Newport Denture Clinic initially came to Portside looking to make some changes to their existing website and PPC services. The proprietor Steven Reynolds had a poorly built website and was running a local PPC campaign with Google Adwords Express.

After looking at the website, SEO and PPC campaign it was clear to us that things weren’t being done correctly. The current web design was badly designed, poorly constructed and not set-up to generate leads.

We proposed a new website, PPC campaign, on-page SEO and copywriting. Although a little over their proposed budget, we know it was necessary for their requirement. We also knew the client needed a lead generating website and locally targeted ad campaign if they were to generate leads for the clinic and have any chance of online success.

Keyword research

The client focus was on denture provision in Newport and the surrounding area. Portside conducted in-depth keyword research and competitor analysis. This was an invaluable exercise and helped inform the overall structure of the website as well as the content orientation. The keyword research was also used to create the local pay per click campaign.

Local SEO

Keyword research always informs the way we approach SEO copywriting and content creation. The SEO for Newport Denture Clinic was no different. The content and website structure are built around the requirement of the search engines. This is equally true for the requirements of the website in regard to functionality and user experience.

Portside also added local Schema  and a Google Business Profile to geolocate the website.  Doing so can ensure search engines will deliver your website in the results without the need for location based search queries.

Website design

During our discovery phase we discussed what the most pertinent information is, the kinds of questions potential customers ask when they call in to the client and the applicable services.

Once we’d agreed on outline content we transcribed that into a sitemap structure and wireframe mock-ups of the web pages. We also discussed colour schemes and the type of design that would suit the business model.

Using Wordpress as the foundation we created a multi-device responsive website with calls-to-action placed on every service page to encourage visitors to get in touch. Portside also provided managed web hosting so the site is fast loading, secure and properly maintained.

Local PPC

The client was running a Google Adwords Express campaign which they had set-up themselves. This is not something we would ever recommend as it’s an easy way to waste ad spend and for Google to make money. This was especially true for Newport Denture Clinic as there are too many crossovers with the dental industry.

Consequently, we shut the Adwords Express campaign down and put in place a comprehensive, targeted small business PPC campaign. The campaign was geo-targeted to a 20 mile radius around Newport. Using the content supplied by the client and our researched keywords right we created dozens of ads and a number of new campaigns.

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