01 / Context
The challenge
A referring practice needs to understand the lab, know how to send a case and find the right next step. The website needed to support that journey alongside the team’s actual workflow.
02 / The thinking
A considered way forward.
- 01
Organize services around the questions a dental practice brings to the site.
- 02
Create a consistent experience across core pages and editorial content.
- 03
Connect inquiry and case-tracking journeys to the wider CRM workflow.
- 04
Use Search Console, GA4 and the Google Business Profile review to prioritize search, measurement and local-discovery improvements.
03 / The making
What the work included.
- Core website and visual system
- Blog and company updates
- Practice inquiry and case-submission journeys
- Case-status interface
- Technical and on-page SEO audit and content briefs
- Google Search Console performance and indexing review
- GA4 acquisition, engagement and lead-tracking analysis
- Google Business Profile optimization audit and action plan
04 / Search & measurement
Help practices find it.
Understand what happens next.
The website work extended into search visibility, analytics and local discovery. I brought these signals together to turn an audit into a practical improvement plan.
Website SEO
Reviewed sitemap coverage, redirects, canonical URLs, headings and image alt text. Used search intent to prepare title and meta-description drafts, topic clusters and internal-link recommendations for service, local and educational pages.
Google Search Console
Analyzed queries, landing pages, impressions, clicks and indexing reports to identify brand dependence and non-brand opportunities. Reviewed sitemap discovery and index-coverage issues, with indexing and validation follow-ups in the action plan.
Google Analytics 4 (GA4)
Compared acquisition channels, page engagement and recorded lead events. Audited internal-traffic filtering, data retention and key-event coverage, then recommended clearer phone and scheduling measurement and consistent campaign UTM tagging.
Google Business Profile optimization
Reviewed the verified listing, profile interactions, local presentation and completeness gaps. Prepared recommendations for service information, lab and team photos, regular profile updates, review requests and a response to existing feedback.
05 / Why it matters
Designed to be useful.
The website connects service information to practical inquiry and case-submission journeys. The SEO and measurement work gave the team a prioritized way to address discoverability, understand visitor behavior and review lead tracking. The Business Profile plan connected the website to local discovery and practice trust.
Interface images show a portfolio walkthrough with fictional data. Search and measurement work is supported by the October 2026 audit and planning materials. Recommendations and content drafts are distinguished from deployed changes; no attributed ranking, traffic or revenue increase is claimed.
