HIP Digital Presence Audit
Butterfly Orthodontics
butterflybraces.com · 4025 W Bell Rd Suite #5, Phoenix, AZ 85053 · Dr. Chad Foster
Audit Date: March 29, 2026 · Prepared by HIP Agency
Key Strengths
- ✅ 2,699 Google reviews at 5.0 stars — most in Phoenix market
- ✅ #1 organic + #2 map pack for "orthodontist Phoenix AZ"
- ✅ #2 map pack for "Invisalign Phoenix AZ"
- ✅ Strong doctor credentials (board certified, Orthotown editor)
- ✅ Extended hours — early morning and until 7pm
Critical Gaps
- 🔴 Invisible for sleep apnea, TMJ & airway keywords
- 🔴 No online booking — only a basic contact form
- 🔴 Template website platform limits SEO capabilities
- 🟠 Phone mismatch between Yelp and GBP/website
- 🟠 GBP category too narrow — missing Invisalign provider tag
Section 02
Website Audit
Current Homepage
Powered by Sesame 24-7™ template platform
Website Score Breakdown
Website Traffic Estimate
Source: SimilarWeb · Sep 2025 – Feb 2026~2,047
Avg Monthly Visits
Feb 2026: 2,524
~886
Avg Monthly Uniques
Feb 2026: 1,115
68.5%
Bounce Rate (Feb)
Avg: 48.6% — trending up
62%
Mobile-Only Traffic
Mobile UX is critical
#11.3M
Global Rank
Effectively invisible
~$0
Paid Search Traffic
4 paid visits in 6 months
Monthly Visit Trend
Jan 2026 spike likely driven by referral traffic, not organic growth. Feb dropped 43%.
Traffic Sources (Mobile)
Mobile is 62% of all traffic. Zero paid search on any device.
2,047 monthly visits for a practice with 2,699 five-star reviews is a significant underperformance. A practice of this caliber with a proper website, content strategy, and paid ads should be generating 10,000–20,000+ monthly visits. The current traffic level means the vast majority of patients who could find Butterfly Orthodontics are finding competitors instead.
No Online Booking System
Butterfly Orthodontics relies on a basic contact form for new patient acquisition. Every competitor with online scheduling converts at 2–3x the rate. Patients searching at 10pm can't book — they move on to whoever lets them.
3 High-Value Revenue Keywords Completely Invisible
Sleep apnea, TMJ, and airway dentistry searches return zero presence for this practice. These are high-value, low-competition service categories that competitors are actively capturing. Dr. Foster's credentials make him uniquely qualified to rank here.
Template Website Platform (Sesame 24-7™)
The Sesame 24-7 platform severely limits technical SEO capabilities, page speed optimization, custom schema markup, and conversion tracking. It's a digital ceiling that prevents the practice from competing at the level its review volume deserves.
Title Tag Too Generic — Missing Suburb Targeting
'Butterfly Orthodontics | Phoenix AZ Orthodontist' misses suburb-level targeting. Patients in Glendale, Anthem, Peoria, and Sun City search locally. Each suburb represents thousands of potential patients who will never find this practice organically.
Website Copy Outdated — Review Count Understated
The website still says 'over 2000 5-star reviews' but the GBP shows 2,699. This is a missed opportunity to showcase the practice's dominant review position. Outdated copy signals a lack of active website management.
No Blog or Content Marketing Strategy
Zero content marketing visible. Competitors are ranking for informational queries ('how much do braces cost in Phoenix', 'Invisalign vs braces', 'orthodontist for adults') that drive top-of-funnel traffic and build authority.
2,699 Google Reviews at 5.0 Stars
This is the most powerful competitive moat in the Phoenix orthodontic market. No competitor comes close. Premier Orthodontics has 605. This review volume is the foundation that makes everything else possible — it just needs to be properly leveraged.
#1 Organic + #2 Map Pack for Core Keywords
Butterfly Orthodontics dominates the two most important search terms: 'orthodontist Phoenix AZ' (#1 organic, #2 map pack) and 'Invisalign Phoenix AZ' (#2 map pack). This is a strong foundation to build from.
Strong Doctor Credentials Prominently Featured
Board certified, editor-in-chief of Orthotown Magazine, 99th percentile national boards, USC Master's degree in Craniofacial Biology. These credentials are featured on the homepage and build immediate trust.
Extended Hours Are a Differentiator
Early morning hours and open until 7pm is a meaningful differentiator for working families. This is mentioned on the website but could be featured more prominently in GBP attributes and meta descriptions.
