Landing Pages: Are They Just for Ads?

If you’re a frequent reader of our humble blog, you know we have a few favorite topics in the realm of digital marketing. For example, we love discussing landing pages – and that’s not just because we enjoy making them!  The traditional purpose of a landing page is to direct viewers to a site after they’ve clicked on an ad. In other words, these informative virtual “storefronts” work like information kiosks for people popping over to your site.  With that in mind, it’s important to realize that landing pages are more than just a gateway to additional information. In fact, they can serve you and your practice in various additional capacities, not limited to search engine optimization and navigation throughout your site. Continue reading for a better picture of the many advantages of landing pages!

Landing Pages Can…

Boost Your Conversion Rate Optimization (CRO) On Google Ads

As we mentioned earlier, the most well-known purpose of a landing page is to convert a click on an ad into a new patient. CRO, or conversion rate optimization, is the process of identifying the best way to coax the largest percentage of visitors to your site into completing an action (in this case, the “visitors” in question are potential patients, and the “action” is scheduling a consultation). An informative, relevant, and high-quality landing page can be an excellent way to increase your CRO and Google Ads campaign.

Improve User Experience

The importance of user experience cannot be overstated. If patients don’t like being on your website, can’t find what they’re looking for, or are disappointed by the quality of the writing, they may click over to greener pastures. A welcoming landing page that presents an attractive design, offers relevant and helpful content, and makes navigating your site simple and fun can put a patient at ease and encourage them to stay awhile (and submit a contact request).

Provide a Great “Snapshot” of Your Online Presence

Landing pages can work like business cards for doctors. They present a digestible amount of information while giving an overall impression of who you are, what you do, and what you value—a mini consultation, if you will. The pages express your intelligence, your commitment to care, and your dedication to leading techniques.  One of the best ways to showcase all these elements is with a custom-designed page. We can create a totally tailored landing page that highlights one procedure or an entire cosmetic enhancement category. For instance, here is an example of a custom porcelain veneers page:

When style, information, and Google Ads work together, you and your patients both prosper! Talk to our team about custom landing pages to make your website really pop, or learn how we craft every piece of content and refine every image to evoke your practice philosophy and exude professionalism.

Aid in Search Engine Optimization (SEO)

As evident in the example we shared, landing pages typically contain text links to corresponding pages. This makes the mighty landing page an excellent link building tool – or a strategy to improve SEO through helpful, relevant links.  To conclude, landing pages are more than an ad conversion tool or window design on your website. When created by a professional digital marketing team, a solid landing page can lead prospective patients to choose you over someone else.  Have questions? We have answers. Contact Rosemont Media online or give us a call today to find out more!

Editor’s note: The original version of this post was published on May 15, 2018.

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