Seven Sites Into One
How Website Consolidation Fueled Growth for This Oral Surgery Practice
Services:
SEO, PPC
Industry:
Healthcare, Dental OMS
+1,303%
TRAFFIC
+1,431%
LEADS
The Client
An oral maxillofacial surgery practice with locations across Salt Lake City, running on seven separate websites, one for each location.
The Challenge
Splitting the business across seven separate websites meant seven separate, weaker footprints instead of one strong one. Search authority, content, and traffic were all fragmented across sites that were effectively competing with each other rather than building something bigger together. On top of that, the pages that did exist were built around procedures rather than the way patients actually searched, so even the traffic that came in wasn’t converting the way it should.
The Goal
Consolidate seven fragmented websites into one unified site with dedicated location landing pages, then optimize that traffic, both paid and organic, into booked appointments.
STRATEGY
Building One Site That Works Harder
Step One: Consolidate
We combined the seven separate location websites into one new site, with a dedicated landing page for each location.
Step Two: Landing Page Targeting
We built each location page to target organic queries like “oral surgeon sandy ut” or “dental implants near me” rather than generic procedure terms like “mandibular osteotomy,”. These pages doubled as strong landing destinations for paid traffic, giving every campaign a page relevant to the exact location it was targeting.
Step Three: Lead Optimization
We optimized each location page for conversions with more streamlined, visible contact forms.
We used A/B testing to narrow down the most effective layout for increasing conversion rates. These improvements benefited both organic and paid traffic.
Step Four: Link Building
Leverage content output and link building to boost the authority of the new, consolidated site.
To accomplish this, we produced regular, high-quality blog posts with two objectives: (1) provide additional opportunities to reach local customers and (2) to create high-quality content that other websites would be willing to link to.
RESULTS
Results
Over a Period of Two Years
One consolidated site, built around how patients actually search, outperformed all seven of the practice’s old websites combined, and turned that traffic into real growth in booked appointments.
+1,303%
Sessions Increased
+1,431%
Leads
