Epsom Smiles Dental Practice · Healthcare · Local services
Keeping a local dental practice’s diary full
Website, local SEO, Google Ads, tracking and patient comms for an independent practice in Epsom, Surrey — turning search demand into booked appointments.
- Role
- Digital lead (freelance)
- When
- 2026 – present
- Services
- Web development · Local SEO · Google Ads · GA4 & tracking · Email & CRM
Phone calls from ads
Jan – Aug 2026
Online bookings tracked in GA4
Jan – Aug 2026
CTR on the Special Offers campaign
Well above dental average
High-intent condition pages shipped
One a week since March
The challenge
What needed solving
Epsom Smiles is an independent practice competing with larger groups for the same local searches. Demand was there, but the website wasn’t built around the pages patients actually search for, and it was hard to tell which ads and pages produced patients.
Bookings arrive by phone and through CareStack online booking, so every page had to support both — and every one of those actions had to be measured.
What I did
The approach
- 01
Built a weekly programme of high-intent condition pages (dental abscess, toothache, cracked tooth, dental anxiety and more) on a reusable Elementor template, each with its own internal-linking plan.
- 02
Structured and ran the Google Ads account — General Dentistry & Hygiene, Emergency Dental and seasonal offer campaigns — steering spend towards the terms that produced calls.
- 03
Integrated CareStack online booking and connected GA4 so bookings, calls and offer clicks are tracked as conversions.
- 04
Wrote and built CareStack patient emails (recalls, offers, membership launch) as table-based HTML that survives the CRM’s sanitiser.
- 05
Produced monthly performance reports and ran technical audits — broken phone links, hidden forms and redirect issues — each with a documented fix.
- 06
Started a headless Next.js rebuild on WordPress (WPGraphQL) to give the practice a faster, more flexible site.
The work
Highlights
Emergency dentist page
A dedicated same-day emergency page built to capture urgent searches, with click-to-call and online booking above the fold.
Condition-page SEO
The dental abscess page — the template for the series — reached around position 7 in Google and produced the first attributed booking from the programme.
Measurement
Measured ad enquiries rose from 16 to 23 (+44%) in a 28-day period as more booking and call tracking came online.
Analytics
- 10,164
- Ad clicks (Jan – Aug 2026)
- #1 · 38% CTR
- Brand search position
- +58%
- Organic traffic to pricing page
- 100 / 100
- Technical SEO score
Figures from GA4, Google Ads and Search Console, as reported to the client.
Tools & stack
- WordPress
- Elementor
- Yoast
- Google Ads
- GA4
- CareStack
- Next.js (headless rebuild)
