How to read this: public data, checked October 19, 2026. Map rankings come from live Google Maps searches. Other positions come from a search tool, so they are close to Google rank, not exact.

Goal and competitors at a glance

The goal: more new patients every month at every office. And #1 on Google, in maps and regular results, in each office's area for each service it offers. Ahead of the practices below.

SEO work included: 1) all 269 pages moved to the new site, with changed addresses forwarding on their own; 2) 45 to 55 new pages for each service and nearby town, with clear answers on cost; 3) new pages and SEO work every week for 1 year: Google profiles, reviews, AI SEO and a simple monthly report.

What it shows. Let's Smile is #1 in only two searches, both in Purcellville. It is not in the top 20 for dentist in Reston or Herndon, or orthodontist in Herndon. Braces and Invisalign are weakest: #8 and #12 in Alexandria, #7 in Springfield, #5 and #6 in Fredericksburg, even with 1,633 reviews. Orthodontist offices win these searches. Hudson has 2,172 reviews, Elite Airway 1,493 and Tisseront 1,447.

Source: live Google Maps searches by office ZIP, October 19, 2026, 4:03 PM to 4:08 PM ET. Spots count ads. Results vary by run.

Goal and how we beat them

Goal 1: more new patients every month. Each month we count calls, online bookings and forms for every office. We compare them to where you start before launch. Three things drive the growth:

1. A better booking system. Easy online booking for each office on every page. Fewer steps. Built for phones first. More visitors become booked patients.
2. SEO to rank #1 per area and service. One strong page per office and per service, Google profiles fixed (including Orthodontist categories), steady reviews, and local links, aimed at the practices named in this plan.
3. AI SEO. In an early check on October 19, 2026, run through a web search tool that returns an AI style summary of search results, Let's Smile was named in 0 of 4 answers. Named instead: Northern Virginia Orthodontics, TBraces and Kravitz Orthodontics for braces and Invisalign; Fredericksburg Orthodontics, Kakar Dental Group and Pediatric Dentistry of Fredericksburg for kids and braces in Fredericksburg; Trü Orthodontics and Hudson Orthodontics for braces cost. We did not test ChatGPT, Gemini, Perplexity or Google AI Overviews directly. At kickoff we run the same questions in those tools, save dated answers and recheck monthly. Answer-first pages, matching schema and consistent listings are how we get Let's Smile named.

Goal 2: #1 in each area for each service. The target is the top spot in the Google map pack and in organic results, per office, per service that office provides. We check map rankings around each office monthly and report the change. No one can honestly guarantee a Google position, but these are the specific moves to pass each leader:

The two ways this plan grows new patients

1. Map visibility for every office. When a parent nearby searches "orthodontist near me" or "pediatric dentist Herndon", Google shows three offices on a map before any website. We work to get each of your 8 offices into that map pack for its own town.
2. Content that answers what patients actually search. Patients search for cost, braces vs Invisalign, retainers, and whether an orthodontist is worth it. Today your site does not answer most of these questions, so Google and AI assistants send those patients to other practices. We will write clear answer pages for them.

Everything below is part of the flat $12,000 project. It includes 1 year of SEO and AI SEO, starting from launch, and a money-back guarantee if there are no new patients within 180 days of launch.

1. What we found

Site and platform

• WordPress 7.1 with Elementor, the Astra theme and 18 plugins, including feeds for Instagram, Facebook, Twitter, TikTok and YouTube, plus a live chat and popups. No SEO plugin is installed.
• 269 URLs in the sitemap: 220 pages, 28 blog posts, 10 category archives, 8 map stubs, 2 author archives and 1 template page. Every URL returned status 200 in our crawl.
• Your sitemap and robots.txt are broken. A block of Elementor style code is printed at the top of both files. This makes the sitemap invalid XML, and Lighthouse flags robots.txt as "not valid" on every page we tested. Google may be ignoring your sitemap right now.

