Results · Anonymised
Real outcomes. Real numbers.
What your business could look like when every system is built to work together. Names redacted for privacy.
Three real engagements, three different shapes of business, three different scopes of work. Names withheld because client privacy matters more to us than our portfolio. The numbers and the systems are real.
Case Study 01 · Resilience at scale
Multi‑Location Dental Group
Revenue Engineering · Brand Creation · SEO · AI Search Optimisation · Google Ads · Content Systems · Booking Infrastructure
Context
A dental group that didn't exist yet. The founder had clinical experience and ambition, and not much else. No brand, no online presence, no website, no patient pipeline, and £30,000 in debt under a previous business name that had to be retired entirely. The local emergency dental market was dominated by established competitors with a decade of organic authority and ad budgets in the tens of thousands a month.
Everything had to be built from zero, in adversarial conditions, against incumbents who could spend us out of any auction they wanted to.
What We Built
The brand, from scratch
We created everything: the name, the value proposition, the market positioning, the voice. We identified that emergency dental in the UK converts differently to the US. UK patients compare, hesitate, and shop around even in pain. Behaviour that breaks the American playbooks every other agency was running. So we built the entire brand around removing that friction. A price point that eliminates hesitation. Messaging that communicates urgency, availability, and clinical seriousness in three seconds. A site designed purely to convert and engineered to load instantly on a patient's phone in pain.
The website
Built on Citadel, our own Rust platform. No WordPress, no templates, no shared infrastructure. When a competitor later copied the landing page word for word, Google's index dating protected the original and the copycat ranked nowhere. The client owns the codebase, the domain, the content origin, the attribution data, and the deployment pipeline. Nothing is rented from anyone.
Google Ads
We engineered a bid strategy that correctly prices UK emergency dental clicks. The market bids £7 to £12 per click based on American conversion assumptions. We bid £4, cherry‑pick the auctions where the market price is low, and convert at 654% ROAS sustained across the year. Competitors overpay because they follow "best practices" designed for a different consumer culture and a different conversion shape. We built ours from first principles for this exact market.
SEO and AI search
We built a content engine producing data studies, clinical explainers, and treatment guides that rank across Google and are actively referenced by AI search systems. In a single representative week, ChatGPT accessed the site over 350 times. The data studies we publish are treated as primary reference material by large language models. We engineered authority across every information channel simultaneously: classic search, AI chat, voice assistants, the lot.
Over 65 articles of accumulated style and clinical depth, built with proprietary reference material that no automated system can replicate. Each article strengthens every other through strategic internal linking. The authority graph compounds month over month because we designed it to.
Booking and attribution
For booking, we built Atrium. Our own booking, CRM, and call attribution platform, integrated with their UK dental practice management software. Patients can book online or by phone; either path creates a tracked record. Dynamic call tracking attributes every phone enquiry back to the keyword and the campaign that produced it. The practice can finally answer the question every clinic asks and almost no clinic can actually answer: which dollar of marketing produced this patient?
From nothing. No brand, no website, no patients. Twelve months later, a multi‑location operation generating over £278,000 monthly and 741 new patients every month, with click‑fraud attacks shrugged off in passing. The traffic still grows. The content still compounds. The systems we built are the systems they run on.
Case Study 02 · A clarified brand
Single‑Location London Practice
Brand Repositioning · Local SEO · Content · Site Rebuild · Conversion Optimisation
Context
One practice, one location, outer London. Originally positioned as a dental and skin spa. A brand identity that confused patients and diluted the marketing message at every touchpoint. The practice owner wanted emergency and general dental patients walking through the door; the branding, the website, and the messaging all said "beauty clinic", because that's what the founding partners had landed on years before and never reviewed.
Meanwhile a sister practice in another city, not under our management, was running on a purchased WordPress template with placeholder testimonials still in place and copy plagiarised from other clinics' websites. Both practices started from comparable positions. Only one got rebuilt properly. The contrast a year later is the loudest argument we have for what we do.
