Online paid advertising, or pay-per-click (PPC), is an effective way to drive a lot of users to your optometry website quickly. However, designing the right pay-per-click ad is only half of the equation. The other half is a great landing page that gets online visitors to convert into new patient appointments. So what makes up the ideal PPC landing page?
1. Create a Custom Landing Page
The biggest mistake practice owners make in their online paid advertising is using their
optometry website’s homepage as a landing page. A homepage is too general for a PPC
campaign and does not provide clear directions on what you want the website visitor to do.
Always create a landing page customized to your PPC ad campaign.
2. Set a Goal
Before building your ideal landing page, decide what you want a website visitor to do. Do you
want them to make an appointment for an eye exam? Do you want them to sign-up for your
newsletter? Do you want them to follow you on social media? Set one goal for a PPC landing
page and use this to determine the content and layout of your page.
3. Write Content for Your Audience
Who is your audience? Define who your audience is and what they want to find on your
optometry website. Is your audience looking for eye care services, a wide selection of frames,
a convenient location, or an optometrist who specializes in senior eye care? Be sure that the
content addresses their needs and values. Determine what matters most to them and write copy
around that.
Tip: The text on your landing page should clearly relate to the text in your ad copy.
4. Keep It Clear and Concise
You will need to write clear, concise content for your landing page. As a local optometrist
looking to attract new patients, it’s best to keep your text around 200 words or less. Anything
more than that will overwhelm your reader and make them bounce off your website. Keep the
text concise by explaining what you are promoting, why it benefits the reader, and how they can
get it.
5. High-Quality Images or Video
A great PPC landing page always includes a relevant, high-quality image or video. Set aside a
portion of your optometry marketing budget to purchase high-resolution images or videos for
your PPC landing pages. Never use low-quality or blurry images since these make your practice
appear unprofessional and out-of-date. The image should not take up the bulk of the page, but
should be near the top to engage the reader.
Building the ideal PPC landing page for your optometry practice likely won’t happen on the first
try. However, the key to an effective landing page is to review metrics and adjust accordingly.
Start constructing your PPC landing page by following these steps and continually review your
paid advertising analytics to determine what works and what doesn’t work.
Rachel Cunningham is a Marketing Content Writer at iMatrix, a provider of affordable web marketing solutions for small, practice based businesses. She earned a Master of Arts degree in English from CSU Long Beach and a Bachelor of Science from Boston College in General Management. Rachel is experienced in writing content optimized for search engines and users, creating engaging content for social media, and crafting articles about SEO and social media marketing for small businesses.
