Seven Significant Sections of a High-Converting Landing Page
A landing page is a standalone page that delivers a specific message. It is a call to action (CTA) to compel web visitors to take a particular course of action. Your landing page could be offering patients a special offer on Invisalign. It could be to let your patients know you are now running emergency dental care at weekends and offer out-of-hours dental care. Maybe you want to promote a special event, such as an open day on a specific treatment.
Because its purpose is to promote a particular service, this should be apparent from the moment your patient sees the page. The action you want the user to take should also be apparent immediately, such as sign up here or call to book, for example.
Your landing page results are gauged by the number of conversions you have from the page, converting visitors into patients. The page needs to be optimally designed to maximise the number of conversions.
- First things first – the headline – the headline needs to be concise and clear. It needs to convey your message as soon as the person lands on the page. This message will be your offer and USP. What is on offer? And more importantly, what benefits does it offer potential patients? If the headline is confusing, the user will most likely bounce away.
- Include a call to action (CTA) or sign up/contact us form – this is the sole thing you want your visitors to do and should be obvious and compelling. If you have a contact form, try to limit the number of information fields you display as you don’t want the user to be overwhelmed. Rather than just using a ‘submit now’ button you could consider a more personalised CTA such as ‘get your free consultation now’, for example. Colours of CTA buttons should also be considered; this is something most designers can advise on.
- Use high-quality images – the primary image above the fold of your landing page is the first thing your web visitors are likely to see, so it needs to be good quality and provide interest. You can also utilise infographics. Make it easy for people to visualise themselves using your product.
- Create some urgency – this can be used to persuade your visitor to sign up more rapidly. You can use terms such as ‘limited time offer’ or ‘offer available in March only.’ Perhaps add an additional offer for a limited time, such as free teeth whitening with any sign up of Invisalign in March, for example.
- White space – people don’t generally feel comfortable in clutter. The same can be said for your landing page. Professional designers know there needs to be some white space. This is the space between your images, copy, and other web page elements. It is used to make the page look neater, more organised, and makes the page viewing easier with better navigation.
- Engaging copy – ensure your landing page copy is readable and the font is clear and legible. The content should be persuasive and SEO friendly with plenty of keywords thrown in naturally. Don’t let your font style let you down as your main purpose is the clarity of your message.
- Include testimonials or forms of social proof – people will be more inclined to convert from your landing page if they think other people have. Build credibility and trust. Let them know other patients have been happy with the results. You can use testimonials, reviews, or partner accreditation logos etc. These build up your reputation and convey your trustworthiness. If you have won any awards, use these too.
Landing pages are an extremely successful tool in gaining more patients as well as signing up for a particular treatment. Simply changing the position or size of a CTA button or an image can have a considerable effect on your conversion rate.
Therefore, the landing pages should be tested for such occurrences. Clearly, as a dentist, you may not have the time or the inclination for such things! However, this is where Dental Design Marketing steps in. We have tried and tested hundreds of landing pages. We know what works and what doesn’t, so let us do the hard work for you.
If you would like our experienced team to help create your new landing page, give us a call on 01202 677277 and we would be happy to chat it through with you…
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