Built For Your Specialty

One practice, four different marketing problems

Most dental practices offer all four of these treatments, which is exactly why the marketing gets muddled. A single homepage tries to speak to an implant patient researching for six weeks, a parent looking for a checkup, someone weighing veneers before a wedding, and a person at 9pm with a broken tooth. Those four people want different things, arrive through different searches, and decide on completely different timescales.

The differences are not cosmetic. Emergency patients convert in minutes and rarely read a second page, so speed and a tappable phone number decide the outcome. Implant patients take weeks, return several times, and want cost and credibility addressed before they will call. Cosmetic patients are persuaded by other people's results more than by any argument you can write. Family patients mostly never leave the Google map results at all.

A page built to serve all four ends up serving none of them, and it will not rank for any of their searches either, because the queries barely overlap. Splitting them means each page can answer one patient properly and compete for the terms that patient actually types.

There is a second reason to separate them, which is that the four treatments have very different economics. A single implant case can pay for a month of advertising on its own, so it can carry an expensive keyword. A family checkup cannot, and a campaign that treats both the same way will either overspend on the family side or underspend on the implant side. Splitting the pages is what makes it possible to fund them differently.

That does not mean running four campaigns from day one. Most practices should start with the treatment they want more of and get that working before adding the next. The pages below set out what that looks like in each case, including what we usually find wrong before we start and what the first ninety days involve.