How many landing pages do I need for my dental website? This is a common question that people ask and it’s an important question to consider. After all, high quality landing pages are key to higher conversion rates. A landing page has one goal: to direct visitors to take a specific action.
So, instead of asking “how many landing pages do I need?” It’s more important to consider your current campaigns and what you are trying to increase conversion rates for. Do you want to learn more about your audience? Book more consultation appointments? Or, are you aiming to capture more leads for a specific service? Not to mention, there are different types of landing pages and you need all of them.
Different Types of Landing Pages
A landing page is just about any page on your website that visitors “land” on—by clicking links on the homepage menu, as well as clicking ads or organic results on Google. There are three main types of landing pages detailed below. And yes, you should include all three types on your dental website.
1. Signup Pages
Signup landing pages are very action orientated and include a form for users to fill out. They typically include imagery, a quick description and a call to action at the top of the page, followed by additional details, benefits of taking X action, testimonials, etc. Signup landing pages often omit the header, footer and menu of the website to limit distractions and promote click-through. As a result, visitors have one option—to set up an appointment, fill out their information, etc.
How many signup landing pages does your dental site need?
To start, at least 1 to 2; some common signup pages for dental sites include:
- Free consultation
- Make an appointment
- Join mailing list to get deals and special offers
2. Click-through Landing Pages
These pages are also focused on conversion, but they provide more detail about a service that your dental practice provides, or about your practice in general. These pages are outfitted with call to actions that direct traffic to the signup page.
How many click-through landing pages does your dental site need?
You’ll need more of these pages, as each one can be targeted to search engines and help bring in more traffic. Plus, multiple click-through landing pages can include a call to action with the same signup landing page link.
In the image below, you see a detailed click-through landing page describing everything a current or potential patient would want to know about Custom Sports Mouth Guards. There is a call to action linking to the signup page at the top and bottom of this click-through landing page.
3. Reference Landing Pages
Reference landing pages target keywords your audience is searching with the goal of ranking on search engines and driving more traffic to your website. Reference landing pages can be blogs, articles, or cornerstone content that aims to educate people about relevant topics to your industry. These pages also contain call to actions intended to direct traffic to click-through landing pages or signup pages.
How many reference landing pages does your dental site need?
We’ve seen the best results posting one blog per week. You could create an unlimited amount of reference landing pages—the more the better. After all, these informative blogs or pages are meant to connect with your audience by providing information on topics they are actively searching.
So, How Many Landing Pages Does Your Dental Site Need?
Studies have found that websites with 40+ landing pages can increase their conversion rates by over 500%! Therefore, the more landing pages you have, the more chance at increasing conversion rates you have. But, that doesn’t mean you should quickly create 40 landing pages and throw them all up overnight. Instead, quality is more important than quantity.
5 Tips for Successful Landing Pages that Convert
1. Each Landing Page Has One Goal
Each landing page should focus on one service and call to action. If you try to pitch several things on one landing page, chances are, your message will get lost in the clutter.
2. It’s Not Just a Numbers Game
Sure, the title of this article is “how many landing pages do I need?” but it’s not entirely a numbers game. More landing pages = more chance for converting someone surfing the web into a new patient. BUT, only if the landing page is good at its job. That means you can’t work too fast or feverishly in creating a page. Instead, learn from each landing page you create, take notes about what works and what doesn’t. Does putting a call to action at the beginning of the page increase click-through rates? What about adding before and after photos of real patients?
3. Target the Right Keywords
No matter if you are trying to get a landing page to rank organically on Google or paying for ads, it’s important to target the right keywords. Using relevant keywords can make all the difference in conversion rates.
4. Think Like Your Audience
Keep in mind, users read web content in an F shape. Use arrows and other tools to move eyes around the page in a preferred manner—with the goal of directing them towards the ‘sign up’ or ‘learn more’ button. Don’t get too wordy, break up content with bullets, numbers, and descriptive headers.
5. Track Landing Page Success & Make Changes as Needed
Never stop changing and adding to your landing pages. Use tools such as Google Analytics to track which pages attract more traffic and convert more visitors. Use insights from this data to your advantage to continually craft more effective landing pages.