Based just outside of Charlotte, North Carolina, The Dental CFO provides financial and business advisory expertise for dentists who want to create a more efficient and financially successful practice.
The Dental CFO prides itself on providing ridiculously personalized business guidance for dental practices. They wanted that same level of customized help with their marketing — and that’s where we came in!
The Problem: Low Website Traffic and Contact Submissions
When you think about the dental industry, an outsourced CFO is likely not the first image that comes to mind. However, savvy dentists who understand the importance of a good financial strategy begin researching firms as early as possible.
The Dental CFO team was having a difficult time generating traffic and leads on their website. Their site was simply not optimized: They had very little content, almost no conversion traffic, and the website itself was not user-friendly.
The team understood that to have a competitive edge in the market and provide an experience clients love, it was time to revamp their website. As they researched and learned about HubSpot, they also found LAIRE, a HubSpot Certified Solutions Partner.
The Solution: Optimized Content and Clear Conversion Paths
When The Dental CFO first partnered with LAIRE in September 2020, they were driving only 120 website sessions per month, with zero new contacts from their digital efforts.
LAIRE knew that to help The Dental CFO overcome the challenges that were hindering their growth, they needed a strategic shift in their digital marketing plan. We decided to focus on:
- Optimizing the existing website around core industry keywords.
- Developing a robust inbound marketing strategy to drive lead generation instead of solely relying on word of mouth.
- Increasing conversion opportunities to generate website leads.
- Closing new customers.
We started by updating the firm’s homepage to include a clear and concise explanation of who The Dental CFO is, what services they provide, and how dental practices could benefit from using The Dental CFO's expertise.
The LAIRE team then optimized title tags and meta descriptions across all pages and organized website content by hierarchical headings. Additionally, they identified the most effective keywords to target and used them to improve the site's search rankings.
We added clear calls-to-action (CTAs) and links to downloadable, high-value content offers. Because of these conversion paths, their lead generation efforts started to climb — more on that later.
Lastly, we created digital ads to supplement website traffic and boost search engine optimization (SEO), as well as generate leads.
The Results: Increase in Site Traffic and a Steady Lead Funnel
Organic Website Traffic
By creating consistent content, optimizing their site for user experience, and creating clear conversion paths, we helped The Dental CFO skyrocket their website traffic by 3,741.54% from July 2021 to November 2023.
- June 2021 – December 2021: 68 sessions per month on average
- January 2022 – December 2022: 556.67 sessions per month on average
- January 2023 – November 2023: 1,465.45 sessions per month on average
- June 2021 – December 2021: 9 total new online contacts; 5 contacts from organic search
- January 2022 – December 2022: 149 total new online contacts; 50 contacts from organic search
- January 2023 – November 2023: 230 total new online contacts; 101 contacts from organic search
The Dental CFO also saw a 1,920% increase in organic website-generated contacts from 2021 vs 2023 (January-November). Today, the team’s website traffic and generated leads only continue to grow.
“The LAIRE team has been wonderful to work with on our firm's website update project. Each team member has been responsive to our needs and kept us updated on the progress of the project along the way. This is a very knowledgeable group of professionals and we highly recommend them for your marketing needs.”
– Tim Norris, Vice President/Managing Partner, The Dental CFO
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