Smile Generation Website Overhaul
Creating content about teeth isn’t inherently exciting–motivating folks to schedule an appointment is a different challenge. The Smile Generation website needed a soft intervention and hard overhaul.
CHALLENGE
As the lead content writer for the website rebrand, I was tasked with creating a new voice and tone that positioned the brand as a trusted authority through education content and accessibility to generate leads.
I started the project by analyzing the existing brand materials and content to understand the current voice and identify inconsistencies. I then expanded my research to the competitive landscape. This exploration revealed critical gaps in our current communication strategy and provided a clear direction for crafting a unique voice that resonates with our target audience. I identified essential elements to create a user journey led by awareness, trust, and decision-making.
APPROACH
The most dynamic phase involved a complete overhaul of our content strategy. I wanted to address the outdated and unengaging oral care information. I developed over 50 pages with consistent, conversational, and clear tone to enhance engagement and user comprehension.
A key part of the project was introducing the Mouth-Body Connection, the essential link between oral and overall health. I made sure the tone was friendly and conversational. And of course, simplifying the concept to make it accessible for everyone.
SOLUTION
Last but not least, call-to-actions. I asked, ‘what needs does the user have?’ and ‘how do we provide that information when they need it?’ I strategically included CTAs to guide users seamlessly to the information and services they require. This CTA example guides users to our magazine.
We successfully launched over 100 responsive, interactive and dynamic pages. This strategic rebrand led to a 571% increase in appointment referrals and 65% rise in website visits.