“Your ability to learn faster than your competition is your only sustainable competitive advantage” – Arie de Gues.
It looks like Arie de Gues’ quote is still relevant in pretty much every industry, and dentistry is no exception. The dental advertising market is highly competitive, and competitors who use customized landing pages will outperform those who do not. It is as simple as that.
Do you use Google Ads to bring in new patients for your dental practice? If you do, you may not be getting the desired results unless you pair your ad with a well-designed dental landing page.
One of the most common mistakes we find with Google Ads campaigns is directing consumers to a home page. That’s not going to cut it.
And if you do have a landing page, your page design is pretty much everything when it comes to creating a landing page because ultimately, your design will make it simple for future leads to understand and convert on your landing page. (which should obviously be your end goal)
What is a landing page?
You might have heard this one before! NO? Well, You’ve most likely visited a landing page before for sure!
They appear to be conventional web pages, but they are not. (That’s the trick)
Landing pages are digital marketers’ favorite tools for marketing or advertising campaigns. They often lack extra navigational links so visitors can perform the specific activity you desire your prospect to complete.
Landing pages eliminate all distractions and give the visitor a personalized & relevant experience in order to persuade them to do one thing that you need the most: Convert!
With the right combination of outstanding copywriting, clean design, and a compelling offer, landing pages can make your ads a hit.
This blog will look at the perfect ingredients of a highly effective landing page for dentistry.
Elements of an Effective Dental Landing Page
A headline that is directly tied to your ad’s offer. It should not be difficult to find. It should be the first thing a visitor can see on your landing page.
The subheadline should include all the facts about the deal so that everyone who visits your page is able to easily understand what you’re offering.
The logo for your business should be prominently displayed at the top of the website. Having a logo on your landing page is vital because it not only attracts attention but also creates a solid first impression, serves as the foundation of your brand’s identity, and distinguishes you from the competition.
You want an image that is both relevant and appealing. A photo of one or more people – preferably happy, smiling patients is the best option for dental landing pages.
A clear call-to-action encourages patients to use your offer. We recommend placing the CTA above the fold (preferably in bold). You may want to add multiple CTAs at regular intervals on longer landing pages.
We understand that when a user visits your website, you want to get as much information as possible. However, when it comes to creating a good landing page, less is more.
It’s critical to have precisely the right amount of form fields for visitors to fill out since the more information you ask a visitor to fill out, the less likely they are to complete the form, resulting in a loss of potential conversion. Stick to the essentials only!
But that doesn’t mean you’ll lose out on important information! Collecting accurate and necessary data should always be your first goal.
- Social Proof
Including customer testimonials & reviews on your landing pages can have an immediate favorable impact on your visitors.
When making a decision, people like to hear what others say. Displaying positive reviews can encourage a potential patient to call or fill out a form.
You can also use trust icons such as various accreditations and certifications to strengthen the sense of trust.
Here is an amazing 38 point landing page checklist for you to reference when building your landing page.
How to optimize PPC landing pages?
Your PPC landing page must be optimized to be profitable for you. To make sure your landing pages are ready to convert, use these suggestions:
1. Define Your Target Audience
Who are you primarily targeting with your dental PPC campaign? New patients? Patients, who require a specific treatment? Determine who this is and tailor your ad and landing page to this target audience group.
2. Align the Page With the Ad
If this page does not match the ad that people clicked on, it is less likely to convert. Your page should deliver on what the advertisement has promised. If you give a discount on the first visit, your landing page should include information about that discount.
Building trust among your visitor should be your utmost priority, so aligning your landing page with the ad is crucial.
You should also include the ad’s keywords and phrasing in your page copy to ensure your message is consistent.
3. Highlight Important Information
“Above the Fold,” or “the Fold,” in layman’s terms, is the section of a web page that is visible without scrolling. That is why it is crucial to make the most important information visible above the fold, making it easier for website visitors to take the necessary action.
Above the fold of your landing page should preferably include your title, sales proposition, and call-to-action (CTA) Button.
4. Keep it Short and Simple.
A thumb rule of any landing page is that if you cannot provide the information you need in the first 5 seconds, your landing page probably needs a little tweaking! To get the most out of your landing pages, you should absolutely do the “5-second test.”
*5-second tests are a type of user research in which you could measure what information customers take away and the impression they form after viewing a design for the first 5 seconds.
5. Make Your Page Mobile Friendly
According to a recent study, mobile devices account for roughly 68% of all web activity. With the growing number of mobile users, it is now critical that your landing page should be easily accessible on mobile devices.
Research suggests that having a mobile-friendly website can even double your conversion rates. As a result, your landing page should be simple to navigate, load quickly, and be as appealing on mobile devices as on desktop computers.