Pacific Dental Group

The Challenge

Pacific Dental Group had a reasonably modern website, but it simply was not converting. They were getting decent traffic from Google Ads but their cost-per-acquisition was extremely high — over $340 per new patient — because their website was leaking visitors.

The practice manager, James, came to us after a failed redesign by a generalist agency. The previous agency had delivered a beautiful website that performed even worse than the original. James needed results, not aesthetics.

Our Approach

Rather than another full redesign, we started with a 2-week conversion audit. Heatmaps revealed that 78% of mobile visitors never scrolled below the fold. Session recordings showed users confused by the navigation structure and unable to find the booking button on their first visit.

We implemented a targeted conversion optimization program: simplified navigation, a persistent sticky booking CTA, a new homepage hero with a clear value proposition, trust signals (reviews, credentials, before/afters) above the fold, and a streamlined booking flow reduced from 4 steps to 2.

The Results

1. 1.Conversion rate improved from 1.2% to 3.4% — a 189% improvement
2. 2.Cost-per-acquisition dropped from $340 to $89 within 60 days
3. 3.Monthly patient leads grew from 28 to 79 with no change in ad spend
4. 4.Google Ads ROI increased 4.1× as the same traffic began converting much better