The landing page is a critical strategy for dental marketing. This is the page that your patients will most likely see when they click on a link on a Google results page. There should be many different landing pages on a website. Some patients will be directed straight to the appointed scheduler page. Some will land on the homepage. Others will click on a link leading them to the blog page. It all depends on where the potential patients accessed these links from and what keywords they used to come up with the results.
For dental marketing, the landing pages must be primed for conversion. Here are some of the time-tested and proven strategies for landing page optimization:
Target Audience
Defining your target audience will help you create the perfect landing page to attract them. Who are they? What do they do? What treatments are they looking for?
Goals
What are your goals? Is it to get more patients to notice your page? Is it for the patients to book more appointments? Set specific goals.
Alignment
The landing page is connected to an ad. Their messages should be aligned with each other. Otherwise, this dental marketing strategy won’t work. Your page should deliver what the ad promised. If your ad said you are going to offer a discount, make sure the landing page contains information on how to get that discount.
Above the Fold
In marketing and public relations lingo, above the fold means placing all important information on the upper first half of the page. This is the information that’s visible on your screen before scrolling down. The headline, some products, and call to action should be placed above the fold.
Short Content
Make the posts short and concise. Unless you’re explaining a highly technical idea or topic, try to stay within the page of the website. If you write a long post, your audience might feel overwhelmed because of the deluge of information. It also tends to get confusing.
Navigation
Sure, you want the navigation tabs easy to find. You want web visitors to have a great experience browsing your website. But what you should want more is for them to stay on the landing page. Make it difficult for them to get distracted by other things on your site.
Mobile-friendly
About 80% of your web visitors will be accessing your website through their mobile devices. If you ignore these statistics, you’re also basically isolating that percentage of your market. Your dental marketing can only work if you reach the majority of your market.
Testing
Show your landing page to someone who isn’t part of your industry. Do they understand what you were trying to say? Do they get your “call to action”? Make the necessary adjustments according to their comments.