A dental marketing process built around clear ownership.
Crownstone reviews the current acquisition path, defines the scope and measurement boundaries, implements the agreed marketing work, and uses the available evidence to identify the next decision. The work changes by service. Responsibility stays visible.
Dental only. Focused on Calgary and the surrounding area. Clear about what Crownstone controls, what the clinic controls, and what the data can prove.
Choose the package that fits the first priority.
A website project, an existing Google Ads account, an organic-search program, and a local-search engagement do not need the same work. Treating them as one standard sequence would hide the decisions that matter.
Every engagement still needs a clear starting point, scope, division of responsibility, measurement approach, and next decision. Crownstone defines those boundaries around the practice's current system and the work it can inspect and change.
Six decisions shape the engagement.
Review the current acquisition path
Crownstone reviews the website, Google Business Profile, paid search, visible search footprint, conversion path, and measurement gaps that are relevant to the practice's question.
The purpose is to identify the clearest constraint and the evidence available to inspect it. A visible symptom does not automatically identify the service the practice needs.
Define the first scope
The recommendation compares Proof for focused Google Ads and campaign pages with Partner for a full website and ongoing marketing. Not every practice needs every service at once.
The scope should reflect the practice's goals, geography, competition, current systems, available data, and the part of the path Crownstone can control.
Make responsibility and access explicit
Before implementation, the engagement needs to identify the work Crownstone manages, the decisions and information the clinic owns, and any account, page, tool, or provider outside Crownstone's control.
Crownstone can work with current providers when access, ownership, and handoffs are clear. It cannot take responsibility for work or data it cannot inspect or change.
Implement the agreed work
Implementation follows the service, not a universal checklist. A website project moves through planning, design, build, testing, approval, and launch. Managed services follow their own confirmed scope and applicable management pattern.
Only work included in the agreed scope belongs to Crownstone. New systems, major changes, or work controlled elsewhere may require a separate decision.
Validate, report, and improve
Crownstone defines suitable marketing signals, checks the measured path, explains what changed, and identifies what should happen next. The exact signals depend on the service and the data available.
Reporting and optimization cadence also depend on the service. Proof reports weekly, or less frequently if the clinic prefers. Campaign optimization follows the test and workflow. Partner includes a shared analytics dashboard; its review arrangements are agreed with the clinic. Weekly blog delivery does not imply a weekly reporting meeting.
Handover or offboard under the confirmed terms
Ownership and exit responsibilities should not be assumed. The website model is confirmed: the clinic owns the website, domain, source code, design files, approved content, and reusable assets, with included handover and replacement-hosting support if the agreement ends.
For Google Ads, Dental SEO, local search, and growth and retention, the engagement must state the applicable account, access, data, credential, and offboarding terms. Those terms should not be inferred from the website model or assumed to be the same for every service.
Use the route that matches the work.
Dental website design
Website projects use a confirmed six-stage route: audit and define, plan the structure and patient paths, develop the design and content direction, build and integrate, test the path, then approve, launch, stabilize, and hand over.
The clinic owns the website and its core assets. The detailed scope, design routes, timing, revisions, quality assurance, support, and offboarding are explained on the website-design page.
Google Ads for dentists
Google Ads management connects account and campaign structure, search-term control, geography, bids and budget, ad and landing-page testing, conversion tracking, ongoing optimization, and reporting.
An existing account is reviewed before Crownstone recommends what to keep or change. Account ownership, billing, administrator access, and offboarding terms must be confirmed for the engagement.
Dental SEO
Dental SEO connects search and audience research, useful service and article content, technical SEO, structured data, internal links, website local relevance, ongoing review, and reporting.
Partner includes weekly blog content and Google Business Profile cross-posting. Research guides the topics and page priorities; blog posts wait for clinic approval before publication. Organic results have no universal timetable.
Local search
Local search connects the Google Business Profile, accurate public business information, local relevance signals, suitable review boundaries, the website handoff, and local-action tracking under the agreed reporting arrangements.
