Crafting A Dental Landing Page That Converts

Today, digital marketing and advertising have become an essential part of almost every industry, and dentistry is no exception. Clinics worldwide are actively competing for patients’ trust and attention, looking for innovative solutions to attract new clients. But no matter how good the ad campaign’s performance is, without a persuasive dental landing page, all your effort could go to waste.

Dental ads, and in particular PPC ads (pay-per-click), are an effective online tool that helps connect your practice with potential customers—patients who are scouring the internet in search of a dental clinic they can rely on to get professional treatments.

However, if they end up on a poorly optimized dental landing page, they will probably hit the back button and look somewhere else. This destination is more than just a webpage; it represents an opportunity to engage visitors in compelling content and value-driven offers, leading them to take the next step, such as scheduling a consultation or requesting more information.

So, how can you craft a successful dental landing page that fosters engagement and improves conversions? Read more to learn five essential tips that will help your next campaign be a huge success.

No ad campaign is ever complete without a highly-converting landing page that correlates to the ad and makes it easy for visitors to follow through on the call to action. If you’ve ever searched for any dental service online, chances are you have probably visited a dental landing page before.

While it may look like any other conventional webpage, a landing page is significantly different. It’s a standalone page on the website that contains almost no navigational links (links that take you to other pages), eliminating distractions and keeping the visitor focused on the one thing you need them to do the most: convert!

In your field, you must make sure your dental landing page is relevant and tailored to the ad’s offer. Imagine a user searching for “dental veneers near me” clicks on your perfectly targeted ad, only to land on a generic dental practice homepage. What will they do? Leave. Quickly.

This goes to show the significance of crafting an ad-specific dental landing page that communicates your exact offer and why people should take it—all without overloading them with too many pages to navigate or too much information to process.

Headline

A clear, concise, and relevant headline that conveys your offer and uses compelling language to encourage visitors to keep reading. The headline is one of the most crucial elements, as it’s the first thing people see on your dental landing page. Adding a subheadline complements the main headline and helps visitors understand your offer more easily.

Logo

Although dental landing pages focus on the ad’s offer, it’s equally important to highlight who’s making it. Therefore, your clinic’s or practice’s logo should take its place at the top of the page, grabbing attention and creating a solid first impression for potential patients.

Visuals

Engaging images and videos enhance user experience, increase engagement, and demonstrate your dental practice’s professionalism. Your dental landing page should be paired with original and genuine visuals, such as smiling patients and state-of-the-art facilities. This helps you build trust and connect with your visitors better.

CTA (Call To Action)

A compelling CTA is arguably the second most crucial element on a dental landing page. Your CTA should be action-oriented and aligned with your campaign’s goal. Use persuasive language, such as “Book your appointment now” or “Get your free checkup today”, to engage visitors and prompt them to take the next step.

Forms

Online forms are a vital tool for collecting essential information, such as name, phone number, and email address. However, consider whether they are truly necessary on your dental landing page. Forms that require potential patients to fill out numerous fields can deter conversions. Therefore, it’s best to limit forms to only essential information, or, if you can obtain the details later, consider removing them altogether.

Social Proof

There are many different ways to show strong trust signals that establish credibility for your practice. This can include sharing testimonials, patient reviews, and success stories, with before-and-after visuals on the dental landing page. Potential patients are more likely to be influenced by a peer’s experience than by the claims you provide.

For dental practice, an optimal landing page is not just a point of arrival but a fertile soil for growing leads. So, while ads such as PPC are crucial for attracting potential patients, a solid, well-crafted dental landing page is what truly seals the deal. Explore five tips to help you optimize your page and increase conversions:

1- Present a Strong Offer

After all, your offer is what your advertisement and dental landing page are all about. Given the fierce competition between dental practices and the multitude of options out there, your offer needs to stand out.

Make sure you study your competition first, analyzing their services, offers, and discounts. Identify your practice’s strong suit and capitalize on it with an offer, keeping your offer unique and associated with what you do best.

2- Focus on Benefits Over Features

While dental advertising usually mentions a particular feature, such as laser dentistry or cosmetic fillings, your dental landing page content should focus on benefits. Instead of knowing what services you provide, people prefer understanding what they will get in return for choosing you.

For example, instead of just saying, “We offer same-day emergency appointments” (Feature), say, “Experience fast relief and avoid further complications with our same-day emergency appointments” (Benefits). Notice the difference? This way, you shift the focus from simply stating the feature to emphasizing the positive outcome for the patient.

3- Keep It Short & Value-Driven

A dental landing page shouldn’t overwhelm visitors with too much information. The general rule of thumb for any landing page is to provide visitors with the necessary details within the first 5 seconds. Otherwise, the page needs further tweaking.

When people click on your dental ad, this means they’re interested and halfway into the conversion process. Provide them with compelling reasons to follow through and offer essential information—including means of contact, address, and working hours.

4- Put Important Information Above the Fold

“Above the fold” refers to the webpage section that is visible before scrolling. In other words, it’s the first thing visitors see on a dental landing page, emphasizing its vital role in capturing attention and encouraging people to continue reading.

That’s why it’s crucial to position your most important information up there—your headline, sales proposition, and call-to-action button should all go above the fold. 

5- Make It Mobile-Friendly

An early study shows that roughly 68% of web activity is conducted with mobile devices. Ignoring the need to optimize your dental landing page for mobile-friendliness means losing a large portion of people who may be actively seeking the same services you have on offer.

Make sure your page is mobile-friendly by improving navigation, load times, and mobile responsiveness. Research suggests that a mobile-friendly website is more likely to increase conversion rates and reach a wider audience.