About Lawson Dentistry
Dr. Jessica Lawson is the visionary behind Lawson Dentistry, a biologically focused family dental practice in Urbandale, Iowa. Known for her integrative approach to oral health, Dr. Lawson has built a practice that goes beyond traditional dentistry. With a focus on airway health, whole-body wellness, and advanced clinical care, Lawson Dentistry offers patients a path to better health, starting with their smile.
While the practice had earned a strong local reputation for clinical excellence and compassion, its online presence didn’t reflect the innovation happening inside the office.
The Challenge
Dr. Lawson had invested years in perfecting her patient care model. She needed a marketing partner that could match that effort by delivering a thoughtful, strategic approach that elevated her brand online.
A strong local reputation that wasn’t translating into online authority
Website traffic that wasn’t converting into new patient appointments
Low awareness of specialized services like biologic and airway dentistry
Limited data and tracking, making it challenging to measure ROI or optimize strategy
The Strategy: A Targeted, Holistic Marketing Approach
Website Optimization for Biologic and Airway Dentistry
The website was optimized to capture high-intent search traffic related to biologic and airway dental services in Urbandale and the greater Des Moines area. This included refining on-page SEO, creating keyword-rich content, and ensuring the user experience supported conversions.
By targeting terms patients were actually searching for—such as “biologic dentist near me” and “airway-focused dentistry”—the site began attracting more of the right visitors.
Brand Storytelling Through Social Media
One of the cornerstones of this strategy was building a content presence that reflected Lawson Dentistry’s unique approach. Through high-performing social media content, including videos, reels, and educational posts, the Pro Impressions team helped bring Dr. Lawson’s expertise and warmth to life online.
This content didn’t just fill a feed—it told a story. It showed patients what made Lawson Dentistry different and helped them feel connected before they ever stepped through the door.
Lead Tracking with ProView Analytics
To make marketing performance fully transparent, ProView Analytics was integrated into the practice’s digital ecosystem. This allowed the team to monitor exactly where leads were coming from and understand what content and strategies were driving engagement and conversions.
Instead of guessing what worked, Dr. Lawson and her team could make decisions backed by data.
Online Reputation and Local Engagement
Google Business Profile optimization and proactive review management were used to ensure that Lawson Dentistry’s online reputation reflected the exceptional care it was delivering. Every satisfied patient became part of the brand story, helping prospective patients see the real-world results of Dr. Lawson’s approach.
The Results: Growth that Reflects the Quality of Care
The partnership between Lawson Dentistry and Pro Impressions delivered measurable results across every digital touchpoint—from social media to search engine visibility to lead generation—showing more patients discovering a kind of dental care they didn’t know existed. The practice generated 442 qualified new patient leads at a cost of $102.63 per lead, 3,377 Google Business Profile interactions, and 1,293 website clicks directly from Google Business Profile. Social media impact was equally strong, with 81,771 video views, 11,244 Facebook engagements across 301 posts, and more than 220,000 people reached on Instagram.
1523%
estimated return on marketing investment.
Client Testimonial
“This marketing team is the best fit for any dental practice, but especially those offering advanced general dentistry ! They really know their stuff- especially Nicole who has years of dental experience in an office clinically. It is custom content, tailored to you. There skills can even help get you out of network!👍🏻”
– Dr. Jessica Lawson
Revamping Digital Presence
Lawson Family Dentistry, led by the accomplished Dr. Jessica Lawson, is a premier dental practice in Urbandale, IA. The practice offers a holistic approach to dental care, from preventative measures to restorative, cosmetic, and sleep dentistry. With a spa-like atmosphere and cutting-edge technology, patients receive first-class treatment and leave with smiles they love to show off. Pro Impressions Marketing is honored to have revamped their digital presence, including a new logo, an ADA-compliant color palette, and a fully responsive website.
The Cost of Stagnation
A dated website can deter potential patients and give the impression that the practice is not up-to-date with the latest dental technologies and treatments. This was a challenge Lawson Family Dentistry needed to overcome to continue attracting new patients.
A New Chapter in Patient Care
With the help of Pro Impressions Marketing, Lawson Family Dentistry has turned a new leaf in its digital journey. The new logo, ADA-compliant color palette, and fully responsive website not only enhance the practice’s online image but also make it easier for patients to engage with the practice. This digital transformation positions Lawson Family Dentistry as a leader in comprehensive dental care in Urbandale, IA.
