Web Design

Parents judge your practice before they read a word.

Every ad click, Google search, and referral ends up on your website. We design orthodontic practice sites that build instant trust and turn visitors into consult requests — not brochures.

for a visitor to judge your site's visual appeal: 50msfor a visitor to judge your site's visual appeal¹
of credibility judgments cite design look first: 46.1%of credibility judgments cite design look first²
of viewing time is spent above the fold: 57%of viewing time is spent above the fold³

Why It Matters

Design is not decoration. It is conversion engineering.

Your website is where every marketing dollar and every referral converges. The research on what happens in those first seconds is unambiguous.

First impressions form in 50 milliseconds

Research published in Behaviour & Information Technology found people form a stable opinion of a page's visual appeal within 50 milliseconds — before reading a single word¹. Layout, typography, and photography decide whether a parent stays or hits back.

Example: a dated template with stock photos loses the family in the first half-second — no matter how strong your clinical outcomes are.

Design is how credibility gets judged

Stanford's Web Credibility Project analyzed 2,684 people evaluating live websites: the "design look" was the single most-cited factor in credibility judgments, appearing in 46.1% of comments — ahead of the actual information on the page².

Example: for a multi-thousand-dollar treatment decision, parents read your layout as a proxy for your clinical standards. A dated website reads as a dated practice.

Design sets your conversion rate

Two practices buying identical "Invisalign near me" clicks can get wildly different results. A site converting 8% of visitors books four consults for every one booked by a site converting 2% — from the same traffic. Speed compounds it: a 0.1s improvement measurably lifts conversions⁴.

Example: Practice A has a clear hero, sticky Book Now button, and a three-field form. Practice B has a slideshow, a buried Contact page, and ten form fields. B's problem looks like "ads aren't working" — it's a design problem.

Speak the Language

The vocabulary that decides your consults.

These are not buzzwords — they are the components that determine whether a visitor becomes a consult request. Here is what each one actually means for your practice.

Hero

The large section at the top of your homepage — headline, supporting line, image, and a button. A strong ortho hero answers three questions instantly: What do you do? Who is it for? What should I do next? "Confident smiles for kids, teens, and adults in Franklin — schedule your free consult" beats "Welcome to our practice" every time.

CTA (Call to Action)

The specific action you ask a visitor to take — "Schedule a Free Consult," "Book Online," "Call Now." Every page needs one clear, visually distinct primary CTA. A page offering six equally-weighted options effectively offers none.

Above the Fold

Everything visible before the visitor scrolls. Eyetracking shows users spend 57% of viewing time there, and 74% in the first two screenfuls³. Your value proposition and primary CTA belong up top — not three scrolls down.

Landing Page

A standalone page built for one campaign and one action — like a dedicated Invisalign offer page your Invisalign ads point to, with navigation and competing choices stripped away. Sending ad traffic to a generic homepage is one of the most common ways practices quietly waste ad spend.

Conversion Rate

The percentage of visitors who complete the action you wanted — consult request, call, booking. It is the single most important number your site produces: doubling it has the same effect as doubling your ad budget, at no additional media cost.

Responsive Design

A layout that adapts to the device. Most of your traffic is a parent on a phone in a school pickup line — if they have to pinch-zoom to find your phone number, the design has failed regardless of how it looks on a desktop.

Information Architecture

How pages are organized and labeled. Parents arrive with specific questions — cost, insurance, braces vs. aligners, the first visit. A site architected around those questions converts; one organized around your org chart makes families dig.

Lead Capture

Gathering contact information is the whole point.

A beautiful website that does not capture contact information is a brochure. Most visitors are not ready to book the moment they visit — treatment might be six months out, or they are comparing three practices. If they leave no contact information, they are gone: you cannot follow up, answer the cost objection, or invite them in when the timing is right.

7x more likely

Harvard Business Review's study of 1.25 million sales leads found firms contacting a lead within an hour were nearly seven times as likely to qualify it as those that waited even an hour longer — and more than sixty times as likely as those that waited 24 hours⁵. A parent submitting a consult request is often submitting to two or three practices in the same sitting. The practice that calls back first usually wins the start.

Ask for less

Name, phone, email, and maybe “who is treatment for?” Every extra field measurably lowers completion. Collect insurance details later.

Offer more than one channel

A form for planners, click-to-call for parents in the car, online scheduling or text for people who hate phone calls. Each channel captures families the others miss.

