Dentistry · Vancouver, BC · Web Design, Google Ads & SEO
The clinic that stopped referring its hardest cases away. Dr. Isabella Wang had built the practice most dentists build: cleanings, fillings, crowns, and a referral letter for anything harder than that. The patients who arrived with years of jaw pain were the ones she sent elsewhere. She wanted to keep them, and treat the pain rather than pass it on — which meant the website had to say so before anyone would believe it.
To replicate similar successResponse within 24 hours
About The Client
Deerwater Dental Wellness
Deerwater is a Vancouver dental clinic run by Dr. Isabella Wang, DMD, as Director of Care, with her husband Barry Hong running operations. Dr. Wang practises holistic dentistry: rather than treating one tooth and referring the rest onward, the clinic brings the disciplines a chronic-pain patient normally has to chase across four offices under one roof, and works to a single care protocol from first assessment through to resolution.
The Challenge
Dr. Wang had already changed how she practised. Nothing a patient could see had caught up with it.
01Challenge
The reason a patient with five years of jaw pain should drive past three closer clinics was the whole proposition, and the site never made it. It listed procedures the way every dental site lists procedures, which is to say it read like a practice that would refer that patient somewhere else.
02Challenge
The clinic's most important page led with an H1 that was a button label. Google read it as a page about booking, patients read it as a page about nothing, and the ads pointing at it were scoring 1 and 2 out of 10 on quality.
03Challenge
The campaign had launched on research keywords because transactional ones were thin in the vertical. Click-through sat at 3.89% and roughly $1,300 a month was going out against a $1,564 budget for five leads.
What We Did
The clinical difference was real. Everything below was about making it legible.
Holistic care under one roof became the first thing on the page rather than a line in an About section, and the care protocol was laid out as a sequence a patient moves through — assessment, plan, treatment, resolution — instead of a menu of procedures priced separately.
The H1 stopped being a call to action and started naming the condition. The body was rebuilt against SE Ranking's content editor for the terms people with jaw pain actually search, and in December we pulled "specialist" out of the page — the word was dragging it toward a query set the clinic was not trying to win.
NitroPack took the TMJ page from 60 mobile and 69 desktop to 74 mobile and 99 desktop. Quality score is partly a page-speed problem, and a cheaper click is the same click.
Every keyword under 5% click-through was paused and its search terms added as negatives; the ones that converted were promoted to exact match. A parallel review campaign brought verified patient reviews onto the Google listing, with GMB and Google Ads call tracking added so enquiries could finally be attributed to a source.
“I hired Justin to create a modern website that fits my company's aesthetic. I've been very pleased with my experience. Justin and his team are thorough, responsive and accountable. They listened to my concerns and made a site I'm very happy with.”
Barry HongDeerwater Dental Wellness · Vancouver, BC, CanadaReady For Results Like These?
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