Proposal Replace generic digital vendor with a compounding growth system Patient experience Franchise conversion Smile Shop venture

Rebuild The Practice into a conversion-first brand system—online and in-market.

This deck is intentionally designed to look like the work ahead: premium, engineered, and precise. Not “marketing pages”—decision pathways that turn interest into booked patients, qualified franchisees, and scalable new revenue.

Jump to the 3 Workstreams → See status quo vs Arns → Define next step (20-min audit) →
Outcome #1 Patient site that routes by intent (family, cosmetic, emergency, referrals) and converts like a product.
Outcome #2 Franchise conversion engine: persona funnels + BD collateral + governance (FDD-safe) that closes faster.
Outcome #3 Smile Shop as a scalable business unit—aligned with franchise growth and positioned as a standalone venture.
Internal framing: The Practice isn’t buying “a website” or “SEO.” They’re buying compounding distribution: (1) patient acquisition, (2) franchise acquisition, and (3) a commerce layer that monetizes trust.
Reality Dentistry is becoming a brand + systems game Trust at scale Local dominance Franchise velocity

Winning isn’t “ads.” It’s decision design across every touchpoint.

The Practice is building something bigger than a clinic—an experience and operating system that must scale across markets, teams, and patient expectations.

Patients Decide faster when proof is sequenced correctly: anxiety reduction → clarity → booking → follow-through.
Franchisees Convert faster when the path is explicit: persona fit → proof objects → next packet → governed close.
Markets Local SEO + “AI search” are converging. You win by publishing decision objects, not just blog posts.
Smile Shop Commerce is the trust flywheel: patients buy what the brand recommends—then re-buy automatically.
Internal note: Keep language as “engineered pathways” and “proof sequencing.” It signals seriousness and differentiates from agency fluff.
Comparison What you get from a typical vendor vs what you need Precision Governance Compounding value

Generic agencies deliver outputs. Arns delivers systems.

The goal isn’t “a new website.” The goal is a conversion engine + franchise engine + commerce engine that the team can reuse, scale, and govern.

Status Quo Vendor
Arns Innovations
What they ship
  • Template pages + “best practices”
  • SEO checklists + blog cadence
  • Ad management + landing pages
  • Design work that’s often inconsistent
What’s missing
  • Persona routing + decision order
  • Proof sequencing + trust moments
  • Franchise BD collateral as a system
  • Governed outputs + QA discipline
What we build
  • Persona-guided conversion pathways (patients + franchisees)
  • Reusable “proof objects” that answer objections instantly
  • Growth loops across web, local, AI search, referrals, and commerce
  • BD enablement + outreach layers that close deals
How it compounds
  • One core system → many markets
  • One narrative → many personas
  • One brand → many revenue layers
  • One governance model → fewer mistakes
Internal note: If needed, offer a “48-hour QA & precision audit” of current pages (typos, broken flows, misaligned CTAs, schema gaps). Keep it fact-based once you run it.
Strategy 3 linked growth engines Patient experience Franchise conversion Smile Shop venture

Three workstreams. One compounding system.

Each workstream is valuable alone. Together, they create a flywheel: the brand earns trust → trust converts → conversion funds expansion → expansion amplifies trust → commerce monetizes trust continuously.

Workstream A Patient Site
Persona-guided booking + trust moments + “AI SEO” readiness.
Workstream B Franchise Engine
Blueprint funnels + BD collateral + governed conversion.
Workstream C Smile Shop
Commerce + subscriptions + standalone venture positioning.
Internal note: This slide is your “why us” anchor. If they only buy one thing, you still want them to see the full system.
Workstream A Patient acquisition + retention Persona routing Trust engineering Booking conversion

The Practice home site as a conversion product.

Patients don’t want “information.” They want clarity, safety, and a confident next step. We design the site in the order they decide—then instrument it like a growth engine.

