Just like a person would “land on the moon”, a person lands on your page. This has led to the emergence of the term “landing page”. At its simplest meaning, a landing page is the first page on your website that a visitor arrives on. It could be your home page. In marketing and SEO terms, a landing page is a complex tool that can help to boost new patient opt-ins. But how?
A landing page can be created to target a specific audience in search of a specific service. This simple narrowing down of your audience allows you to change the language, tone and style to convert the audience to your dental service. In addition to that, you can also optimize for the specialized keywords that are related to that page and audience.
This brings you to the next question – which landing pages should you have? Landing pages are largely connected to the service pages you have.
Toothache is a landing page you cannot miss out on.
With over 9000 hits globally, this is a keyword you must have focus on. Who does not get a toothache? In fact, a large part of your emergency service revenue may be because of toothaches. How do you craft the perfect toothache landing page that gets you traffic and converts visitors?
Title: Toothache Relief
The title of your page should be “Toothache Relief” or a similar term. This is because online users are not looking for a toothache, rather they are looking for toothache relief or a toothache cure. It is vital that you be specific on the web.
You should follow it up with information on the causes of toothache. Even though your reader wants a solution to the toothache, they also want to know the reason for it. Giving a bit of general information on the causes, before you propose the solutions, will draw your readers into the page.
You can follow up the causes with a few tips on getting toothache relief. While, you may not want to give that information, doing so would be considered good servicing as your readers may not be able to immediately rush to your clinic.
Have the Call to Action
The ultimate aim of your landing page is to get the reader to contact your dental clinic. Provide your contact details to ensure that readers can reach out to you to book an appointment. Also, have a button linking to your online booking/contact form with the copy – “Book an Appointment for Toothache relief”.
Root Canal Treatment
Root canal treatment is something that most individuals have to go through at some point in their lives.
Root canal treatment is a search term has been increasing dramatically over the last year. From 33,100 in April 2015, the search volume has jumped up to 40,500 in May 2016.
Title: Do you Need Root Canal Treatment?
With root canal treatments being recommended left and right, start the landing page with a section on who needs a root canal treatment. Make a quick list of reasons a person would need a root canal treatment for.
Root canal treatments have got a bad reputation for being painful and time-consuming. Take the time to explain the procedure in a positive manner. As a dentist, you have an insight into the various queries of customers so be sure to address them on the page.
Offer the Treatment
The final part of root canal landing page would be to offer the treatment. It is vital that you tackle costs when you offer the treatment. One option is to be upfront with the price. This way, price won’t be a barrier for those visitors who reach out to you, and hence, you will have high conversions. The second option would be to produce a “Get a quote” form for the user to fill her contact details in and tell her your charges offline.
Lastly, and most importantly, don’t miss out on inserting the Call to Action button with the text – “Book an Appointment for Root Canal Treatment”.
Cosmetic dentistry includes a range of services, including teeth whitening, orthodontic treatment and dental bonding. Everyone wants to give their best smile possible and you can help them do exactly that.
Title: Cosmetic Dentistry will give you the Best Smile
The first part of your cosmetic dentistry page should include the various services of cosmetic dentistry and a brief description on each. This would give your readers a fair understanding of the types of treatments they can avail of. A few heartfelt lines on how a great smile helps would also be appropriate.
Insert the Call to Action Button
Once you have mentioned all the relevant information for your reader, insert the call to action button. This could go along well with the copy – “Brighten your smile today”.
These are three critical landing pages you should have on your website if you want customers to find you. Whether you are launching an online ad campaign or just wishing to draw focus onto specific services, landing pages are a fantastic way to do so. Here are other points to keep in mind:
Offer something: Whether it is a discount or a free consultation, ensure that you have an attractive offer on your landing page.
Keyword Optimize: There are a number of keywords you can add to your landing page. Use Keyword Planner to get keyword ideas and ensure keyword optimization is done.
Design well: Ensure the structure of your content is broken up with images and flows well to the end.
End with a Call to Action: Your call to action must stand out on the page, immediately drawing the eyes of your customer.
Crafting the perfect landing page can be tough. Ensure you are utilizing A/B testing to identify the best format.
Ali Salman is an online marketing strategist who have worked with Coca-Cola, Extreme Pita, Mucho Burrito, KIA, Honda and other Fortune 500 companies. Ali Salman now heads Rapid Boost Marketing - Canada's fastest growing search marketing agency. RBM clients include Fortune 500's and medium size businesses across North America. Ali as RBM CMO leads his team in building and managing quality, high-performing and cost-effective interactive campaigns and programs for our company's customers and partners. In his career, he has significantly improved campaign performance for large brands such as Government of Alberta, Liberal Party, Workopolis, Cathay Pacific, as well as medium to large retailers and high-tech B2B-enterprise niches.
Ali and his team develop online promotional concepts that spark viral growth through search and social media for RBM clients, devising strategies that use search engines and more to reach key demographic segments in the ways they're most likely to be receptive. Ali Salman also oversees corporate marketing initiatives for Rapid Boost Marketing, including strategic communications counsel, public and analyst relations and client education programming.
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