Lasso MD vs ProSites: An Honest Comparison From Someone Who Worked Both Sides

Before I co-founded Lasso MD, I worked in sales at ProSites.

So when a practice owner asks me whether they should sign with ProSites or Lasso MD, I'm probably the only person in dental marketing who's sat on both sides of that table. I wrote the ProSites pitch, then later rebuilt what a modern dental marketing stack should look like from scratch.

This post is the version of that conversation I'd have over coffee. No marketing-speak. No "well, it depends on your goals" non-answer. Just an honest comparison of two real options, what each does well, where they differ, and which one I'd send a practice owner to in 2026.

I'm a co-founder of Lasso MD. You should weigh everything below knowing that. The last section is clearly labeled as opinion. The rest is the side-by-side I think both companies would agree is fair.

TL;DR

ProSites is the long-standing, multi-vertical incumbent with 7,500+ practices across dental, medical, veterinary, and accounting, with 15+ dental association partnerships and a template-and-scale model that has worked for decades. If you want a known brand with deep association relationships and don't need an integrated patient acquisition stack, ProSites is a defensible choice.

Lasso MD is a dental-only, all-in-one marketing system serving about 500 practices, designed from scratch around the way new patients actually find dentists now: AI search, video-first social, integrated ROI tracking, and custom-built websites (not templates). If you want a smaller team handling everything end-to-end, with marketing built specifically for dental and for the way search is changing, Lasso is the better fit.

The right pick depends on stage, growth goals, and how much of the marketing stack you want to own yourself. More on that below.

Quick comparison

	ProSites	Lasso MD
Founded	1998	2018
Vertical focus	Dental, medical, veterinary, accounting	Dental only
Practice count	7,500+ across all verticals	500+ dental practices
Website model	Mostly template-based with customization options	Custom design or RapidLaunch templates
Stack scope	Websites, SEO, content, communication tools	Websites, SEO, video, photo, ads, ROI software
Association partnerships	15+ dental associations	Direct-to-practice and DSO
AI search positioning	Traditional SEO + content	AI search visibility (AEO/GEO) as core focus
Pricing	Not publicly disclosed	Tiered packages starting at $750/mo
Ideal for	Practices that want a known brand and association-aligned partner	Practices that want a single integrated team handling everything

Where ProSites wins

Scale and tenure. ProSites has been doing this since 1998. They have institutional knowledge of every flavor of practice across multiple verticals. If you call ProSites support at 9am on a Tuesday, somebody picks up. That kind of operational depth is hard to fake, and it matters more than people think when something on your site breaks the week before a major campaign.

Association partnerships. ProSites is the official or endorsed website partner for 15+ dental associations. If you're a member of one of those, you may get preferred pricing, billing integration, or a built-in support channel. That's a real benefit and one Lasso doesn't replicate.

Multi-vertical platform stability. Because ProSites supports several professional verticals, the platform itself is battle-tested across millions of patient and client interactions. The website infrastructure, hosting, and compliance tooling carry that weight.

Template velocity. If you need a clean, professional website launched fast and you don't care about pushing visual differentiation, ProSites can ship that quickly. Their template library is mature.

Brand recognition. If a practice owner has been in dentistry for 15+ years, they know ProSites. That familiarity has value when comparing options internally with a partner, a hygiene team, or a spouse.

Where Lasso MD wins

Dental-only depth. Lasso doesn't serve veterinary, medical, or accounting practices. Every dollar of R&D, every team training session, every algorithm refinement is dental. That shows up in the small things: knowing why mobile booking on a sedation dentistry page converts differently than on a general practice page, knowing which Google Business Profile attributes move the needle for an Invisalign-heavy market, knowing how DSOs need to handle reviews differently than single-practice owners.

All-in-one stack. Lasso runs the website, SEO, paid ads, custom photography, custom video, and the ROI software in one integrated team. ProSites has many of these capabilities but historically sells them in more separated tiers and partners for some. The all-in-one model means one project manager, one weekly call, one source of truth on what's working. Most practices I talk to are tired of managing four vendors that all blame each other.

Built for the AI search era. This is the biggest single difference. The way dentists get found is changing. Google AI Overviews, ChatGPT search, Perplexity, and Google's new AI Mode are all live and growing fast. Optimizing for those engines requires structured data, entity grounding, citation-shaped content, and a different kind of authorship signal than traditional SEO. Lasso was built around that reality. Most legacy dental marketing was built around 2010-era SEO.

Custom design as the default. Lasso's main product is a custom-designed website. Templates exist (RapidLaunch) as a fast option, but the default expectation is that your site looks like your brand, not like the 200 other practices on the same template. For practices building around a strong personal brand or premium service mix, that matters.

