Laster Orthodontics had an existing WordPress website that served the practice well in its inception, but it had been awhile since a website redesign had occurred. The extended time between updates was a dragging force on the practice’s digital presence. One of the biggest complaints was that the existing WordPress website was slow. Mobile usage was also a concern as the website was not mobile-friendly. The website also wasn’t performing well in search results.
During our discovery phase, a marketing and technical audit of the orthodontist’s existing website was performed. From the audit, we were able to confirm many of the issues the orthodontist was experiencing and identify many of the root causes.
Here are some of the items we discovered:
After our digital audit and website evaluation, we proposed a two phase growth-driven design solution. We would solve the big problems (load speed, technical errors) in phase one, and then work on the brand messaging and SEO in phase two.
The website migration to HubSpot CMS not only improved website speed but fixed a number of other issues:
Secured by an SSL certificate the website was no longer exposed to security vulnerabilities The website was now mobile-friendly
It came packed with other HubSpot features like SEO, blogging, and pillar content planning
The results of the migration alone were impressive and delivered some much needed quick wins for the orthodontist. We were all celebrating our successes and excited for Phase 2 of the project.
We'd gone through the processes of persona development, brand audit, data-gathering, research, brainstorming, sketching, creating wireframes, and content writing. This is the part we've all been waiting for - the website design! It's where a custom website really comes to life, and the client gets their first peek at what the heck our agency has been up to.
We made sure that each web page had search engine optimized copy, headings, and meta descriptions to keep Laster's SEO on the rise. We also upped the orthodontists user experience by adding in important new web pages that would help new and returning web visitors find the information they were seeking about Laster Orthodontics.
The client immediately fell in love with our "Marvelous" campaign design and we quickly moved into website development and launch.
We were excited to move the orthodontist away from WordPress and into a state of the art content management and website hosting platform. The HubSpot CMS offers flexible staging, a seamless integration with HubSpot's marketing, sales and service software, an intuitive user interface, and a secure hosting environment. We strongly advocated for building the website on the HubSpot CMS because it's the best long-term solution for the practice, and delivers the best user experience for the orthodontist's personas.