Your dental practice website is the hub of your lead generation activity and acts as the infrastructure to support your funnel. With this in mind, it’s essential to dedicate as much effort to optimizing your website as you do your funnel.
Invest in a professional design
For many potential leads, your website is their first interaction with you and your dental practice. Make this crucial first impression count with a website design that reflects the high standard of your services. It doesn’t have to be elaborate — in fact, the simpler the better — but as a dental practice site, it needs to convey a high degree of professionalism and quality that is best produced by an experienced web designer.
Optimize for mobile
An overwhelming majority of people now browse the internet via their mobile devices, including your potential patients. For that reason, it’s essential to make sure your website looks and functions as well on mobile devices as it does on desktop computers. For your lead generation funnels, this means ensuring that forms still work on mobile, that CTA text is readable, that buttons are clickable, and that pages and images display properly.
Deliver a positive user experience
If your website is difficult to use, you’ll lose visitors long before you have a chance to convert them to leads. As a whole, your site should have a logical structure, an uncluttered layout, and intuitive navigation, with fast loading speeds and no broken links. This is especially important in your funnel; if people don’t know where to click, or they click on a broken link, they’re unlikely to stick around and try to figure it out.
Control the visitor’s path
Map the journey you want visitors to take through each lead generation funnel so that you can control their path and remove any obstacles to conversion. An example of this influence in practice is the removal of main navigation and external links from landing pages. The idea is that, by removing any possible exit routes from the page, you leave the visitor with only one clear path to take.
Leverage social proof
The concept of social proof states that, as customers, our decisions are influenced by those of other people. In other words, we assume the dentist with the highest number of satisfied customers is the best. Leverage social proof throughout your lead funnel with testimonials from past patients, accompanied by names and photos for added credibility. You can also pull positive reviews from sites like Yelp, or from your practice’s social media profiles.
Use thank you pages
When it comes to lead generation, thank you pages are often an afterthought. After all, you already have the lead — isn’t your work done? Technically, yes, but lead nurturing is just beginning. Not only can you use your thank you page to get your relationship with your lead off to a positive start, but you can also direct them to value-added content related to the offer, or promote further offers that you think they may be interested in.
Capture leads on every page
Your landing or opt-in pages are the most common locations for forms, but every page on your website should work towards capturing leads. You can embed standalone forms on your home page, in sidebars and footers, in pop-ups, and at the end of relevant blog posts, so that your visitors can claim their offer without leaving the page.
Optimize for search engines
When people search for dental practices on sites like Google, they tend to only consider the first few results. Search engine optimization (SEO) is a tactic for ensuring your site appears as high up in those results as possible, improving your chances of attracting visitors. Find out how to optimize your dental practice site in How To Get Started With SEO For Your Business.
Publish a blog
When it comes to generating traffic for your lead funnel, your blog can be a goldmine. You can promote your posts on social media, and you can optimize them with specific keywords to improve your search engine rankings, both of which bring more visitors to your website. Not only that, but your blog helps you to build up authority, credibility, and trust with your potential leads, which is especially important in the dental industry. Find out more about building a blog for your dental practice website in Content Marketing & Blogging.
Video is by far the most popular form of content today. As part of your lead generation funnel, video can help you to build familiarity and trust with your visitors by putting a face to your name. It also allows you to showcase your services in new and engaging ways, such as live feeds, procedure demonstrations, or surgery tours. You can even offer valuable video content in exchange for lead information, in the form of visual how-to guides or webinars.
Measure your success
If you invest resources into your lead generation funnel, you want to be sure of a return. You can monitor this using analytics tools, such as Google Analytics. These tools help you to keep track of key metrics in your funnel, such as the number of times your paid ad is clicked, how many visits your landing page gets, or the number of people that download your offer.
Start with a baseline and take regular measurements to ensure you’re making progress. Your metrics might show ‘holes’ in your funnel, or places where you lose potential leads, which will help you to identify where improvements need to be made. For example, if people are clicking your ads, spending time on your landing page, but failing to download your offer, it indicates that you need to improve the offer.
Test and optimize
While there are certain best practice guidelines for lead generation funnels, it’s difficult to know exactly what will resonate with your visitors until you go live. That’s where A/B testing comes in.
A/B testing involves creating two almost-identical versions of the same funnel component and testing which version performs better with your visitors. It can be applied to forms, offers, and landing pages, and typically involves changing just one small control detail at a time, like the heading, the call to action, or an image.
For example, you might send half of your visitors to Landing Page A, and the other half to Landing Page B, which is identical in every way but the headline. If one performs markedly better than the other, you can attribute this to the headline — the only difference — and go forward with the more successful version.
Next, you can run an A/B test on the subheading, then the image choice or position, then the call to action, and then the font choice, and so on. Eventually, by refining one element at a time, you end up with the optimal funnel for your audience.
Turn your website into a lead-generating machine
The secret to a profitable lead generation funnel is optimization. We work with dentists to help build a sustainable marketing system that they can turn on or off, depending when they need it. Interested? Contact Us today.