Children's Dental Specialists New Web Site Development for a Niche Dental Specialist March 2007   Background Children's Dental Specialists (CDS) is a new niche practice. After recently opening for business in a growing residential area, CDS asked Granger Group to create a Web site that would best convey who they are and what they do.     Challenge Because there are a number of dental groups located in the CDS geographical area, Granger Group set out to clearly set them apart from their competition.   Granger Group's Solution Create a professional, family-friendly site that clearly positioned CDS as the area’s expert for children's dental care. Design a place where site visitors can interact with Dr. Scott and other dental care professionals. By clearly detailing the kid-friendly features of CDS, Granger Group was able to differentiate CDS from their competitors and increase the percentage of qualified leads. To achieve the goal of engaging, educating, and informing potential patients of the offerings of CDS. Results Without any advertising—purely through word of mouth—the site now has generated a significant increase in calls and walk-ins. Due to the success they’ve experienced, CDS is looking forward to taking the next step—an integrated marketing campaign.