During this pandemic, understandably dental practices are seeking ways to become more cost-efficient. However this doesn’t mean PPC should be completely dropped from your marketing strategy. Long term cutting of all PPC spending will eventually dry up your new patient conversion funnel, making the ramp-up period long and slow. Without traffic coming through ads, website visitor lists and audiences will dry up over time. So in theory, a short pause may not rock the boat, but the longer this crisis continues the more likely it is to have a negative impact on later marketing performance.
So, you have decided to restart your campaign? The first thing we would recommend is reviewing your landing pages. Landing pages are vitally important for converting traffic into new patient enquiries.
We’ve put together a quick checklist that should help:
Your landing page needs to provide a seamless transition from the ad. If your ad mentions that you are now offering virtual consultations, this needs to be clearly visible to the user on the landing page. It’s what they would expect to see.
If the user’s expectations from the ad aren’t met on the landing page, they will leave without converting.
Your headline and subheading are good places to include your value proposition. What is it that makes your offer attractive?
Users aren’t really interested in the features of a product, they are more interested in the benefits that the product has to them.
Do you have an idea of your call-to-action? What will users get in return for submitting their details?
Does your call-to-action stand out? Your call-to-action should be immediately obvious to a user who has clicked on your ad. This is why it is best to provide your call to action in your above-the-fold content. The easier it is to find your call-to-action, the more likely users will convert.
Your landing page should contain all the information that a user needs to make a decision and convert. However, too much information will cause the user to become overwhelmed, which may discourage them from taking action.
Unnecessary links to social media pages or other pages on your website will also distract users and prevent them from converting on your landing page.
Are you using testimonials on your landing page?
The right testimonials can be compelling to a user. A great testimonial for your landing page should be specific to your dental practice, include a mention of the product or service you are promoting and come from a reliable source.
How many fields do you need on your contact form?
Users like to be in control of their personal information. The more fields you add to your contact form, the more users feel less in control of their personal information and therefore less likely to want to “risk” submitting their details.
Has the landing page been built with mobile in mind?
As more and more users navigate the web on their mobiles, it is important to make sure that the landing page is optimised for mobiles paying particular attention to how the important marketing messages are displayed.