Persona routes Family · Cosmetic · Emergency · Anxiety · New patient · Referral · Invisalign/Ortho (as applicable).
Trust moments Proof sequencing: standards, team, outcomes framing, reviews, what-to-expect, transparent process.
Conversion layers Booking flows, call tracking, chat/lead capture, follow-up sequences, retargeting alignment.
Instrumentation KPIs per route: bounce, scroll depth, booking completion, calls, form starts, return visits.
Internal note: “We build the website like a clinic: patient flow, throughput, and experience quality.”
Workstream B Franchise acquisition + conversion Persona funnels BD enablement Governed disclosures

A franchise portal that closes deals—and protects compliance.

You already have the vision. What you need is a routed system that turns inbound interest into qualified candidates, and equips the team with consistent collateral to close.

Persona architecture Existing dentist · Owner-operator · Corporate dentist · Student/new grad · Investor + dentist structures.
Objection handling Proof objects designed to answer common pushback with clarity (not “sales talk”).
BD collateral library Packets, talk tracks, follow-ups, and share links (persona + stage).
Disclosure-safe gating Economics staged per FDD rules; restrict claims until qualified and permitted.
Internal note: Use “governed routing system” language. It signals maturity and reduces legal anxiety.
Workstream C Smile Shop as a compounding revenue layer Commerce Subscriptions Standalone venture optionality

Smile Shop: turn patient trust into a scalable marketplace.

A physical franchise network is powerful. A commerce layer tied to that trust can be massive. We architect Smile Shop as both: (1) a brand extension that improves patient outcomes, and (2) a venture-ready business unit.

Patient value Curated products, care plans, post-procedure kits, and dentist-approved recommendations.
Revenue model One-time purchases + refill loops + subscription kits + promotions tied to treatment plans.
Distribution Embedded across the patient site, post-appointment flows, email/SMS, and franchise locations.
Venture architecture Separate identity, metrics, and investor-ready narrative (if desired) while remaining brand-aligned.
Internal note: This is where you show “Arns creates new business units,” not just marketing assets.
Search shift SEO → “Search everywhere” Local Schema LLM answers

Be ahead of “AI SEO”—by publishing answerable objects.

As search behavior shifts, winning means being the best “answer” *and* the best local option. That’s not just keywords—it’s structured clarity, proof, and content built around real questions.

Structured data foundation Schema for services, locations, providers, FAQs, reviews, and “what to expect” pathways.
Persona content objects “New patient” · “anxiety” · “emergency” · “cosmetic” objects designed to be cited and trusted.
Local dominance Location pages that are not copy/paste: unique proof, team, community, and intent routes.
Measurement Track calls, bookings, and content-assisted conversions—not vanity traffic.
Internal note: Avoid over-claiming about AI algorithms. Keep it as “answerability + structured data + trust signals.”
Next step Fast clarity + fast wins Audit Scope 90-day plan

Let’s run a precision + conversion audit—then ship.

We can move quickly without guessing: identify leaks, fix the obvious, align on the 3 workstreams, and start building the compounding system immediately.

Deliverable 1 48-hour QA sprint plan
Typos, broken flows, misaligned CTAs, speed, tracking, schema gaps.
Deliverable 2 Funnel + page map
Persona routes for patient + franchise + Smile Shop with conversion KPIs.
Deliverable 3 90-day ship plan
Phases, weekly outputs, governance gates, and owner-facing dashboard.
Deliverable 4 Artifact library
Reusable BD collateral, packets, proof objects, and talk tracks.
Propose a 20-min working session → Revisit the 3 workstreams →
Internal note: The “working session” should end with: scope, success metrics, and authority to start Phase 1 fixes immediately.

Disclosure note: This visual deck is a proposal artifact and UX demonstration. It is not an offer to sell, or the solicitation of an offer to buy, a franchise. Franchise offers are made only through the Franchise Disclosure Document (FDD) and in compliance with applicable law.

Slide 1 / 9 ↑↓ I