Speed (Google PageSpeed Insights, phone test, October 19, 2026, Lighthouse 13.5)

• Home page detail: first content shows at 5.4 s, Speed Index 20.4 s, blocking time 610 ms, layout shift 0.169, and the page is about 15 MB.
• Real visitors (Google field data, whole site): the Core Web Vitals assessment is Failed. Main content shows at 3 s, and the server takes 2.3 s to start sending a page (TTFB).
• From our earlier lab run: the home page loads 293 scripts and 68 images (1.9 MB of images). It has 136 image tags, and 36 of them have no alt text. The Instagram feed alone adds 2.7 MB.
• Our own site, wtmstudio.agency, scores 99 on the same Google test. We build yours the same way. WTM PageSpeed report. Real-visitor check passes after about 28 days of Google data.
• Scores move a little between runs. Every run we have seen puts the site well below the 90+ we build to.

Titles, headings and social sharing

• No Open Graph tags on any of the 269 pages. Links shared by text, Facebook or LinkedIn show no image or proper title.
• 49 pages have no meta description. 115 titles are longer than about 65 characters and get shortened in Google.
• 84 pages share 19 duplicate titles. For example, 8 pages are titled just "FAQs" and 8 just "Reviews", followed by the brand name, with no office name.
• 24 pages have no H1 heading, 48 have three H1s, and the home page H1 says "Welcome to LET'S SMILE DENTAL" twice.
• 12 pages have no canonical tag.

Duplicate content across offices

• The FAQ, Reviews, New Patients and Financing pages are word for word the same at every office (95 to 100% text overlap). That is more than 40 pages Google sees as copies.
• Office orthodontics pages overlap by up to 99%. The main Orthodontics page and the Reston Orthodontics page are 99% the same.
• Purcellville has two versions of several pages, for example /purcellville/dental-implants/ and /dental-implants-purcellville-va/. These compete with each other.
• There are leftover copies such as /springfield/about-us-2/, /fredericksburg/faqs-2/, /fredericksburg/reviews-2/ and /fairfax-cosmetic/botox-3/.
• Three doctor bio pages (Dr. Ali Baghalian, "Dr. Grill" and Dr. Paul Park) share over 90% of their text.

Schema (structured data)

• Every page carries the same block listing all 8 offices as "Dentist". No office is marked as an Orthodontist, even the Reston orthodontics office.
• The parent organization is named just "Let's" in the code, because the name was shortened.
• There is no FAQ, Breadcrumb, doctor (Person) or review schema anywhere.
• The site menu schema includes junk entries such as "Test" and "Main Home", and a typo, "Federicksburg".

Name, address and phone (NAP)

This is the biggest local SEO problem we found. Each office shows one phone number on the page, a different one in the schema code, and often a third one in the "contact" field.

• Fairfax Cosmetic and Fairfax Ortho & Pediatric share the same schema phone number.
• The Herndon pediatric page lists Friday and Saturday hours as 8 AM to 2 PM, then says Saturday is closed.
• The site says "8 Locations", but a blog post is titled "Nine Locations". A closed Centreville office (14701 Lee Hwy) is still listed on BBB, Nextdoor and dental directories. Yelp marks it as closed.
• Directories do not agree either. For example, CitySquares lists Alexandria at (703) 658-3000, while the home page shows 703.854.9763.
• Some of these may be call tracking numbers. That is fine for ads, but Google needs one main number per office that matches everywhere.

Where Let's Smile shows today

These are link order checks from a web search tool. They are not true Google rank, and they do not show the map pack. "Not in top 5" means no letssmile.com link appeared among the results shown.

AI answers. We asked four questions through a web search tool that returns an AI style summary of search results. We did not test ChatGPT, Gemini, Perplexity or Google AI Overviews directly; we will run those direct tests at kickoff. Let's Smile was not named in any of the four answers.

