Today Andy Brown helps dentists appreciate why they need to stop sending their paid Google, Facebook and Instagram traffic to their homepage and service pages. Instead, they should send this traffic to a customised landing page.
Let’s start with this question.
Where are you sending your paid traffic to?
By that I mean when someone clicks on your ad in Google, Facebook or Instagram where are they sent to?
In general here’s what I’m seeing.
Far too many dental practice owners send their paid traffic to the home page and the website service pages rather than to a customised landing page.
So you may ask why should I send paid traffic to a customised landing page, aren’t the pages on my own website sufficient for advertising purposes.
To answer your justified question.
Using a customised landing page will generate for you more patient enquiries than a homepage and service pages.
Using best practices, landing pages are designed to generate and maximise conversions.
They simply outperform homepages and service pages.
Typically a homepage converts at 2% and conservatively a landing page converts at 10%.
A landing page should be a vital component of your advertising campaign.
It’s important to leverage their power as much as possible.
Here are the five key ways to do this.
The first is to split test one landing page against another.
The key to converting more visitors into an enquiry is by using AB split testing to determine which landing page works best for you.
Having the ability to test different headlines on a landing page allows you to see which one grabs someone’s attention quicker.
This is much better than relying on one homepage with the same headline for everything.
The second way is to leverage the power of having multiple call to actions on your landing page.
We typically find homepages have no compelling call to actions; often it involves someone scrolling down the page to find the enquiry form.
The call to actions should be above the fold. The top of the page is a far more effective position for generating conversions.
The third way is to leverage the power of improved Google Ad quality scores.
Higher Google Ad quality scores equate to lower cost per clicks for you.
Landing pages give you the opportunity to improve your keyword quality scores.
You do this by using specific keywords in the landing page content.
Google likes pages to be relevant to the keyphrase someone is searching on. A homepage can’t be relevant to every type of search.
The fourth way is to leverage the power of demonstrating ways for a visitor to trust you.
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.
The fifth way is to leverage the power of having better copy on the page for your visitors to read.
Obviously, you are stuck with the copy on your homepage and service pages. Only by using landing pages can you customise copy to match your ads.
More on having better copy. If you are currently sending paid traffic to your homepage ask yourself can the visitor easily see the unique selling points of your service?
I ask this because typically 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.
Thus, in conclusion, I hope this short podcast has explained why I recommend only running dental marketing campaigns with customised landing pages, rather than pages on 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.
Customised Landing Pages Produce More Dental Enquiries
Attributes Of A Dental Practice Landing Page
Track Your Mobile Click To Call Links
Forms Within YouTube Ads To Get More Patients
How To Get 5 Star Dental Patient Google Reviews
How To Reduce Dental No-Shows With Videos
Thanks For Listening
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