Building a Strong Online Presence: The Must-Have Digital Strategy for Orthodontists from an Orthodontic Consultant

In today’s digital-first world, your orthodontic practice’s online presence is more than just a marketing accessory — it’s your modern-day front door! Before a patient ever calls your office, there’s a high chance they’ve already “met” you through your website, read your reviews, or watched your social media videos. The question is: what are they seeing?

As the founder of Shimmin Consulting, I work with orthodontists across the country to build practices that not only thrive clinically and financially but also stand out online. In this blog, I want to walk you through the essential components of a strong digital strategy and how each one plays a critical role in attracting and retaining patients in today’s competitive market.

1. Your Website is Your First Impression — Make It Count

Your website should be more than just functional — it should be a reflection of the care, quality, and personality of your practice. Patients make snap judgments about your credibility based on design, load speed, mobile-friendliness, and how easy it is to find information.

Must-haves:

·         Clean, professional design

·         Mobile optimization

·         Online scheduling or consultation requests

·         Team bios and photos – Kept updated!

·         Clear description of services

·         HIPAA-compliant forms and chat, if applicable

If your site feels outdated or hard to navigate, it’s time for a refresh. A polished website immediately conveys trust and professionalism — and that trust leads to patients choosing to come in to meet YOU.

2. Social Media is Your Relationship Builder

Social media isn’t just for teens — it’s where your potential patients spend their time. Platforms like Instagram, Facebook, and TikTok are powerful tools to show off your brand personality, patient experience, and treatment outcomes. Most practices miss the part of YOUR BRAND PERSONALITY. THIS is where people can get to know you without even coming in to the office!

Tips to make it work:

·         Post consistently (3–5 times per week)

·         Share real patient stories, behind-the-scenes clips, and team spotlights – Avoid being generic; use your creativity that showcases your practice’s personality

·         Use reels and short videos for high engagement 

·         Engage with your followers — respond to comments and messages

·         Use local hashtags and tag your location

·         The goal isn’t just likes — it’s building familiarity and connection so that when a parent is ready to book, your practice is already top-of-mind.

Are you looking at the monthly analytics from your social media platforms to measure the amount of engagement on specific types of posts to know what’s working and what’s not working? This should guide you on what adjustments to make and what to include more of.

3. Patient Reviews Are the New Word-of-Mouth

Your online reputation matters. Today’s patients trust online reviews as much as personal recommendations. That’s why it’s critical to ask satisfied patients (and parents!) to leave you a review on platforms like Google, Facebook, and Healthgrades.

Pro tip: Automate your review requests as part of your post-treatment or same-day start workflow. Make it easy, and you’ll see results.

Bonus: Positive reviews improve your SEO ranking — a double win.

4. Local SEO: Be Found When It Matters Most

Search engine optimization (SEO) might sound intimidating, but the goal is simple — make sure your practice shows up when people search for orthodontic services in your area.

Key actions:

·         Claim and optimize your Google Business Profile

·         Use keywords like “orthodontist near me,” “Invisalign in [City],” and “braces for kids [City]” on your website – adjust these ‘key words’ regularly.

·         Ensure your name, address, and phone number (NAP) are consistent across all online platforms

Local SEO helps you dominate your market online — especially when combined with reviews and high-quality content that patients interact with.

5. Educational Content Builds Trust and Authority

Want to stand out as the go-to expert in your community? Share what you know. Posting blogs, FAQs, videos, or downloadable guides helps patients understand your services and builds confidence in your expertise.

Content ideas:

“Braces vs. Aligners: Which is Right for You?”

“What to Expect at Your First Ortho Visit”

“Top 5 Questions Parents Ask About Phase I Treatment”

This not only helps patients make informed decisions — it positions you as a trusted leader and authority in orthodontics.

6. Consistency is What Sets You Apart (THIS cannot be stated enough!)

The most successful practices treat their digital presence with the same consistency they apply to their clinical care. It’s not about going viral. It’s about staying visible, relevant, and trusted.

Quick checklist:

·         Is your brand look (colors and designs stick with people) and tone consistent across platforms?

·         Are you posting regularly?

·         Are you reviewing analytics and adjusting?

·         Are you engaging with your online audience?

If you answered “no” to any of these, it’s time to prioritize your online strategy.

Digital is No Longer Optional — It’s Foundational

Your online presence is one of the most powerful tools you have for growth. At Shimmin Consulting, we recommend orthodontists design their digital strategies that not only attract patients but convert them into loyal fans.

Because when your online brand reflects the excellence of your in-office experience, growth becomes consistent, sustainable — and exciting!

Need a recommended social media guideline?

Let’s talk → www.orthoconsulting.com