Smaller team, hands-on. Lasso is roughly 500 practices, not 7,500. That means more direct contact with people who can change something on your account today. Whether that's a feature or a bug depends on what you need. For practices that hate being one of thousands of accounts, it's a feature.

ROI software built in. Lasso's ROI tracking software is included, not a separate add-on. Every practice sees attribution from ad spend through booked appointment, by channel, in one dashboard. ProSites has reporting; the depth of integrated attribution is different.

Pricing reality check

ProSites doesn't publish pricing. I won't either. That's their call to make. What I can tell you is that the historical model is a website setup fee plus monthly hosting, and add-ons for SEO, content, and communication tools. The actual number you'll be quoted varies by package, market, and any association discount.

Lasso MD's pricing is tiered packages starting at $750/mo, with DSO pricing and custom quotes available. Ad spend is separate (standard practice across the industry, and agencies should always break out ad management fees from media spend).

Both companies are real-money commitments. If you're shopping on price alone, you'll get what you pay for from either of them. The bigger question is total cost of ownership: how many vendors are you managing, what's your time worth, and what's the practice cost of mediocre patient acquisition?

Who should choose ProSites

Pick ProSites if:

• You're a member of one of their endorsing dental associations and want to take advantage of that relationship
• You want a multi-vertical, long-tenured partner with deep operational stability
• You're satisfied with template-driven websites and don't need heavy visual differentiation
• You prefer to source paid ads, video, photography, and analytics separately from your website partner
• You're not yet investing significantly in AI search visibility and want a traditional SEO-first content approach

Who should choose Lasso MD

Pick Lasso MD if:

• You want a single integrated team handling website, SEO, paid ads, video, photo, and analytics, not four vendors stitched together
• You're building around AI search visibility as a core part of your patient acquisition strategy
• You want a custom-designed website rather than a template, by default
• You're running a single practice or a DSO and want a partner who only thinks about dental
• You want included ROI tracking software with channel-level attribution, not an add-on reporting layer
• You'd rather work with a smaller team where decisions move quickly

My take

I'm biased. I co-founded Lasso. So take this section as opinion, not analysis.

ProSites is a good company doing good work for a lot of practices. I learned a lot in the years I spent there, and I have no interest in trashing them. Most of the people there are still industry friends. If you sign with ProSites today, you're not making a stupid choice. You're making a 2010s choice, and 2010s marketing is still working for plenty of practices.

But here's why I left to build Lasso. I kept watching practices spend on five different vendors. A website company, an SEO firm, a video team, a paid-ads agency, and a reporting consultant. The only person seeing the whole picture was the practice owner, who didn't have time to. Production was leaking through gaps between the vendors. Nobody was accountable for the number that actually matters: new patients booked.

That's the gap Lasso was built to close. Whether that pitch resonates with you depends on your stage. If you're a 1-2 location practice that just wants a clean website and isn't ready to overhaul your marketing operation, ProSites can absolutely serve you well. If you're a multi-location group, a growing practice trying to dominate your local market, or a DSO trying to roll out marketing at scale, Lasso is going to be the more aligned partner.

The honest answer for most practices, though, is this: get on a call with both, ask hard questions, and pick the team you actually trust to pick up the phone on a Tuesday at 4pm when something breaks. The platform matters less than the people.

FAQ

Is Lasso MD a direct competitor of ProSites?

Partially. Lasso MD and ProSites both offer dental websites, SEO, and patient acquisition services, so there's real overlap. The bigger difference is scope: ProSites is a multi-vertical platform with a website-first model and a la carte add-ons, while Lasso MD is a dental-only, all-in-one marketing operator. Many practices use both at different stages of their growth.

Does ProSites do AI search optimization?

ProSites does SEO and content marketing. Whether they currently offer dedicated AI search optimization (AEO/GEO) packages is a question to ask their team directly. The category is new and most agencies are evolving their offerings in real time. Lasso MD has positioned AI search as a core service offering since 2024.

Which is cheaper, ProSites or Lasso MD?

ProSites doesn't publish pricing, so a direct comparison isn't possible without quotes from both. Lasso MD starts at $750/mo for tiered packages, with DSO and custom pricing available. The honest answer: pricing similarities between dental marketing agencies are usually closer than you'd think. The bigger differences are in scope, team size, and integration.

Can I switch from ProSites to Lasso MD?

Yes. Most practices that switch agencies retain their domain name, content history, and reviews. The website itself gets rebuilt on the new partner's platform. The transition window is typically 6-10 weeks for a custom build. Practices that switch usually do so because they're consolidating vendors, scaling to multi-location, or shifting strategy toward AI search visibility.

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Pete Johnson is co-founder and VP of Sales & Strategy at Lasso MD. He worked in sales at ProSites prior to co-founding Lasso MD in 2018. He writes about dental marketing, AI search, and practice growth at petejohnsoniv.com.