A Strategy Reboot Helps a Practice Recover From Earlier SEO Missteps

A brand + website redesign help a practice recover from earlier SEO missteps

Client Overview:

Oak Tree Dental of Sebastopol is an independently owned general dental practice located in an artsy town in California’s wine country. The practice owner partnered with Form + Function after ending a relationship with a marketing agency who hadn’t met their expectations with a brand and website design and who’d hurt the practice’s online visibility by engaging in ineffective marketing tactics that violated Google’s content quality guidelines. After the setback, Oak Tree Dental wanted to take the opportunity to start fresh, developing a brand aesthetic that better fit the personality of the practice owners and the vibrant, creative community they were doing businesses with.



Generic Digital Footprint: Oak Tree Dental inherited a standard website without control over its content. Their online image was nondescript, and they lacked exclusive access to their own digital assets, making it a challenge to differentiate their offerings from competitors.

Duplicate and Poor Content: A previous agency had haphazardly copied content from other sites, leading to a steep decline in search engine rankings. The unoriginal and poorly optimized content violated Google’s guidelines, significantly hampering their online visibility. Because of this, Oak Tree Dental’s website was failing to appear in search results and required a full content overhaul. 

Needed to Maintain Identity Through a Rebranding: The practice had already opened and wanted to keep its name and logo for continuity, but develop a new brand aesthetic that better fit within its creative community. 



Tailored Brand Makeover: Form + Function redesigned Oak Tree Dental’s brand, integrating a contemporary color scheme, bespoke fonts, and a refreshed visual identity. The renewed brand was crafted to align with the practice’s unique ethos and its vibrant surroundings.

Customized Website Revamp: The rebranded identity was incorporated into a custom-built website, ensuring adherence to healthcare web design standards. With dedicated pages for each service and location, the website offered an optimized user experience across all device types.

Holistic Digital Marketing Approach: We rolled out an exhaustive online marketing strategy, targeting heightened local visibility and a boost in patient acquisition. Our approach rectified past errors, laying a solid foundation for consistent digital growth.



Oak Tree Dental Ranks #1 in Sebastopol: Oak Tree Dental was able to turn it’s online visibility around, eventually overtaking their local competition to obtain top search ranking positions for general and service-specific search terms in their local search and Google Maps results.

300+ Positive Reviews: The practice now boasts a hundreds of glowing, genuine patient reviews across multiple platforms, enhancing their credibility. Potential patients can now gauge the high quality of care offered at the practice through firsthand accounts from other patients.

Consistent Patient Acquisition: With its revamped digital presence, Oak Tree Dental can now rely on their website to bring in a steady stream of new patients each month

Related Work

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