Now that things are starting to feel normal again post-COVID, the competition for clicks has never been more intense in the dental industry.
Dental practices are looking for new ways to bring in appointments and generate more patients.
One of the most effective ways to do this is to run pay-per-click ads and create bespoke dental landing pages to go with it.
A landing page is a tool we marketers use to maximize the number of people who convert from clicking our paid ads.
But, did you know that many businesses avoid using landing pages because they think they’re hard to make and expensive to maintain?
Contrary to what many people think, creating a dental landing page that converts doesn’t have to be complicated, time-consuming, or expensive.
Yes, you read that right. Creating a landing page is actually simple, and we’ll show you how it’s done here. Let’s go!
A landing page looks similar to a regular web page except that it doesn’t have any navigational links.
It is designed to get potential patients to do exactly what you want them to do - convert them into new patients. You can have them sign up as a subscriber, book a free consultation, or claim a discount.
It doesn’t have any visuals or other elements that are unrelated to your conversion goal. Rather, it only contains relevant images and messaging that persuades your potential patients to convert.
Before we proceed, here’s something you need to remember: Your home page is not supposed to be your landing page. If your landing pages are directed towards your home page, then it’s time you stop doing this.
Although pay-per-click ads are more affordable compared to running TV commercials, they still cost a lot of money.
So, you want to make sure that you can make the most out of every ad you run by having a bespoke landing page.
If potential patients click on your ad and are redirected to your website, would they know what to do next?
Most likely not!
With all the other navigational links on your site, visuals, and other distractions, it would be difficult for them to focus on the action that you want them to do.
Before you know it, they’re gone and off to the next dental practice.
A landing page directs potential patients to a specific product or service offer and persuades them to take action.
According to Unbounce, the average conversion rate for landing pages is about 9.7%. Increasing the number of landing pages from 10 to 15 can result in a 55% growth in leads.
This tells you that a landing page can definitely help you get the leads you need to grow your practice!
Building an effective landing page is all about giving your potential patients what they want. Here are the top 10 landing page best practices you should follow:
Your dental landing pages should meet the goal of your ad campaigns.
This means that they should be an extension of what you’re offering in your ads.
Well, potential patients are clicking on your ads for a reason. It could be because of the free consultation or the $50 discount you’re offering.
Whatever their reason is, you want to give them what you’ve promised!
If you don’t, they’ll think it’s clickbait, which can create a bad image for your practice.
Your landing page should tell them exactly how they can get what you promised them on your ad.
An effective landing page isn’t cramped with images, words, or unnecessary dropdowns.
It only contains relevant images or videos, a branded web design, and a clear, compelling call-to-action.
It only has a single goal and everything about the page points to that goal.
Remember, the human attention span is only eight seconds or less. Capture a user’s attention, feed them information, and convince them to take the next step the moment they land on your page.
By keeping your page simple and direct to the point.
Let’s look at the example below.
When you see this landing page, how does it make you feel?
Does it make you want to convert?
We would feel intimidated and close this tab automatically.
The moment you see this page, you’re already bombarded with so much information and visuals that you don’t know where to look.
It’s downright confusing and nobody wants that.
How about this landing page?
What do you think of it?
Simple but effective, right?
As soon as your eyes are on the page, you immediately know why you’re there in the first place. Everything about the page urges you to do exactly what you intend to do in the first place.
So, you want to keep your landing pages simple and straight to the point.
You can simplify your landing page using these tips:
Simple doesn’t mean bare and boring. Absolutely not!
By all means, you don’t want to drive potential patients away with a bland-looking website.
Many talented web designers can create a simple web design that uses your brand colors and logo, even if these colors are seen as “loud” colors.
You want to keep your page branded to make yourself known to your potential patients. Over time, as they see your logo and brand colors more often, they become more familiar with you.
Did you know that people tend to buy from brands they know? Global Banking & Finance Review revealed that 71% of consumers finds it important to recognize a brand before deciding to buy.
You don't have to worry about users who click on your ads but don't convert. By using the right re-targeting tactics, they'll eventually come around and convert.
People have different dental problems and different pain points. That’s why they’re drawn to different offers.
To make sure that you can capture the attention of people out there looking for your dental services, you need to create landing pages that are designed to target each one of them.
Your ad copy and CTA should be able to speak to them directly.
For example, your dental practice specializes in affordable family dental care. To attract parents who are looking for dental services with reasonable pricing, create customized ads with a landing page that tells them how to get discounts. A separate landing page that offers a free guide for new parents struggling to get their toddlers to brush their teeth is also an excellent idea.
Case studies and social proof can further convince potential patients on your landing page to convert.
You can leverage social proof by letting users know who your certified partners are, how many patients you’ve helped, a video testimonial of a happy and satisfied patient, and images of your patient’s smile makeovers.
According to a report by Nielsen, 92% of people trust non-paid recommendations more than any other type of advertising.
So, in your landing page, you can embed codes that allow you to feature positive reviews from trusted online directories like Yelp, Google My Business, and Trust Pilot.
You probably already know by now that people use multiple devices throughout the day to access the internet, log in to their social media accounts, and browse online.
That’s why it’s very important to optimize your landing page for mobile users.
Doing this allows you to quickly convert leads - whether they’re on their phone, tablet, laptop, or computer.
Neil Patel, a renowned digital marketer, emphasized that a one-second delay in page load speed can result in as much as a 7% decrease in conversions.
Make sure to optimize your page so it's loads fast and prevents your potential patients from bouncing!
Once a user converts, show them a “thank you” message to let them know that they’ve completed the process. Not only is it the polite thing to do, but it assures users that they are indeed getting that free consultation, discount, or guide you promised them.
When a user likes what you have to offer, the first thing they want to check out is your social media accounts to look for social proof and verify.
It’s helpful to include a link to your social media accounts on your landing page and maybe even an email list sign-up form.
Many people think that SEO, or search engine optimization, is for robots.
But really, they’re for us humans.
SEO is meant to boost user experience by providing a website that loads fast, search results that match with user intent, and many more.
Since a landing page is designed to boost the user experience when they visit a site to get them to take action, it's only reasonable to optimize it for SEO.
Here are some tips on how you can optimize your landing page for SEO:
See? Creating dental landing pages that convert isn’t at all complicated, time-consuming, or expensive!
In fact, it’s the total opposite. You only need to keep your landing pages simple, straightforward, and optimize to make them effective.
Need help creating effective landing pages for your dental practice?
We got you! At Digital Resource, our team of marketing experts can help create a bespoke landing page that’s specifically designed to help you achieve business goals.