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Landing Pages vs. Web Pages: Which Boost Dentist Ad Conversions More
May 1, 2024
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Did you know that the choice between landing pages and web pages can significantly impact the effectiveness of online marketing campaigns in dental advertising? This article explores the nuances of both options, comparing their roles and effectiveness in promoting dental services. We'll discuss which type of page is more likely to enhance dentist ads conversions and why, and provide guidance on how to better utilize both in your digital marketing strategy.
As a dentist offering a wide range of services, precise targeting is crucial to your success.
Consider the difference between these two marketing messages:
“I am a dentist. I fix teeth.”
and
“My patients often thank me for making wisdom teeth removal a seamless experience”.
Which dentist would you choose for a wisdom tooth removal if you've been hearing horror stories about the procedure for the last 20 years?
This example is exaggerated, yet many dental professionals still market themselves as one-stop-shops rather than targeting specific demographics based on the services they would choose. Dentistry is a sensitive subject for many people due to concerns about costs and possible discomfort. People don’t just seek any dentist; they look for one who is skilled in addressing their specific issues. Potential patients do extensive research because they want assurance that they will receive top-notch service for their investment.
In digital marketing, the more specific you are about what you offer, the higher are the conversions. For highlighting a specific service, and targeting the audience that might need it, you’re going to direct the traffic from your paid-per-click(PPC) or email marketing campaigns to landing pages.
Landing pages are specifically designed to receive traffic from targeted advertising campaigns, making them highly effective for promoting specific dental services or offers. These pages focus solely on a single call to action (CTA), such as scheduling a consultation or signing up for a teeth whitening session. The streamlined purpose of landing pages means they are crafted to convert, minimizing distractions and guiding potential patients towards taking immediate action.
Unlike landing pages, general web pages serve multiple purposes and are part of the broader dental practice website. These pages provide comprehensive information about the practice, including various services, dentist bios, contact information, and more. While they target a broader audience, web pages are meant for building credibility and trust, showcasing the professionalism and breadth of services offered by a dental practice.
Here’s a comparative look at how landing pages and web pages perform when it comes to dentist advertising:
Bounce rate is the percentage of single-interaction sessions, such as a visitor leaving after viewing just one page. Landing page bounce rate specifically measures visits that do not result in a conversion like clicking a CTA or filling out a form.
Typically higher on landing pages as they are optimized for specific marketing campaigns. Landing pages often see higher conversion rates due to their focused content and clear CTAs.
The costs can vary significantly, with landing pages often resulting in a lower cost per conversion due to them being relevant to the ad content. For example, despite high ( $6.69 ) CPCs in dentistry, the focused content of landing pages can still lead to more cost-effective conversions compared to broader website content (Smartsheet).
Based on the data and the experience of digital marketing specialists, we can say that landing pages typically have higher ROI than web pages. Even though they get fewer visits, they are better at getting visitors to take specific actions, like filling out forms. They manage to keep costs lower per conversion, despite the higher click costs in dentistry. Web pages get more traffic but have higher bounce rates and lower conversion rates. This means they're not as cost-effective when it comes to meeting specific marketing goals.
By the way, if you are looking to assess the results of your marketing efforts, check out our healthcare marketing benchmark report for insights.
When it comes to dental digital marketing advertising, both web pages and landing pages have their unique benefits and purposes. It's not a matter of choosing one over the other, but rather understanding how to use each effectively to achieve your marketing goals. Here are some best practices for successful advertising for dentists:
Since we're discussing landing pages, it's important to talk about Pay-Per-Click (PPC) advertising, which is a major reason to develop these pages. PPC works by allowing practices to place dental ads in search engine results that directly target potential patients searching for dental services. When someone clicks on these ads, they're led to a landing page designed to convert them into patients by providing all the necessary information and a clear call to action. This method is particularly effective because it targets users who are already looking for dental services, increasing the likelihood of attracting serious inquiries and new patients.
Make sure your landing pages are highly targeted towards the advertised services, using Search Engine Optimization (SEO) practices to match the specific queries of potential patients. This will help increase the relevance of your ads and improve their ranking in search results.
Make sure your practice is on the Maps and encourage happy patients to leave reviews. Think of online reviews as the digital word of mouth. Nowadays, almost everyone checks reviews and ratings before choosing where to go, especially for healthcare services. By listing your dental practice on Google Business, you make it easy for potential patients to discover you when they are looking for someone nearby.
Retargeting campaigns allow you to target ads to people who have previously visited your website or landing pages. They serve as reminders to those who visited your site but did not schedule an appointment to consider coming back. Integrating email marketing into your retargeting strategy can be particularly effective. Send emails to people who hesitated to book for the first time, remind them of your special propositions and encourage them to make an appointment.
User experience (UX) is crucial for both landing pages and web pages. Ensure your site is easy to navigate and intuitive, with fast-loading images, prominently displayed buttons, and non-intrusive pop-ups. Poor UX is a leading cause of high bounce rates, while good UX can motivate visitors to sign up for a consultation, even if they were initially just browsing.
Every click on your dental ad campaign can potentially transform into a new patient. That’s why it's crucial to set up your each step of the customer journey with precision and strategic foresight and make sure each element of the system performs perfectly. Contact our team of digital marketing professionals today to receive a consultation and start optimizing your dental advertising strategy.
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