Thursday, May 29, 2014
Although calls-to-action (CTA) can look a variety of different ways, they all serve the same purpose. Whether it’s a banner, a button on your website, a graphic, or some eye-catching text, they are all used to prompt users to take action.
The end goal is to drive traffic to the pages on your site you want people to see. Each call-to-action should be short and specific; the viewer should know exactly what to do next.
Now that you have an idea of what a call-to-action is, the next question is: what will be right for you and your practice? You may have thought of a few pages on your website you would like to direct visitors to already. If so, that’s great! If not that’s okay too; I’ve got recommendations for you as well. When updating your website, consider pages you know already receive good traffic, and ask yourself, “How do they get there?” Then consider pages you want to receive more traffic. These both present opportunities for CTAs. Use a mix of the items you would like to highlight and what has worked for other dental professionals.
Best Calls-to-Action for Dental Websites
1. Reviews: People want approval that they are coming to the right place. Before, this could only be achieved through word-of-mouth. In the tech-savvy world we now live in, there has been a dramatic shift in the sources people trust for information. The majority of people will trust online reviews in a way they once would have only trusted a friend.
2. AppointmentScheduler: The goal of your website is to generate traffic to your dental practice. We live in a very busy world, and finding time to make an appointment during business hours can be difficult. Having an online scheduling option allows patients to schedule appointments whenever they have the chance. If you do not use online booking already, you may be missing out on lots of potential patients. Try ZocDoc for a quick setup and reputable option.
3. Smile Gallery: This is especially important for cosmetic procedures. When a dental prospect considers a larger procedure to improve their smile, you need to appeal to their emotions. You can do this through imagery. I recommend taking a few professional before and after photos for your website. This way they will be done in a uniform manner and display the very best of your work.
4. Desired Procedure: Choose one (or two) procedures you would like to see more of and create a CTA to drive traffic to that page. This may be general dentistry, family dentistry, or a specialized cosmetic procedure.
If you specialize in a procedure you know many dentists in your area don’t offer, highlight that on your website. Show potential patients there is a great option in their area.
5. Point of Differentiation: Set yourself apart. This could be done many different ways. Highlight any specials or events you are hosting, offer a referral program to get more new patients in the door, or show awards and accreditations you’ve received.
Calls-to-action should be placed on every page of your website, but not always in the same place. You may want to reposition them, for example, from directly below the banner to above the footer on internal pages. Then viewers are taken to the page content or form you’ve directed them to and are not distracted by the CTAs once they get there. You also should consider moving or removing CTAs on mobile devices and tablets. You want to make your website as user-friendly as possible for all devices and screen sizes.
Now it’s time to get started. Contact your local web designer and talk to them about calls-to-action to put on your website. If you have access to Google Analytics, then take a look at the pages that are being viewed on your website. Think about what is the most important for you: new patients, cosmetic procedures, or referrals. There are lots to choose from!