The website targets a specific demographic using technical terminology and topical content. Straight North tailored the project to size and need, rather than offering a needlessly expensive and customized solution. Increased traffic should yield sales leads within the calendar year. Shortly after investing in The Tooth Factory, we commissioned a direct mail piece. Straight North designed and disseminated a flyer to reintroduce our company. A promotion for five crowns at $50 each offered dentists a significantly lower price point than our competitors. We hoped a physical flyer, lingering on their desks, would have a greater impact than a missed phone call. Ultimately, this proved ineffective, and we commenced a website overhaul. Equipped with extensive company materials including logos, they started the backend redesign. Two months of prep work and research segued into content generation. Their photographer took new product and personnel photos onsite. The redesign’s first draft necessitated nominal measures: furnishing technical terminology, improving the flow of copy, and experimenting with different images. As medical professionals, our target audience necessitated a different strategy than direct consumers. The site went live in September. Unveiling our SEO push, the team continuously review keyword efficacy to improve organic rankings. Current work involves building out a calendar for a blogging strategy.

Straight North executed a direct mailing to engage a difficult target demographic. After this initial campaign, they refocused efforts on a website overhaul and SEO keyword research.

To clarify the time horizon, we probably could have had a better conversation upfront. We didn't fully comprehend the length of time between site launch to lead generation. A number of calls with Caitlin have clarified that lead traffic will reasonably increase before the end of the calendar year.