Unlocking Online Success: Marketing Insights Every Ortho Needs

On this episode of the Hey Docs! Podcast, Jill sat down with Kayvan Mott from The DocSites to talk all things digital marketing for orthodontists. From building trust online to making SEO work for your practice, the conversation was packed with strategies you can actually put to work,  not just theory.

Here are the highlights:

Why Online Marketing Can’t Be “Set It and Forget It”

Too many practices treat digital marketing like a one-time project. Kayvan reminded us that successful marketing is an ongoing process. If you’re investing in marketing, you need to know what it’s doing for you and make sure your strategy keeps evolving.

Your Website = Your First Impression

Think of your website as your digital front door. Patients should be able to:

• Trust you right away (through reviews and social proof).

• See real results (before-and-afters).

• Take action quickly (easy appointment scheduling).

If your website isn’t doing all three, you’re leaving opportunities on the table.

Reviews: Your Reputation’s Best Friend

Reviews aren’t just nice to have;  they’re a deciding factor for patients. Jill and Kayvan talked about the importance of creating systems for collecting reviews and encouraging feedback at the right moments. Bonus: embedding reviews directly on your site helps your SEO.

SEO + Google My Business: Get Found Where It Matters

SEO isn’t about chasing broad terms like “orthodontist.” It’s about showing up for the treatments and services you actually provide. Pair that with an up-to-date Google My Business profile, and you’ve got a powerful local search strategy.

Ads and Landing Pages: When to Go Deeper

Google Ads can work, but only if your internal systems are strong enough to convert leads into patients. And if you really want to maximize ad dollars? Use dedicated landing pages. They provide a focused path for patients to book, rather than getting lost on a generic site.

Choosing the Right Marketing Partner

Not all marketing companies understand ortho. Kayvan recommended asking key questions before signing on:

• Do they know the orthodontic industry?

• Are they transparent with results?

• Do you own your digital assets (like your website domain)?

Final Takeaway

The digital space changes fast,  but the fundamentals remain the same: build trust, show up where patients are looking, and make it easy for them to take the next step. As Jill wrapped up the episode, the message was clear: if you want sustainable growth, your online presence has to be more than just a pretty website;  it has to be strategic, intentional, and built for today’s patients.