Smile Design Dentistry

New Website Brings Big Grins with 785% More Dental Bookings

Smile Design Dentistry has 50 offices across Central Florida and the Tampa Bay Area. Founded in 2004, they’re family-owned and operated and offer a comprehensive range of dental services: cosmetic, emergency, pediatric, preventative, and specialty.

Smile believes in strong doctor-patient relationships based on trust, time, and listening. To help them spread more grins across the Bay, Big Sea came aboard to help Smile grow their business.

Web Design & Development
SEO
Strategy & Consulting

Branding

Visual Updates

The previous Smile branding struggled to stand out from its competitors, which is why we installed a bold, unique, playful font that lived up to their grinning name. We also introduced texture, color and shape to their design scheme in order to engage users and keep information clean. And, of course, we developed and implemented a new icon system to streamline visual cues and add an extra touch of warmth to the site experience.

User Experience

Simple and Intuitive Site Hierarchy

The original site had an unmanageable amount of service pages that cluttered the user journey (and, frankly, tangled them up!) We consolidated and reorganized by instituting parent service pages. The result? The drop down went from twenty items to six! This time around, visitors can find what they need, when they need it, without feeling overwhelmed.

Responsive Design

Mobile-First Mentality

A significant percentage of Smile’s site traffic came from mobile, but the site’s responsiveness and mobile scores were, well, frowny-face. One of our top goals was building a gorgeous, user-friendly site that was responsive and device-friendly.

Unique Challenge

Designing Easy-To-Use Templates

Big Sea uncovered a major pain point for our friendly neighborhood dentists: administrators couldn’t change their existing website on the back end because of a convoluted site build. That’s why our brilliant developers made sure this new build was friendly for external users and staff users alike. Now Smile’s administrators and marketers can make key changes to grow their business and reach their audience, without needing special design or coding knowledge. We didn’t just redesign and rebuild the site, we transformed it into the key marketing driver for growth.

“We have seen a noticeable difference, a very positive one!” — Kelsey Anderson, Marketing Director, Smile Design Dentistry

The Results

The project met all of its goals and was delivered on time and on budget.
Thanks to an improved customer journey, the client saw:

20%

Decrease in Bounce Rate

785%

Increase in Direct Bookings

15%

Decrease in Session Time (thanks to a more navigable site with clear CTAs)

Post-Handoff

A Continued Partnership

Though Smile initially signed on with Big Sea for web development, the splash of the new site, along with our amazing partnership, caused the best sort of ripple effect: they’re back with us again – this time as a marketing client. By expanding their social media strategy and introducing new types of content, we’ve been able to help Smile improve Facebook reach by 890% and engagement by 125%, with similar results on other platforms.