Jeff Bell -
Doctor, thanks for taking action and coming to this page. Here are the the other 2 parts of the system you need:
You Need HELP:
Highly Effective Landing Pages
One of the biggest & costliest mistakes most dentists (and other small business owners)
make is sending their Google Adwords pay-
Why is this a mistake? Several reasons, the largest of which is most home pages have multiple options & links a person can quickly click on to ‘navigate’ away from that page.
If your primary goal and best case scenario is to have that person land on your web page and then pick up the phone and call your office for an appointment, then you make your best case for taking that particular action right then and there.
No other options. No other distractions.
One choice, yes or no.
You DO NOT give them 13 other navigation links to browse your site with. Most people have limited attention spans as it is. Left alone, they’ll wander off your home page, then your site and you NEVER hear from them again.
And when that happens you’ve just wasted all your Google Adword time and money for nothing.
Here are the elements of Highly Effective Landing Pages:
- The page format is easy to read, like a newspaper ARTICLE.
- In the text is a specific OFFER to your potential patient.
- The offer is LOW or NO RISK to the person.
- There is a CALL TO ACTION to take advantage of the OFFER.
- The page content is CONGRUENT with the Adword AD they just clicked on (no BAIT and SWITCH).
- There is an OPT-
IN form or mechanism whereby you collect or capture some or all of their contact information. - There No Extra Information Links on the page that allow or tempt the person to navigate off your page.
- If there are pictures or graphics on the page they support, facilitate or improve the chances of the person taking the desired action and are NOT PURELY DECORATIVE. In other words, they are FUNCTIONAL.
- If there is audio or video on the page, the same as above, they must be functional, not decorative.
- The page content (text, pictures, graphics, audio or video) employs one or more of the 6 Principles of Ethical Persuasion (more on this shortly) preferably “social proof”.
- The page is simply the FIRST STEP in a predetermined process that we will call your FUMP or Follow Up Marketing System.
wwww
Has Something Like This EVER Happened To You?
For explanation sake let’s say you’re a single man. One day you meet a very interesting and attractive woman while shopping at a local mall. You innocently start up a conversation.
You talk. Share stories. You discover she likes everything you like and vice versa.
You both decide to have lunch and it’s the most engaging conversation you’ve ever had with someone of the opposite sex. It feels like love at first sight for both of you.
She mentions she’s just in town for the next 3 hours and is flying back home right after lunch.
You stand up, pay the lunch bill and she says she has to catch her flight and starts walking away, looking back over her shoulder at you... You pause...
And you do nothing while she slips away from you.
The potential love of you life, gone. Forever. You don’t even know her name. You never see her again.
You feel sick as you quickly fantasize about the potentially fulfilling relationship you could have had with her. The dating, courting and intimate moments you could have shared. Getting married, having a family, raising kids while being each other’s soulmate and partner.
If only you had ASKED for her phone number or a business card, you could have “followed up” with her later, given her a phone call, sent her an email.
Your whole life (and her’s too) would have been different, better and more fulfilling.
Sound corny? Maybe so.
But this is the real life equivalent of what you’re probably doing every day with your current web site AND with your Google Adword program if you’re just sending people to your home page.
Traditional home pages are usually only decorative, sometimes educational, but rarely FUNCTIONAL.
The only function of a landing page is to persuade someone to take a specific course of action that brings you and them one step closer to being dentist and patient.
And if you’re sending people to your home page and you CAN NOT OBJECTIVELY look at your home page and specifically explain the parts and sections of it that help persuade a visitor to take one or more courses of action, then you’re letting them slip through your fingers, never to see you again.
