Brand restructuring — Dra. Paola Chicue

The problem

Dra. Paola Chicue brought 20+ years of cosmetic dentistry experience, but her digital presence did not communicate a clear position. She was competing in a generic local-clinic market in Cali without an explicit niche or differential versus Colombian dental tourism and US pricing.

The previous site under-converted virtual consults, Google Business Profile was underused, and there was no measurable SEO / GEO baseline to decide which content and keywords to push.

The approach

We ran an end-to-end brand restructuring:

1. Brand benchmark and analysis with Google AI Studio — competitors, messaging, VIP tone, positioning gaps, and niche opportunities (dental tourism + concierge in Cali).
2. New landing design in Google Stitch — hero, social proof, treatments, free virtual-consult CTAs, and the “60–70% less than US prices” narrative.
3. Build with Claude Code on a modern stack (Next.js) ready for technical SEO, i18n (ES/EN), and performance.
4. SEO and GEO — content architecture, metadata, local Cali signals, and intent-led queries (veneers, smile makeovers, dental tourism).
5. Google Business Profile — categories, photos, and CTAs aligned with the new brand.
6. Measurement with Google Search Console and Google Analytics — queries, clicks, virtual-consult conversions, and a baseline for iteration.

The outcome

• VIP Concierge Dental Tourism landing with clear messaging, differentiation, and CTAs.
• Defined niche: high-value dental tourism in Cali with concierge experience (transfers, lodging, bilingual support).
• Strengthened Google Business Profile and a measurable channel via GSC + Analytics.
• Reusable design and content foundation for future campaigns and treatment pages.