Your website is getting traffic, but growing your dental practice is more than getting eyeballs on your web pages. Higher conversion rates will generate more appointments for the same amount of traffic you are already receiving. Now is the time to get to work employing some conversion rate optimization tactics to grow your dental practice.

What Is A Conversion Rate?

A conversion rate is the percentage of website visitors who take action that you have presented to them. Where you are located, the services you offer, and your targeted ideal patient play a part in your ability to convert visitors into leads or appointments. As such, there are varying degrees of difficulty in turning those leads into new patients.

Conversion simply means you convinced or persuaded someone to take an action you wanted them to take. Most likely you want your website visitors to submit a form for more information, call for an appointment, join your social media followers, sign up to receive an e-book or special report–all of these actions when taken are measurable conversions that can lead to practice growth.

Conversion Rate Optimization for Local Businesses

Conversion rate optimization (CRO) is your strategy for creating an experience on your website that transforms visitors into patients. Conversions have different ways of being measured and how you prioritize your CRO tactics will depend on what you’re trying to achieve with your website.

Use Google Analytics to show you what pages are bringing in your traffic and where they are dropping off your website.

To understand what conversion rate optimization will work for your dental practice, step into the shoes of your ideal patient:

  • Where do they live?
  • What local terms are they going to use to find the solutions they are looking for in their area?
  • Is your website easy to navigate?
  • Is it easy to contact your practice?
  • Are your calls-to-action easily visible?
  • To determine the best conversion rate optimization tactics for your dental practice, you need to establish your baseline first and then set a goal from there: Current Conversion Rate vs. Conversion Rate Goal. With your current data in hand and a future goal set, you can create an optimization plan to begin.

4 Tips for Local Conversion Optimization

Dental practices have smaller budgets, less staff dedicated to marketing, and fewer resources all around. When you know how to optimize your dental practice website for SEO to get potential patients on your website and use CRO to get that traffic into new patients you can beat out your competition pretty easily.

Implement these local conversion optimization tips to get more traffic to your website and convert more visitors:

  1. Create a Comprehensive FAQ Page
    Create detailed FAQ pages about the questions you get asked all day long. Not only will this help you convert more traffic, but it’s also more likely to get the right people to your site. These are the questions they are asking too and the ones you have an answer for.
  2. Make Your Site More User-Oriented
    Include plenty of internal links to relevant services and products pages to get visitors to delve into your website more and stay longer. Be sure to provide an easy and obvious way for them to contact someone immediately for more information when they are online, interested, and ready to schedule or have questions.
  3. Include Written Driving Directions
    Providing driving directions from major landmarks, highways, and points of interest. This creates the local content that Google loves. It also reflects the language people use when searching for services in specific areas. Directions are also useful in letting people know exactly where you are when they are ready for their appointment with you.
  4. Get More and More Reviews Constantly
    Continuously gathering patient reviews to show up on a variety of sites and displaying the best ones on your website in real-time is crucial for many reasons. Two of those reasons will help increase conversion in two ways: 1. People will visit your website ready to convert because of the reviews they read. 2. When more reviews are on your site, visitors are less likely to leave your website to check on other reviews. Two bonus reasons to maintain a solid review strategy—Google loves them and they help with SEO, they build trust and credibility for you.

Increasing Your Local Conversion Rate

You can start now on better conversion rate optimization. Test different tactics, measure results against your baseline, find what works for your practice, and invest resources into high return activities that increase your conversion rate.

While SEO optimizes your website for search engine ranking, CRO is what turns those website visitors into real patients.

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Author: Kathy Jiamboi

Owner of Creativedge Marketing, where growth-oriented dentists find dental practice marketing strategies and advice to take their practice to a new and higher level.

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