Hillsborough Family Dentistry New Web Site Development for a Neighborhood Dentist Office September 2006   Background Hillsborough Family Dentistry (HFD) is a small but successful group of dentists with two offices, serving two neighborhood locations. Although they had run weekly ads in their local newspaper, the results hadn’t  delivered the patient caseload they hoped for.   Noting their lack of a Web site as one reason for not generating new contacts and patients, HFD contacted the Granger Group. The initial project direction: The client wanted a Web site that would introduce them to prospects and that could communicate their philosophy that that dental services shouldn’t be scary or intimidating.   Challenge Generally, small business Web sites are a clutter of information that doesn’t effectively inform the visitor of the depth of services and benefits offered by the particular business. HFD asked the Granger Group for help in creating an easy-to-use, informative and friendly Web site that would support their current advertising efforts.   Granger Group's Solution Prominent placement of their offer and rotating home page message, combined with the easy-to-use navigation caused a considerable increase in new patient contacts. Potential customers now can find out what services HFD offers, who they serve, and where their offices are located—all of which helps them make a more informed decision. By integrating the site with their ongoing marketing, the majority of HFD’s contacts are now highly qualified leads. The site achieved its goal of engaging, educating and informing potential customers of HFD’s offerings. Potential customers can get incentives only available from the Web site, allowing HFD to specifically track the effectiveness of the site. Results In the first six months after launching the Web site, Hillsborough Family Dentistry experienced a marked increase in new patients. The clinic realized their best year ever since opening their doors in 1996.