A fresh website for Rodericks Dental Partners
Designing and developing a fresh CMS & UX for one of the UK's largest dental care providers
In 2023 Rodericks Dental and Dental Partners merged to form Rodericks Dental Partners – creating one of the UK’s largest dental care providers, with more than 200 Practices. The renamed business needed a fresh, engaging website to showcase their new combined company and branding.
Flourish had been working with Dental Partners as their preferred digital agency since 2021. In that time, we’ve worked on numerous projects including the development of a new master website.
Following Dental Partners’ merger with Rodericks, we supported in the development of interim branding for the new business. With our knowledge of both businesses, and the new brand direction plus our digital expertise, the client knew we were best placed to develop their new website.
To maximise budget and save development time, Rodericks Dental Partners wanted to use the existing Dental Partners website developed by Flourish as a blueprint in terms of structure, and reuse content wherever possible. Flourish was also asked to carry out an audit on the Dental Partners site to suggest structural changes that would improve the user experience (UX).
The challenge
The architecture of the existing Dental Partners website no longer served its purpose. There was repeated content across all the practice sites, with each one featuring its own page on core treatments like fillings, implants and oral hygiene – a poor choice from an SEO perspective. Plus, there were some broken elements that needed fixing including the practice locator. On top of this, the new Rodericks Dental Partners branding and content needed to be implemented consistently.
The previous Dental Partners system of multiple, connected websites was set up to be managed by each individual Practice. Following the merger of Dental Partners and Rodericks, the increased number of Practices nationwide meant that this system became difficult to manage.
To help Rodericks Dental Partners meet their ambitious growth targets, we suggested that a brand-new design and build would be the best solution, and to create a new simpler Content Management System (CMS) that could also be managed by their team in-house when needed.
To ensure streamlined management, we decided to set up all practices so that they could be managed from a central hub, without the need to log into individual practice sites. This meant coding a site capable of handling the large increase in Practices, with room for even more in the future.
The solution
Using our customer journey, UX knowledge and our familiarity with the brand and business structure, the Flourish team got to work.
As well as a fresh design to match the company’s new branding, our team paid particular attention to UX and the specific customer journeys that needed to be created for the various audiences that RDP serves. This included the practice specific and global for patients, as well as journeys for potential new colleagues and people looking to sell their practice.
We introduced an Interactive Practice Locator and map featuring over 200 UK Practices and treatment information centre broken down into 6 sub-categories, complete with FAQ accordion sections. On top of this, we created a blog featuring expert articles from the Rodericks Dental Partners team; a dedicated Careers section and a practice sales partner section; contact forms; and a live customer reviews widget.
The site map and design were deeply considered. The UX and user journeys across the site were carefully designed to ensure navigation was streamlined, and customers could find what they need with ease.
The results
Following a challenging re-design and complex build, we were able to deliver a comprehensive digital experience that uses a wide range of functionality and is optimised for search. Our client was impressed:
“It’s been a bit of a monster project and probably quite stressful for you all, but its looking great. You’ve all been a massive help since I started at RDP, and we should be proud of what we’ve achieved in a short space of time.” – Dan Goodwin, Digital Marketing Manager, Rodericks Dental Partners
In terms of benchmarking for key, measurable website analytics stats, there wasn’t much before our website rebuild. But the site is now operated from a single content management system, making all content and Practice information easier to control.
This has also enabled the Rodericks Dental Partners team to accomplish some content changes in house, including when urgently needed. We also applied the beautiful new Rodericks Dental Partners company branding consistently online, completing their digital presence and in time for the launch of their new company merger.
Get in touch
Need help with creating a beautiful online presence for your business that converts prospects into customers? Get in touch with our team for a free consultation today.
