Why orthodontic marketing is different
Orthodontic treatment is a long-term commitment, and families usually compare several practices before they decide. Specialist orthodontists also compete with general dentists offering clear aligners, so explaining what specialist training means, without disparaging anyone, matters.
We help orthodontic practices show up in local search, communicate clearly with both parents and adult patients, and build social media that shows the friendly, professional side of the practice. And because orthodontic advertising often involves images of young people, every campaign is planned with the guidelines in mind.
Patient journey
How families choose an orthodontist
Orthodontic treatment is a long-term commitment, and families usually compare several practices.
- Step 01
A dentist or parent notices something
A dentist's suggestion or a parent's concern usually starts the process, often for a child.
Our partWe make referral information easy for local dentists to find and use.
- Step 02
They search for braces or aligners
Parents and adults search for braces or aligners nearby and compare several practices.
Our partWe build treatment pages and local listings that help you appear in those searches.
- Step 03
They check the specialist
Families check that the practice is run by a registered specialist orthodontist.
Our partWe present specialist registration accurately across the site and profiles.
- Step 04
They weigh cost and convenience
Treatment length, cost, payment plans and appointment times decide the booking.
Our partWe set out costs, payment options and the first consultation clearly for parents.
Parents are often the decision-makers, so the website needs to reassure them as well as appeal to teenagers.
What we bring
What we do for orthodontic practices
Google Business Profile & Local SEO
Orthodontic searches are local.
Learn moreClinic Websites & Conversion Optimisation
Treatment pages and easy consultation booking.
Learn moreGP Referral Marketing
Build relationships with general dentists.
Learn moreAHPRA-Compliant Content & Copywriting
Accurate, compliant treatment pages.
Learn morePriorities
Where we focus first for orthodontic practices
- 01
A clear explanation of specialist status
What an orthodontist is and how this differs from general dentist-led treatment, stated accurately and fairly.
- 02
Treatment pages
Separate pages for braces, clear aligners and early treatment, explaining options, timeframes and what to expect.
- 03
Cost and payment clarity
Simple information on fees, payment plans and health fund rebates.
- 04
Referral relationships with dentists
Clear referral information for general dentists.
Orthodontic marketing is very local, so we plan around the catchment where families actually live.
How we start
What the first 90 days look like
- 1Weeks 1 to 2
Audit
We review your website, Google profile, referral sources and the practices competing for your area.
- 2Weeks 3 to 4
Fix the basics
We correct titles and listings and make consultation booking easy.
- 3Weeks 5 to 8
Build visibility
We publish treatment and suburb pages and start a referral plan for local dentists.
- 4Weeks 9 to 12
Review and extend
We review consultations booked and plan what comes next.
Treatment decisions take time, so we plan for steady enquiries, not overnight spikes.
Compliance
Titles and imagery in orthodontic advertising
The rules that apply
Only dentists with specialist registration in orthodontics can call themselves orthodontists or specialists. Before and after images and photos of young patients need care and proper consent.
- The National Law advertising rules
- Advertising can't be false or misleading, use testimonials, create unreasonable expectations of benefit, offer gifts or discounts without clear terms, or encourage unnecessary use of services.
- Specialist titles
- Only dentists with specialist registration in orthodontics can call themselves orthodontists or specialists.
- Children and young people
- Images of young patients need parental consent, and advertising shouldn't put appearance pressure on under-18s.
- Before-and-after images
- Use them only with matching lighting, angle and pose, no editing, and consent.
- Offers and payment plans
- Offers and finance options need clear terms, without time pressure.
Mistakes we often see on orthodontic websites
These create risk and confusion. Clear, accurate information is what families need and what the rules expect.
Misusing specialist titles
Only registered specialists can use titles such as specialist orthodontist.
Smile transformation images
Before-and-after images need matching conditions, consent and care.
Outcome and speed promises
Claims about guaranteed results or fast treatment can mislead.
Pressure offers
Time-limited offers on treatment are restricted.
How we help
Most practices start with an audit to find and fix what is already published, then keep new content right with compliant writing and team training.
Compliance audit
We review your website, ads, profiles and social channels, then give you a prioritised list of fixes with replacement wording.
Learn moreAHPRA-compliant content
New pages, posts and ads written within the advertising rules from the first draft.
Learn moreCompliance training
Practical sessions so your team can check their own posts, ads and replies to reviews.
Learn moreFAQ
FAQs about orthodontic marketing
Factually and respectfully. Explain the additional training and specialist registration orthodontists hold and what that means for treatment planning, without criticising other practitioners. Accurate comparisons are allowed; disparaging ones create risk.
With care. Before and after images need to be genuine, taken in consistent conditions and not edited, and they need documented consent, especially for young patients. We’ll help you decide which images are safe to use and how to present them.
Local search and your Google Business Profile for families comparing practices nearby, social media to show your team and practice, and targeted ads to reach adults considering treatment. A clear website ties it all together.
Side by side, in plain terms: how each works, who it suits, how long it takes and what the commitment involves, without implying that one always gives better results.
With a website that is easy for teenagers to use and social content that feels relevant, while the key decisions about cost and treatment are written for parents.
Yes, if the terms are clear and accurate. We avoid wording that pressures families into deciding quickly.
With a simple referral form, clear information on what you treat and when to refer, prompt updates back to the referring dentist and regular contact.