Orthodontic Digital Marketing Checklist

Startups & Practice Acquisitions

You never get a second chance to make a first impression with Google’s ranking algorithms. Get it right the first time and your business is set up for long-term online success. Starting on the wrong path can increase costs and lead to years of playing catch-up.

Set aside a marketing budget

Prioritize foundational pieces, like a website with strong local SEO

Logo — modern and versatile — must have a version that fits in a square or circle

Is SEO a priority with your business name? Having your city name and a full orthodontic keyword (orthodontist, orthodontics, braces) in the business name helps SEO

Domain name: city names and full orthodontic keywords are best for SEO Use shorter [abbreviated] domains for emails, business cards, marketing materials, etc. – make the primary website domain something with a full orthodontic keyword

Google Business Profile(s): a gold mine for new patients

Social Media Profiles — keep it clean and consistent — save all your passwords!

Beware of the cheap local marketing agency — do they understand orthodontics?

Research your target market and competition — be objective and opportunistic

Get a DBA (Doing Business As) if your LLC is different from your business name

Extra Notes For Joining / Acquiring A Practice


Don’t mess up your redirects (broken links = broken SEO)


Changing a business name can hurt Google’s trust in the business – only rebrand once (waiting for a year or two after acquiring the practice could make sense)


Proactively notify the Internet  of changes to the business name and/or website URL (It is not enough to update the website, Google listing, and Facebook/Instagram)


Get ownership of all digital assets: website, domain names & URLs, social media accounts, email accounts, usernames, and passwords