Case Studies

What We Built

Everything. We created the brand from scratch: the name, the value proposition, the market positioning. We identified that emergency dental in the UK converts differently to the US: patients compare, hesitate, and shop around even in pain. So we built the entire brand around removing that friction, with a price point that eliminates hesitation, messaging that communicates urgency and availability, and a site designed purely to convert.

The website was built on Citadel, our own Rust platform. No WordPress, no templates, no shared infrastructure. When competitors copied our landing page copy word for word, Google's index dating protected us. We own the codebase and the content origin.

For Google Ads, we engineered a bid strategy that correctly prices UK emergency dental clicks. The market bids £7–12 per click based on American conversion assumptions. We bid £4, cherry-pick the auctions where the market price is low, and convert at 288% ROAS. Competitors overpay because they follow “best practices” designed for a different consumer culture.

For SEO, we built a content system producing data studies and clinical articles that rank across Google and are actively referenced by AI search engines. In a single week, ChatGPT accessed the site over 350 times. The data studies we publish are treated as primary reference material by large language models. That's engineering authority across every information channel simultaneously.

We built keyword-targeted content at scale using proprietary reference material: over 65 articles of accumulated style and clinical depth that no automated system can replicate. Each article strengthens the authority of every other through strategic internal linking. The content compounds every month.

For booking, we built Atrium: our own system, designed specifically for dental and integrated with their practice management software. Dynamic call tracking attributes every phone enquiry back to the channel that generated it.

When a competitor was confirmed to be running organised click fraud, instructing staff to click our ads, we conducted a forensic investigation, documented the fraud, escalated through Google, and secured refunds. The £4 bid cap we'd already implemented meant each fraudulent click cost a fraction of what it would have at market rate. The system was already resilient to the attack before we knew it was happening.

What We Built

First, we diagnosed the real problem: brand positioning confusion. The name sounded like a spa. The messaging mixed skincare with dentistry. The target market for cosmetic beauty treatments is fundamentally different from emergency dental: different intent, different conversion behaviour, different economics. We showed them that even if executed perfectly, the spa positioning would generate less revenue than a clear dental focus.

We rebuilt the site on Citadel with emergency and general dental positioning. Clean, fast, conversion-focused. No templates, no plugins, no shared hosting.

Then we built a hyper-local SEO strategy: treatment-specific and location-specific content calibrated for the London dental market. Each post targets traffic the practice can realistically rank for as domain authority grows, with strategic internal linking that compounds over time.

The contrast tells the story. The sister practice in another city, not under our management, running on a purchased template with a misspelled booking button and placeholder testimonials from “Jessica William, award-winning best actress”, sits at 202 organic monthly visitors and falling. This practice, under our systems, reached over 10,000 organic monthly visitors and climbing.