The practice had two hygiene columns that ran short every week and a Google Business Profile that was nowhere in the local 3-pack for "dentist near me" or the high-value searches layered on top of it — "emergency dentist," "same-day crown," "Invisalign provider." Two operator-owners, a hygienist, and an office manager were already at capacity — the bottleneck was not the patients they had, it was the patients their profile was failing to attract.
We took over the practice's content operation in week one. The audit found one primary category, no secondaries, photos from the office build-out two years earlier, and a review cadence of about one a week. We added three secondary categories, swapped to a monthly photo rotation weighted toward intraoral shots, before-and-afters, and the team mid-shift, and built a same-week review request workflow so the front desk could ask every walk-out before they reached the parking lot.
GBP posts started going out twice a week — new-patient specials, same-day emergency availability, Invisalign roadmap content, hygienist spotlights. Q&A got seeded with the exact questions new patients ask at 11pm — "Do you take Delta Dental?", "How much is a new-patient exam?", "Do you see emergencies same day?" The Q&A text now showed up before a new patient ever clicked through.
By week four the practice was ranking in the 3-pack for "dentist near me" and "emergency dentist." By week eight it was holding the top slot for both — and the website, which was rebuilt in parallel to load under two seconds on mobile, was converting the click at roughly 9% to a booked appointment. New-patient flow tripled.
The hygiene column that had been running short was now booking out three days in advance. Same-day emergency slots — formerly a dead cost on the calendar — were filling within ninety minutes of being posted.
The team kept treating patients. The waiting room kept turning over. The listing kept climbing.