Say you’re promoting your practice at a local event with a table full of flyers, each stack designed a little differently.

You’d notice which flyers got picked up the most, which ones didn’t, and which ones made people stop and look twice. When it comes time to print new ones, you’d use that insight to fine-tune the design, message, or offer based on what worked best.

Your website works the same way, but with far deeper insight into what your audience is actively looking for and how you can meet them there.

Orthodontic websites aren’t set-it-and-forget-it projects. They’re one of the most powerful marketing tools your practice has, when you know how to use the data effectively.

TL;DR: Key Points of Updating Your Website

• Your website isn’t something you build once and forget about.
• To continue performing, your site needs ongoing updates, fresh content, and attention to what the data’s telling you.
• From tracking metrics like bounce rate and keyword rankings to adjusting content and design as your practice grows, every small update helps your website work harder for you.
• The best website marketing strategy isn’t one-size-fits-all; it depends on your practice, your patients, and your goals. But for every practice, treating your website as a living system that needs regular updates to stay relevant and effective is essential.

Why a Website Is Never “Done”

Launching your new website is a huge achievement, and we’ll celebrate that with you!

But it’s also just the beginning (which we think is even more exciting.)

Your site isn’t something you launch and leave. It’s a living, evolving reflection of your brand, and it delivers some of the most valuable marketing data your practice has.

Over time, your website can give you insights on:

• Where your new patients are coming from
• What your audience is searching for and engaging with
• What drives them to schedule a consultation
• How their behaviors and preferences evolve over time

With that data at your fingertips, you get a real-time look at how patient behaviors are shifting, and where to focus your marketing efforts to make the biggest impact.

Evolving Market = Evolving Website

Your website isn’t a one-time project. It’s an ongoing system that needs regular check-ins, updates, and refinements to stay effective.

That means reviewing key metrics (which we’ll pinpoint further down) and using those insights to make strategic updates on your website, like optimizing your content and SEO, refreshing images, changing calls-to-action, reorganizing page flows, and keeping your site aligned with your brand and goals.

Here’s why that matters:

1. Search engines reward fresh content.

Google prioritizes active, up-to-date sites. When you refresh content, add new pages, or update images, it signals that your website is current and relevant, which can boost your rankings.

Even small adjustments, like re-optimizing keywords or re-publishing an existing blog can trigger Google to re-crawl (re-read/reassess) your site and reward it with better visibility.

2. Search trends evolve.

The way patients search for orthodontic treatment changes, and if you’re not monitoring your keyword performance and optimizing content accordingly, your website won’t remain a match for their searches.

For example: Instead of broad keyphrases like “orthodontist near me”, your data might show that “orthodontist who accepts United Concordia” is driving more traffic. That insight might tell you to create a page dedicated to military families, or launch a targeted ad campaign to reach the military community.

3. Your practice evolves too.

As your practice grows, adds more locations or doctors, or brings in new technologies or treatments, you add more value to your practice – and your website should reflect that value.

Prospective patients are looking for the value you bring, and they want to understand why you’re the right choice. If your site isn’t communicating your unique value, but your competitors’ sites are, they might become the choice for your community.

By regularly reviewing your website data, you’ll know exactly where to pivot and where to double down; and by making small, consistent updates along the way, you’ll keep your site strong and avoid the need for a major overhaul later on.

Key Metrics for Website Performance: What to Track

Keeping your orthodontic website performing at its best doesn’t mean constant redesigns. It’s about consistency, awareness, and small, strategic improvements over time.

Your data tells a story about who’s finding you, how they’re interacting with your site, and which parts of your site or overall marketing strategy need some attention.

These are some of the key metrics in your website strategy that create that story.

Traffic by Channel

What it is: This tells you where users are coming from: organic search (finding your site through Google searches), paid ads (from Google or Meta campaigns), direct traffic (typing in your URL directly or using a saved link), or referral traffic (visiting from another website that links to yours).

What it tells you: It helps you understand which channels are driving the most visibility, and where to focus your marketing efforts.

