If you\u2019re using paid ads, either Facebook\/Instagram and\/or Google in a meaningful way; you\u2019re very likely already familiar with landing pages.<\/p>\n
For the uninitiated, let\u2019s quickly recap on what a landing page actually is, its essential role in generating dental patient enquiries<\/a> and what features need to be incorporated to ensure success.<\/p>\n Paid media advertising usually consists of the following components:<\/p>\n In today\u2019s blog we\u2019ll look specifically at landing pages.<\/p>\n Quite often we are asked why a landing page is needed where a client already has a good quality website and this is quite understandable. After all, a decent website should be optimised to encourage people to make enquiries when they visit. However, it\u2019s not quite as simple as that.<\/p>\n With a website, there are inherent features which actually detract from what we call the conversion process (the act of enquiring), for example the presence of a navigation menu which allows users to navigate away to different pages on the website. With a paid ads campaign, you are typically targeting a specific treatment type and hence need to keep users absolutely focused on that. So simply using a website page as the target, allows too many opportunities for users to get distracted.<\/p>\n There are several ways we can optimise a landing page to assist the conversion (enquiry) process \u2013 let\u2019s take a look those features and how they work.<\/p>\n <\/p>\n The primary thing to keep in mind with any landing page is to ensure that it is optimised for mobile. Virtually all of the ads for a Facebook\/Instagram campaign will be seen on mobile devices and so any click-throughs need to go to a landing page which works extremely well on mobile. Too often we see examples where landing pages have been designed on desk-top and insufficient thought has been given to mobile compatibility.<\/p>\n Make key information immediately obvious<\/strong><\/p>\n This may sound obvious but it is essential to ensure that the key elements of your offer are immediately clear and do not require the user to scroll to see them. So make it clear what the treatment actually is, the offer you are making and any other key information such as dates and times if you are advertising an open day.<\/p>\n We also use an intuitive online booking system placed prominently on the landing page with clear \u201cBook Now\u201d buttons elsewhere on the page which link directly back to the booking form when clicked. So even if the user has scrolled down the page, there is a call-to-action making it easy for them to book.<\/p>\n Make the page engaging<\/strong><\/p>\n It should go without saying, but it essential to make the page engaging and \u201csticky\u201d. A bland page simply won\u2019t cut it as users are fickle and expect to see something appealing instantaneously. These are the key elements you need:<\/p>\n It will not be possible to make all of the information visible without scrolling, particularly on mobile, so some of it will need to be added lower on the page. However please see the recommendation above about which elements need to be visible as soon as the landing page loads.<\/p>\nWhat is a dental ads landing page and how should it be structured?<\/h3>\n
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Landing page layout<\/h3>\n
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Test and maintain<\/h3>\n