Revolutionizing HSD Practice Sales: A Comprehensive Website Overhaul with Salesforce Integration
Henry Schein Dental Practice Sales
The Mission
HSD Practice Sales (formerly Mediestates), specializing in helping dentists buy and sell dental practices, needed a comprehensive digital transformation to better serve their clients and enhance operational efficiency. Their outdated website hindered user engagement, especially among mobile users, and was not equipped to support the integration of their new Salesforce CRM, which was essential for managing practice listings and generating leads. Additionally, the website's design restricted the client's ability to manage content independently, limiting their responsiveness and agility.
Our mission was to create a modern, user-friendly website that seamlessly integrated with Salesforce CRM, optimized the mobile user experience, and streamlined the lead conversion process. We aimed to empower HSD Practice Sales to manage their content independently, ensuring they could maintain their competitive edge and improve operational capabilities. This transformation was crucial for attracting and retaining clients, enhancing sales efficiency, and positioning HSD Practice Sales for continued success.
Services
UX / UI Design, Web Design, Web Development
See it live:
The Challenges
Outdated Website Design
The existing website was outdated and was poorly designed for mobile users, which significantly hindered user engagement and accessibility for the next generation of dental practice buyers.
Salesforce CRM Integration
The client was transitioning to a new Salesforce CRM and required a website that could seamlessly integrate with this system. They needed Salesforce records to be synced to WordPress and stored as WordPress objects, enabling efficient management of dental practice listings and effective lead generation.
Limited search and personalization
Users struggled to filter listings or find relevant sales reps, and the site lacked geo-personalized content.
Streamlining Conversion
The client needed to embed Calendly into the website to facilitate appointment setting with sales representatives, aiming to streamline the conversion process and improve sales efficiency.
Website Self-Management
The outdated website design made it difficult for the client to make updates. They needed the ability to easily edit page content, add new pages, and publish blog posts and events without relying on a third-party team.
Modern, User-Friendly Design
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New WordPress Website
We developed a brand-new WordPress website with a custom theme to give it a modern, professional look. Utilizing Elementor site builder, we created an easy-to-edit drag-and-drop interface, empowering the client to manage their content independently.
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Custom Designs and Modules
The theme featured over 25 custom page designs and various Elementor custom modules, ensuring a cohesive and visually appealing user experience.
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Mobile Optimization
A dedicated mobile design was created to streamline the mobile experience, addressing the increasing traffic from mobile users. The use of a fixed navigation menu further enhanced usability on both desktop and mobile devices.
Salesforce CRM Integration
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Custom WordPress Plugin
We developed a custom WordPress plugin to connect to the Salesforce API, enabling seamless data synchronization. Salesforce records associated with dental practice listings were pulled into WordPress and stored as WordPress objects, ensuring timely and accurate display.
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Lead Generation Forms
We added lead generation forms that sent data to administrators about which dental practice listings each user was interested in, facilitating efficient lead management and follow-up.
Streamlined Conversion
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Calendly Integration
Calendly links were embedded into the new website, allowing users to easily schedule meetings with sales representatives, streamlining the conversion process.
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Custom Calculator
The custom calculator from the old website was recreated with a modern look, providing users with a valuable tool in an updated format.
SEO and Content Management
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SEO Optimization
Temporary landing pages were created for the new domains to build SEO ‘juice’ and ensure the site could be crawled during the build. We also set up 301 redirects prior to launch.
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Easy Content Management
The Elementor site builder’s drag-and-drop interface empowered the client to edit page content, add new pages, and publish blog posts and events themselves, without needing to consult an external team.
Enhanced User Experience
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Imprvoed Search Listings
We paid close attention to the practice listing search results, giving them a more modern feel and a straightforward user experience which included more details for each listing (Practice Type, Turnover, Asking Price, etc.). Multiple ways to filter search results with easy-to-understand dropdown menus were added, improving usability.
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Fixed Navigation Menu
A fixed navigation menu was implemented for easier website navigation on both desktop and mobile devices.
By leveraging these technologies and solutions, we were able to create a modern, efficient, and user-friendly website for HSD Practice Sales, addressing all their key challenges and positioning them for continued success.
Technologies and Platform Used
WordPress
For the website’s content management system.
Elementor
For building and customizing the site.
Custom WordPress Plugin
To connect to the client’s Salesforce API.
Calendly
For scheduling meetings.
Events Manager Pro
For easy event management.
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