Oakleigh Dental Centre
Branding
UX/UI Design
Web Development
Organic Social Media
SEO
Industry
Services
Dentistry
Healthcare
Problem
Oakleigh Dental Centre was looking to refresh their brand and digital identity and presence and to deliver more patients to the practice. Oakleigh Dental positions themselves as a family dental practice, capable of serving adults and children alike with gentle care, but having struggled through a pandemic where health services were affected by a lack of physical traffic, building awareness of this identity was key to getting clients through the door. Oakleigh Dental wanted to showcase the many services they offer across all dental services, such as orthodontics, cosmetic and general dentistry.
Solution
We energised the Oakleigh Dental brand through an updated visual identity and brand style, featured across organic social media and their website. The focus was on creating an identity that would be memorable and stick in viewers’ minds. The new digital presence was augmented by a content marketing strategy in social media posts and blog articles, designed to situate Oakleigh Dental as a reputable brand providing expert information.
Branding + Web Design
Oakleigh Dental wanted to establish a more consistent visual style across all touchpoints for their brand, including their website and physical practice space. The new branding is meant to be classy in presentation but inviting, and makes use of a muted green as its primary colour, with strong contrasting accents. The visuals are deliberately not too bright or vibrant, to reflect the more gentle and welcoming identity cultivated by the staff and the practice.
Process
This new branding became the basis for the design of an updated website, ensuring that every piece of visual content is consistent. These designs were also transferred onto take-home informational brochures for patients, and on the shopfront itself. The new visual identity has helped Oakleigh Dental’s performance improve across all categories, playing into the wider marketing strategy for the practice.
Results
Content Creation + Organic Social Media
To complement Oakleigh Dental’s branding updates, they needed to firm up their digital presence via social media. We have provided organic social media management with a focus on the platforms Instagram and Facebook. These platforms are widely used which helps them reach a variety of relevant demographics. To deliver a family-oriented identity, we established a friendly, light-hearted voice that permeates through all posts and captions, grounded in confidence and dental expertise.
To affirm their identity as a comfortable, family-oriented practice, we created photographic content that showed off the studio, the team members and branded props to lend more personality to Oakleigh Dental’s digital presence. In keeping with the voice established for written content, the images are designed not to be rigid or overly formal, but to show a joy and playfulness that can be attached to the overall brand.
In combination with the photographic content, we also worked to ensure that Oakleigh Dental would be viewed as an informative and reliable source of information. Social media forms a key part of our content marketing strategy, where information about different dental products, cleaning practices or oral health tips are published. All of our social media posts are curated to ensure a consistent brand image with appropriate colours, typography and imagery.
Process
In FY21-22, we delivered significant increases in impressions, followers and engagement across both social media platforms, with a focus on providing relevant information, business updates and health motivation. Our service has provided both photographic and video content which has delivered genuine increases in impressions and engagements across all social platforms.
Another significant development for Oakleigh Dental’s social media presence was the introduction of ‘before and after’ images for services like Invisalign, teeth whitening and dental veneers. These images are powerful drivers of customer action, showing them direct results of dental intervention, and have become a pillar of our organic social media strategy.
Results
FINANCIAL YEAR 21-22:
169%
increase in combined
impressions in
91.5%
increase in social
media engagement
121%
increase in
Instagram followers
SEO
Oakleigh Dental is in a cluttered category of health services, as well as physically situated in a competitive environment with many other local dental practices. They required an SEO strategy that would help place them out in front of their competitors, ranking for appropriate services and local keywords. Oakleigh Dental also required a new website that would better showcase their services and be more accessible for users.
We conducted a website audit that examined the technical structure of Oakleigh Dental’s website, which allowed us to identify a number of backend issues that were affecting the site’s indexability and usability. Our audit was accompanied by keyword research into the topics and services that Oakleigh Dental offers its patients, helping us to recognise why other practices were ranking in searches that Oakleigh Dental wasn’t. Research also helped us identify content opportunities where user search needs were not being met, and how we could provide the necessary solutions.
Process
Our on-site optimisations have improved rankings and SERP positions for local keywords, not just in terms of the ‘Oakleigh Dental’ brand name, but also the services they offer. Our local strategy and focus on long-tail keywords has increased their organic traffic for the most relevant visitors, and we have augmented this with blog content designed to target quality keywords and establish the brand as a source of credible information. Technical fixes to the website have improved its overall health score and indexability.
Our site migration also successfully provided a new user interface that showed off Oakleigh Dental’s updated branding. Site migrations are notoriously difficult and often lead to a loss in organic keyword rankings, but our migration retained all organic search rankings and allowed us to continue their strong growth in organic traffic without losing momentum.
Results
IN 2023:
677%
increase in
organic traffic.
365%
increase in
organic keywords
ranking in the top 100.
