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Mid Continent Orthodontics
Mid Continent Orthodontics has been with DesertedRoad since our beginning. Originally, Mid Continent Orthodontics was mailing informational brochures to prospective students. Therefore, the initial web site was only intended for individuals who received the mailed brochure and were seeking more information. The original site was created in Adobe (Macromedia) Flash.
However, due to the rising costs of printing and postage, Mid Continent asked us to redesign the site for purposes of being the top piece of their marketing collateral. Instead of mass-mailing brochures to individuals who might be interested, they wanted to conserve resources and now limit their mailings to parties who expressed interest through the site. Ultimately, Mid Continent wanted to rely heavily on acquiring students through their web site.
The design we chose for the new site imitates the original brochure, but with a little added flare. The redesign contains larger amounts of information and close-ups of the case studies. As requested by Mid Continent, we also designed the web site with a very simple navigation. The redesign is meant to be "print media on digital."
Along with conserving printing and mailing costs, Mid Continent wanted to operate on a lower advertising budget. And, because the original site was strictly Flash, Mid Continent's web site had no placement among search engines. We, therefore, optimized the new site for high natural placement and the results have been extremely succesful. For 85% of the 120 targeted keywords, Mid Continent Orthodontics ranks on the top 2 pages of major search engines. Originally, Mid Continent's web site was receiving 20-30 visits per month. Within the first month of the redesign, their metrics have jumped to 600 visits - a 2,000% increase.
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