Landing PagesMarketingSEO

Dental Practice Landing Page Optimization: 11 Essential Techniques

By July 17, 2020 No Comments

11 Essential Techniques to Increase Website Conversions

Blog by Isaac Rau | July 17, 2020

Landing pages are often the first point of contact between your dental practice and potential patients, so it’s crucial to get it right. Unfortunately, many practices ignore best practices and lose business as a result.

In this post, we’ll look at how to optimize your landing pages for conversions so that patients take the action you want them to take. Before we look at how to optimize the design of your dental landing pages, we’ll start with a few content optimization tips.

Dental Landing Page Content Optimization

1. Refine Your Headline

To create a strong headline, first think about your visitor’s ultimate goal. What do they want to achieve? Do they have a dental emergency? Might they need veneers, but don’t know it yet?

You need to make it clear in the headline that you can help them achieve their goal. When you show you recognize their problems, patients are much more likely to take the next step. In short, a strong headline makes it clear how users will benefit from your offer.

2. Use Customer Language

Using the language of your customers is a good way to show that you understand what they need. Which words and phrases do potential customers use when talking about your products or services? What keyphrases do they type into Google? Dental Implants? Teeth Whitening? Root Canal?

What are their specific pain points? Do you accept their insurance? To find out, use analytics tools as well as talking to real customers. When your content echoes customer language, people will feel a greater connection to your brand.

3. Use One Primary Call-to-Action (CTA)

Giving patients too many options can lead to confusion and kill conversions. Instead, stick to using just one main CTA on each landing page. Like headlines, make sure your CTAs communicate a benefit. For example, “Click Here” is too ambiguous. “Book Your Complimentary Smile Makeover Consultation” is much more descriptive and benefit-oriented.

4. Optimize Content Length

The length of your landing page content should depend on what you offer. For example, if your product or service is more expensive, it makes sense to provide more information to reassure potential customers. On the other hand, if your product is relatively cheap, the copy can be more snappy.

5. Put Essential Messages Above the Fold

On any landing page, it’s crucial to give users the most important information above the fold – before they have to scroll down the page. At the very least, the headline, a few key sentences, and a CTA should be clearly visible above the fold. If possible, contact information should also be prominent.

6. Use Scarcity

Most dental marketing experts understand the power of scarcity to compel patients to take action. Using scarcity on a landing page is one of the most effective ways to increase conversions. If you have limited stock, or an offer is available for a limited time, make sure this fact is emphasized on the page.

7. Insert Testimonials and Social Proof

Include testimonials on your landing page along with the patient’s photo to build trust right away. Show social media metrics too, such as Instagram subscribers. And finally, if you have any celebrity patients, seek permission to use their likeness on your website.

Landing Page Design Optimization

8. Eliminate Any Clutter

Many businesses make the mistake of including too much information on their landing pages. This can be distracting and shifts the focus away from the main CTA. Instead, keep it simple. Use enough white space so that viewers can easily scan the page. You want people to notice your most important messages quickly.

9. Remove the Navigation Bar

Another simple but effective technique is to remove the navigation bar. Cutting out distractions at this moment is key to driving conversions. Leave the header and footer navigation bar for your standard web pages. Here, you need people to focus on your main CTA button.

10. Use Contrasting Colors

Make sure the background doesn’t distract viewers from the main page elements. Use a plain background that contrasts well with the text and buttons. When you get the colors right, the text will be easier to read and your CTA buttons will stand out.

It’s also important to consider visual consistency. If patients arrive on your landing page and the colors are completely different from your ad, for example, it can cause confusion and damage your credibility.

11. Try Exit Popups

Exit popups appear when patients try to leave a web page. There are plenty of online tools to help you insert exit popups on your landing page, and they’re a great way to create another conversion opportunity. Try adding a special offer or discount in the popup to encourage users to take action.

Over to You

While these techniques are a good place to start, you need to constantly test different landing pages to maximize results. One way to do this is by A/B testing. By testing out two different versions of a landing page, you can see which one performed better in terms of conversions. You can then keep tweaking landing page content and design elements to improve results going forward. The beauty of A/B testing is that you can keep testing different landing pages until you’re happy with the results.

Crucially, always think about the end user. When you can show that you understand your target audience through compelling content and capture their attention with user-friendly design, you’ll have a much better chance of converting any person that lands on your landing page.

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