Section 03
Google Business Profile Cross-Reference
Phone Number Discrepancy on Yelp
Yelp lists (602) 938-6715 while the website and GBP show (602) 938-6709. NAP (Name, Address, Phone) consistency across all directories is a foundational local SEO ranking factor. This discrepancy can suppress map pack rankings.
GBP Category Too Narrow
The primary GBP category is only 'Orthodontist.' Adding 'Invisalign Provider' as a secondary category, along with relevant attributes, would expand the practice's map pack eligibility for Invisalign-specific searches.
No GBP Posts — Missed Weekly Visibility Signal
Google Business Profile posts are a direct ranking signal for local search. Zero posts means zero fresh content signals. Competitors who post weekly gain an algorithmic advantage in the map pack.
2,699 Reviews at 5.0 Stars — Dominant Market Position
This review volume is extraordinary. Premier Orthodontics, the #1 map pack competitor, has only 605 reviews. Butterfly Orthodontics has 4.5x more reviews at a perfect rating. This is the practice's single greatest digital asset.
Section 04
Dr. Foster's Personal GBP — Neglected Asset
Current State — Dr. Chad Foster GBP
Why This Is a Problem
When patients Google "Dr. Chad Foster orthodontist" or "Dr. Foster Phoenix", this listing appears — and it shows the old Jones + Foster branding with only 9 reviews at 4.6 stars. This directly undermines the trust built by the Butterfly Orthodontics listing with 2,699 reviews at 5.0 stars. A prospective patient who finds this listing first may question whether the practice has changed ownership, declined in quality, or is poorly managed.
Personal GBP Best Practice Checklist
Replace cover photo with professional headshot or branded Butterfly Orthodontics image
Update business description: 'Board-certified orthodontist, editor-in-chief of Orthotown Magazine, USC Master's in Craniofacial Biology. Serving Phoenix since [year] at Butterfly Orthodontics.'
Add 10–15 professional photos: headshot, team photos, office interior, before/after smiles (with consent)
Request reviews from existing patients specifically to the personal listing — target 50+ to reach parity with competitors
Add secondary categories: 'Invisalign Provider', 'Dental Clinic', 'Cosmetic Dentist' to expand keyword eligibility
Link the personal GBP website field to the Butterfly Orthodontics homepage
Post weekly: share credentials, patient milestones, educational content about orthodontic treatment
Populate Q&A section with 5–10 pre-answered questions about treatment options, costs, and credentials
Ensure NAP (Name, Address, Phone) exactly matches the practice GBP listing
The Opportunity
A fully optimized personal GBP for Dr. Foster creates a second Google presence for the same practice — effectively doubling the map pack real estate for branded searches. Practices with both a business GBP and an optimized personal doctor GBP can appear twice in the same SERP, crowding out competitors entirely. With Dr. Foster's credentials, this listing should be a showcase — not an embarrassment.
Old Jones + Foster Branding on Personal GBP
The cover photo on Dr. Foster's personal Google listing still shows the old Jones + Foster Orthodontic logo. This is the first thing patients see when they search his name. It signals a practice that hasn't been updated in years and directly contradicts the Butterfly Orthodontics brand identity.
Only 9 Reviews at 4.6 Stars — Brand Risk
The personal listing has 9 reviews at 4.6 stars. A patient who finds this before the practice listing sees a doctor with a below-average rating and almost no social proof. This is a direct conversion killer for any patient doing due diligence on the doctor specifically.
No Photos, No Bio, No Posts — Completely Dormant
The personal GBP has no doctor photos, no business description, no posts, and no Q&A. Google rewards active, complete listings with higher placement. This listing is invisible in branded searches and actively hurts trust when it does appear.
Missed Double Map Pack Opportunity
An optimized personal GBP can appear alongside the practice GBP in the same search results — giving Butterfly Orthodontics two spots in the map pack for branded and doctor-name searches. This is a zero-cost visibility multiplier that is currently being ignored.
Section 05
SERP Gap Analysis
"orthodontist Phoenix AZ"
#2 MAP PACK
"Invisalign Phoenix AZ"
#2 MAP PACK
"sleep apnea dentist Phoenix AZ"
NOT FOUND
"TMJ specialist Phoenix AZ"
NOT FOUND
"airway dentist Phoenix AZ"
NOT FOUND
Map Pack
⭐ 4.9 · 605 reviews
⭐ 5 · 2,699 reviews
⭐ 4.9 · 207 reviews
Organic Results
Live SERP Screenshot
Map Pack
⭐ 4.9 · 605 reviews
⭐ 5 · 2,699 reviews
⭐ 4.9 · 449 reviews
Organic Results
Live SERP Screenshot
Map Pack
⭐ 4.1 · 25 reviews
⭐ 4.9 · 610 reviews
⭐ 4.8 · 156 reviews
Organic Results
Live SERP Screenshot
Map Pack
⭐ 3.9 · 11 reviews
⭐ 4.8 · 435 reviews
⭐ 4.8 · 156 reviews
Organic Results
Live SERP Screenshot
Map Pack
⭐ 5 · 427 reviews
⭐ 5 · 0 reviews
⭐ 5 · 4 reviews
Organic Results
Live SERP Screenshot
Section 06
Paid Ad Visibility
Butterfly Orthodontics Is Running Zero Paid Ads
Across all five audited keywords, no Google Ads were found for this practice. Meanwhile, competitors like Dunn Orthodontics are actively running paid campaigns — capturing patients at the exact moment of search intent.
