A dental tourism site for a cosmetic dentistry boutique in El Poblado, Medellín, built to convert patients flying in from the US, Canada and Europe. In 2026 we added the measurement and growth program behind it.
- Client
- TopSmiles
- Year
- 2026
- Timeline
- Build 2025, measurement program 2026
- Industry
- Healthcare & Dental
- Web
- Visit site ↗
Impact
- 0%Lead ConversionImprovement in conversions
- <0hResponse TimeAverage lead response
- 0%Patient SatisfactionPost-treatment rating
- 0%International PatientsFrom USA and abroad
Figures reported during the project; independent verification pending.
The challenge
TopSmiles offers a two-appointment veneer process designed for international patients. A visitor arriving from abroad is evaluating three things at once: Medellín as a destination, TopSmiles as a provider and the procedure itself. Trust signals and the path from first visit to booked appointment are the whole product.
By 2026 the clinic had the site, the ads and the analytics, and several different answers to how many leads a month produced. GA4, Google Ads, Meta and Search Console each reported their own version. The clinic's own production database, where every enquiry lands, was the only one that could be trusted, and the ad platforms were not seeing the conversions it recorded.
What we built
We built the site in English first, with Spanish localisation, around the decisions an international patient makes. Search was structured around dental tourism intent (veneers Medellín, cosmetic dentistry Colombia, dental tourism Colombia) with schema markup for medical content. The in-house art lab and the two-appointment process were given prominence as trust signals, and the booking flow handles the enquiry-to-appointment steps across time zones.
The 2026 program began with an audit that reconciled GA4, Google Ads, Meta and Search Console against the production database, treating the database as the source of truth for leads. Alongside it we walked the whole site at desktop and mobile widths and wrote engineering and design reports. The desktop navigation never rendered. The app was client-rendered, with no server rendering. The strongest trust content, including the in-house art lab, could not be reached from any menu.
Monthly reporting is now a playbook. Each cycle is a few hours of verification against the database rather than a fresh reconstruction.
Key features
- English-first international patient experience
- Dental tourism SEO (veneers Medellín, cosmetic dentistry Colombia)
- In-house art lab trust signal
- 2-appointment process explained
- International booking flow
- Schema markup for medical SEO
Results
The international patient funnel is live, English-first and localised in Spanish. The audit and the engineering and design reports have been delivered, and the monthly reporting playbook is in use. Lead numbers are the clinic's and are not published.
Stack
- Next.js
- GA4
- Google Ads
- Meta Ads
- Search Console
- Custom booking
- Schema markup
Gallery
The operator note
Medical and dental tourism from North America to Medellín is a real, growing market: the city's reputation for cosmetic procedures is earned and the price difference is large. We have worked in Medellín's professional services market for years, so we knew which signals convert an international patient: before-and-after cases with procedure details, the distinction between an in-house and an outsourced lab, explicit appointment logistics, and English copy that does not read as translated.
The measurement lesson is to count where the enquiry lands. Ad platforms count what their pixels see, and when a conversion is recorded in a clinic database the pixel never sees it. Reconcile against the database first, then fix the platforms. Doing it the other way round means optimising campaigns toward a number that is wrong.
