The number one mistake dentists make using Google Ads is they send paid traffic to their homepage or service pages. This rarely produces results dentists are happy with. This is especially true if the paid traffic is sent to their homepage because the visitor is left to find their way to the content displayed in the ad.
It’s crucial that all friction is removed from clicking on the ad to finding the specific information they are expecting. Any difficulty and the visitor will leave.
Ideally, the visitor should click on an ad and not feel frustrated that they haven’t been served the content they were expecting. The information they are seeking should be displayed on one page.
This is possible with the use of a dedicated landing page.
Why You Should Use A Landing Page For Promoting Your Dental Services
A landing page is a page built explicitly for conversion. It’s the number one driver for running a successful dental advertising campaign. It has no other purpose than to convert your Google Ads traffic. The entire landing page structure is designed to achieve this purpose.
It isn’t designed to look pretty or win a design award. Its sole purpose is to generate more patients for you.
Key attributes of a landing page are as follows:
- Easy to understand, solid offer.
- Prominent phone number.
- The design supports the dental practice website design (e.g. same colour) but not to the detriment of generating conversions.
- Clear, simple enquiry form.
- Mobile responsive.
- Engaging, relatable testimonials.
- Credentials and trustmarks.
Why A Landing Page Will Generate You More Patient Enquiries Than A Homepage And Service Pages
Using best practices, landing pages are designed to generate and maximise conversions. They outperform homepages and service pages. Typically a homepage converts at 2% and conservatively a landing page converts at 10%.
A landing page is a vital component of your campaign. It’s critical to leverage their power as much as possible.
Take a look at your homepage. Is it clear and logical as to what someone should do once they have landed on the page? It needs to be obvious as to what to do. The phone number and form need to stand out. Furthermore, consider if all the form fields are required. Fewer fields equate to more enquiries. Too few and the enquiry quality suffers. It’s important to continually test to see what works for your dental website.
A landing page also allows you to continually A/B split test it to make improvements over time.
Having the ability to test different headlines on a landing page allows you to see which one grabs someone’s attention quicker. This is better than relying on one homepage with the same headline for everything. We recommend one landing page per service.
Multiple Call to Actions
A landing page allows us to have multiple calls to action on the one page and minimise the number of clicks required to generate a dental enquiry. We typically find homepages have no compelling call to actions; often it involves someone scrolling down the page even to see a form. The call to actions should be above the fold. The top of the page is a far more effective position for generating conversions.
Improved Quality Scores
Higher Google Ad quality scores equate to lower cost per clicks. Landing pages give you the opportunity to improve your keyword quality scores by using specific keywords in the page content. Google rewards ad accounts with higher quality scores where the landing page is deemed to be more relevant to the keyword search in question.
The landing page needs to be relevant to the search keyphrases. Having a landing page makes this easy. Everything can be geared around the one specific search keyword, rather than having a generic page for everything.
Generally, homepages and services pages do not contain crucial social proof, such as testimonials and photos of patients. It’s important to let others tell your paid visitors how good you are in the form of testimonials. It’s reassuring for them to know others have trusted you. This is the best way for you to prove your claims. Furthermore including reviews from trusted third parties improves your credibility.
Can the visitor easily see the unique selling points of your service? On a homepage and service pages, key marketing copy can for all intent and purposes be lost with the wrong formatting, font and size.
Here’s another drawback to using homepage and service pages. Specifically, all too often the headline is the dental practice name. The headline is there to stop the visitor in their tracks. Thus this means using the headline to ask them a question and see your offer.
Using landing pages has the benefit of allowing one to design a better experience for mobile and tablet users.
How We Create Your Dental Practice Landing Page
We use the best practices to create an effective landing page for your campaign. It’s hosted on Unbounce. This set-up works very well for us. Others use services like Convertri and Clickfunnels.
You will be sent instructions to create a custom domain name (CNAME record). On receipt simply make changes to the dashboard given to you by the provider hosting your practice domain and not with the provider you used to purchase the domain. This ensures the landing page is on the same domain as your website. The CNAME record is created within your DNS settings and pointed to unbouncepage.com
This creates a subdomain on your website named go with the CNAME record pointing to unbouncepages.com For example go.yourdentalwebsite.com
It can take approximately a day for changes to your CNAME record to propagate across the internet.
You will be asked for links to pages with information about your staff, address and business hours, testimonials, and unique selling points. You will be contacted directly for any information we are unable to obtain from your website.
The landing page will include your logo (ideally a vector file), testimonials, value propositions, industry awards and accreditations.
Ideally, you will advise us of a compelling offer, preferably expressing some urgency.
We are always transparent. You can still take ownership of your dental campaign landing page. We provide you with a download of the page upon request. To do so, you will need to open up your Unbounce account.
I trust this page has explained why we only run dental marketing campaigns with bespoke landing pages, rather than pages on your website. We don’t believe in sending send paid traffic to a homepage or poor converting service pages.
Too many dental practice owners waste their ad budgets because they don’t use landing pages. We won’t allow this to happen.
Implementing landing pages also means no changes are made to your website.
Landing pages can be designed around the one specific search keyword, rather than having a generic page for everything. Even if in the main you stick to one landing page, you can continually A/B split test it to make improvements.
Remember the goal is to create a friction-free journey from ad to landing page to contact form or phone call. Ultimately you need to make it easy for your paid visitors to contact you. Otherwise, you are wasting your valuable ad spend.
A successful dental advertising campaign requires a highly effective landing page.
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