Conversion rate optimisation is the percentage of website visitors that call you or interact with your clinic after visiting your page. Dental websites typically have a conversion rate of 1%, which may not seem nearly enough to justify the digital marketing spend. But that depends on how many people visit your website in the first place.
The good news is that there are several methods that you can utilise to increase the conversion rate for your dental website. However, understand that none of these methods can increase it to 100% because many factors influence how your website’s visitors interact with the content.
What’s a good conversion rate for your dental website
As discussed earlier, the average conversion rate from dental websites is usually 1-2% but sometimes it can be stretched to 10% if you’ve got outstanding digital marketers on your team.
While it is almost an increase of five times from what you might currently be converting, most dental websites are not built to improve conversion. Why? Because, unlike conventional websites, many of the activities that convert are not income generating from the get-go. This includes newsletter sign up, form submission, or a no-obligation consultation. Therefore a degree of caution needs to be taken when talking about conversion rate optimisation as an average.
Factors that have an impact on conversion rate optimisation
Dental websites are no different from any other website, but when you are looking to convert website visitors, you need to take some steps. Let’s look into all the factors that can help you improve your dental website:
Improving patient journey
It’s likely that website visitors will hear about your clinic or website through referrals. Most patient journeys begin with a visit to your dental website, here visitors will check out your practice, and read reviews about your services.
If a website visitor comes to your page with a dental problem, they might want to search for educational information. This information should be designed to help them identify their issue, how it may have occurred, and what they can do about it.
We live in a digital era that is Google-driven, so the focus of your marketing strategy should be on helping your website visitors take the next step in solving their dental issues.
This is where conversion rate optimisation comes into play.
CRO improves the effectiveness of your website, helping you discover prospective clients to contact you or visit your clinic.
Setting up the homepage for success
Your homepage is the first point of contact with a prospective patient. This means that your homepage should encourage your visitors to make a call or book an appointment in your clinic. It is paramount that the information on your homepage builds trust and conveys the complete message to your potential clients.
To do this effectively, your dental website should have the following attributes:
- One hero image on the first fold of your homepage
- Clear stated value proposition
- Logos of organisations and partners you work with that promote trust
- Sectioned text boxes for major treatments including implants, dentures, etc.
- A section that welcomes new patients
- Testimonial section to help your potential client read past experiences of other people
- Social media to show social proof of your organisation
- Large fonts on the main menu that identify sections such as treatments, membership, testimonials, our practice, and contact us
- A bright ‘Book An Appointment’ button to help it stand out
Getting the details right
It’s possible to improve conversion rate optimisation for your website by providing the website visitor with all the necessary information. One of the best ways to do this is by enhancing the content on your treatment pages.
Experts advise that this part of your website should be organised into categories to improve user experience. For example, “Orthodontics” can be a page in the services section, and then each orthodontic treatment you offer should be detailed there.
An ideal treatment page should have the following content layout:
- First, describe the problem the treatment solves
- Discuss the solution and how the treatment helps
- Add images to help improve engagement
- Include the prices of your services at the end
- Feature testimonials from previous clients and partners
- Highlights similar treatments in a specific category
- Offer the required information on one page, ensuring ease of access
- Let’s the reader access the main menu from each treatment page, so they can easily navigate the website
Make it easy for them to contact you
Your contact form is the gateway for website visitors from your dental website to conversion. While your marketing strategy brings your potential client to the website, your contact form is what will help you make the conversion. There are a few things that are a must-have for a contact form on your website:
- Use a call-to-action such as: Get In Touch. This makes it sound less promotional and does not imply that there is a need for a financial commitment
- Appeal to the clients by using customized call-to-actions. For example: “Looking to get a better smile?” or “See how we can help!”
- Include images that show the outcome the client is striving for
- Use compelling colour and text to help your “submit” button stand out
- Add a dropdown option so the client can select the treatment they’re interested in
Wrapping up
Dental websites are often made without considering conversion rate optimisation. Although you may have a strong marketing strategy, it does not mean that you’ll convert website visitors to book a dental appointment
At Mediboost, we provide dental professionals with the expertise to create a dental website that is efficiently optimised to convert and deliver quality leads. Get in touch with Mediboost today and learn how they can help you with your digital marketing strategy.
References:
Dental Products Report – The power of website Lead Conversion
https://www.dentalproductsreport.com/view/power-website-lead-conversion
HubSpot – 12 Critical Elements Every Home Page Must Have
https://blog.hubspot.com/marketing/conversion-rate-optimization-guide
Dental Products Report – Why Classic Conversion Rate Optimization Does Not Work For Dentists
