Massachusetts Dental
Project Details
Industry: Healthcare
Platform: WordPress
Services Provided: Google Business Profile, Local SEO, Pay-Per-Click (PPC), SEO, Social Media Marketing, Web Design
Focus: Lead Generation
Business Type: B2C business-to-consumer
View ProjectProject Description
Table of Contents
Massachusetts Dental
Massachusetts Dental serves families and adults across Randolph and the South Shore. From cleanings to implants, veneers, crowns, and periodontal therapy, the team wants every visit to feel simple and clear. The site runs on WordPress and needed steady growth in new patient calls, better local visibility, and pages that answer real questions without jargon.
We built a plan that connects search intent to booked care. The work covered SEO, Local SEO, Content Writing, Google Business Profile, Pay-Per-Click (PPC), Web Design, and Social Media Marketing. Every channel supports the same journey, find the right service, trust the provider, and book.
The Challenge
Content was hard to skim. Service pages overlapped, and there was no clear symptom-to-solution path. On the technical side, mobile speed lagged, image files were heavy, headings were uneven, and several pages lacked structured data. Local signals were thin, no neighborhood context and incomplete listings. Ads mixed broad dental terms with high-intent searches, which meant spend went to clicks that rarely booked. The header and footer had too many paths, so visitors did not know where to go next.
Strategy & Solution
SEO
We ran a technical audit and fixed crawl gaps, soft 404s, and thin templates. Service schema was added for implants, veneers, crowns, and periodontal care. Titles and metas were rewritten around intent like “same day emergency dentist,” “dental implants South Shore,” and “gum treatment Randolph.” Internal links now lead from symptoms to services to booking. Organic sessions climbed by 120% and new patient form submissions rose by 68%.
Local SEO
We added a light neighborhood layer for Randolph, Braintree, Quincy, Stoughton, Canton, and Milton. Each page includes clear NAP blocks, parking notes, transit directions, and weekend hours. Citations were cleaned and synced across key dental listings. Local discovery views went up 140% and calls from local search increased 95%.
Content Writing
We turned dense copy into simple care guides. Each service explains who it helps, what the visit feels like, and how recovery works. Short FAQs match People Also Ask. Before and after style summaries keep attention without medical jargon. Time on page improved by 52% and exits on service pages dropped 24%.
Google Business Profile
Categories were tuned, services were listed with short notes, and fresh photos were posted every week. Messaging hours and call tracking were enabled. Posts covered implants, veneers, and emergency care. Discovery views rose 130% and actions, calls, site clicks, and direction requests, grew 112%.
Pay-Per-Click (PPC)
Campaigns were rebuilt around high-intent terms only. We split mobile call ads from form campaigns, used hour-based bids for commute and lunch windows, and set strong negatives to remove low-value clicks. Cost per lead fell 28% and calls from ads increased 61%.
Web Design
The header was simplified with two primary actions, Call and Book Online. Service pages use step cards and short benefit blocks. We compressed images, preloaded fonts, and removed heavy plugins. Largest Contentful Paint improved from 3.2 s to 2.0 s and Time to First Byte moved from 780 ms to 420 ms.
Results
The clinic now captures more local demand and converts it faster. Organic sessions up 120%, new patient calls up 95%, booked appointments up 68%. Local discovery views up 140%, actions up 112%. Paid leads cost 28% less while calls from ads rose 61%. Speed gains to 2.0 s LCP and 420 ms TTFB support higher conversion on mobile.
Data sources: GA4, GSC, Google Ads, GBP Insights, call tracking.
120%
Organic Sessions Lift
95%
More New Patient Calls
68%
Booked Appointments Rise
140%
Local Discovery Views
112%
GBP Actions Growth
28%
Lower Cost per Lead
61%
More Calls from Ads
2.0 s
LCP After Fix
420 ms
TTFB After Fix
