Two Hundred Practices Asked What A Fit Out Costs
Primus Dental
Around 200 quote requests in the month
- Client
- Primus Dental
- Vertical
- Dental equipment and office setup
- Buyer
- Dental professionals setting up or fitting out a practice
- Offer
- Quote request for a complete office setup
- Result
- Around 200 quote requests in the month
- Conversion
- Roughly 45% of the traffic that entered the funnel
- Period
- Just over one month
- Funnel traffic
- Around 440, derived from 200 requests at roughly 45%
- Context
- Primus Companies' site carried around 10,000 visitors that month across the whole business
- Platform
- Dropfunnels
- Parent
- Primus Dental is a division of Primus Companies
- Built
- Lead generation funnel and the email automation behind it
- My role
- Direct client. Funnel design, build and automation
Selling to a professional who is about to spend a lot
This is not consumer dental marketing. The buyer is a dentist, and what they are buying is a complete office setup: the equipment, the fit out, the whole thing.
That is a large, infrequent, considered purchase made by somebody who knows the category better than most marketers ever will. They are not going to be persuaded by urgency. They are going to compare, ask questions, and take their time.
For that buyer the useful next step is not a booking or a purchase. It is a quote, because a quote is what makes the decision concrete. It converts an abstract "should I fit out this practice" into a specific number attached to a specific supplier.
So the funnel's job is narrow and clear. Get a qualified professional to ask for a number. Everything else follows from that, and the page has one thing to do.
That narrowness is also why the conversion rate is what it is. A page asking somebody to buy an office fit out would convert at a fraction of a percent. A page asking them to find out what one costs is asking for something they already wanted.
Quote requests were already arriving the same way. What Primus Dental did not have was a system of its own.
It is a division of Primus Companies, a large business, and the dental side was being served by whatever the parent company had rather than by anything built for it. That is a common shape in bigger organizations: the division has its own buyer, its own sale and its own language, and it inherits the group's infrastructure.
What I built
- A landing page built around one request
Not a brochure with a contact form at the bottom. A page whose entire structure moves toward a quote request, for a reader who is already considering the purchase and needs a reason to choose this supplier to ask.
- A quote request flow
Name, email, phone, address, city, state and zip code. Contact details and location, nothing more.
That is a deliberate choice and worth explaining. At this stage the business does not need to qualify by budget or timeline, because the location alone qualifies: a fit out is a physical job in a physical place, and knowing where somebody is tells you most of what determines whether you can serve them. Everything else is a conversation.
- Email automation behind it
Follow up running after the request, so a quote does not sit in an inbox while the professional keeps looking.
Email follow up, aimed at one thing: getting the quote request to become a booked appointment. A quote is a number. An appointment is where a fit out actually gets sold.
The page that was built
Landing page
What it produced
45% of traffic converted into a quote request.
That number is worth stating carefully, because it is high enough to invite skepticism. It is high for two reasons that both come from the same place.
The ask is small relative to the purchase. Requesting a price for something you are already planning to buy is a low commitment action, and the page was built to make it the obvious next step rather than one of several options.
And the traffic was right. A page like this converts at 45% when the people arriving are professionals already thinking about a fit out. The same page in front of a general audience would not.
That figure covers just over a month, which is the period I was working with them. A short window on a considered B2B purchase, which makes the rate more surprising rather than less: these are not impulse decisions and the page was still converting nearly half of everybody who reached it.
Around 10,000 visitors reached the site over that month.
What applies to a business like yours
Three questions worth asking if you sell something large to professionals:
- What is the smallest useful thing you could ask a qualified buyer for, short of the purchase?
- Does your page ask for one thing, or offer several ways to get in touch?
- What happens in the days after somebody asks for a quote, while they are asking your competitors for theirs?
The third question is where considered purchases are won and lost, and it is rarely anybody's job.
Services behind this project
The thinking behind this project: When friction is a feature
Ask For The Smallest Useful Thing
Asking somebody to buy an office fit out from a landing page would have converted at almost nothing. Asking them what one costs converted at nearly half.