Totally Smiles - Rowland

Complete web services, lead management, SEO and SEM

Publicly-listed Smiles Inclusive required a new website to launch, position and promote its new, national network of dental practices, branded Totally Smiles.

At the time, Totally Smiles comprised more than 50 dental practices, with a vision to make it easier for all Australians to have healthy teeth and a winning smile.

Having developed the Totally Smiles brand story and style guide, and stewarded the national rebrand, Rowland understood the target audience personas and was well equipped to develop a new website to serve as the brand’s digital front door.

Rowland was given two months to centralise 52 disparate dental sites under one consistent and compelling brand, while still allowing each practice to present itself as local, with its own attributes and areas of specialty.

The dynamic website also needed to make it as easy as possible for patients to locate their nearest or most appropriate dental practice and book appointments.  To make this experience smoother, the website recognised repeat visitors, reflecting the personalised service for which the Totally Smiles brand stood.

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