Lumino the Dentists


Lumino the Dentists are New Zealand’s largest dental healthcare provider spanning both North and South Islands – from Kaitaia to Invercargill. Their Google Adwords campaign was being managed by another Auckland agency, as was their Search Engine Optimisation. By proving ourselves and getting immediate results with their Adwords Campaigns, Lumino then asked us to help them with their Search Engine Optimisation and creation of their new website.

We welcomed the opportunity to work with one of New Zealand’s biggest healthcare brands to drive a higher volume of organic traffic, whilst also focusing on conversions and ROI.


The Brief

The aim of the project was to get visits that were going to convert for Lumino the Dentists. They weren’t getting the organic traffic that they should have been and their digital arm didn’t stand up to their other mediums of marketing expenditure. Digital marketing should be the most profitable marketing tactic for Lumino the Dentists and it was up to Digital Hothouse to show that it could be.

The Project

The first thing Digital Hothouse did was take a look at the Google Analytics account and analyse where profitable traffic was coming from and how we could improve this. However, there weren’t any goals set up in their Google Analytics account, so we had no idea of knowing what mediums or even keywords were driving conversions. This was the first thing that we did – bar none – for Lumino.

We carried out extensive Search Phrase Research and identified a number of keywords that the website needed to be optimised for with search volume that was going to radically change their online business. We then fully audited the Lumino website and their competitors websites and it became clear that the Lumino website was very short of good quality content that the search engines love.

We implemented our SEO Recommendations onto the website and added a big raft of content – including splitting each dentist practice and granting them their own page on the website. We discovered that Lumino the Dentists had to pay their external web agency for every page that they added to the website so we started a website migration onto a new CMS so that they could add a dental practice themselves, and change the content without having to pay everytime they wanted to make a change.

Whilst we were creating their new website, we ensured that each dental practice was given their own page with different tabs relevant to their business, including:
– About Us, Services, Offers, Success Stories, Opening Hours, Team, and Maps

This gave us much needed unique content for each practice which was crawlable and that allowed the Search Engines to spider and rank the pages.

Whilst we were implementing the new pages on the website, we also created a Google My Business listing (at the time it was Google Places) for every Lumino the Dentists Dental Practice so that they could get more of the Google Real Estate for a search – “Auckland Dentists”, for example.

Over the course of a couple of years, Digital Hothouse took Lumino the Dentists from 2 conversions per day from Organic Search to over 500 per month!


By working holistically with Lumino, looking after their SEO, Adwords and their Website Development, we were able to get 700% increases in the volume of conversions from SEO.

We also managed a 218% increase in conversions from Adwords traffic whilst also achieving a drop in Cost per Acquistion of 45%.


increase in Website Enquiries


increase in the number of visits

“Within just 3 months, Digital Hothouse’s efforts resulted in a record high rate for new visitors to our website, and a near record number of website enquiries. And these results were delivered in a historically ‘low volume’ month. Money well spent!”

Kerry Dunphy
Marketing Manager, Lumino the Dentists