How to Get More Orthodontic Patients: 9 Places Practices Lose Them
The fastest way to get more orthodontic patients is usually to stop losing the ones you already have: missed calls, consultations nobody followed up and websites that never answer the cost question. The nine steps below are ordered by the stage where a patient is lost, starting with the leaks that cost the least to fix.
Several points draw on our own study of 30 orthodontic practice homepages in the 10 largest US cities, checked in October 2026. Where we use those figures, they describe that sample, not every practice.
- Answer every call, and call back the ones you miss within the hour
- Follow up every consultation that did not start treatment
- Tell patients roughly what treatment costs before they call
- Treat your Google Business Profile as your real front door
- Ask every happy patient for a review, every time
- Tell parents about the age-7 orthodontic check
- Give adult patients a page of their own
- Offer a virtual first step for people not ready to visit
- Tell Google, in code, that you are an orthodontist
1. Answer every call, and call back the ones you miss within the hour
The cheapest new patient is the one who already called you, so fix missed calls before you spend on anything else.
Parents and adults usually call during work or school hours, which is exactly when the front desk is busiest. A caller who reaches voicemail often tries the next practice on the list instead of leaving a message.
Do this: pull last month’s missed-call log from your phone system, count the calls nobody returned the same day, and put that number into the free missed call revenue calculator. Then agree one rule with the team: every missed new-patient call gets a call back, or a text where the patient has agreed to texts, within an hour.
2. Follow up every consultation that did not start treatment
A family that came in and did not commit is closer to starting than any stranger you could reach with an ad.
Many families need time: they compare quotes, talk it over or wait for insurance details. Without a follow-up process, those consultations quietly go cold.
Do this: work out your current conversion rate with the case acceptance rate calculator, then set a simple sequence: a thank-you the same day, a check-in a week later, and a final note at around a month. Our guide to following up consultation requests has the wording.
3. Tell patients roughly what treatment costs before they call
In our study of 30 orthodontic practice homepages, 83% gave no cost figure at all, so a practice that does stands out immediately.
Cost is usually the first question a parent or adult has, and a homepage that avoids it sends them back to search. Only 5 of the 30 homepages in our October 2026 study showed any cost: two gave a full-treatment range and three a monthly payment.
Do this: add a short, honest line such as a typical range or a “from” monthly payment, with a note that the exact fee depends on the case and is confirmed at the consultation.
4. Treat your Google Business Profile as your real front door
Many patients see your map listing before they ever see your website, so it needs to be complete, accurate and active.
Google says local results are based mainly on relevance, distance and prominence, and that reviews and complete information help (Google Business Profile Help).
Do this: confirm your primary category is Orthodontist, list each treatment as a service, add real photos of the team and office, and keep your hours correct, including holidays. Our Google Business Profile checklist covers every field.
5. Ask every happy patient for a review, every time
A steady flow of genuine reviews helps you rank and helps families choose, while bought or filtered reviews put the whole profile at risk.
The Federal Trade Commission’s rule on fake reviews, announced in August 2024, bans buying or faking reviews and suppressing negative ones (FTC). The safe route is a consistent ask.
Do this: ask at a natural high point, such as a debond or a visible milestone, and send the link the same day. Check how far you are behind nearby practices with the Google reviews gap calculator, and reply without confirming anyone is a patient; the review reply generator helps with that.
6. Tell parents about the age-7 orthodontic check
The American Association of Orthodontists recommends a first orthodontic check by age 7, yet only 13% of the homepages in our study mentioned it.
Many parents do not know the guideline exists, so they wait until problems are obvious. A practice that explains it gives parents a clear, low-pressure reason to book now.
Do this: add one plain-English paragraph to your homepage and early treatment page explaining what the first check looks for and that most children do not need treatment yet.
7. Give adult patients a page of their own
Adults search differently from parents, with questions about discretion, time and cost, so one generic page rarely answers them.
In our study, 70% of homepages mentioned adults somewhere, but a passing mention is not the same as answering an adult’s questions.
Do this: create one page for adult orthodontics that answers “am I too old”, “how long will it take”, “braces or aligners” and “what does it cost”, and link to it from the homepage.
8. Offer a virtual first step for people not ready to visit
A virtual consultation or smile assessment lets a hesitant adult or a busy parent start without taking time off, and only a third of the homepages we checked offered one.
In our study, 10 of 30 homepages (33%) mentioned a virtual consult, online consultation or smile scan.
Do this: if you offer it, put it beside the main booking button, not on an inner page. If you do not, a simple photo-upload form reviewed by the doctor within one working day is a reasonable start.
9. Tell Google, in code, that you are an orthodontist
Only 1 of the 30 practice websites in our study used the Orthodontist business markup that search engines read, so most practices are describing themselves to Google as a general dentist or not at all.
Structured data does not guarantee a ranking, but it removes doubt about what the practice is, where it is and what it offers, for search engines and AI assistants alike (Google Search Central).
Do this: ask whoever manages your website to add LocalBusiness markup using the Orthodontist type, with the same name, address and phone number that appear on your Google Business Profile.
Where to start
Start with steps 1 and 2 this month. They cost almost nothing, use demand you already have, and show results faster than any new campaign. Then work through 3 to 5, which change how you look to the next family that searches. The rest can follow as your website is updated. If you would like a second pair of eyes, our free growth audit checks these points for your practice in writing.
Frequently asked questions
How quickly can a practice get more orthodontic patients?
Fixing missed calls and consultation follow-up can show results within weeks, because the patients already exist. Search visibility from a better profile, reviews and website content usually takes months.
Should we spend on Google Ads first?
Not until calls are answered and consultations are followed up. Paying for more calls that reach voicemail only raises your cost per patient. Our Google Ads guide covers what to fix first.
Is it safe to publish treatment prices?
A typical range or a “from” monthly figure is common and helpful, as long as it is accurate and clearly says the exact fee is confirmed after an examination. Check your state board’s advertising rules if you are unsure.
How is this different from a list of marketing ideas?
Most idea lists add new activities. This one fixes where patients are already being lost. For new activities ordered by effort, see 12 orthodontic marketing ideas.