Let us begin by putting the answer right out there – it depends. It really does. We’ve designed hundreds of dental landing pages over the past 5 years and have clear evidence to support that different lengths are optimal for different scenarios. How long your dental landing page should be is going to 100% be based on a group of factors including but not limited to; the treatment, the investment needed by the patient, the level of the funnel they are at and on which platform the user clicked your ad.
The Optimal Dental Landing Page Length
During this article we are going to dissect five of the most important factors to consider when deciding on how long to make your dental landing pages. In an ideal world, you should aim to set up two landing pages per treatment – one for those requiring ‘motivation’ and one for those requiring ‘ability’. For reference, what we are covering here applies to paid traffic. This does not apply to organic pages on your website which should be optimised for SEO and user experience. All that being said, let’s get started.
1. Treatment Type
The very first factor to consider should be the treatment in question. Think about that for a moment. If a potential patient is considering booking in for a full set of dental implants, then that is a much bigger investment than if they’re booking in for a simple teeth whitening.
The type of treatment being looked at can give you a fast and valuable insight into how long your landing page should be.
For a high end treatment, consider that the user is likely going to need more information for them to pull the trigger and book in. If the treatment is low cost then too much information will be overkill.
2. Difficulty of Call to Action
What are you asking the user to do? If you are asking a very simple task of the user – for example, downloading a free guide to teeth whitening in exchange for an email address, then the landing page should be very short.
On the other hand, if the user is booking in for an Invisalign consultation, then it’s kind of a big deal to the user. They are going to have to pass on a good amount of details. They are going to have to commit to coming to see you.
They’ll need more information and more nurturing on the page to get them to take that action.
3. Level of the Sales Funnel
This is one of the nuances that is often overlooked but has, and always will be, a key aspect of the length of your dental landing page.
First let’s explain what we mean by level of the funnel. If a user is searching something quite broad like, simply ‘teeth straightening’, then the likelihood is that they are searching for information. Their intent is not very high. They are at the top of the funnel and are not quite ready to buy.
In these cases, you’ll want to extend the length of the landing page. You want to give the user all of the information that they need without them clicking off your page and looking elsewhere.
Now, let’s look at the bottom of the funnel. Should a user be searching ‘best teeth straightening prices in London’ then you can be sure that they have the motivation to go for the treatment. They want it. They are now in the stage of shopping around and very close to booking in. In this situation, you can cut out the information about the treatment itself and focus mainly on the price and the special offers you have – why they should choose you over Joe Bloggs Dental down the road.
The further down the funnel the user is, the shorter a page you can use. But remember, the content also needs to be focused differently.
4. Where Did They Come From?
Where did the user come from? This ties into the above point. If you know where the user came from, you can distinguish where on the funnel they are likely to be. For example, if the user comes from Facebook then you’ve likely interrupted the user whilst they’re browsing. In this situation, they are probably not so aware about the treatment and so the landing page needs to be a little longer.
On the other hand, if someone has searched you on Google and you are re-marketing them through another means e.g. they’ve come from a re-marketing list, then you know they are far down the funnel and ready to book. So, you would present them with a more focused dental landing page.
5. Working Out the Maths
There is always an element of guesswork involved with this. So, once you have built up some data you can take a look and work out the maths to get more accuracy.
A longer landing page gives more time to qualify the patient before they book in. But, a longer landing page is also going to lead to more users dropping off.
A shorter landing page is going to be way easier for the user to submit their information but you’ll get a lot of time wasters.
Therefore, you need to find out that perfect medium where the page is short enough to get you lots of enquiries whilst being long enough to qualify the users enough so that you aren’t wasting too much time on high up the funnel leads.
This will relate a lot to the spare booking space you have at the practice. If you are very booked up then you should consider leaving the pages a little longer and only allowing through those that are very serious about treatment. Whereas if your books are looking empty, it may be worth shortening your pages and working hard on those top of the funnel users to push them through to the consult.
You may be wondering how it’s possible to manage all of the landing pages. We personally use Instapage. It’s an online landing page builder that has various functions including heat maps, full responsive optimisation, A/B testing and more.
Use this link for a free 14 day trial with Instapage.