Work Marlow Street Dental
Marlow Street Dental: put the answer above the form.
A dental practice’s clear-aligner page gets steady search traffic, but visitors can’t find a price and leave before asking for a consult.
01The brief
Client
Marlow Street Dental: an independent dental practice with three dentists that offers clear aligners.
Goal
More consultation requests from the people already visiting the aligner page.
What was happening
Visitors scroll the page looking for a price, don’t find one and leave. The consult form asks for nine fields, including insurance details, before anyone has spoken to the practice.
Constraint
No price promises the practice can’t keep. The dentists approve every claim.
02The creative
Strategy, copy and design by Forward.
Straighter teeth, with the price up front.
Most aligner treatments: $3,900 to $5,800. Your exact price comes after a free scan.
- 15-minute scan No impressions, no goop.
- Your plan and price In writing, the same day.
- Decide later No deposit at the consult.
Request a free consult
Your namePhone or emailBest time to reach you Request my consult Optional: add a smile photo for a quicker answerStraighter teeth, with the price up front.
Most aligner treatments: $3,900 to $5,800. Your exact price comes after a free scan.
- 15-minute scan No impressions, no goop.
- Your plan and price In writing, the same day.
- Decide later No deposit at the consult.
Request a free consult
Your namePhone or emailBest time to reach you Request my consult Optional: add a smile photo for a quicker answer- The price range first. It answers the question people scroll for, in the practice’s own approved range.
- What happens at the consult. Three plain steps take the fear out of booking, including “no deposit.”
- Three fields instead of nine. Insurance details move to the consult. A smile photo is optional for people who want a faster answer.
03The decision
Answer the price question before asking for anything.
People comparing aligners want a ballpark before they give out a phone number. Hiding it makes the page feel like a sales trap.
So the practice’s real price range sits at the top, the three steps of the consult come next, and the form drops from nine fields to three. Insurance questions move to the consult itself.
04The outcome
What we test
The new page against the current page, with aligner search traffic split 50/50 for six weeks or until each version has 400 visits.
How we measure it
Consultation requests per 100 visits, plus how many requests become booked consults, checked weekly against the practice’s booking system.
Baseline
The current page’s request rate over the previous three months.
What counts as a win
A higher request rate without a drop in how many people turn up to their consult.
What happens next
Whichever page wins stays live. The next test moves the before-and-after gallery above or below the form.
What would you like your marketing to do better?
Tell us in a few sentences. James, our strategy lead, replies by email within two business days.