The exact profile-access, verification, change, request, response, and exit workflows depend on approved service terms. Crownstone does not promise map placement, review volume, patient contact, or revenue.
Growth and retention
Growth and retention uses a simple improvement loop: observe the available signals, decide which question matters, implement the agreed change, and review the result and its limit.
Partner includes Google review management, website and landing-page optimization, shared reporting and ongoing improvements within scope. Retention email, SMS and automation are planned capabilities, not current inclusions.
Crownstone manages the marketing scope. The clinic runs the practice.
The engagement works when each side owns the decisions, systems, and information it controls. Shared accountability does not erase this boundary.
Crownstone manages when included in scope
- Website, landing-page, campaign, content, local-search, reputation, and patient-email work included in the engagement
- Marketing conversion tracking and event validation
- Marketing optimization, implementation, and reporting included in scope
- Explanations of what changed, what the data supports, and what should change next
- Coordination with current providers where access and handoffs permit it
The clinic manages
- Accurate practice, service, location, team, and business information
- Calls, enquiries, scheduling, availability, and patient communication outside Crownstone's marketing scope
- Patient records, clinical information, treatment, revenue, operations, and care
- Final professional and regulatory approval for clinic-controlled public claims
- Decisions or systems that remain under the clinic's or another provider's control
When another provider controls part of the path
Crownstone can inspect and improve only the work, pages, accounts, and data it can access. The engagement should identify where another provider must approve or implement a change and where Crownstone's responsibility stops.
The report should show the result and its limit.
Traffic, impressions, rankings, clicks, and profile activity can help explain what happened. They are not automatically the business result. Crownstone connects the useful signals to defined patient contact and booking actions where the data permits.
Each report should answer four questions:
What happened in the measured path?
Which channels appear to have contributed where the data permits?
What changed during the reporting period?
What should Crownstone and the clinic do next within their responsibilities?
Patient contact actions
Tracked calls, phone taps, forms, booking actions, or other defined contact events. A patient contact action may not represent a unique person, qualified enquiry, connected call, appointment, or patient.
Booking actions
Defined events showing that someone initiated or completed the measured booking path. They do not automatically prove clinic confirmation, attendance, treatment, or revenue.
Cost per patient contact
The measured channel or engagement cost divided by the defined patient contact actions. It is useful only when the event definitions and source data are reliable.
Channel contribution
The channels that appear to have contributed to measured actions where the data permits. Privacy settings, devices, offline activity, and gaps between marketing tools and clinic records limit attribution.
A tracked contact or booking action is not automatically a unique lead, booked appointment, attended appointment, new patient, treatment, or revenue. Crownstone defines the signal, names the source, and states the limit.
A website project has clear decisions at every stage.
Audit and define
Crownstone reviews the current site, acquisition path, analytics, visible search footprint, systems, and approved requirements.
Plan the structure and patient paths
Crownstone and clinic leadership define the pages, navigation, service and location coverage, content inputs, and contact paths.
Develop the direction
The design route, visual system, photography, copy, and priority pages are aligned with the clinic's approved information and feedback.
Build and integrate
Crownstone develops the website and connects the agreed forms, booking path, analytics, and tools.
Test the path
Crownstone tests performance, accessibility, responsive behaviour, tracking, booking, links, redirects, and search foundations within the confirmed scope.
Approve, launch, stabilize, and hand over
The clinic's authorized point of contact provides written approval when the final website is accepted and ready to launch. Crownstone launches the site, corrects build-related defects and launch issues during the 14-day stabilization period, and completes the handover.
We agree the scope and revision process before work begins. Setup becomes payable when the clinic approves the website as ready for launch; initial management and advertising funds are paid before Google Ads go live. The website schedule depends on scope, integrations, assets and clinic approvals.
Ownership should be clear before work begins.
The confirmed website model
The clinic owns its domain, website, complete source code, design files, approved content, and reusable assets. Clinic-owned Google Analytics 4 and Search Console properties are the recommended default.
If Crownstone initially manages those analytics properties, they transfer to the clinic during offboarding at no additional charge. Crownstone keeps the current site live until replacement hosting is ready, provides the confirmed offboarding package, and helps redeploy the site at no additional charge.
