The brief
A three-location dental clinic group launched their digital operations from a brochure-style WordPress site with a phone number and an info@ email. New-patient acquisition was almost entirely walk-in and referral. The brief: convert the digital surface into an actual new-patient channel, integrate online booking with the existing practice-management system, and rank in Google's local pack for each clinic's catchment.
What we did
Multi-location architecture with proper schema
One page per location with full LocalBusiness/Dentist schema, separate Google Business Profiles linked correctly, location-aware booking that routes to the right clinic's calendar.
Service pages for the top 18 procedures
General check-ups, cleanings, fillings, crowns, implants, orthodontics, cosmetic dentistry — each with FAQ schema, MedicalProcedure markup, and content reviewed by the clinic's lead clinician.
Online booking with PMS integration
Real-time availability pulled from the practice-management system. Booking flow optimized for mobile (where 78% of new-patient bookings originate). Insurance verification step where the regulatory environment supports it.
Review collection pipeline
Post-visit SMS with one-click Google review link. Reviews displayed on the site with AggregateRating schema. Response coaching for the front-desk team on handling negative reviews professionally.
Multilingual content
EN as canonical, with UK and RU locales — the catchment included substantial Ukrainian-Canadian and Russian-speaking populations whose existing dental options had no language support.
Related
For the full playbook: /dental-website-development. For the medical-center variant of the same approach: /development-of-the-medical-center-website.
Project lead: Marketing MIX. Year: 2023–2024.