Dental PPC Ads: 5 Tips On Crafting a Landing Page That Converts
Today, digital marketing and advertisement 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.
Dental 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 like orthodontics, teeth whitening, or cosmetic dentistry.
However, the success of every dental PPC ad campaign heavily depends on a crucial element: a well-crafted landing page. It’s where your prospective patients enter once they click the ad. 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 dental PPC ad landing page that fosters engagement and improves conversions? Read more to learn 5 essential tips that will help your next campaign be a huge success.
Dental PPC ads are a form of online advertisement where you need to pay a specified amount of money every time a user clicks on your ad, hence the name “pay-per-click.” No PPC ad is ever complete without a landing page that correlates to the ad and makes it easy for visitors to follow through on the call to action.
Chances are you’ve visited a landing page once before. While it may look like any other conventional webpage, a landing page is significantly different. A standalone page on your website that contains zero navigational links (links that take you to other pages) and eliminates distractions, keeping the visitor focused on the one thing you need them to do the most: convert!
Making sure your Dental PPC landing page is relevant and tailored to the ad’s offer is a MUST. 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 landing page that communicates your offer and why people should take it—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 can see on your landing page. Adding a subheadline complements the main headline and helps visitors understand your offer more easily.
Logo
Although 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. PPC ads for dentists are usually paired with original and genuine visuals of smiling patients and state-of-the-art facilities to build trust and connect with visitors.
CTA (Call To Action)
Arguably the second most important element on a dental PPC landing page. Your CTA should be action-oriented and aligned with your ad’s goal. Use persuasive language like “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, with landing page forms, less is more. Don’t scare off a potential convert by asking them to fill out plenty of fields. Limit your forms to necessary information only.
Social Proof
Sharing testimonials, reviews, or success stories with before and after visuals are strong trust signals that establish credibility for your practice. Potential patients are more likely to be influenced by peer experience than solely the claims you provide.
For dental PPC advertising, a landing page is not just a point of arrival but a fertile soil for growing leads. So, while PPC ads for dentists are crucial for attracting potential patients, a solid, well-crafted landing page is what truly seals the deal. Explore 5 tips to help you optimize your dental PPC landing page and increase conversions:
1- Present a Strong Offer
After all, your offer is what your dental PPC ad and 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 PPC advertising usually mentions a certain feature, such as laser dentistry or cosmetic fillings—your 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 PPC 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 PPC 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 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 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 dental PPC landing 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.