Industries · Dental
You compete with a brand and a mail-order box
Invisalign advertises nationally and sends patients looking for a provider. Mail-order aligners undercut you with no clinician in the room. Both of those shape what your website has to say.
The problem
The national brand sends people looking, and anyone can catch them
Invisalign spends enormous sums making people want clear aligners and then hands the demand to whichever local provider that person finds. Being a provider is not enough. Being the provider they find is the whole game, and it is a local search problem.
At the same time, mail-order aligners undercut you with no examination, no x-rays and no clinician. Some of those cases go wrong, and the patients then arrive at a practice like yours to be fixed.
The answer to both is the same and it is the one thing neither competitor has: a specialist on the GDC list, in a room, looking at the actual teeth. That has to be said plainly rather than assumed.
What actually works
What moves the needle for orthodontists.
Win the local provider search
Aligner brand plus your town is a high-intent search with a person already sold on the treatment. A page built for it converts unusually well.
Lead on specialist status
If you are on the GDC specialist list, say so everywhere. It is protected, checkable and something no mail-order company can ever claim.
Address mail-order calmly
What an examination catches that a home impression kit does not. Factual, unsneering, and it converts the cautious patient who was nearly persuaded.
The rules you work inside
What is true of orthodontists and nothing else.
This is the part a generic agency does not know, and it is the part that decides whether the marketing is legal, let alone effective.
Who regulates you
GDC, with the specialist list for orthodontics. Specialist orthodontist is a protected description and is a genuine differentiator where you hold it.
What you cannot advertise
The specialist restriction is the significant one and it is enforced.
The software you already run
Dentally, Exact, R4.
What an appointment is worth
£2,500 to £6,000 over a twelve to twenty-four month treatment, frequently finance-assisted.
When you are busy
September and January.
The one lever
Specialist status, because it is the one thing a mail-order aligner company can never claim.
Regulatory positions change, and two of these families are changing now. I confirm the current position before writing your pages rather than copying what a competitor has up.
What you get
The same six things, pointed at your problem.
The package does not change by niche. What changes is what it is set up to do: which follow-up runs, on what interval, and what the website is built to be found for.
£297 a month. No build fee, no minimum term, live in 14 days.
- Your website
- Missed call text back
- Review funnel
- Lead follow-up
- All-in-one inbox
- Business phone
Questions
What orthodontists ask me.
Can I call myself a specialist orthodontist?
Only if you are on the GDC specialist list for orthodontics. If you are, lead on it everywhere, because it is protected, checkable, and the strongest thing you have against both competitors.
Is it worth ranking for a brand name plus my town?
Yes. That search is somebody already sold on the treatment looking for who does it locally, which is about the highest intent available in this niche.
How should we talk about mail-order aligners?
Explain what an in-person examination catches. Factual and calm converts far better than alarm, and it holds up if anybody scrutinises it.
Should treatment prices be on the site?
A range, at minimum. Patients compare against a mail-order price they have already seen, so an absent figure is read as expensive rather than as discreet.
Thirty minutes, and you will know if it is worth it.
No obligation, and nothing to pay to have the conversation.