RGL Case Study · Dental · Indianapolis, IN
Keystone Family Dental — From Brochure to Booking Engine
A trusted 20-year Indianapolis practice with a top-tier reputation was hiding behind a dated brochure website. We rebuilt it as a patient-acquisition system — the same message the office gives in person, finally working online — without changing a single thing about how the practice actually runs.
Who they are
Who they are
Keystone Family Dental is Dr. Evan Robbins’ family practice on N. Keystone Ave, serving Indianapolis and the Broad Ripple area. It’s the kind of practice that’s already winning on the thing that matters most: 236+ Google reviews at a [4.9] rating.
Patients don’t just tolerate going — they write that the dentist himself does their cleaning and that the team feels like family.
The reputation was elite. The website wasn’t carrying it.
The problem
A great practice with a website working against it
The old site was a WordPress brochure built on a slider plugin. It looked dated, but the real damage was structural — it failed at the four jobs a practice site has to do: get found, build trust, help patients choose, and make the next step obvious.
- 01
No reason to choose them
The headline was “Your Indy Dentist.” Generic. Nothing that separates Dr. Robbins from the ten other dentists a patient is comparing.
- 02
A split identity
The homepage gave nearly equal weight to luxury laser skin treatments. A patient searching for an implant or an emergency dentist landed on a page half about facials — diluting the dental message and the SEO signal.
- 03
No high-value service pages
The treatments that actually drive revenue — crowns, implants, emergencies, cosmetic — were one-line blurbs with dead links, so they ranked for nothing and answered nothing.
- 04
A weak path to booking
“Request Appointment” led to a static form with no expectation set, no confirmation, no follow-up. Leads landed in an inbox and waited.
- 05
236 five-star reviews doing almost no work
The strongest asset the practice owned was buried mid-page as an embedded widget instead of being used as proof at every decision point.
The reputation they’d spent 20 years earning was their best-kept secret.
The way
How we approached the rebuild
We don’t start with design. We start with the patient’s decision and work backward — the same five layers (the Revenue Core) we install on every build. Here’s how each one showed up at Keystone.
Authority
Earn trust in three secondsWe replaced “Your Indy Dentist” with the practice’s actual, true differentiator: “Modern Dentistry. Without the Drama.” — backed by three specifics a patient can feel: your dentist does your cleaning, not a rotating cast; honest recommendations even when that means skipping treatment; [same-day crowns] instead of two-week temporaries. The [4.9]-star / 236-review proof moved up next to the headline, where it does its job.
Capture
Many doors, not one buried formEvery page now routes to a clear next step. A guided “Find Your Visit” selector lets a patient self-identify (cleaning vs. crown vs. emergency) and book in the same motion — multiple capture points instead of one contact form at the bottom of a page.
Intent
Treat hot leads like hot leadsThe booking flow reads why someone is there. An emergency (“pain, broken tooth, urgent”) is a different patient than a routine cleaning, and the path adapts. High-intent, high-value cases — implants, crowns, emergencies — got dedicated content built to answer the exact questions those patients ask before they commit.
Follow-Up
Close the gap that loses patientsWe set the expectation explicitly on the page — a real person calls you back within [2 hours] — and wired the form to fire an instant confirmation so no lead sits cold. This is the difference between a booked patient and one who called the next office.
Data
See what actually booksEvery action is now trackable, so the practice can see which pages and which services produce booked appointments instead of guessing.
We also made one decisive editorial call: we moved aesthetics off the dental site. Skin treatments belong to RELUXE; the dental site is now 100% dental. One clear message ranks and converts far better than two competing ones.
Before / after
Old vs. new, side by side
The diagnostic behind the build
See exactly what we found.
Before we wrote a word, we scored Keystone Family Dental’s site against all five layers of the Revenue Core. That Practice Growth Snapshot is what the rebuild was built to fix — read the same report the practice received.
Results
Results
- [4.9]-star rating across 236+ Google reviews
- 20+ years of practice equity and a loyal patient base
Every mechanism that turns a search into a booked patient is now in place — clear positioning, high-intent service pages, multiple capture points, an explicit follow-up promise, and tracking to prove what works. The practice that was already winning in the chair is now built to win online too.
Still to do
Still to do
The system is built; a few finishing touches are planned to make the site fully theirs. These are scheduled, not done — listed here so the case study stays honest about what comes next.
Professional photo shoot
Real photography of the office, the team, and the patient experience — replacing stock so every page looks like the practice patients actually walk into.
Team & bios
Individual profiles for Dr. Robbins and the team — names, faces, and short bios that turn “a dentist” into the specific people patients are trusting with their care.
In their words
In their words
Draft quotes — written for Dr. Robbins’ and the team’s review and approval. Reword freely so each sounds like the person actually talking. Nothing here is published until the named person has signed off.
Our old site didn’t look like the practice patients actually walk into. People would tell us we were the best dental experience they’d had in Indy — and then land on a website that looked like everyone else’s. RGL fixed that. The site finally says what we actually do differently.
What I appreciated most was that they didn’t try to make us sound like something we’re not. They built the site around how we already run — me doing my own cleanings, honest recommendations, no upsell. They just made it visible.
The booking flow made my job easier, not harder. Requests come in organized, the patient already knows we’ll call them back, and I’m not chasing scattered messages anymore.
New patients show up already understanding what to expect. The website does some of the explaining now, so we spend our time on the patient in the chair.
The takeaway
The takeaway
Keystone didn’t have a reputation problem. They had a translation problem — 20 years of trust that never made it online. We didn’t reinvent the practice. We built the website the practice already deserved, and wired it to turn the searches it was already getting into booked patients.
This is the first of our dental builds. The system behind it has already run a real, multi-location service business in this same market — now it runs under Keystone too.
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