Before diving into the essential elements of a great landing page, let’s look at some of the most common mistakes that orthodontic practices make with their landing pages. Avoiding these can drastically improve your conversion rates.
Inconsistent Messaging Between Ad and Landing Page
The messaging in your ad must match the content on your landing page. If you advertise a specific service, such as “Invisalign for Teens,” but the landing page is focused on general orthodontic services, you’ll confuse visitors, and they may leave your page quickly. Ensure the ad and the landing page align in terms of offers, treatment highlights, and messaging.
Overcrowded or Confusing Design
A cluttered landing page with too many distractions (such as multiple links or confusing layouts) can overwhelm visitors. Keep the design simple and focused on the main goal: conversion. This includes clear navigation, strong visuals, and a clear path to the call-to-action (CTA).
Slow Load Times
If your landing page takes too long to load, users will bounce before they even see your content. Google’s ideal page load time is under 3 seconds. Make sure your page is optimized for fast loading, especially for mobile users.
No Clear Call-to-Action (CTA)
Every successful landing page has one thing in common: a clear, direct call-to-action. Whether it’s “Schedule Your Free Consultation” or “Call Now for a Discount,” visitors should know exactly what you want them to do next. If your CTA is hidden or unclear, conversions will suffer.
Lack of Trust Signals
Orthodontic services are a big decision, and potential patients need reassurance that they’re making the right choice. Without social proof or trust signals, like reviews or testimonials, visitors may be hesitant to contact you. Trust signals help build confidence and trust in your practice.