Lessons from Philly: How to Attract, Convert, and Grow in 2025

Inside the strategies shared at AAO 2025 to boost visibility, improve conversions, and align your marketing with real practice growth.

Philadelphia was buzzing with energy during the AAO 2025 Annual Session—and Onboard Marketing Group was proud to be part of it. From deep-dive discussions at our booth (#1618) to a powerful presentation from our founder, Dr. Brandon Boggan, and Creative Director, Zack Nichols, the weekend was packed with opportunities to connect and collaborate with orthodontists looking to take their practices to the next level.

If you missed us in Philly—or just want a quick recap—here’s a breakdown of the most important takeaways from our team, complete with action items you can start applying right now.

Website Performance = Practice Performance

Your website isn’t just something you set and forget. It’s your most valuable marketing asset—and when optimized properly, it can become your top conversion tool.

Too many orthodontic practices still treat their websites like digital brochures. But in today’s competitive landscape, your website must do more: build trust, answer questions, and turn visitors into booked appointments. If it’s not doing that, it’s costing you revenue.

Action Items:

• Audit your homepage and key service pages: Are they visually engaging, mobile-responsive, and fast-loading? Tools like PageSpeed Insights and Hotjar can help you evaluate.
• Display Google reviews prominently: Adding real patient testimonials to your homepage increases trust and improves SEO.
• Use video on landing pages: Studies show that video can improve conversion rates by more than 80%. A quick welcome from your doctor or a testimonial reel goes a long way.
• Add pop-ups with intent: Use “Before You Go” pop-ups to offer a last-minute incentive or direct users to book a consultation. Exit intent tools like OptinMonster make this easy.
• Keep your header sticky: Navigation should follow the user as they scroll—so scheduling an appointment is always one click away.

SEO & SEM: Visibility in the Age of AI

Search is evolving—fast. With the rise of AI-driven platforms like Google’s Search Generative Experience (SGE), ChatGPT, and Perplexity, your online visibility is no longer just about keywords. It’s about content structure, authority, and how relevant your brand is to the questions people are asking.

If you’re relying on outdated SEO practices or running paid ads without oversight, you’re not just falling behind—you might be wasting money.

Action Items:

• Optimize your H1s and page titles: Every page should have a clear, keyword-aligned H1 that matches the page’s purpose. This is still one of the most important ranking signals.
• Invest in high-quality backlinks: Backlinks from reputable sources improve your authority. Just be sure to monitor for toxic backlinks that can hurt your rankings.
• Block click fraud on your paid ads: Tools like ClickCease or ClickGuard help protect your budget from bots and competitors, improving your ad ROI
• Consistently update your website content: Fresh content tells search engines (and AI) that your site is active, relevant, and authoritative. This includes adding monthly blogs, updating FAQs, and refreshing outdated service pages.

ROI-Driven Marketing + In-Practice Systems

Attracting patients online is only the first step. If your front desk or Treatment Coordinator isn’t converting those leads into scheduled starts, you’re leaving money on the table.

That’s why Onboard pairs digital marketing strategy with in-practice consulting—so your systems are just as effective as your branding.

Action Items:

• Track key conversion metrics: Know your calls-to-exams ratio and your consult-to-start conversion rate. If your TC is converting below 85%, it’s time for support or training.
• Launch “Friday Phone” campaigns: Follow up with observation patients and unscheduled consults on Fridays—it’s often the most successful day of the week for reactivation.
• Audit your treatment presentation: Is your TC following a consistent, persuasive structure? Are they building value before presenting cost? Simple tweaks can lead to major gains.
• Train for follow-up excellence: Many pending patients simply need better follow-up. Create a schedule (3 days, 1 week, 1 month) and personalize your messaging.

Bringing It All Together

Dr. Boggan and Zack Nichols emphasized that successful practices aren’t built on marketing alone. They’re built on alignment—between branding, website performance, team systems, and consulting strategy.

Marketing brings the traffic. Systems convert the leads. Together, they grow your practice.

Whether you’re just getting started or scaling to your next level, the biggest takeaway from Philly was this: consistency, clarity, and communication matter more than ever.

We loved seeing so many familiar faces—and meeting new ones—at AAO 2025. Thank you to everyone who attended our session, visited our booth, or stopped us in the hall to chat. We’re already counting down to AAO 2026 in Orlando—but until then, we’re here to help you grow.

Didn’t catch our session? We’ve got you.

Download our free AAO 2025 Toolkit with all the strategies and checklists we shared in Philly—including website must-haves, SEO/SEM tips, and in-practice conversion boosters.