• "Best orthodontist in Northern Virginia for braces and Invisalign" named Northern Virginia Orthodontics, TBraces and Kravitz Orthodontics.
• "Best dentist in Fredericksburg for kids and braces" named Fredericksburg Orthodontics, Kakar Dental Group and Pediatric Dentistry of Fredericksburg.
• "How much do braces cost in Northern Virginia" cited Trü Orthodontics, Hudson Orthodontics and two price guide sites.
• "Why do braces cost more at an orthodontist" cited the AAO and other practices' blog posts.

This is despite strong facts on your own site: Dr. Ali Ghatri is a board-certified orthodontist, has practiced in the DC area since 1995 and is an Invisalign Diamond Plus provider. The site also offers free orthodontic consultations, CareCredit and the 7&Up Club. These facts are buried on bio pages instead of being placed where Google and AI tools look for them.

Reviews (public sources)

• Yelp, checked directly: Fairfax shows 49 reviews and Alexandria shows 26.
• Google star ratings, checked directly on Google Maps on October 19, 2026:

• Each Google profile shows the same phone number as the site's schema code, not the number shown on the site's pages. So the site pages are the mismatch to fix. Fairfax Dental and Fairfax Cosmetic share one phone on Google. No separate Google profile was found for Fairfax Ortho & Pediatric.

2. Competitor gap snapshot

We use these labels: Verified means seen on a public page today. Inference means our reading of the evidence. We could not see Google Business Profile categories or map pack order from public tools, so those are listed as "to check with GBP access".

Speed is not why they win. Hudson Orthodontics scored 29 for mobile performance in our test, lower than your pages. The gap is price clarity, review volume, a dedicated page for each search, and clean local listings. Those are the things this plan fixes. Speed still matters for turning visits into calls.

3. SEO workstreams (all included)

Workstream A: Location SEO, one strong page per office

Each of the 8 office hub pages is rebuilt as the single best page for that office. Each one gets:

• Name, address and one main phone number that match the Google Business Profile exactly, plus hours, a map, parking and transit notes, and the doctors who work there.
• The services that office actually offers, each linking to that office's service page.
• That office's real reviews, an FAQ written for that office, and photos of that office.
• Its own schema: Orthodontist for orthodontic offices, Dentist for general and cosmetic offices, and both where the office does both. Each gets its own address, geo coordinates, hours, Google Place ID and doctor links.
• A unique title, for example: "Orthodontist and Pediatric Dentist in Springfield, VA | Let's Smile Dental".

Workstream B: Programmatic SEO, service by office and service by nearby town

We build pages from a template, but each one needs local content behind it. No page goes live unless it has facts unique to that office or town. That means the doctor who provides the service, real reviews that mention it, office hours for it, local insurance notes, drive times, and FAQs about it. Google treats thin, swapped-city pages as spam, and they would hurt you.

• Service by office: we rewrite the 55 existing office service pages so each one is unique. We add missing pages where the office offers the service, for example Invisalign and braces for Alexandria, Springfield, Fredericksburg, Herndon and Fairfax Ortho & Pediatric.
• Service by nearby town: these pages target patients in towns without an office, each tied to the closest office. Google suggests real searches for Leesburg, Ashburn, Centreville, Chantilly, Burke and Stafford. We build them only where we can write real local content.

Workstream C: Local SEO

• Google Business Profile for each office: primary and secondary categories, services, hours, photos, products, Q&A, and a link to that office's hub page.
• NAP consistency: one main number per office on the site, in schema, on GBP and on every directory. Tracking numbers can still be used in ads.
• Citations: clean up Yelp, BBB, Healthgrades, Zocdoc, Apple Maps, Bing Places, Nextdoor, CitySquares, insurance directories (Delta Dental and others you accept), and orthodontic directories (the AAO "Find an Orthodontist" listing, and Invisalign's provider locator for Diamond Plus status).
• Create a Google Business Profile for Fairfax Ortho & Pediatric, which has no profile of its own today, so it can rank for orthodontist and pediatric searches in Fairfax.
• Close out Centreville everywhere it still shows as open, so its reviews and phone number stop confusing Google.
• Local schema on every office page, matching GBP.

