Best Practices for Dental Website Landing Pages
Creating an effective dental website landing page can be tricky, but following these eight simple tips will help you to create a page that is both effective and convincing.
As a dentist, you know that your website is a critical part of your marketing strategy. But what many dentists don’t realize is that their website landing pages are just as important – and they often fail to perform well.
Let's first understand the core objective behind landing pages and what they are mean for dentists.
What are landing pages?
Landing pages are standalone web pages that have a specific goal, such as getting the reader to sign up for a newsletter, download a white paper, or make a purchase. They are different from your website's home page, which typically contains a variety of links and options. Landing pages are focused on one specific task, and they usually have a very clean, simple layout so that the reader can easily accomplish that task.
Why are landing pages important for dentists?
Dentists rely heavily on word-of-mouth referrals, and they need to generate leads online in order to continue growing their practice. A well-designed landing page can help you capture leads from potential patients who are interested in learning more about your services.
So, what are some ways that dental website landing pages can be improved? Here are three best practices to consider.
1. Keep it simple
Without adding too many details or making your readers nervous with technical jargon, make your product sound precisely like the solution they are seeking. For example, if you were selling a toothpaste through a landing page because you wanted prospects to sign up for your newsletter, explain why that specific brand is the best option for them by addressing common problems that their current products aren’t solving. Also, don't forget to include testimonials from happy customers in order to provide social proof and convince readers of the benefits of your services.
2. Use attractive images
Images are a critical part of any landing page, as they help to break up the text and provide visual stimulation. Make sure that your images are high-quality and relevant to your product or service. Additionally, use them to create a sense of urgency or excitement by highlighting the benefits of your offer. For example, if you are offering a free consultation, including an image of a happy patient who has already benefited from your services.
3. Keep it short
Landing pages should be brief and to-the-point, as readers don’t have much time to spend on them. Even more importantly, it's important to be honest and straightforward on a landing page. Don’t try and trick the reader into signing up for something they don’t need or want – if you do so, they will likely feel cheated and won't trust any of your future offers.
4) Focus on one CTA (call to action)
CTA is crucial for dentist website landing pages. Adding too many CTAs will only distract the reader and weaken the impact of your CTA. Giving them too many options can discourage potential customers from opting in for fear that they are committing to something that is beyond their needs.
5) Keep it relevant
The best conversion rates are achieved by keeping your website landing page relevant to what you are promoting through PPC ads, so choose a topic that connects both goals. For example, if you want to promote an ebook about improving oral health for children, create a separate landing page to target parents who have young kids at home. This will allow you to find more qualified leads, which means higher conversions and more sales. Think about how your current traffic sources could help you generate more leads.
For example, if your PPC ads are coming from specific geographical regions, then target landing pages to that area. If your website is already optimized for mobile devices, then create a separate page for visitors who are arriving via smartphones and tablets.
6) Avoid creating destination URLs
Direct-to-URL links send readers to an offsite webpage or another site altogether, which can negatively affect your rankings in the search engine results pages (SERPs). SEO for dentists is essential so, instead of sending traffic away from your site and losing potential customers through exit popups and offer walls (which typically only work with those who do not have an ad blocker), make it easy by linking directly to a place on your site where they can sign up or learn more.
7) Use trust symbols
Adding recognizable trust symbols to your landing page can help to build credibility and reassure potential customers that you are a reliable source. Common trust symbols include the Better Business Bureau (BBB) seal, as well as awards and accreditations from independent organizations.
8) Test, test, test!
The only way to know what works on your website landing pages is to test different elements and see what produces the best results. Try different headlines, images, and CTAs to see which combinations result in more leads and conversions. A/B testing allows you to make small changes at a time so that you can track the impact of each change and determine what works best for your business.
Creating an effective dental website landing page can be tricky, but following these eight simple tips will help you to create a page that is both effective and convincing. Remember to focus on one CTA, keep it relevant, and use trust symbols to build credibility. Additionally, make sure to test different elements to see what produces the best results. With a little bit of effort, you can create a landing page that will help you achieve your business goals.
The most successful dental website landing pages stay true to these rules by keeping things simple and providing clear value to readers as soon as possible. Start improving the landing pages of your dental website today by following these guidelines!
Raaquib is a content marketing specialist with having expertise in providing insights into the latest sales and marketing paradigms. He works closely with the Salesmate CRM team to help businesses prevail in growing their brand presence and produce a spike in their sales curve.