Low-Competition Market
Most Phoenix orthodontic keywords have minimal paid competition. This means lower cost-per-click and a first-mover advantage for whoever enters the paid channel first.
After-Hours Intent Gap
Patients searching at 9pm can't book with Butterfly because there's no online booking. Paid ads without a booking system waste budget — but fixing both together creates a compounding conversion machine.
Dunn Is Capturing Your Patients
Dunn Orthodontics is actively bidding on 'orthodontist Phoenix' and 'braces Phoenix' with $99/month messaging and same-day booking CTAs. Every day without ads is a day Dunn converts a patient who searched for an orthodontist near Butterfly's location.
Zero Paid Ad Presence Across All Keywords
Butterfly Orthodontics is not running a single Google Ad. With 2,699 reviews and a 5.0 rating, this practice would have one of the highest Quality Scores in the market — meaning lower CPCs and better ad placement than any competitor. The paid channel is completely untapped.
Dunn Orthodontics Is Running Ads on Your Core Keywords
Dunn Orthodontics is actively bidding on 'orthodontist Phoenix' and 'braces Phoenix' with aggressive $99/month messaging, same-day booking CTAs, and sitelinks for payment plans. They are intercepting patients who would otherwise find Butterfly organically.
Sleep Apnea & TMJ Keywords Have Zero Paid Competition
These high-value, low-competition keywords have no paid ads running from any practice. This is the lowest-cost entry point in the Phoenix orthodontic market — a practice could own these keywords for a fraction of what core orthodontic terms cost.
Paid Ads Without Online Booking = Wasted Budget
Before launching paid campaigns, online booking must be in place. Sending paid traffic to a contact form converts at 1–3% vs. 15–25% for a real-time booking system. Fixing the booking gap is the prerequisite to a profitable paid ads strategy.
Section 07
Competitor Comparison
Review Volume Comparison — Phoenix Orthodontic Market
* Review volume is a primary Google Maps ranking factor
Review Volume Dominance — 4.5x the #2 Competitor
Butterfly Orthodontics has 2,699 Google reviews vs. Premier Orthodontics' 605. This is an extraordinary competitive advantage that Google's algorithm rewards heavily in map pack rankings. The practice is sitting on a goldmine that isn't being fully leveraged.
Competitors Offering Online Booking Are Converting More Patients
Premier Orthodontics, Rodeo Dental, SS Orthodontics, and Dunn Orthodontics all offer online booking. Patients who search after hours and can't book immediately will choose a competitor who lets them schedule instantly.
Section 08
About Luke Infinger
Luke Infinger is a best-selling author, sought-after speaker, and trusted advisor to the country's largest orthodontic practices. As the founder of HIP agency, Luke has generated over $200 million in growth for orthodontic partners over 12 years — helping practices transform from stagnant to dominant in their local markets.
His Amazon #1 Best Seller, "Front Desk Secrets of the Nation's Fastest Growing Orthodontic Practices," has become required reading for growth-minded practice owners. Luke's PARF (Patient Acquisition and Retention Framework) combines marketing, software, and training into a single system that consistently produces extraordinary results.
Notable client results include Dr. Carter Thomas, who went from $4.5M to $9M in a single year, and practices that have scaled from $2M to $26M over 12 years. Luke works with over 500 clients across the country — all medical and healthcare small businesses.
$200M+
Growth Generated
12 Years
Proven Track Record
#1
Amazon Best Seller
What This Audit Means for Butterfly Orthodontics
This audit reveals a practice with an extraordinary foundation — 2,699 reviews, dominant core keyword rankings, and a highly credentialed doctor — that is leaving significant revenue on the table. The three missing keyword categories (sleep apnea, TMJ, airway) represent untapped patient segments. The lack of online booking is costing new patient conversions daily. HIP's PARF framework is specifically designed to close these gaps and convert Butterfly Orthodontics' existing authority into accelerated growth.
