Search has changed. Not incrementally — fundamentally. The way your prospective patients find an orthodontist today looks different than it did two years ago, and it’s changing faster than most practices have time to keep up with. Google’s AI Overviews are now appearing for a significant percentage of search queries, and the practices showing up

Orthodontic practices tend to think about branding and marketing as the same thing. They’re not. And confusing the two leads to one of two problems: a practice with strong marketing but no brand identity (they get leads but can’t charge premium fees), or a practice with strong branding but no marketing infrastructure (they look great but nobody finds them).

Your orthodontic website is the first interaction most patients will have with your practice. Before they call, before they walk in, before they ever sit in your chair, they’re on your website deciding whether you’re worth their time.