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CariFree, a subsidiary of Oral BioTech, is redefining oral care with science-backed products designed to prevent tooth decay and promote a balanced oral microbiome. While traditional dentistry focuses on ‘drilling and filling,’ CariFree champions a preventative approach that resonates with both dental professionals and health-conscious consumers seeking proactive, long-term solutions.
Industry:
Services:
Visit Site:
+31K
Sessions in the first quarter post-launch
+$600K
Revenue in the first quarter post-launch
Since 2016, Gravitate has worked as an extension of the CariFree team—launching their first major website, primarily consumer-focused with dedicated sections for dental professionals. As traffic and engagement grew, we continued to optimize and enhance their digital presence year after year through targeted SEO, PPC, and CRO campaigns.
However, as our partnership deepened, it became clear that blending two very different audiences—health-conscious consumers and busy dental professionals—within a single site was hindering conversion potential. Each group had unique needs, motivations, and buying behaviors that required a more focused approach.
That realization laid the groundwork for our biggest shift yet.
In 2023, after years of close collaboration, we helped CariFree take the next step by launching two distinct websites, each designed to meet the unique needs of its audience with tailored messaging and a seamless buying experience.
The consumer site emphasizes wellness, education, and trust-building, while the professional site prioritizes clinical tools, professional development, and streamlined ordering.
This split allowed us to deliver clearer, more effective user journeys—empowering both audiences to engage, convert, and return.
Our relationship with CariFree began by stabilizing and improving their fragmented web presence, addressing key technical and ecommerce issues across multiple platforms. In the process, we gained deep insights into their audiences and purchasing behaviors.
From restructuring the information architecture to refining messaging, this foundational work not only optimized their original site but also built a knowledge base that would prove invaluable as the brand evolved.
When it came time to split the experience into two dedicated websites, the years of foundational work and strategic insight we built with CariFree played a crucial role. Insights from years of CRO, PPC, and SEO work uncovered exactly how users were engaging—and disengaging—along the buyer journey.
Armed with this knowledge, we were able to rethink user flows, simplify decision-making, and create clearer, purpose-driven paths for both audiences. The result was two distinct platforms that not only eliminated friction but strengthened user trust and made it easier to convert visitors into customers.
With both sites live, we’ve continued to build on our shared insights, running ongoing campaigns to drive engagement, optimize content, and improve conversion performance across channels. Today, we continue to scale these successes, helping CariFree grow its reach and revenue across both B2C and B2B channels.
Technical issues aside, Oral Biotech’s websites were doing a poor job of intuitively guiding dentists to value props and product offerings. Not only were dentists confused about why they needed the products, but they also couldn’t figure out how to buy them online.
At the same time, a shift in the industry was occurring. As the number of independent practices and insured patients dwindled—dentists began to double-down on lucrative treatment options rather than focus on preventative measures.
So, with a skyrocketing health and wellness industry, CariFree was born and we helped refocus marketing efforts on direct-to-consumer sales. Our research indicated that while dental professionals may not be financially motivated to prevent cavities, a legion of consumers certainly feels otherwise.
When designing CareFree’s two website, we created a consistent brand experience that reduces friction and builds user confidence. A shared design system — color palette, typography, and layout — keeps navigation intuitive and familiar across both platforms.
Subtle visual distinctions reduce cognate load, helping users quickly orient themselves, find relevant content, and convert efficiently. The result: a cohesive, audience-specific experience that fosters trust and drives sales.
Gravitate has served as CariFree’s digital backbone, stabilizing and consolidating their legacy websites into a modern, scalable CMS while streamlining backend system for both the consumer and professional teams.
Alongside design and marketing, we continue to host and maintain both websites, ensuring speed, security, and uptime. Our infrastructure not only powers seamless customer experiences b ut also supports e-commerce growth, simplifies internal workflows, and gives CariFree a digital platform built to scale.
Our new website is not only beautiful but is also providing a smooth and simple shopping experience for our customers—a complete turnaround for us. After seeing and experiencing the website redesign process with the team, it was a no-brainer for us to continue working with Gravitate on digital marketing and optimization.
Our partnership with CariFree extends well beyond website launches. As their long-term digital partner, we act as an extension of their team—producing targeted content and continuously refining SEO, PPC, and CRO strategies to drive results across both the consumer and professional sites.
Whether it’s crafting conversion-focused content, fine-tuning paid campaigns, or improving organic visibility and funnel performance, we’re always testing, learning, and optimizing. Our proactive approach keeps CariFree ahead of the curve in a fast-moving market—and most importantly, helps them sell more products online. Simple as that.
I’m proud to have been at the forefront of CariFree’s digital evolution. Splitting their single website into dedicated consumer and professional platforms has streamlined the user experience and resolved key targeting challenges in their marketing efforts. This transformation has empowered the team to market with precision and drive consistent growth.
Carifree has been a fantastic, long term partner of ours and we couldn’t be happier with the results. It is a true reflection of how successful we can all be when both teams are working closely together. We look forward to many more years together!
Working on the CariFree website was a true partnership. From early planning through final launch, we collaborated closely with their team to align on goals, share feedback, and ensured both sites reflected their vision. That level of collaboration made the process smooth and the outcome incredibly rewarding.
Carifree has been a longtime client, so it was especially rewarding to take on a full website redesign for a brand I know so well. The project was a fun challenge—developing a visual language that resonates with both consumers and dental professionals. The result is a fresh, modern site that balances approachability with industry credibility.
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