5 Dental Centre Landing Pages Critiqued with Optimization Tips
Do you own, or market, a dental practice?
Unfortunately, you can’t rely just on word-of-mouth anymore to find success. You need to be promoting your business online.
And the best way to do that is through an optimized landing page.
This article will dive straight into showing you real-world examples of dental practices just like yours. I’ll tell you exactly what I like about these landing pages and what I’d change to make them optimized for a sale.
Let’s get rolling.
A Little Background: What is a Landing Page? and Why do I need to Optimize It?
What is a Landing Page? It's a great question.
You already have a landing page, even if you don’t know it yet.
A landing page is simply the page that someone ‘lands’ on when they click on a link to your website. This could be from Google Search, online advertising, social media, or any other source of web traffic.
Optimizing your landing page for a conversion, however, is a bit more complicated.
You want your web traffic to make an appointment, right? That’s the ‘conversion’ part of your online presence (more sales…). Encouraging that action is what optimization is all about.
Perhaps some math will help you understand (don’t nod off…)
Your current website converts traffic at around 10% (meaning out of every 100 people who visit your website, 10 of them are giving you a call or making an appointment).
Let’s say your clinic’s website sees traffic of 250 people a week. If the average value of a dental visit is $60 dollars and the conversion rate is 10%, your site is bringing in $1500 of revenue a week.
Optimizing your landing page with one of the variables you’ll see below can increase your conversion rates by up to 50% (meaning that out of every 100 people who visit your website, 15 of them will now convert).
Your optimized site is now bringing in revenue of $2250 (an increase of $750 per week)
Over the course of the year that small change brings in $39,000 of revenue. That’s almost enough to hire a new dental technician or retire a few years earlier.
Here are six examples of what I’m talking about:
1. Wall Centre Dental: A Landing Page with no Unique Selling Point
Here’s what I’d change or test:
The Unique Selling Point (USP): A USP is the most valuable sales point you have. Make sure the point is simple.
“Award-winning dentists who take pride in dedicating their lives to giving patients a wholly positive experience” could be argued as a unique selling point. However, “dedicating their lives…” is not a believable point of uniqueness, and throws the audience off the track of the point of the landing page.
What makes people choose your dental centre as opposed to your competitors? Focus on something that differentiates your business from the other dental practices in Vancouver.
The Call-to-Action (CTA): There should be an obvious, contrasting CTA to encourage visitors to convert. It should stand out from the page and be summarized into jargon-free concise button.
Judging by the copy, they want visitors to book a consultation. Unfortunately, the email and phone number at the bottom of the page don’t stand out enough.
I would suggest emphasizing the contact page (where an email and phone number are displayed) with a clear CTA button with contrasting color and a blurb of text, such as, “call us to book a consultation today.”
The Text: Consider this - you have 5 seconds to convince people to stay on your page or continue to browse your site. If this landing page had less text, it would encourage more visitors to engage. It’s important to communicate your USP, but don’t overwhelm your visitors with paragraphs galore.
The text on your landing page should be broken up and easy-to-read. Use a variety of:
The Visuals: The right image can really give your landing page that boost in conversion rates that it needs. This image is bland and too small - it should be bigger and the man’s smile more prominent. Multiple studies have shown that a smiling person tends to increase conversion rates better than any other image.
A Customer Testimonial or Trust Symbol: Displaying a customer testimonial on the landing page with an image of the client would create social proof and help the visitor feel a sense of ease and trust with the dental centre. Over 70% of Americans say they look at product testimonials and reviews before making a purchase. Get rid of the word “solutions,” and replace it with a customer testimonial and a picture of the client.
Fact: It can sometimes be the smallest variables that make the biggest difference in landing page optimization.
By the way, if you're wondering about how to A/B test your landing page, know that any good landing page builder should have a tool built in, allowing you to create different variations and send half your traffic to one and half to the other.
2. Mount Pleasant Dental Group: A Landing Page with Too Much to Say
What I like:
The ad matches the message on the homepage: When you click on “Family Dentist Vancouver” you know you’re getting a family-friendly dentist because of the first image on the slide.
The “Free bleaching trays for new patients” as a value proposition: Free is always best when it comes to value propositions - and the free bleaching tray is a specific value provided by Mount Pleasant Dental Group that the competition isn’t offering. They should focus on this offer and make it more obvious.
What I’d change or test:
The Details: Landing page text should be concise and to-the-point, as mentioned in my first critique. The mention of UBC is almost entirely irrelevant when it comes to someone searching for a dentist.
The USP: Find a Unique Selling Point (USP) that will appeal to more than just UBC alumni. Show less important info on different pages (or even in a lightbox).
The CTA: Which in turn creates a lack of clear focus on the landing page. The purpose of a landing page is to provide a focal point for your sales funnel, with ideally only one call-to-action.
Here are a few examples of what the CTAs could say:
“Book an appointment”
“Download our New Patient Registration Form”
If they were featuring a certain promotion (such as the free bleaching offer), try, “Contact us for details”
Hard-to-read text: The text is hard to read on the image slider. It does not contrast well with the background color and the cursive font is not very legible.
3. Dr Sam Winter: A Landing Page with a Hidden Call-to-Action
What I like:
There’s a video explaining the benefits of the USP: The video features Dr. Sam Winter and he educates visitors on the benefits of this all digital x-ray equipment. What he’s offering is marketable and should be emphasized.