Workstream D: Review generation

Reviews are the biggest map pack gap in Reston and Herndon, and they help every office.

• Ask flow: after each completed visit, the patient gets a text or email with that office's Google review link. A second, gentle reminder goes out a few days later if they have not reviewed.
• One review link per office: each office's own GBP short link goes on cards at the front desk, on a QR code at checkout, and in the follow up message. Reviews must go to the right office, not a single shared profile.
• Reply process: every review gets a reply within 2 business days. Replies never confirm someone is a patient and never mention treatment details, to stay HIPAA safe. We provide a short reply guide.
• Steady pace: we aim for a steady weekly flow at every office, not bursts, which look unnatural to Google.
• Compliance: no gifts, discounts or incentives for reviews, and no "gating" (asking only happy patients). Every patient gets the same ask. This follows Google's review rules and the FTC rule on fake and incentivized reviews.

4. Technical and content fixes we will make

Technical

1. Fix the sitemap and robots.txt so they are valid and only list live, indexable pages. Then resubmit them in Search Console.
2. Speed: a lean custom build with no stacked page builder plugins and no social feed embeds on key pages. That means modern image formats with set sizes, lazy loading below the fold, one font setup, deferred third party scripts, and edge caching to shorten the 2.3 second server wait that real visitors see. Target: 90+ mobile performance on the home, office and service pages.
3. Images: compress them, size them for each screen, and write alt text that describes the image.
4. Scripts: bring the 293 script requests on the home page down to what the page actually needs. Chat, maps and tracking load only when used.
5. Schema for each office: Orthodontist or Dentist with each office's own address, plus Organization (with the correct full name), Person for each doctor, BreadcrumbList, and FAQPage only where the FAQ is visible on the page.
6. Open Graph and social tags on every page, with an office photo.
7. Titles, meta descriptions and H1s: one unique set per page, including the office town.
8. Canonicals on every page. Duplicates are combined into the stronger page, with 301 forwarding.
9. Internal linking: home to offices, offices to their services, services to related answer pages, and doctor bios to the offices they work at. Breadcrumbs on every page.
10. Accessibility basics: contrast, link names and touch target sizes. These are flagged today, and the site has scores of 81 to 91.

Content

1. Rewrite the duplicated office pages (FAQ, Reviews, New Patients) so each office has its own.
2. Move the strong facts to where patients see them: board-certified orthodontist founder, practicing since 1995, Invisalign Diamond Plus, free orthodontic consultation, CareCredit, and the 7&Up Club with remote monitoring.
3. Fix the doctor bios that share most of their text, and fix name typos.
4. Update or combine dated posts, for example "Holiday Wishes and a Look Ahead to 2025".

AI search

1. Answer first pages: the first two sentences of each page answer the question directly, then the details follow.
2. FAQ schema that matches the visible text word for word.
3. One consistent identity everywhere: the same practice name, doctor names, office names, addresses and phones on the site, GBP and directories. This is how AI tools decide who you are.
4. Citations AI tools read: directory and association listings (AAO, Invisalign locator, insurance finders, Healthgrades, Yelp), plus local press or community mentions where available.
5. Monthly AI answer tests on a fixed question set, so we can see when Let's Smile starts being named.

5. Pages we will add

Demand evidence comes from Google autocomplete suggestions collected today. A suggestion shows that people really type the phrase, but it is not a search volume. Where there is no suggestion, we say "no volume data". [Confirm] marks facts we need from Let's Smile before publishing.

Location and service by office pages

Nearby town pages (programmatic, only with real local content)

Comparison and answer pages

Cost, value and financing pages (answers the price objection)

Your orthodontic fee, about $6,000 to $6,500, looks high next to ads like "braces from $2,998" (Hudson) and "as low as $3,000" (Tong). These pages explain the difference honestly, so patients compare the full treatment and not just the headline price.

