A great landing page is essential to any PPC strategy. Attracting clicks on your ads is just the first part. You then need to ensure that the landing page meets potential patient expectations and works as hard as it can to transform clicks into conversions.
The ability to deliver relevance to searchers and convert also has an impact on Google’s Quality Score, which in turn impacts: AdRank and bidding costs, ad positions and eligibility for certain ad extensions.
Naturally, Google doesn’t tell you exactly how AdRank and Quality Score work, but the general principle of delivering a quality ad should optimise landing page performance while satisfying Google’s aims.
The Aim of Landing Pages:
Converting clicks into treatments booked or enquiries by either making an immediate appointment or generating leads for future consultations.
Collecting patient data to build up an email list or to obtain data for more effective marketing.
The majority of landing page visitors may not convert immediately so secondary objectives such as explaining the practice’s treatments or services and generally raising awareness, should be taken into account.
We have found through our experience that bespoke landing pages are more efficient because they answer the patient’s initial query- without the need of scrolling through an entire website.
Bespoke landing pages are created specifically for the campaign in question. The benefit of these pages is that they are stripped down and more tightly focused on the conversion. This format makes them more likely to deliver results.
People clicking on PPC ads are more likely to have a strong purchase intent compared to general browsers, and the landing page needs to meet their expectations.
If a consumer clicks on an ad for Teeth Whitening, they need to see text and images that matches the query, details of prices and how to make an appointment.
Users will make a quick decision to stay or leave a page and relevance to the PPC ad will reduce bounce rates and send the right signals to Google.
The graphics and images you use can have a big impact on conversions, so choose wisely. This is an area to test because different imagery can make a big difference.
Removing the navigation options should eliminate distractions for the user and increase the chances that they will complete a purchase or fill out a form.
However, this also leaves users who don’t take these actions at a dead-end, unable to browse to other areas of the site.
A compromise solution would be reducing the number of navigation options available. This removes most of the potential distractions, while still leaving paths to the rest of the site.
It’s simple enough, but a lot of sites get this wrong. Having clicked on the ad, the language and imagery on the landing page should tie in with the ad. One simple way to achieve this is to use the same language on both.
Not everyone will buy or sign-up from your painstakingly created landing pages, so provide options for those that don’t.
For those who may have other questions about the product or service, or that simply prefer to talk to someone, adding prominent phone numbers can work well.
For others, offering email sign-up options for updates or providing a path to other areas of the site can help to keep people interested.
Social proof in the form of reviews, recommendations, and testimonials, works well online, so use it on landing pages.
Well-known trustmarks and security logos can also help here. This will reinforce the credibility of the brand and site.
What constitutes a good call to action is a cause for some debate, and there are many different ways to achieve the goal.
Some points to consider:
With mobile accounting for 30 percent of all U.K website visits, it’s imperative that landing pages are optimised for mobile.
Presenting mobile visitors with a desktop page is guaranteed to increase bounce rates. A good user experience is key and features such as click-to-call should be considered for mobile landing pages.
There’s also a strong case for stripping down the landing pages by removing any unnecessary features to reduce the page weight.
Don’t rest on your laurels. Landing pages should be continually tested and improved to achieve the best results.
If you would like further information about pay per click advertising for your dental practice, speak to a member of our Google Accredited members of the team who will be happy to help you.