Put capture points everywhere

The hero, after the reviews, on every treatment page, and in a persistent mobile button — not just a lonely Contact Us page.

Give a reason

“Free consult,” “instant cost guide,” or “smile assessment” all outperform a bare “Contact us.” An exchange of value earns the contact information.

Track every submission and call

If forms and calls are not tracked to their source, you cannot know which marketing actually produces patients.

The Service Line

What we design.

Web design at New Orbit is not decoration on top of a template. It is the conversion layer of your patient acquisition system — designed, tested, and improved continuously.

Conversion-first site design

Homepage, treatment, and location pages designed around one job: moving a parent from first impression to consult request with as little friction as possible.

Brand and visual identity

Typography, color, and layout systems that make your practice read as modern and trustworthy in the first 50 milliseconds — consistent across site, ads, and social.

Campaign landing pages

Dedicated, single-action pages for Invisalign, braces, and seasonal offers — matched to ad messaging so clicks convert instead of bouncing off a generic homepage.

Information architecture

Navigation organized around the questions parents actually ask — cost, insurance, treatment options, the first visit — instead of your org chart.

Lead capture design

Short forms, click-to-call, online scheduling, and capture points across the site — designed so every visit has a low-friction path to becoming an identified lead.

Real-practice photography direction

Art direction for photos of your doctor, team, and office — because families trust real people over stock imagery, and so do credibility judgments.

Mobile-first, speed-conscious layouts

Designs specced to load fast on cellular data — no bloated sliders or oversized images taxing every visit, because 0.1s of speed measurably lifts conversions.

One Cohesive Strategy

One system, not four vendors.

The most expensive mistake practices make is buying design, development, ads, and SEO as four unrelated services — with nobody accountable for the number that matters: cost per consult.

Design sets the conversion rate.

The same traffic converts at wildly different rates depending on layout, messaging, speed, and lead capture. Design determines how much every visitor — paid or organic — is actually worth.

Development sets the ceiling.

Clean, fast code is what makes a design load in under two seconds on a school-parking-lot connection, and it is the technical foundation search engines evaluate. A gorgeous design implemented on a bloated theme fails both visitors and Google.

Web Development

Ads buy demand — at a price your site sets.

Google scores your landing page experience as part of ad quality, influencing Ad Rank and cost per click⁶. At $8 a click, a 2%-converting site produces $400 consult requests; an 8%-converting site produces $100 ones. And ads stay necessary even when you rank: 89% of paid clicks are not replaced by organic clicks when ads pause⁷.

Local Ads

SEO compounds on the design's foundation.

Organic rankings deliver consults you do not pay per-click for — but treatment pages, location pages, speed, and site structure are the website. SEO performed on a thin, slow site is pushing rope.

Local SEO

The loop closes with data

Ad campaigns reveal which treatments and neighborhoods convert — that tells you which pages to design and build next. SEO pages reveal which questions families actually ask — that sharpens ad copy and landing pages. Both funnels end at the same forms and phone number, so every design improvement raises the return on every channel at once.

Related Services

References

Lindgaard, G., Fernandes, G., Dudek, C., & Brown, J., "Attention web designers: You have 50 milliseconds to make a good first impression!", Behaviour & Information Technology, Vol. 25, No. 2 (2006). https://doi.org/10.1080/01449290500330448
Fogg, B.J. et al., Stanford Web Credibility Project, "How Do People Evaluate a Web Site's Credibility?" — Stanford University / Consumer WebWatch (2002). https://credibility.stanford.edu/pdf/How_Do_People_Evaluate_a_Web_Site%27s_Credibility_v37.pdf
Nielsen Norman Group, "Scrolling and Attention" — eyetracking research on above-the-fold viewing time (2018). https://www.nngroup.com/articles/scrolling-and-attention/
Deloitte & Google, "Milliseconds Make Millions: The impact of mobile site speed on consumers" (2020). https://www.deloitte.com/ie/en/services/consulting/research/milliseconds-make-millions.html
Oldroyd, J.B., McElheran, K., & Elkington, D., "The Short Life of Online Sales Leads", Harvard Business Review (March 2011). https://hbr.org/2011/03/the-short-life-of-online-sales-leads
Google Ads Help, Landing page experience: definition — how landing page quality affects Ad Rank and cost-per-click. https://support.google.com/google-ads/answer/2404197
Google Research, "Incremental Clicks Impact of Search Advertising" — Search Ads Pause meta-analysis. https://research.google/pubs/incremental-clicks-impact-of-search-advertising/

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