and we redirected every old page that mattered to its new page.
- We gave each office its own page with its own schema, and we pointed each Google profile at its own office page with tracking tags, so we can see which visits come from which profile.
- We made a page for every service, like each kind of braces, Invisalign, retainers and early treatment.
- We cleaned up the schema across the whole site, including the doctors and their published research, and we fixed the page titles and descriptions.
- We set up both profiles with their categories, a full list of services, clean business names and a booking button that goes to a page we can track, and we added one batch of posts in that first month.
- We set up Google Analytics and Tag Manager so calls, forms and quiz starts all get counted.
Then we added pages the old site never had:
- A section on orthodontic problems, with pages on things like crowding, overbite, underbite and gaps, each explaining the problem and how the practice treats it.
- Seven guides for living with braces, on things like the first week, what to eat, playing sports and what to do in an emergency.
- Pages that help people decide, like braces vs. Invisalign, what happens at the first visit and how to pay for treatment.
- A short quiz that asks what has been stopping someone from getting braces and answers that worry.
The maps
We check rankings by searching from 169 spots in a grid around each office, with the same search terms every time. Map share is the share of those spots where the office shows up in Google’s top 3, not counting ads. We ran the two checks after the relaunch at the same time of day while both offices were open.
Location A:
Location B:
Both offices went up significantly on the biggest search terms: orthodontist, braces and Invisalign. Location B went from the top 3 in about 20% of its area for “orthodontist” to 43%, and that is still the term where it has the most room to grow.
Traffic
Views of the two Google profiles were 6% above a year earlier in the first month after the relaunch and slightly below it in the second, and by the end of the third month they were running about 20% above a year earlier.
Clicks from Google search to the website went from an average of 304 a month in the three months before the relaunch to 753 a month in the three months after it, according to Search Console. In the six months before the new site went live, clicks had slid from 385 a month to 281, and the last of those months was about a quarter lower than the same month a year earlier.
The growth came from people who didn’t search for the practice by name, since clicks from name searches stayed about the same.
What we’re doing now
More people are finding the practice, so the next step is helping more of them book. After the rebuild we shifted our focus to a CRM, which we’re building on top of the practice’s management software. It gives every inquiry an owner and keeps following up until the person books, and it will be ready for the ad campaigns that come next.
We will add the CRM results to the full case study on the Mazaya Digital site as they come in.
