Montano & Cardall is an orthodontic practice and Top 1% Invisalign Provider based out of Bakersfield, California, voted the number one provider of orthodontics in their area. Drs. Montano & Cardall turned to Kula Partners for guidance in refining their website and securing their position as an established leader in their market. Simultaneously, they wanted to beef up their marketing efforts and presence on search engine results pages—especially for terms related to Invisalign treatment—in order to establish a predictable flow of new consultations and patients while getting a leg up on local orthodontic competition and emerging corporate dental centers.
To help Montano & Cardall achieve these goals, we employed a growth-driven design process that focused on fine-tuning their existing site. We reworked the information architecture to surface valuable information for visitors, refined their current marketing processes by implementing HubSpot to assist with all areas of the program, and introduced conversion points throughout the site. These conversion points include a top-of-funnel Invisalign Guide, a before-and-after slider which highlights the results of undergoing orthodontic treatment, a recent rework of the homepage to present a prominent CTA in the header, and prominent CTAs throughout the site to schedule a consultation. In addition, we implemented a payment calculator to help visitors answer common questions related to the cost of treatment while enabling them to take a more active role in their decision-making process.
While Montano & Cardall already owned a reasonable share of organic orthodontic-related search traffic in their area, we aimed to further bolster their position through SEO optimizations and creating new site pages—one of which is a dedicated landing page specifically for Spanish-speaking visitors. This page provides Spanish language speaking patients with a wealth of information on their practice and various treatment options—further differentiating their practice from the competition.
From there, we focused on improving Montano & Cardall’s paid search efforts through Google AdWords and BING Ads PPC campaigns. We expanded on their existing Google AdWords campaign to create specific ad groups for Invisalign, braces, and additional high-volume categories. Each of these ad groups included corresponding copy and landing pages promoting a consultation to prospective patients. We then replicated these campaigns in BING Ads and used the HubSpot Ads tool to assist with tracking and reporting on their success rate.
Over the first eight months of implementing these strategic changes, Montano & Cardall has seen impressive results, with increases in traffic, leads, and customers across the board. Organic search traffic has grown by nearly 20% since November 2016, and organic search customer generation rose by 140% in the same timeframe. Montano & Cardall’s paid search efforts have also been effective, with 33% of new contacts and 25% of new patients arriving at their website via Google AdWords and BING Ads. Their new payment calculator has also been very successful, resulting in a 25% visitor-to-lead conversion rate.
Perhaps most importantly, Montano & Cardall are pleased with their refined website and increased flow of patients. “We highly recommend and are very pleased with Kula Partners,” said Dr. Wes Cardall, co-owner and orthodontist at Montano & Cardall. “They have delivered on their promises and have a great team of competent professionals. They set up our inbound marketing program and have brought our website to the next level. Our online conversions have increased, and we are happy with the progress.”
With new offers and conversion points, refined PPC campaigns, and increased organic traffic driven by enhanced SEO, Montano & Cardall has built a useful framework to maintain and expand their reputation as the best orthodontics provider in Bakersfield, and all of Kern County, California.
- Google AdWords
- BING Ads