By:  David H. Khalili

Founder of DentalLabSupport.com

Any inbound marketing effort depends on effectively capturing leads. If you focus your energy on using your dental lab website to generate leads, you should be absolutely sure that the process you have in place maximizes your resources in capturing them as well as it possibly could. Over the next few weeks, we will look at the various factors that influence this process. Today, we'll begin with best practices for the core aspect of capturing leads on your website: the landing or conversion page.

Dental Lab landing pages, of course, are the pages to which your visitors navigate - from a social media post, email, or call to action button on your website - when they're ready to make the leap and become a lead. A variety of factors play into the success of this page, and we'll discuss all of them in the post below.

The Landing Page Content

As you can probably imagine, the content of your landing page can make or break its success in capturing leads. You want to be convincing enough about the value you can offer your visitors that they're compelled to fill out your form (more on that later) and become a lead, without being so pushy that they bounce off your page.

Another danger in writing your dental lab landing page content is to become too exhaustive; more quickly than you can anticipate, your well-intended copy can turn into a wall of text that no mobile user will read. Instead, keep it short, use bullet points and subheads where needed, focus on the benefits of signing up, and include plenty of visuals to keep your audience engaged.

One type of content is so successful, it deserves its own section:

Social Proof

Social proof on your landing page means testimonials of past users that your visitors can relate to and add credibility to your claims. You can add these testimonials as short paragraph or, even better, as videos that show your visitors the claims and success stories come from real customers.

Social proof from peers is so successful and important in capturing leads because it appeals allows you to verify your claim from an independent source. Of course, that also means you should be careful not to include testimonials that are so positive, they seem unbelievable. Instead, tell the story of your customers and include images at the very least to make them seem as real as possible. 

Attention Ratio

Web visitors are easily distracted, so including multiple opportunities for them to click or take action takes away their attention from what should be the main goal, which is to get them to fill out a form and become a lead.

So Gardner proposed the following idea, which has since been verified in multiple studies: the fewer opportunities you have for your users to do anything but fill out the form, the greater the chance they'll take the desired action. In other words, you should not include links to other pages, your social media profiles, or even your site's navigation on your landing page. Instead, the only way to take action for your visitors should be to fill out the lead conversion form, which is exactly what you want them to do.

The Conversion Form

Speaking of which: as you can imagine, your conversion form is a major factor in whether your visitors do or do not become leads. A wide range of factors go into creating an optimum conversion form that maximizes your lead capturing success. Stay tuned for a post that discusses this topic in more detail.

For more information please visit DentalLabSupport.com or call 1-888-715-9099.