The problem: a 3.3 rating quietly costing bookings
In Part 1 we rebuilt the Google Business Profile so the listing finally spoke Google’s language, with sharper categories, keyword-mapped services and authentic geotagged photos. But the profile carried a problem no amount of category work could fix on its own: a 3.3 star rating.
The new owners spotted it immediately and wanted it dealt with first, and they were right to. A 3.3 sits below the psychological threshold most patients use to filter a shortlist. You can win the map pack and still lose the booking, because a searcher glances at the stars, sees a number under four, and taps the practice below you instead.
- It undercut everything else. Every click the Part 1 profile work earned was landing on a rating that quietly talked patients out of enquiring.
- It was a trust tax on a strong practice. The clinical care was excellent. The rating did not reflect that, so good dentistry was being punished by a thin, dated review history.
- It capped local prominence. Review volume, recency and rating feed directly into how Google ranks local results, so a low, stale rating was holding the listing down as well as putting patients off.
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Get your timelineThe overhaul: three levers that moved the rating
Rather than nagging the front desk to ask for more reviews, we built a system. Three levers did the work, and they compounded.
- A segmented Klaviyo win-back campaign. We took the list of patients who had consented to be contacted, segmented it, and sent a short, warm email in Klaviyo with a direct link straight to the Google listing so leaving a review was a two-tap job. The next day we re-sent to everyone who had not opened, and a week later we sent a single reminder. That sequence alone brought in around 50 reviews from patients who were already happy and just needed the path made obvious.
- Tap and Rate cards and a team incentive. We ordered Tap and Rate cards for the front desk so patients could leave a review on their own phone before they left the building, while the visit was still fresh. Then we incentivised the team properly, a prize for whichever team member’s name got mentioned most in the reviews that came in. Within two weeks that added roughly another 70 reviews, and because patients were naming individual clinicians, it strengthened the listing with the kind of specific, human detail Google and future patients both trust.
- A pain-point led Instagram. We stood up a simple Instagram account and used ChatGPT to generate the images and carousels, but with a strict rule: every post answers a patient pain point, not a word about how great the practice is. Cost worries, nervous-patient fears, whether a treatment is worth it, the questions people actually sit on before they book. That gives the practice a discovery and trust surface beyond Google, and it quietly feeds branded search, which reinforces the profile.
What is next: from reputation to the website blueprint
Put together, those three levers moved the rating from 3.3 to 4.4 in weeks, not months, and just as importantly they built the habit and the tooling to keep reviews arriving steadily rather than in one artificial spike.
The profile is optimised and the reputation now reflects the quality of the dentistry. The foundation and the prominence signal are both in place. The next challenge is the one most agencies stumble on, turning a strong local listing into genuine topical authority.
In Part 3 we move to the website blueprint, structuring a silo architecture so every service page, from dental implants to routine hygiene, can rank as the definitive local authority and help the practice win a place in the Enfield local pack for good.
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