Total new pages: about 45 to 55 in 2026, depending on which services each office confirms. That includes about 20 to 25 service by office pages, 5 to 6 nearby town pages, 9 comparison and answer pages, and 10 cost and value pages. The 8 office hubs are rebuilt on their existing URLs.

6. Page counts and migration plan

The full list of all 269 URLs is in Appendix B at the end of this document (also delivered as page-inventory.csv).

What exists today: 269 URLs

What happens to them

Before we lock in which pages to combine, we will check Search Console clicks for every pair. If the "duplicate" is the one that gets the traffic, it becomes the winner instead.

Revenue and rankings protection: we protect your revenue and rankings through the move

Every page on your current site comes with you, and nothing you've earned is lost; the goal is only growth. All 269 current pages are mapped to the new site: 194 keep the same address, 58 near-copies are combined into stronger pages with automatic forwarding, and 17 archive and utility pages are forwarded or kept out of search, so nothing breaks. Page titles, the content that ranks, schema and Google profile links carry over. We check Search Console before and after launch and monitor rankings and traffic for 1 year after launch. If any ranking slips because of the move during that year, we fix it at no cost.

Migration steps

1. Full backup of the current site (files, database and media) and a crawl snapshot of every URL, title, meta description, H1 and schema. These are kept so we can roll back.
2. Baseline: export 16 months of Search Console data (queries and pages), GA4 landing pages, and GBP insights for each office. We also save a list of every URL with external backlinks.
3. URL inventory: keep the same URL wherever possible. That covers 194 of 269.
4. 1 to 1 301 redirect map for every changed URL, to the closest matching page, never just to the home page. We test it before launch.
5. Keep what ranks: pages with clicks keep their main topic, title wording and schema. They only get better.
6. Pre launch checks on a staging copy: crawl for broken links and redirect chains, test every redirect, validate schema, run Lighthouse, check mobile layout, test forms and calls, and confirm the staging site is blocked from Google.
7. Launch: switch DNS, open the new site to Google, and make sure the live robots.txt allows crawling.
8. Post launch checks the same day: crawl the live site, spot check redirects, confirm the sitemap is valid, and confirm tracking and call numbers work.
9. Search Console: submit the new sitemap and request indexing for the office hubs and key pages.
10. 1 year of monitoring: daily checks of coverage, 404 and crawl errors for the first week, then weekly for the first year after launch, including rankings and traffic for each office. We compare clicks and impressions per page against the baseline and fix any dip right away.

7. Roadmap: ready to launch in 3 to 4 weeks

Dates are aligned once the kickoff is set. The work below is part of the project. It includes 1 year of SEO and AI SEO, starting from launch, and a money-back guarantee if there are no new patients within 180 days of launch. Week numbers count from the day you say go. We work in the background as your commitment with Rise comes to an end. The new site is ready to launch in 3 to 4 weeks, on the day you choose.

Week 1: design, page map and quick wins on the current site (as soon as we have access)

1. Fix the style code that breaks the sitemap and robots.txt, then resubmit the sitemap.
2. Fix the Organization schema name ("Let's" to "Let's Smile Dental").
3. Set each office's site pages to the main phone number its Google profile already uses (the schema number), so site, schema and Google match.
4. Fix the Herndon hours text.
5. Keep only live pages in the sitemap, with the 3 forwarding Purcellville URLs pointing to their newer pages.
6. Swap the heavy Instagram feed on the home page for a light version, which saves 2.7 MB.
7. Get manager access to all Google Business Profiles and Search Console, set up a GA4 baseline, and start a Google profile for Fairfax Ortho & Pediatric.
8. Mark Centreville as closed on BBB, Nextdoor and the dental directories.
9. Set up the review ask flow and a review link for each office.

