Case study: Lille Smil · Orthodontic clinic, Lillestrøm
From just a name to #1 on Google in Lillestrøm.
Lille Smil is an orthodontic specialist clinic, not a general dental practice. They got in touch before the clinic existed, and all they had was the name. I built the brand, the website, the ads and the whole technical foundation. Today the clinic ranks at the top for its main keyword, ahead of established chains.
#1 “kjeveortoped lillestrøm” (orthodontist Lillestrøm) Starting point
No orthodontic clinic. No website. No patients. Just a name.
Most clients come to me with an existing clinic that needs to grow. Lille Smil came with something completely different: an orthodontic clinic that had not yet launched, and a name they believed in. Everything else was missing: brand, website, visibility and the systems that let patients find you and book.
Orthodontics is also not the same as general dental care. Patients don't search for “dentist”. They search for braces and orthodontic treatment, often parents weighing up options for their children. The marketing therefore had to be built around this specific audience and these searches from day one, not reused from a general dentist strategy.
The challenge was twofold: build a brand that creates trust in an industry where trust is everything, and at the same time make sure a brand-new player becomes visible in a market where established chains have had years to build their position.
How I did it
Everything a new orthodontic clinic needs, built in the right order.
Brand before website. Website before visibility. Trust before advertising. Each step laid the foundation for the next.
- 01
A brand built from a name
Lille Smil did not exist when we started, only the name. From the name and the industry I built the whole brand: a logo optimised for mobile, a visual identity and a colour palette chosen to signal trust and professionalism. Everything a brand-new orthodontist needs to be taken seriously from day one.
- 02
A website built for local SEO
The website was structured around the searches that actually matter locally: “kjeveortoped lillestrøm” (orthodontist Lillestrøm) and “tannregulering voksne lillestrøm” (braces for adults Lillestrøm). Not decoration first and visibility afterwards: the site is built to rank from the ground up.
- 03
#1 on Google, ahead of established chains
The result: first place for “kjeveortoped lillestrøm”, the main keyword with over 50 searches a month, ahead of Colosseum and other established clinics that have been in the market for years. A brand-new clinic, at the top where patients actually look.
- 04
Ads in two layers: trust first, visibility at the moment of decision
A new, unknown clinic has to build trust before it can harvest. Facebook and Instagram ads built awareness of the brand in the local community, while hyper-optimised Google Ads made sure Lille Smil was clearly visible at the exact moment someone searched for an orthodontist.
- 05
All the technical setup, ready for launch
Google Analytics, conversion tracking and Google Tag Manager were set up from the start, so every enquiry can be traced back to the channel it came from. Email was set up too. In short: everything the clinic needed to open its doors.
The website
Built from a blank sheet, to rank and convert.
The whole site is built around the new brand: colours that signal trust, a logo that works on mobile, and a structure Google understands. Hover to scroll through the whole page.
The results
A brand-new orthodontic clinic, at the top where patients look.
Your clinic could be next
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