What was the scope of their involvement?
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.
What is the team dynamic?
Our project lead, Natalie Berberet, represented the development and copywriting teams. She scheduled timeframes for photography and conference calls, notably a live walkthrough of the site. Since completing her role in the site launch, she’s offered continued availability as a secondary support. She coordinated the handoff to our current SEO lead, Caitlyn Muchel, who provides a comparable level of service.
How did you come to work with Straight North?
The CEO has known me for 15 years, and my partner at Pareto & Company for 30. Comfortable and familiar with the firm’s work, we reengaged after investing in The Tooth Factory. Our initial website redesign consultation delimited project needs and defined marketplace climate. Keyword and search volume data validated the cost of pursing this specific niche.
How much have you invested with them?
We’ve invested $10,000 so far, including our $5,000 upfront fee and two $2,000 monthly payments for ongoing SEO work. We selected their streamlined “Go North” option. It’s neither an off-the-shelf product nor a complete, customized website (a $10-$50,000 proposition). For a lab our size, this is a large, but not insurmountable expense. Solidifying good quality leads, like monthly dentist users, should generate recurring revenue that pays for the cost within a year.
What is the status of this engagement?
We've had two engagements. Two years ago, we requested a direct mailing, and our ongoing website redesign started in May 2017.