We have been making websites for orthodontists – and other clients – since 2007 when the the company was just one person coding at a kitchen table.
Last year – now with 25+ employees – we leaned into the orthodontist vertical, because of the vast landscape of opportunity to win. As we dug into digital marketing for orthodontists, we discovered that many orthodontists were way under-performing in organic, and paid search results for major keyword groups, like “braces,” and “Invisalign.”
We kept on seeing that many orthodontists have been in long-term relationships with vendors who were not really generating results, or with vendors who make bullshit reports about high rankings on keywords that no one was searching for!
We were infuriated for orthodontists.
How could this be happening to so many orthos? Why has no one gone into this space? The partners at BBC started asking questions of our friends who serve orthodontists, and there were some general stereotypes about orthos being cheap.
This didn’t make sense to us.
We decided to start targeting websites for orthodontists, so we could see where the real issues were. After one month, the story was clear: Orthodontists have never been taught how to manage digital marketing strategies. No one took the time to educate orthos, so they could make smarter decisions.
The money they had been paying monthly was more about checking the “marketing box,” rather than engaging and understanding. As we started to educate orthodontists about modern SEO – and digital marketing in general – they were upset, and inspired to take control of their situation. They were going to stop throwing money into a black hole, stop looking at marketing as an expense and start thinking of it as an investment.