GoTu

Before the redesign, GoTu’s website was falling short both strategically and technically. The backend had become difficult to manage due to heavy code stacking, which made updates more complex and introduced unnecessary risk. At the same time, the user experience created friction at critical moments, often directing new visitors into generic login paths instead of guiding them into clearer sign-up journeys based on their needs and intent.

The site also struggled to tell the story of the product with enough clarity. Content overload, cluttered navigation, and a lack of audience-specific pathways diluted the messaging and made it harder for users to understand the value proposition quickly. While the business itself was growing rapidly, the website no longer reflected GoTu’s position as an innovative and trusted leader in dental staffing, and SEO visibility had started to plateau despite the momentum of the brand.

Blennd rebuilt the GoTu website from the ground up with a focus on clarity, performance, and scale. The new platform was designed to better support the company’s dual audiences by creating two distinct user journeys: one for dental offices looking to post jobs and fill shifts quickly, and another for dental professionals seeking flexibility, freedom, and income opportunities. This shift helped turn the site into a more intentional acquisition tool rather than a generic front door.

The website was built on WordPress and ACF, hosted on Kinsta, and integrated with HubSpot for lead capture and marketing automation. From an SEO and performance standpoint, the architecture was restructured to support stronger technical foundations, improved content hierarchy, and better search visibility over time. Strategic features such as clearer calls to action, a custom ROI calculator for dental offices, and more engaging visual storytelling helped create a stronger bridge between discovery and conversion across both sides of the marketplace.

The design direction for GoTu needed to feel as modern and efficient as the product itself. Blennd created a cleaner, more refined interface that better communicated the brand’s momentum and credibility while simplifying how users move through the site. Lifestyle photography, app-inspired animations, and a more polished UI system helped the experience feel more dynamic, approachable, and aligned with the expectations of a modern healthcare marketplace.

Just as importantly, the design worked harder strategically. Rather than treating every visitor the same, the new UX was structured around the motivations of each audience, helping offices and professionals self-select into the most relevant path immediately. This made the experience feel more intuitive while reducing friction at key conversion points. The result was a website that not only looked more sophisticated, but also guided users more clearly toward the actions that matter most.

Following launch, GoTu saw significant improvements in search visibility and keyword performance. In the first 5 months after launch, total ranking keywords grew from 2,792 to 4,411, a 58% increase. Top 3 rankings climbed from 52 to 130, representing 150% growth, while Top 10 rankings increased from 256 to 625, a 144% improvement. AI Overview placements and other SERP features also nearly doubled during that period.

These results point to more than technical SEO gains alone. They reflect the impact of a stronger site architecture, clearer content hierarchy, and a more focused digital experience built to support how users search, evaluate, and convert. Alongside those visibility gains, the redesign created a faster, more intuitive experience for both dental offices and professionals, giving GoTu a more scalable digital foundation to support continued growth across both sides of the marketplace.