Landing Pages Overview

Video Lecture

Lecture Text

Now let’s talk about landing pages.

A landing page is a page on your dental website that someone arrives at – or lands on – after clicking on a promotional marketing link.

A key thing to keep in mind is that landing pages are pages that you choose for visitors to land on after clicking an ad. You can have a different landing page for each type of ad that you’re running.

To put it in terms of AdWords campaigns, a landing page is where a visitor will arrive after clicking on one of your AdWords ads. Of course, you could have landing pages for all sorts of different marketing campaigns. You could have landing pages to support Facebook ad campaigns or Twitter ad campaigns as well.

You probably should have many different landing pages on your website in order to best meet the needs of your prospective patients.

A Landing Page Has 1 Purpose: Call Your Office

The purpose of a landing page on a dental website is to get the visitor to the landing page to call your office to set up an appointment.

My 5 Keys for Landing Pages

  • Consistent Messaging
  • Benefits to Patients & Specials
  • Testimonials
  • Easy to Call Your Office
  • Clear Call to Action – No Social Media Buttons, Excess Links or Other Distractions

Consistent Messaging

You must have a consistent message from the user’s search phrase to the ad to the Landing Page.

Let’s take an AdWords campaign as an example. If a user searches for dental crowns, your AdWords campaign should be set up to show them an ad for Dental crowns, and then take them to the dental crowns page on your website.

Too many dental offices make the mistake of sending the searcher to the dental office’s home page.

You never want to do this. Why? Well, your dental office’s home page serves many purposes. The home page exists to help both current and existing patients. It is likely the busiest page on your website and is probably the hardest page on your website for a new patient to navigate.

Instead, send the searcher to the page that is most closely related to their search.

If you run an AdWords campaign, you’ll find that a lot of the searches are generic. People don’t always know what procedure they need and they may just type in a generic search like “Springfield Dentists”. In that case, you still don’t want to send them to your home page. Instead, send them to a page on your website that is dedicated to new patients in Springfield.

The more your landing page matches the ad and the search, the more people will pick up the phone to set up an appointment with your office.

Benefits to Your Patients

On your landing page, you must specifically mention why the searcher should call your office instead of a competing dentist.  You’ll do this by highlighting some of the characteristics of your practice that make you uniquely qualified to solve their problem and exceed their expectations.

When you explain the traits that make your dental office so special, you need to explain them in terms of how they benefit your patients.

As an example – instead of just mentioning that you have CBCT technology for dental implants – mention that CBCT gives a comprehensive picture of what is going on inside your patients mouth allowing for highly accurate implant placement. The people arrive on your landing page only care about your practice in terms of how it affects them.

Other benefits you may wish to mention on your landing page are current specials related to the services that the visitor searched for. People like to take advantage of good deals, and you’ll definitely want to highlight any relevant specials on your landing page.

Testimonials

When people arrive on your landing page, they need to know that this isn’t your first rodeo. They’ll feel more comfortable knowing that you have a lot of experience, a lot of satisfied patients and that they’re not going to be your very first patient. In order to build trust with the searcher who arrives at the landing page, you must have some patient testimonials.

Written testimonials from actual patients along with a photo is great. Video testimonials are even better.  Testimonials that are just text quotes are the least effective – as they seem to be the easiest to fake.

Another option is to embed review widgets on your landing page from review sites. Some review services offer you the ability to stream reviews from sites across the web (like Google and Facebook). This screenshot here is a sample of the types of reviews that the service Grade.us can embed in your website.





No matter how you do it, on your landing page you must demonstrate that you have many happy patients singing your praises. It makes the searcher feel more comfortable about your dental practice and more likely to pick up the phone.

Before getting testimonials and reviews, you must make it clear to reviewers how their reviews will be used and that the use of reviews in your marketing materials will be HIPAA compliant.

You’ll also want A Single, Clear Call to Action

A call to action is what you want the visitor to do when they arriuve on your landing page. There should be one very clear call to action on the page – and that is to call your office. To make your call to action effective, minimize the number of links on the page and make sure that your phone number is prominently displayed in the upper right corner of your web page.

On this landing page that you can see here, you’ll see that the phone number is “sticky” – which means that it always stays at the top of the page, no matter how much the user scrolls down. This ensures that once the user has seen enough information, they can easily pick up the phone and call your office.





So let’s talk Social Media Buttons

I’m not a big fan of social media buttons anywhere on dental websites – and they definitely don’t belong on your landing pages.

If someone has arrived on one of your landing pages, they’ve clicked on an ad, meaning that you’ve paid for them to be there. Keep them there on that landing page and make the strong case why you can meet their dental needs and they should call you.

Don’t distract them with big social media buttons. The last thing you want at this point is to send the visitor to get lost on your Facebook page or your Twitter feed. And if you’re like most dentists, you don’t keep either of those social media sites updated anyway.

Your goal is to get them to pick up the phone – too much distraction on the landing page will get in the way of them taking that desired action.

Make Your Landing Page Personal

I strongly advise photos of the dentists and the staff. Everyone should be smiling. A bio of the doctor is a good idea. The goal is to present the members of your staff as the happy, highly competent team that they are.

To me, this may seem somewhat subjective, but I really like the idea of seeing who my caregivers are going to be. It gives a sense of permanence to the office – an idea that each time I go to the dentist, these are the people that will be there. In my mind this offers a point of differentiation from some dental practices – especially DSOs – where there appears to be more of a revolving door when it comes to dentists and staff members.

Well that gives you a pretty significant overview of what should and what shouldn’t be on your landing page. In the next section, we’ll look at a few landing page samples and resources for your dental practice

Resources

The Landing Page Course

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