Other service accounts and access
Google Ads, Dental SEO, local search, and growth and retention can involve different accounts, data sources, providers, and implementation rights. Their ownership, access, billing, credentials, documentation, and offboarding requirements must be stated in the engagement.
One non-website account model should not be assumed to apply to every service. The applicable terms need to be confirmed with the scope.
The process should make the commercial terms easier to inspect.
The engagement should connect the work, responsibilities, access, measurement, timing expectations, and exit terms that apply to the selected service. Exact fees and approved options belong on the pricing page.
Do not assume that the broadest engagement is the right starting point. The acquisition review should identify the clearest constraint and the scope needed to address it.
For practices that want clear ownership without false certainty.
Crownstone may be a strong fit when
- Leadership wants to choose between Proof and Partner based on the work the practice needs.
- The clinic will provide or authorize the accurate information, access, and approvals required by the selected scope.
- Current providers can cooperate on the pages, accounts, data, and implementation decisions in scope.
- The practice wants reporting to identify a next action and state where attribution stops.
- The buyer accepts that marketing and clinic operations own different parts of the outcome.
Crownstone is not the right fit when
- The buyer requires guaranteed rankings, appointments, patients, revenue or return on ad spend beyond the stated tracked-contact guarantee.
- The clinic expects Crownstone to replace the front desk, booking operations, patient records, or care.
- The practice cannot provide or authorize the access and approvals required for the agreed work.
- The buyer expects Crownstone to own work or data controlled by another provider.
- The business is outside dental.
Frequently asked questions
Crownstone reviews the current website, Google Business Profile, paid search, visible search footprint, conversion path, and measurement gaps that are relevant to the practice's question. The review supports a recommended starting point, scope, responsibility boundary, and measurement approach. It does not assume that every practice needs every service.
No. Every engagement needs a clear review, scope, responsibility boundary, measurement approach, and next decision, but implementation follows the service. Website projects use the confirmed build, approval, launch, stabilization, and handover route. Google Ads, Dental SEO, local search, and growth and retention use their own approved scopes and applicable management patterns.
Required inputs depend on the service. For a website project, the clinic's designated contact provides or authorizes available brand assets, service and team information, domain and DNS, booking systems, existing copy, analytics, and photography or video needed for the build. Inputs for other services must be confirmed with the scope. The clinic should not send patient names, health information, clinical records, or account credentials through Crownstone's public contact form.
Yes, when access, control, ownership, and handoffs are clear. Crownstone can coordinate with an existing website or other providers, but its responsibility must reflect which pages, accounts, data, and implementation decisions it can inspect and change.
The clinic owns its website, domain, source code, design files, approved content, and reusable assets. Clinic-owned analytics and Search Console are the recommended website default. For Google Ads, Dental SEO, local search, and growth and retention, the applicable account ownership, access, billing, credential, data, and offboarding terms must be stated in the engagement.
Crownstone defines the important marketing signals, identifies their sources, explains what changed, states what the data can and cannot prove, and recommends the next change within scope. Reporting cadence depends on the service. A tracked contact or booking action is not automatically a unique lead, appointment, patient, treatment, or revenue.
For websites, the clinic keeps ownership of the site and its core assets. Confirmed offboarding includes the website package, analytics and Search Console transfer where Crownstone manages them, replacement-hosting support, and continued hosting until the replacement is ready for cutover. Exit procedures for other services depend on the approved account, access, data, and handover terms in the engagement.
Timing depends on the service and starting point. The website schedule is agreed around scope, integrations, assets and clinic approvals. Paid search can begin producing calls within the first weeks, while organic visibility generally develops over months. These are expectations, not guarantees of volume or outcome.
Bring the process questionyou cannot get answered.
Share the current website, active channels, available reports, booking path, provider handoffs, and the part of the process that remains unclear. Crownstone will review the acquisition path, explain where it would start, and identify what should be measured.
Please share general business information only. Do not submit patient names, health information, clinical records, or account credentials through the form.