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Orthodontics · landing pages

Your page has to beat a price one sixth of yours.

A direct to consumer aligner still trading in Australia advertises $1,245. Your case is $8,000. The patient has usually seen both numbers before they reach your page, and the page has to do something about that.

The anchor problem

You are not competing with the aligner. You are competing with its number.

SmileDirectClub is gone and several Australian imitators have folded, but at least one direct to consumer operator is still trading here at $1,245, or about $22 a fortnight, with a four to six month average duration. Against a reviewed case range of $7,000 to $12,000 that is a six to eight times gap.

The brand does not have to win the click to hurt you. It only has to have set the number in the patient's mind first, which the category's advertising has been doing for years. A page that opens with technology and credentials, without addressing that gap, is answering a question the reader is not asking.

There is also an asymmetry worth naming honestly. That operator publishes patient testimonials describing treatment and outcomes. A registered specialist orthodontist could not lawfully publish the same thing under section 133. Whether a mail order product retailer is properly caught by the same rule is genuinely unsettled and we have found no enforcement either way, but the practical effect on the page is real: your competitor may say things you may not.

What the page must resolve

Five questions, in the order people ask them.

What will it actually cost
Not the fortnightly figure alone. Ahpra names stating an instalment amount without the total cost as potentially breaching section 133, and a good share of Australian orthodontic sites publish no total at all. Publishing it is both the compliant choice and the one that converts, because the reader is already estimating and usually estimating high.
How much will my health fund pay
Less than they hope, and the structure matters more than the number. Opening balances that accrue annually, lifetime limits typically between $1,200 and $3,000, a twelve month wait, and a limit that follows them if they change funds. Explaining that properly is genuinely useful and almost nobody does it.
Why not the cheap aligner
Answer it directly rather than ignoring it. Supervision, diagnosis, what happens when a tooth does not move as planned, and who is responsible. This is a clinical argument you are allowed to make, unlike an outcome claim.
What actually happens at each visit
The consult is free, the records appointment is not. A patient who arrives at the second appointment unaware there is a fee is a patient who feels ambushed at exactly the point they were about to commit.
Are you actually a specialist
571 practitioners in the country may say so. Say it, with the registration, and explain what specialist registration required. It is the one claim your general dentist competitor cannot copy.
Two pages

Same practice, different outcome.

The page most practices run

  • From $85 per week, with no total case fee anywhere on the page.
  • Opens with the practice's technology and scanner brand.
  • Free consultation as the only call to action.
  • Health funds mentioned as a logo strip.
  • No mention of the records appointment or its fee.

The page that converts

  • The instalment, the total, and terms one click away.
  • Opens with specialist registration, and what it required.
  • Free consultation, with the records appointment and its fee explained.
  • How orthodontic extras limits actually work, including the lifetime cap.
  • A direct, unembarrassed answer on direct to consumer aligners.
Check the source before you repeat the insurance figure
Invisalign's Australian website tells Australians their insurance may help cover up to $3,000 of orthodontic treatment. Its own footnote discloses the source as OrthoFi data for calendar year 2021, from 112,243 United States patients with dental insurance, averaging $1,772 in United States dollars. The same Australian site references flexible spending and health savings accounts, which are United States instruments that do not exist here. If the category's largest advertiser is publishing American figures on an Australian domain, be careful what you inherit from competitor research.
Straight answers

Questions clinic owners actually ask

Should an orthodontic practice publish its prices?
Yes, and the total rather than only the instalment. Ahpra's guidelines list stating an instalment amount without stating the total cost among advertising that may breach section 133, because the total is a condition of the offer. Beyond compliance, the reader is already estimating, and orthodontic estimates in the public mind are anchored by direct to consumer advertising at a fraction of a real case fee. A published total, with the payment plan alongside it, corrects that anchor rather than leaving it to work against you.
How should an orthodontic page handle direct to consumer aligners?
Head on. At least one Australian operator is still trading at $1,245 against reviewed case ranges of $7,000 to $12,000, and pretending the comparison is not being made does not stop it being made. The defensible ground is clinical: diagnosis before treatment, supervision during it, imaging, and what happens when a tooth does not track as planned. Those are process and safety arguments you are permitted to make. Avoid outcome claims and avoid disparaging comparisons, both of which run into section 133 from the other direction.
Should the free consultation be the main call to action?
It should be the visible one, with the records appointment explained just below it. The free consultation is what people are willing to book, so removing it would cost you enquiries. But a patient who books expecting everything to be free, and then encounters a records appointment fee of around $350, experiences that as a bait and switch at precisely the moment they were deciding. Explaining the two step structure on the page loses a small number of bookings and improves the rate at which those bookings become cases.
What should an orthodontic page say about health fund cover?
Explain the structure, not just a number, because the structure is where the surprises are. Orthodontic extras typically work as an opening balance that accrues annually toward a lifetime limit, often between $1,200 and $3,000 depending on tier, against a case of $7,000 or more. There is usually a twelve month waiting period, and critically the lifetime limit transfers between funds, so a patient who switches insurer to get a better orthodontic benefit does not start again. That last point is genuinely useful and we have not seen an Australian orthodontic page make it.
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