Calibrating
← All work Advanced Dentistry Scotland
Websites · CRM · Automation · eCommerce · Tracking · GEO

Advanced Dentistry Scotland.

Sector
Multi-clinic dental group, Scotland
Year
Ongoing
Scope
Websites · CRM · Automation · eCommerce · Tracking · GEO
The job

One connected platform for a growing group of premium Scottish dental clinics. It turns complex treatments into clear next steps for patients, serves dental professionals, gift-card buyers and referring dentists too, and routes every enquiry to the right clinic.

What I did
01Led web design and development across the group site and every clinic page, built around the questions patients actually ask
02Clinic-specific pages and forms with clear routes to call, register, request an appointment or enquire, so patients reach the correct clinic
03Pulled buttons, CTAs and CSS classes into one system that scales to new clinics, treatments and campaigns
04Course and seminar eCommerce for dental professionals, with Stripe checkout for booking and paying online
05A dedicated referral system that captures structured information and keeps professional referrals separate from patient enquiries
06Personalised dental gift cards, bought and paid for securely through Stripe
07Zoho CRM restructured around a clinic-centric model, using Lead Source and tags for cleaner, routable data
08Routing and escalation in Zoho Flow by clinic, service, source and opening hours, so no enquiry sits unanswered
09Reusable Zoho Campaigns templates for lapsed-patient reactivation across 8+ clinics, each segment linked to its own page and form
010UTM-tagged QR journeys from print magazines into the Winchburgh clinic page, connecting offline placements to online results
011GA4 events for the actions that matter (calls, registrations, appointments, courses, gift cards), documented for the ads partner in Google Tag Manager
012A Generative Engine Optimisation strategy positioning the group as the answer AI assistants recommend for dental care and education in Scotland
Four journeys, one platform
01
Patients

Complex treatments broken down into clear information, with the next step (call, register or enquire) put where people are most engaged.

02
Dental professionals

Specialist courses and seminars shown in full and booked online through Stripe: promotion turned into a complete sales journey.

03
Referring dentists

A dedicated referral flow that asks the right questions, identifies the referrer and routes to the correct clinic or specialist.

04
Gift-card buyers

Personalised dental gift cards bought and paid for securely, adding another route to revenue and a thoughtful way to gift treatment.

What made it tricky
01

Many clinics and websites needing consistent design, messaging and tracking without losing each location's own detail

02

Four completely different journeys (patients, course attendees, referring dentists and gift-card buyers) sharing one clean data layer

03

A deep stack (Zoho CRM, Campaigns, Forms, Desk, Flow, plus GA4, Tag Manager and Stripe) working alongside print QR and AI-search readiness

Project services
Web design & developmentMulti-clinic architectureUX designClinic landing pages & formsCourse & seminar salesReferral systemGift card functionalityStripe paymentsZoho CRM restructuringZoho Campaigns segmentationZoho Forms & DeskZoho Flow automationLead & referral routingEscalation workflowsGA4 event trackingGoogle Tag Manager planningUTM & QR trackingReusable email templatesGenerative Engine OptimisationAI-search strategyOngoing maintenance & monitoring
The outcome

It's no longer a collection of separate websites, forms and campaigns. It's one joined-up system that turns interest into action. Enquiries and referrals get routed and escalated automatically, campaigns are segmented by clinic, print activity is measured online, and the group is set up for the next wave of AI-assisted search.

In their words

Enquiries now reach the right clinic and the right person without anyone chasing them, and for the first time we can see which campaigns are actually filling the diary.

Practice operations lead, Advanced Dentistry Scotland
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