Bounce Rate

What it is: Bounce rate is the percentage of visitors who leave your site after viewing only one page. Ideally, users navigate to other pages to learn more about you, then take action: book a consultation, or reach out.

What it tells you: A high bounce rate can indicate weak content, lack of internal linking, slow page load speed, confusing navigation, or poor overall user experience/site design. If key pages have high bounce rates (55% or higher), it’s a sign that you take a closer look at what’s not working.

Top-Performing Pages

What it is: These are the pages on your site that attract the most visitors, and keep them engaged.

What it tells you: This reveals what topics, services, or practice info resonate most with your audience. Are users exploring your blogs to learn more about orthodontics? Checking out before-and-after photos, reviews, or doctor bios to evaluate your expertise? Or are they further along in their decision-making journey, heading straight to your location or scheduling pages?

If you’re not seeing key pages in your top performing pages, you’d want to reassess those pages and strategize to improve them.

Keyword Rankings

What it is: Keyword rankings show how your website performs in search results for your key services and local search terms. You’ll see certain keywords or locations improving or slipping over time.

What it tells you: Monitoring keyword rankings helps you measure whether your SEO strategy is working, which location- or service-related keywords might be improving or slipping, so you can identify opportunities to strengthen visibility.

Conversion Rate

What it is: Conversion rate is the percentage of visitors who take a desired action on your site, like booking a consultation, calling your office, or submitting a message form.

What it tells you: It shows how effectively your website turns visitors into patients and measures whether your design or funnel, content, and calls-to-action are doing their job.

Mobile Performance

What it is: This shows how well your website functions across mobile devices, including load speed, layout, and overall usability.

What it tells you: Mobile performance directly impacts engagement and search rankings. Since mobile traffic consistently outperforms desktop traffic in the orthodontic industry, optimizing your site (in terms of design, responsiveness, menu/navigation, and calls-to-action) to ensure a seamless mobile experience is essential.

 New vs. Returning Users

What it is: This gives you a comparison of how many new visitors are discovering your site versus how many are returning.

What it tells you: Tracking this metric helps gauge your reach, brand awareness, and how effectively your website and marketing efforts are attracting new patients to your practice. If new users aren’t finding your site, it’s time to revisit your SEO, community outreach efforts, or overall marketing strategy.

Staying Fresh Without Starting Over

Using these insights and applying them strategically allows you to continuously improve your website and strengthen your local visibility, without needing a full overhaul or waiting until your site has fallen behind.

When you stay proactive, your website evolves alongside your practice instead of lagging behind it. That means staying connected to the reality of your brand today, not a version of it from three years ago.

At enox, that’s exactly how we approach our long-term client partnerships.

We’ve built websites for practices like Caudill & McNeight Orthodontics (10 year partnership), Fishbein Orthodontics (10 year partnership), Just for Grins Orthodontics (8 year partnership), and Nth Degree Orthodontics (7 year partnership) – and over time, we’ve continued refreshing each site to reflect new doctors, locations, branding, and evolving goals.

Because these sites were built strategically from the start, they’ve continued performing without needing complete rebuilds. Through our ongoing retainer partnerships, we monitor performance, optimize content, and make data-driven updates that keep every site current, competitive, and effective.

We’d love to do the same for you.

Keep Your Website Working as Hard as You Do

We know this can feel like a lot to keep up with, but you don’t have to handle it alone.

Our marketing experts partner with your practice to keep your website performing, evolving, and growing right alongside your brand. Whether you’re in need of a new website, looking to refresh your current one, or not seeing the results you want and aren’t sure where to start, we’re here to help.

We offer comprehensive orthodontic marketing services, including:

• Website design and development
• SEO, content, and growth strategies
• Branding and rebranding
• Paid ad campaigns
• Automation and lead nurturing
• Consulting to guide your next steps

No matter where you are in your journey, starting your first practice or growing an established one, we’ll meet you there and help pave the path toward your goals.

We’re proud to offer regional exclusivity for each of our partners, meaning your strategy won’t be the same as the practice down the street. We help you own your market.

Let’s start with a complimentary discovery session. We’ll review your website, talk about opportunities for growth, and build a strategy designed to move your practice forward.