A woman in her late thirties has thought about her teeth for twenty years. She has finally looked at a practice website and found photographs of teenagers, a page for parents and a tone that assumes she is booking for a child.
She closes the tab. She has been embarrassed about this for two decades and nothing on the site suggested it was for her.
What adults ask
They usually ask whether treatment works at their age, how visible the braces would be, how long it takes, what it costs, whether they can pay monthly, whether it affects speech, whether it hurts, whether they can remove them for work or an event, how often they need appointments and whether appointments are available outside working hours.
Write for adults, explicitly
An adult treatment page, with adults in the photographs and language that does not mention parents. This one change converts people who were already interested and assumed they were not the audience.
Example conversations
These scripts use information a practice might publish. Your answers should come from your own pages.
Patient: Am I too old for this? Assistant: The adult treatment page explains that orthodontics is routine for adults and what the assessment involves. Whether a particular approach suits you depends on your teeth and is for the orthodontist to advise after an examination. Would you like to book an assessment?
Patient: I do a lot of client meetings. How noticeable would it be? Assistant: The page explains the options available and how visible each is in practice, including the removable and less visible approaches. The orthodontist will advise which are suitable for your case at the assessment. Could you tell me a convenient time and I will pass your details on?
Patient: Can I get appointments outside work hours? Assistant: The page shows the practice's opening times including the evening and Saturday clinics, and explains how often appointments are usually needed during treatment.
Address the working life questions
Speech, eating, meetings, photographs and events. These are the practical concerns that decide whether an adult goes ahead, and they are rarely mentioned on pages written for teenagers.
Publish appointment frequency
Adults are managing work and family and need to know what they are committing to. Saying how often they will need to attend, and for how long each time, is a practical answer that matters.
Payment plans convert adults
Monthly payment over the treatment period makes a large figure manageable. Publishing the arrangement, with the terms, removes the barrier that stops people who have wanted this for years.
Never estimate a treatment length
It depends on the case and only an orthodontist can say. Publishing a range, and explaining that an assessment gives the answer, is honest.
Explain what the assessment involves
Examination, photographs, scans or impressions, a discussion of options and a written plan with costs. Adults want to know they will leave with information rather than a sales pitch.
Evening availability is the deciding factor
Working adults cannot attend at eleven on a Tuesday. Publishing evening and weekend clinics is often the whole reason one practice is chosen over another.
The broader enquiry mix
It is covered in braces and aligner questions parents and adults ask and orthodontic enquiries from adults and parents.
Timing and appointments recur
They are covered in treatment length and appointment questions for orthodontists, and capture at any hour behaves as in an AI receptionist for self storage.
Getting started
Publish an adult treatment page with options, payment plans and evening availability, then capture enquiries at any hour. SpideyChat for dental practices answers from your published pages and never assesses suitability. Try SpideyChat on your own site, or read about capture on the features page.