Weeks 1 to 2: office facts, content and page map

• Collect each office's facts: services, doctors, hours, insurance and what the fee includes.
• Lock the URL inventory and redirect map.
• Write the content for the office hubs, the cost and value pages, and braces vs Invisalign.
• Do the GBP category, service and photo work for each office.

Weeks 2 to 4: build all 8 office pages and new pages, review, forwarding and launch

• Build the new site on staging with all technical fixes and schema.
• Write the service by office pages.
• Run the pre launch checklist, then launch with the 301 map.
• Submit the sitemap and start the 1 year rankings monitoring.

First 3 months after launch

• Publish the nearby town pages and the remaining answer pages.
• Clean up citations across the main directories.
• Run the first monthly AI answer test and the first map pack check for each office.
• Run review pace and reply checks.
• Write the first monthly report.

8. What success looks like

We do not promise rankings. Nobody can honestly guarantee a Google position. We track these numbers from a baseline taken in week 1 and report them monthly:

1. Map pack visibility for each office: a map grid check around each office for its main searches (for example "orthodontist", "pediatric dentist" and "Invisalign"), at baseline and then monthly.
2. Search Console for each office section: impressions, clicks and average position for each office's pages and for the cost and answer pages.
3. GBP actions for each office: calls, direction requests and website clicks.
4. Booked consultations by office and source: from forms and tracked calls, so new patients can be traced back to search.
5. AI answers: how many of a fixed question set name Let's Smile, checked monthly.
6. Reviews: new Google reviews per office per month, average rating, and replies made within 2 business days.
7. Site health: mobile performance 90+ on key pages, Core Web Vitals passing, zero sitemap errors, and all 8 offices with matching NAP.
8. Migration safety: clicks and impressions for the migrated pages at or above baseline within 30 days of launch.

About WTM Studio

• You own your site, code, content and domain.
• Free hosting. No contract. No monthly fees.

Competitors by office and service

Main source. 32 live Google Maps searches run by Sienna on October 19, 2026, 4:03 PM to 4:08 PM ET, in a browser that was not signed in. Each search named the office ZIP code ("orthodontist near Reston VA 20190"). Positions count paid Sponsored slots, so #3 behind two ads is the first unpaid result. Ratings and review counts are exactly as Google Maps showed them, top 5 results per search.

Earlier WTM check. Rows marked "Earlier WTM check" fill services the main check did not cover. They come from a separate, earlier Google Maps check the same day ("veneers Fairfax VA", desktop, signed out), which did not count Sponsored slots and showed star ratings but not review counts. Where both checks covered the same search, we use the main check; positions moved between the two runs, which is normal because results vary by run, wording, ad slots, device and location. Neither is a paid rank tracker.

Fredericksburg Google profile: Let's Smile Fredericksburg, 4.8 stars, 1,633 reviews

Alexandria Google profile: Let's Smile Alexandria, 4.7 stars, 674 reviews

Purcellville Google profile: Let's Smile Purcellville, 4.9 stars, 363 reviews

Fairfax Ortho & Pediatric No Google profile of its own. Ortho and kids searches land on the general Let's Smile Fairfax profile, 4.6 stars, 356 reviews

Fairfax Cosmetic Google profile: Let's Smile Cosmetic Dentistry of Fairfax, 4.8 stars, 103 reviews

Springfield Google profile: Let's Smile Springfield, 4.8 stars, 285 reviews

Herndon Google profile: Let's Smile Herndon, 4.4 stars, 232 reviews

Reston Google profile: Let's Smile Reston, 4.9 stars, 166 reviews

Organic (non-map) link order from our earlier web search check is in section 1, "Where Let's Smile shows today". Services listed are those with pages for that office on letssmile.com today.

Appendix B: Page inventory, 269 URLs

Every page in the letssmile.com sitemap on Oct 19, 2026, and where it goes on the new site. Paths are on https://letssmile.com. Totals: 194 keep the same address, 58 combined into a stronger page with forwarding, 17 forwarded or kept out of search.