Landing pages are often how prospective patients first experience your dental practice, so it’s essential these are engineered to provide the right impression. Here’s what dentists need to know.
We’ve all provided our contact details online as some point or another. Whether’s it’s to reply to an invitation, sign up to a newsletter or a free offer.
These forms live landing pages. A landing page is a web page that exists solely to collect your contact information and to offer you something for free. It’s a way to push you another step towards conversion or gaining a new customer.
If you’re a dentist, a landing page is a golden opportunity to acquire new patients.
For marketers, landing pages are a staple in their toolbox. At Somnowell Marketing, we revise our template landing pages multiple times to increase their effectiveness. We use a portfolio of landing page templates geared toward specific dental treatments.
Here’s how it works:
Let’s say your prospective patient has received an email from you about Invisalign. That email will contain a link ‘for more information’.
With that click, the patient lands on a webpage that provides more information. It features quite prominently a box with a form asking for name and email address. It also displays an opportunity for a free consultation.
These landing pages follow a specific formula that has been tested multiple times and it’s one key way to get your dental practice can obtain more appointments.
Let’s look at the components of one of our landing pages.
Start with headings and keywords
Let’s say you want to create a landing page for dental implants.
- Create a headline that is short and to the point. ‘Do You Need Implants?’ is a good example.
- Next, consider keywords. For a page about ‘implants’ it pays to build the entire page that keyword.
- Make sure the subhead is packed with intriguing benefits about these implants. Always emphasise the benefits to the prospective patient. You want them to be excited the treatment’s potential. Here’s an example:
Do You Need Implants?
Introducing a new type of dental implant – less invasive, with no stitches!
Highlight selling points
Use banners like the ones below to highlight special selling points:
LIMITED TIME OFFER! From only £10 per week!
Dr. Frankl is cosmetic dentist for the winner of Miss UK, Sarah Archer. We can give you a winning smile, too!
Make your contact form short and to the point
Your all-important contact form should appear in the upper right corner. Providing free content in the form of a PDF educates your prospective patient. It’s also an opportunity for you to shape how they feel about the treatment and outcome.
Get More Information & Free Consultation
FREE PDF (3 ways dental implants can change your life)
- A full smile analysis using our smile makeover software
- A detailed treatment plan for the best price
- Discuss finance options
- Name, email, phone
- YES! I want a FREE consultation.
Notice how short the contact form is. The bullet points offer just enough to entice and that’s the key to this entire landing page. It encourages prospective patients to provide their contact information and sign up for a free consultation.
Sell your services
The middle of the page is where you start selling the service. Here’s an example:
ImplantPilotTM, a new type of implant procedure
- Greater patient comfort, no gum cutting and no stitches!
- Improved accuracy, with latest digital technology and virtual implant placement planning.
- Natural-looking teeth, long-lasting results – and far more convenient than bridges. No more tooth gaps to worry about!
Dr. Michael Frankl and his staff are proud to introduce ImplantPilotTM, a revolutionary implant technology – safe, reliable, and highly accurate.
Providing testimonials offers what’s called ‘social proof’ or evidence that real people like the treatment that you provide:
“I had an implant placed by Dr Sharon, the implant specialist a few months ago. The procedure was pain-free and non-traumatic.”
Emphasise the benefits
The lower one-third of the page is devoted to the benefits of this particular dental treatment. We often lay out this section of the page in six ‘blocks’. These comprise six headlines, each with a photo and small amount of text about the benefits. Your prospective patient need to see clearly and exactly why they should want this great dental treatment.
These are example of the type of headlines you could use:
Avoid Unsightly Missing Teeth
Enjoy Life More
Lasts a Lifetime
Look and Feel Like Natural Teeth
A Smile You’re Proud Of
Add before and after pictures to show visible proof of your excellent results.
Finish with a call-to-action
A ‘call-to-action’ also called a CTA, always appears at the bottom of the landing page. It’s the next action you want the prospective patient to take. For dentists, this is often ‘Call Now’.
CTAs might seem like a small part on your landing page but these are essential. Without it visitors to your landing page won’t know what to do next or where else to go and the time and resources you’ve spent getting them to your page could be wasted.
Over to you
Landing pages are essential for getting more patients and more foot traffic through the door. Set these up for every treatment you provide, then the system will runs itself at low cost.
For more actionable ways that you can efficiently and effectively attract new patients to your dental practice, click below to read the Ultimate Guide to Dental Marketing. It’s designed to improve your practice’s financial performance.