Action Plan

Rebranding. City Dental’s online branding and digital presence had become outdated. Things move fast online, and we needed a fresh new look to remain competitive.

Website Redesign Prioritizing SEO. While the City Dental’s entire website needed a refresh, the core focus was Invisalign. We needed to develop a fresh, SEO-optimized site that:

• answered all common patient questions,
• made it easy to book a consult,
• enabled detailed tracking of marketing performance, and patient satisfaction with their online experience.

Paid Social and Search Ads. With a good foundation in place we needed to develop effective, high-converting social and search ads to drive new traffic to the business. And to ensure competitors were not poaching our customers.

The Results

Rebranding. A clear identity is the foundation of any good business. So our first step was to developed a new brand identity document. This document defines the brand’s core values, and sets the tone-of-voice and aesthetic guidelines for the business. By sticking to these guidelines, all communications from the business look and sound consistent. Your customers will learn to recognize you not just by your name, but by your colors, language and appearance too.

Website Redesign Prioritizing SEO. With the brand document in hand, our award-winning design team put together an SEO-optimized website with a fresh and modern design. The main focus was to ensure the new site was:

• Aesthetically pleasing.


• Easy to navigate, and easy to make bookings from!


• Followed all SEO best practices.


• Data-driven, with all the latest analytics tools (Google Tag Manager, Google Analytics, Facebook Pixel, etc) installed.

After the redesign City Dental quickly claimed the top spot on Google for many Invisalign-related keywords, including “invisalign toronto” and “best invisalign toronto”. We also claimed the #2 spot for Toronto-based searches for “invisalign” – second only to invisalign.com itself!

Before-and-after shots are below.

Before:

Paid Search Ads. With the website built, SEO turned on, and the brand document to guide our creative efforts, it was time to focus on paid media.

After extensive keyword research we created two short-lists of keywords to target.

1. High-traffic keywords. These are the obvious ones like "invisalign" and "clear aligners" that generate huge search volume each month. Even if you rank the top for certain keywords, it is still advisable to bid for paid ads on these words too. When you occupy both the top organic and paid spots on Google, it really makes your brand look like the industry leader! This is great for your reputation, and building trust.


2. Long-tail keywords. These are the less obvious words like "crossbite", "closing gap teeth". While they generate less traffic than the main keywords, they still represent high-intent searchers, and are worth bidding on. Performance on long-tail keywords helps you maintain an edge on your competition. Many long-tail searchers will later go on to search for a more standard keyword – but they'll already be familiar with your brand from interacting with your ads during previous long-tail searches.

Paid Social Ads. Ads on social media work differently from most other forms of advertising. People browsing social media have low buying intent, and so you generally want to stay away from hard-sell tactics. This is where a strong brand personality is most important – you want to build real, personable connections with your customer. We also want to make use of retargeting – which allows us to selectively show ads only to people that have interacted with our content in the past. This is one of the most powerful features of social media advertising.

For City Dental's paid social, we run a variety of ads in sequence. We target the first set of ads to an audience with similar demographics to our existing customers. Each subsequent ad retargets people who interacted ads earlier in the sequence.

The first set of ads use real patient stories to highlight how Invisalign has positively affected their lives. Since people are on social media to be entertained, this light-hearted content goes over extremely well.