What We Built
The real problem (and the hard conversation)
Before any code was written, we had to have the conversation nobody else would have. 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, different keywords. We showed the owner with their own data that even if executed perfectly, the dual‑positioning would generate less revenue than a single clear dental focus, and they agreed to pivot the brand entirely.
The site, rebuilt
On Citadel, with clean emergency and general dental positioning. Sub‑second load times, every CTA above the fold, structured data for every treatment page. No templates, no plugins, no shared hosting, nothing rented from a SaaS provider whose roadmap doesn't care about dental at all.
Hyper‑local SEO
Treatment‑specific and location‑specific content calibrated for the London dental market. Each post is engineered to target a keyword cluster the practice can realistically rank for as domain authority grows, with strategic internal linking that compounds. Within six months, organic traffic was up 45× compared to the practice's previous twelve months, and the sister practice on the WordPress template was visibly falling further behind every quarter.
The contrast tells the story
The sister practice's testimonial section still reads "Jessica William, award‑winning best actress". Placeholder text the template shipped with that nobody ever replaced. Their booking button is misspelled. Their copy block on the implants page is a paragraph lifted verbatim from a different clinic's website on the other side of the country. Their organic traffic is falling.
This practice, on our systems, was rebuilt from the ground up with copy written by us, positioning agreed in working sessions with the owner, and content reviewed clinically before publication. The two practices are now a perfect natural experiment for what proper foundation does over time.
10,000 organic monthly visitors for a single‑location practice. Climbing, compounding, and independent of ad spend, meaning the cost of the next patient keeps dropping while the sister practice's keeps rising. The foundation is permanent. The counterfactual proved it.
Case Study 03 · A clinical brand, properly housed
UK Dental Brand · Direct‑to‑Consumer
Shopify Build · Authenticated Members Portal · SEO Content Engine · Brand Refinement
Context
A clinically‑led UK dental product brand selling direct to consumers. The products were trusted by clinicians, used in real practices, and quietly excellent. The digital presence wasn't reflecting any of that. A generic Shopify theme that could have been a sock company; no logged‑in experience for repeat customers; no organic moat from content; no clinical positioning on the product pages themselves.
The brand was being held up by the products, when it should have been compounding alongside them. Every visit was a fresh customer acquisition cost. Every clinician recommendation drove traffic to a storefront that didn't reinforce the recommendation. The architecture was bleeding value at every layer.
What We Built
A Shopify storefront that matches the science
Custom‑built Shopify theme designed from the ground up: clinical typography, considered product photography treatment, product pages engineered around the way clinicians and clinically‑literate buyers actually read. Same e‑commerce engine underneath; completely different surface above.
An authenticated members portal
Logged‑in user experience layered onto the Shopify base. Repeat purchase paths, account history, saved clinical notes, gated content for buyers and for practitioners. Built once, owned outright by the brand, runs without a per‑seat membership SaaS subscription on top of Shopify. The usual route would have been a £200‑a‑month bolt‑on forever.
An SEO content engine
Months of long‑form clinical content produced and published. Internally linked, optimised for both Google search and the AI retrieval pipelines now indexing health content directly. The same content engine that powers our dental clinic clients, redirected at a product audience: explainer articles, evidence reviews, treatment‑by‑treatment guides that frame the products in context.
Full scope, one retainer
The whole build delivered under our standard monthly retainer: Shopify customisation, authenticated members portal, SEO content engine, months of articles, ongoing kaizen passes. Agency quotes we've seen for the same scope typically sit in five figures up front before a single article is even produced, with the membership portal alone often quoted at multiple thousands a month perpetually.
Trusted products now sit on digital infrastructure that compounds with them. Built fast, owned outright, engineered to keep generating organic authority without additional spend. The architecture stopped bleeding value and started accumulating it.
Yours could be the next one.
We build on our own platform, with content trained on a decade of top‑ranking articles from our own portfolio. That's why the work lands at a fraction of what firms typically quote for this kind of scope, and why the results compound the way they do.
A focused number of clients at any given time. If you're building something that should compound, come find us in the forest.
Start a conversation