The page has multiple trust factors: Great! As mentioned earlier in the article, customer testimonials are extremely important for generating leads. Your visitors need to know your dental practice is credible, and this nudges them in the right direction. The image of Dr. Sam Winter working on a patient demonstrates him providing the service he is offering which creates a sense of authenticity.
Multiple methods of contact: Having multiple contact methods at the bottom of the page is beneficial (email, phone, social networks). This way if your landing page is shared, your contact info will be as well.
What I’d change or test:
The USP : Dr. Winter, your dental practice has a totally cool unique selling point! Why is it hidden in the third paragraph? Hiding this important benefit will definitely hurt your click-through rate. The USP should be featured, perhaps in the place of “Welcome.” Saying something like, “Dr. Winter uses all digital x-ray equipment that has 90% less radiation than x-ray film.” This is his USP and his practice needs to capitalize on this.
Note: The landing page should focus on the environmentally-friendly and less harmful aspects of the digital x-ray equipment they use, as this is a benefit for the potential leads.
The Video: Make sure the video is visible, as this will support the USP. The video should have a call to action at the end, where visitors can click to ask questions or book an appointment.
Video should be cut down and focus on the benefits not the features: The video should leave out the features of the technology and how they work well for the dental centre (larger x-rays, many levels of image density, etc.) and make the video shorter, only focusing on the benefits that affect the potential lead (no pollutants or chemicals, far less radiation, etc.)
The Customer Testimonial: Why is there no name on the “patient testimonial?” it doesn’t as provide much authenticity as it could with a name and an image. Also, the customer testimonial should focus on how the patient felt a sense of ease with the equipment and how it exposes so much less radiation than other dentist’s equipment, so the landing page has a clear focus.
The Image: Why is there a picture of a toothbrush? This is unnecessary and is just taking up valuable space. I would suggest putting a picture of the person in the “patient testimonial that’s below it.
The Call to Action: The CTA is hidden in the top right-hand corner of the page, not contrasting with the rest of the landing page. It should be bigger and more noticeable, and perhaps take a similar tone to that of the highlighted “New Patient Registration Form” below it.
4. Willow Dental Care Westend: A Dental Landing Page with too Much Going On
What I like:
Image of the dentist himself: Richard Lam’s smiling face makes the landing page personal.
The image with succinct text: T he top image flows nicely with the page, and captivates you with it’s concise text, “Dental fear is real. You’re not alone. Contact us today.” It stands out without contrasting too much with the landing page. The one thing that could make it better was if “Contact us today” would click through.
Above-the-fold calls-to-action: There are two CTA buttons above the fold, and both of them direct to the same landing page where you can click to book an online appointment. It’s good that it’s simplistic and the message is fluid.
The video consistent the banner image: This landing page is very close to having a USP. A little further down the page, there’s a video that is consistent winner the banner image, hoping to alleviate your fear and anxiety associated with dental work.
What I’d change or test:
Too Much Information: The landing page is their homepage, and it goes on and on. It’s better to leave some of the information for other landing pages, as you want your landing page to have a simple focus in your sales funnel.
The Calls-to-Action: Although it seems as though there was effort made with the CTAs being above-the-fold, it seems they got lost along the way. The CTAs do not contrast well with the landing page. You shouldn’t have to hunt them down, they should call out to you.
Repetition: The phone number is mentioned 4 times on the landing page, and even appears in the same CTA button. This is not necessary. If the CTA button was at eye-level on the landing page and actually contrasted with it, the phone number would only have to appear once.
5. ARTA Dental: A Landing Page with no Clear Value.
What I like:
The ad matches the landing page: At first glance you are aware you’ve clicked on a dental centre’s ad. This is good.
Visually appealing image slider: The image slider is presented nicely and is easy on the eyes. It looks as though it could have been professionally done.
Live chat feature: A live chat feature is great to have for several reasons - we all know that customer service is extremely important. Multiple studies have proven that live chat can bring a 20%+ increase in conversion rates. It’s real-time convenience for people interested in your services.
What I’d change or test:
The Graphic: Their dental clinic’s name and the acronym it stands for is a little flimsy. What is timelessness in dentistry, anyways? The text kind of rambles on, they need to be more succinct. I don’t feel that this needs to be the most-communicated point on their landing page.
The Unique Selling Point (USP): They also need to focus on a USP or value proposition. I’m not particularly convinced that I should take my business to this dental clinic as opposed to any other dental centre. They need to be clear about what differentiates their business from others.
The Image Slider: The third slide has slightly too much text to read it in the time they’ve given it. I would test a longer rotation period for their slides, or change it to a single image and an obvious value proposition. You’d be surprised at how effective small details like this can be on your overall conversion rates.
The Broken CTAs: All three CTA buttons on the image slider are broken and do not direct to any pages (as they appear to). This landing page is useless without a call-to-action.
Trust Factors and/or Customer Testimonials: Sure, there’s a photo of Dr. Siew, but there needs to be someone or something to vouch for the authenticity of ARTA Dental. There is no trust factor or customer testimonial anywhere. Since Dr. Siew has apparently built up “an incredibly loyal following” he should be able to get one of those patients to write an encouraging customer testimonial.
Hopefully that should give you a few ideas on how to optimize your own landing page.
Remember to keep your page focused on differentiating yourself from your competitors, providing value, and making it clear what you’re asking for.
Check out these landing page examples to apply to your page.
Have you found success, or frustration, with marketing your dental practice online? Let me know in the comment section below.