Online paid ads, also known as pay-per-click or PPC, are the most efficient way to drive more traffic to your optometry website. However, how do you convert these web visitors into new patients? The answer is a custom, PPC landing page. Here, we will examine five ways you can create a blockbuster PPC landing page that gets results.
1. Make It Quick and Easy
In our fast-paced world, consumers don’t have time to read lengthy web pages when they are looking for information. Make your landing page easy to read and skim for information. Both design and text are major contributors to the user’s experience.
Tip: Don’t be afraid to ask friends and family for feedback on your landing page. They often have great consumer insights.
2. Have an Outstanding Offer
Sweeten the deal with an outstanding offer. Only offering $5 off an eye exam will not get you a bunch of new patients. However, the offer shouldn’t put you out of business. An outstanding offer is somewhere in between and meets the needs of the consumer while not devaluing your product or service.
3. Include Trust Elements
By including a trust element on your landing page, you are proving to website visitors that your optometry services are legitimate, reliable, and helpful. Trust elements include accreditations, patient reviews, awards, etc. Don’t overdo it with trust elements. Select a few trust elements which are most important to your patients.
4. Mobile-Friendly Design
Mobile browsing is going to surpass desktop browsing in the next year. This means that all of your optometry website pages need to be mobile-friendly. Your PPC landing pages also need to be optimized for mobile users.
Tip: Include your optometry practice’s telephone number in the text of your landing page since it will be click-to-call on all smart phones.
5. A/B Testing
A/B Testing simply means testing version A of a landing page against version B of a landing to learn which version has the best performance. The variations between versions A and B should be minor and limited. For example, try different images or different calls-to-action on the pages to see which has more conversions. Testing is a continuous activity. Creating an effective landing page that turns visitors into new business may not happen on the first try, but these tips will set the right foundation. To run a successful PPC ad campaign, be sure to review your PPC ad campaign analytics to ensure you can adjust your landing page design as necessary.
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.
