A conversion rate is the percentage of users who convert website visits into desired actions. For a dental website, this would be the number of website users who visit your website or landing page and then call, submit a contact form or book an appointment online. Conversions are probably the most important metrics when it comes to online marketing – your site can be ranked at the top of Google for your chosen keywords with hundreds of visitors every month, but if they aren’t converting into appointments, you are not going to see any return on investment on your internet marketing spend.
Ways to increase conversion rates
You need a hosting account that can handle a high level of traffic to your website as well as having a reliable server to ensure that your site has little down time. Our websites are hosted with SnappyHost, one of the leading website hosting providers in the UK, on a dedicated server. If your website up-time is unreliable, then you could be missing out on valuable traffic and conversions. Hosting speed should also be a consideration. Page speed is not only an important ranking factor, it has a massive effect on the performance of your website. According to Google, for every second delay in mobile page load, conversions can fall by up to 20%. https://www.thinkwithgoogle.com/marketing-strategies/app-and-mobile/mobile-page-speed-conversion-data/ .
What happens when a new patient wants to contact your practice? They would fill in a contact form or look for your phone number. What happens if they can’t find the contact form or find your number to call you? They will bounce and go elsewhere. A form on every page of your site and a prominent phone number in the header is vital and will certainly help increase conversions.
Calls to action
Calls to action are, in the simplest terms, something people visiting your site can do, over and above simply browsing through the pages of text and images. If a site visitor has to figure out what to do next on your site, after reading through your treatment text and images, they are likely to leave. Calls to action, on the other hand, guide your site visitor towards what you want them to do and increase your website conversions. Examples include, ‘subscribe to our dental newsletter’ ‘Call today for 10% off teeth whitening treatments’ ‘contact us for more information using the form on the right’.
A website or landing page that converts well will include quality content. Quality content is an important ranking factor, high quality content will improve your rankings and conversion numbers. How does Google determine quality content? There are a number of different factors, over 200 in fact, but I’ve listed 7 below as a baseline.
If you are looking to increase your Invisalign enquiries for example, we would recommend setting up the page with an offer, information about the treatment, unique selling points, a ‘why choose us’ section, information about what to expect during your appointments, FAQs, before and afters, Invisalign specific reviews as well as a prominent phone number and contact form. Here is an example of a landing page we have just designed which ticks all of those boxes: