Are landing pages always the best approach to encourage dental PPC conversions?
Let’s start by quickly reviewing what a “landing page” actually is, why they came into being and why there is a huge amount of research associated with their use.
Then we’ll take a closer look at typical applications within dental marketing and other systems you can use alongside your landing pages to make pay-per-click work harder for you.
What exactly is a landing page?
A landing page is a carefully prepared page published on the web to which targeted web traffic is directed; typically from pay-per-click marketing campaigns. These pages differ from standard website pages in that they are precisely configured to catch a user’s attention immediately, keep them focused and prevent them from navigating elsewhere by limiting options for them to click away elsewhere on the site. They are also information rich and designed to encourage immediate enquiries using features as follows:
- attention grabbing headline
- clear call-to-action
- a simple contact form
- case studies – ‘before and after’ photographs
- glowing patient testimonials
- clear and concise benefits of the treatment
This is very much a carefully crafted dental sales page designed to “hook” the user and stimulate a fast enquiry.
Whilst a well-designed web page will also have some of these features, a landing page is super-focused and with no other distractions e.g. no navigation menu so the user has to stay “on page”.
Typical applications for landing pages
As mentioned above, landing pages are typically used with pay-per-click campaigns, so Google and Facebook. They can be published as part of an existing website (albeit a different design and no navigation) or on a third-party platform. There are numerous landing-page builders available on the web but the good ones require subscription and can be quite expensive. They can be useful for quick deployment but the pages they produce often look very generic and a bit “samey”. Our recommendation is to go for a bespoke design and build up a library of re-usable landing pages over time. These will be much more elegant, incorporate your branding and typically be more effective than pages produced by commercial landing page building tools.
Where do the enquiries go?
The primary objective of a landing page is to stimulate an immediate enquiry, either a ‘phone call or a completed contact form sending to a designated email address. However, it doesn’t have to work this way and another objective might be to gather email addresses to facilitate ongoing marketing. One technique which is very effective is to offer a download from the landing page in exchange for the user’s email address. To encourage this, you can offer a voucher, an information pdf, e-book or more. Once you have the user’s email addresses (make sure they agree to it!) then they can be ported to a system such as MailChimp to facilitate ongoing contact and hopefully, new business!
Do you have to use a dedicated landing page?
Experience with many campaigns of this type shows that dedicated landing pages nearly always “convert” better than standard website pages. We can see this using Google Analytics data which shows in-depth traffic information and conversion data; so it’s relatively straightforward to the compare performance of different techniques.
That said, it is also becoming apparent that using landing pages with Facebook ads isn’t always the best way to proceed. Again the data shows us that whilst landing pages still work well with Facebook, converting users “on platform” i.e. they remain on Facebook, is often more effective. This is simply because most users are fickle and prefer not to click away to a remote landing page if they can stay on Facebook. There are a few options here and we will often run different types of campaigns to see which works best.
Landing pages are a key part of pay-per-click campaigns and are proven to work well. It may take a little more time and budget to set them up when compared to using a standard page on your dental website, but experience shows that it is usually well-worthwhile when it comes to improving conversions. That said, certain applications e.g. Facebook ads, often warrant a different approach i.e. stimulating conversions on the Facebook platform itself. There are tools to help with this and it’s certainly worth trying to help improve new patient acquisition from your paid ad campaigns.
If you need more help with pay-per-click campaigns for dentists, including the design and deployment of landing pages, please don’t hesitate to get in touch with the paid marketing team here at Dental Media. You can reach us on 01332 672548 and we’ll be pleased to help.Google+