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The Ultimate Guide to Landing Pages for Dentists [2019]

Think about it this way.  If someone asked to take a tour of your home, would you just let them wander around?

I probably wouldn't... I'd show them around. Landing pages are like guided tours, and they are amazing tools for dental practices.  They help your potential patients quickly find the information they need and guide them towards contacting you.

Landing pages are no longer a "Nice to have".  They are a critical part of your sales funnel and a "Must Have" if you plan on doing any PPC advertising to capture leads.

The Dental advertising market is very competitive because it works.  Competitors that use landing pages will have higher ROI and conversion rates than those who don't.  It's as simple as that.

If you are running ads without them... Your leaving money on the table.

Here's how it works:

  • Someone searches for a "dentist near me."
  • They click your ad and load your landing page
  • Your page addresses the visitors question
  • They are then asked to contact the practice
  • They either contact you or leave the site

Let's take a quick step back and find out what exactly is a landing page, how they are created and what elements you need to include for success.

What is a Landing Page?

You've probably been on a landing page before.  They typically have no navigational links that allow a visitor to leave without doing the exact action the webmaster wants.

They look like a regular webpage. They can share the root URL or live on a sub-domain.  But they are digital marketing tools that are created for a purely commercial reason (marketing or advertising campaigns).

We remove all distractions and instead ask a visitor only to do one thing, convert.  With effective copywriting and a compelling offer, landing pages can make your advertising campaigns a huge success.

The best part, you don't need a fancy tool to create landing pages, although there are several available.  You need to know how to structure the page and what elements to include for it to be successful.

Take a look at the example landing page below.  You could use a landing page like this one to get dental implant patients, teeth whitening patients or any other service you provide.  I love this page because they do a great job of showing the potential patient their offer and the benefits do a good job of answering potential questions.

dental-landing-page-example

The landing page pictured above follows a format that makes sense to visitors.  It has a clear message, includes a form and has urgency in the form of an offer that's expiring.

In order for your landing page to be successful, you need to follow a logical format that guides the visitor towards your intended goal.  Based on the procedure you are trying to get patients for you may need to include more or less information to get them to contact you.

A Logical Landing Page Format

Your landing page should be an extension of the PPC ad someone clicked on.  If your ad talked about a $49 cleaning special, you need to have information about that deal on the page. 

It needs a clear headline that encourages action, benefits displayed prominently, answers to potential questions & objections, imagery that supports the message.

As I mentioned before they should:

  • Have navigation links removed
  • Load lightning fast
  • Include a strong call to action
  • Only contain relevant images and videos

 

Here's what patients see when searching google for a new dentist

ppc-ads-dentist

Understanding The Elements of an Excellent Landing Page

  • Top Bar: This is the area at the very top of your page.  It typically has a logo and a call to action button such as "Call Now" Or "Sign Up."
  • Heading / Title:  Just like the headline of a news article, your heading or title is the first thing someone will see when visiting your page.  It should be short & concise and provide a logical continuation from the ad they clicked.  This is typically one of the first things we test when optimizing a landing page because it can convince someone to take action.
  • Contact Form:  We like to include a contact form next to the main heading.  That way if the visitor is ready to take action they have an easy way to provide you with the information needed to schedule an appointment.
  • Benefits:  Below the main heading area you should display the benefits.  These are key selling points and reasons why a potential patient should contact you over your competitor.  Everyone has a unique selling proposal, however, it can sometimes be hard to find.  Use the benefits area to help people better understand your practice and what makes it awesome.
  • Design:  The design of your page should follow the design of your website to keep a consistent image.  However, don't be afraid to test new designs and see how your traffic reacts.
  • Social Proof / Reviews:  If you have some good reviews, you should include them on your landing pages.  People like to see what others have to say when making a decision.  Showcasing positive reviews can help convince your potential patient to pick up the phone.

Mobile Optimization

It's the future man... Everything needs to work on every device.  Apart from being a huge factor in rankings for your website, mobile-optimizing your landing pages is required.  Think about the elements on your desktop landing page, consider how they should be ordered on mobile and create a version that works beautifully for visitors.

Learn From Your Competitors

Your competitors landing pages could be better or worse than yours.  But you still should stay current on what your competitors are using and adopt strategies you think may be working.  Don't be too quick to try and copy them though, your excellent just the way you are.  Just show it.  If you need help doing so give us a shout at howdy@massconvert.com

Conversion Optimization for Landing Pages

Once your landing page starts getting some traffic you can test it to increase your traffics chance of converting.  To do this you must run a series of A/B tests on various elements.

A/B testing landing pages require the webmaster to split your traffic between two versions of the page.  One version may have the title "$39 cleaning special" while the other has "$38.95 cleaning special".

You want to make sure only to change one element on the test page.  Changing more than one element will result in a multivariant test and make it harder for you to understand exactly what is making your page better.

Try thinking about the various things your audience is looking for on the landing page and start there.

A good rule of thumb is to focus on the copywriting of the page first as it typically has the largest ROI increases.  Next, you can focus on layout changes, and finally design changes.  There really isn't any reason to be testing a ton of different colors and layouts until you cant make your headlines and copy any better.

Dental Landing Page Example: (The Best Template)

dental-landing-page-breakdown

Landing Page Builders / Tools

  • ClickFunnels
    • ClickFunnels is my landing page builder of choice.  It's fast, easy to use, and includes the testing features you need.
  • UnBounce
    • Unbounce allows talented designers to unlock their vision. Its builder is one of the best and provides more options and flexibility than others.  It does also require a bit more technical know-how, but can be used by beginners also.
  • LeadPages
    • An old favorite, lead pages was a front mover on the landing page builder industry.  They have fallen a bit behind but still offer great solutions for business owners.
  • BeaverBuilder
    • When we aren't using ClickFunnels we use BeaverBuilder for WordPress. BeaverBuilder is a website builder that allows you to build landing pages in a similar way to the tools listed above.  The only difference... You build them on your site rather than somewhere else.

Have any questions?

We hope this guide helps you better understand what landing pages are, why they are critical to your success, and where to get started.

If you need any help or would like some advice please give us a shout at howdy@massconvert.com or use the Contact Us form.