Dental Marketing 101: How to Boost Conversions on Your Appointment Page
Most digital dental marketing strategies are developed to attract prospective patients to a practice’s website. But beyond simply attracting patients to your website, you also want these patients to book an appointment with you. This is why it is so important to have a high-converting appointment page.
For dentists and dental practices, a prospective patient becomes an active patient when they schedule an appointment. This conversion is a crucial part of your digital marketing efforts, and your rate of conversion should be one of your key dental marketing metrics. In this article, we’ll discuss six steps you can take to boost your appointment page’s conversion rate so you can reach your marketing goals.
6 Steps to Improve Your Dental Appointment Page’s Conversion Rate
- Optimize Your Dental Website for Mobile Devices
Mobile optimization is more than just a digital trend. It is the key to getting the most out of your website now and in the future. Google and other search engine prioritize user experience when it comes to showcasing websites through their platforms. With a mobile-optimized dental website, you can significantly boost your patients’ user experience whenever they visit your website on their mobile devices.
You can find out if your dental website is mobile-friendly here. If it isn’t, consider contacting Connect the Doc to get your website sorted out soon.
- Remove Distractions from Your Appointment Page
As tempting as it may be to showcase your brand and share details about your practice on your appointment page, avoid overdoing it. Too many colours and content on your appointment page can derail and distract patients from taking your desired action — which is to fill the form. As much you can, on your appointment page, keep your web copy short and simple. Also, avoid including links to other webpages. This narrows down patients’ options to the appointment form’s Call-to-Action.
- Use an Engaging Call-to-Action (CTA)
Call-to-Actions (CTAs) are the specific anchor text that encourages patients to take action on your appointment page. Most CTAs are written on a button or just as a hyperlink. Make sure your CTAs are short and engaging. Your CTA is your chance to convince patients to do what you want them to do — which is to book an appointment right away. CTAs like ‘Book an Appointment’ or ‘Request an Appointment’ work reasonably well for dental appointment pages.
- Keep Your Dental Appointment Form Short
Often, patients searching for a new dentist may have spent a good deal of time looking around or surfing the web for a good fit. By the time they get to your website, they shouldn’t have to look any further or take too many steps to book their appointment with you. Make it easy for them to schedule an appointment by reducing the required information on your forms.
Ask for primary contact details such as name, email address, nature of the request, and appointment time. You can follow up with them and gathered more information after the appointment has been booked.
- Add Testimonials on Your Appointment Page
Testimonials are a great way to close the deal and convince a patient on the fence to schedule an appointment with you. Add one or two testimonials quote from your high-value patients on your appointment page. Use testimonials that highlight the patient experience with you or your team. Make sure the testimonials aren’t in the way of or overshadowing the form. Consider adding them to the side of or below the form.
- Track Your Appointment Page’s Conversion Rate
If you want to be better at anything, you need to measure your success. Be sure to track your conversion rate so you can make necessary adjustments as you grow. You can use tools like Google Analytics and Hubspot to monitor your website traffic and the number of clicks or submissions made on your appointment form.
Also, choose a target conversion rate that you and your team can work towards as you fine-tune your dental marketing strategy. The average dental website conversion rate is 1-2%, so that’s a benchmark you can stick to. Remember, your conversion rate refers to the percentage of your total website traffic that schedules an appointment with you.
You don’t have to take any of these steps alone. Consider working with a dental website specialist who can help you discover more ways to get the most out of your digital marketing. Connect the Doc’s team of seasoned dental marketing professionals can work with you to improve your website conversion rate and start acquiring more patient leads in no time.