Dental Marketing for High Value Services: PART 3 – Sell the Smile

This is Video 3 in a 5 part series. The next video is here. And if you want to start at the beginning go to Video 1. In this video, you’ll discover how to create a high converting landing page that turns visitors into patients for your dental clinic. I’ll also show you how you can make it as easy as possible for potential patients to take action and get in contact with you. Follow these tips and you’ll have a high-converting landing page that generates more bookings and patients for your services.

Dental Marketing High Value Services: PART 4 – Find Your Patients


So in the previous videos we talked about getting an Irresistible Offer together and your marketing proof points. So now that you’ve gathered all that information, what exactly are you going to do? What’s the next step? So the next step is to create a high converting landing page, and that’s what this video’s about.

 What even is a high converting landing page? Well, a high converting landing page is something that takes the visitors that land on that page and converts them into patients for your clinic. It’s as simple as that.   A high converting landing page  consists of a number of different things. So the first thing is, does it have an irresistible offer? We’ve already talked about you putting together an offer, so that’s going be a key component of your landing page.

And the second thing  is: Does it Sell The Smile? So are you making a promise, whether you’re doing that visually or in the text where you are selling the true benefit after you’ve purchased this service and after it’s completed?

Okay, so let’s look at that. Firstly is: to sell the smile, you really do need great imagery, and that’s because what the potential patient is looking at is what are they going look like in the future. If you have imagery that connects in the right way and  if you have imagery that feels more natural but also makes the promise of the outcome, it’s going to work really well for you.

So this strong imagery is really important to what you’re doing, and it’s not just stock imagery. The other imagery you have, of course, is this kind of imagery here, which your Before and Afters, which kind of creates that imagery as well. 

So the second thing in terms of making that promise and making that outcome more tangible is: What are you leading with? What’s your headline? What is the promise that you’re going to make? 

And here we talk about the perfect smile in weeks with Invisalign.  And here we’re talking about Implants that feel like real teeth. So you want to evoke in your potential patients, what is the outcome after  the service has been completed.

Now, you’ll recall in some of the earlier videos I talked about your marketing proof points.  So if you think about it this way, you’ve already got your offer. You’ve got your promise and you’ve got the  imagery to support that promise.

Now, what else do you need? What’s your marketing proof points that demonstrate to this potential patient that you are going to deliver on this promise. So let’s have a look at what that might be.

But before we talk about the proof points, I just want to show you how the landing page works in the system. So if you think of this three different steps here. The first is your Facebook and your Instagram ads. In the advertising stage, you want the creative to be really strong and the creative has now driven them to a landing page. And then the landing page sucks. I’ve seen that a lot in terms of how dentists market, because they might get someone to do the really visual stuff on the advertising, but it doesn’t follow through in the landing pages, and that creates a disconnect for your potential patients. It doesn’t resonate. They don’t feel like they’re going to get the promise that was promised in the Facebook ad because they’ve landed on a landing page that sucks!

So the framework I like to use for the proof points is from Influence, the Psychology of Persuasion by Robert Cialdini. And this is a really old book.  I read it 15 years ago, but I’ve taken the structure from this and broken it down into four really easy things that you need to think about on landing pages.

And I call this methodology SALT. Because it’s really easy. You need to add salt to your landing pages, otherwise they’re not going be tasty. Okay, so what is SALT? Social Proof, Authority, Liking, and Trust. Let’s go through those one by one.

 Your social proof in most landing pages would be your testimonials. In dental advertising, we’re not allowed to use testimonials, so what we need to do is be really good with our case studies or our Before and Afters, because that’s the social proof we can use.

So let’s have a look here. Okay, we’ve got some social proof here. We’ve got some Before and Afters, and we are showing that we’ve done this before, but we’re also using the journey to demonstrate that we’ve done this before, because here’s some real clarity on what the process for you is when you come into our practice.

 This much more graphic and impactful.  I know that these work really well. The Before and After shots are a really key component of making landing pages work because it’s easier for people to envisage what it’s going to look like when they can see a Before and After.

The second thing in SALT is Authority. So how do you project Authority in a dental practice?  Here we’ve got an example where we have a bio, we talk about the experience, and we talk more specifically about the particular experience in the procedures that are going be undertaken.

Here we talk 20 years of experience with Implants and we have a really strong dental bio with an authority picture. 

So the third part of the SALT structure is Liking. Now this sounds like a bit of an unusual one. It’s about being comfortable and Liking the professional that you’re with. So it’s not just Trust and Authority, but it’s also am I going to be comfortable, particularly  in dentistry.

Here’s a good example. We’ve got a smiling friendly face here. We’ve got some additional faces here that make us feel that this is going be relaxed it’s going be comfortable in the chair. So look at what you’ve got in your armory and go, how can I make my practice more likable on my landing pages so that people are going feel more comfortable? 

The fourth factor in the SALT structure is Trust.  Trust covers a lot of the other areas as well, because if you have Authority and Social Proof you are going to be trusted. So you need to look at what else can I do to build trust? Now a few things that we like to do is have the journey because they’re reassured of what the process is, so we make that nice and easy and make them feel comfortable with that. And that’s part of building up trust in who you are. Obviously you’ve got those other things that we talked about already in authority.

What else can we do to build Trust? Typically, we might give more information away right at the beginning so that we can  answer their Frequently Asked Questions. This isn’t some mystery black box. So building up trust is that fourth factor. 

So just go back and look at how can you use your proof points? Use the SALT framework and think about the SALT framework in your visuals and the imagery that you use, but also in the copy and the structure of your landing.

Okay, so let’s review what we’ve covered so far. You’ve got an Irresistible Offer. You are making a promise and it’s big and it’s bold and it’s attractive because it’s got great imagery. And then you’re using the SALT framework as you’re marketing proof points to show that you can deliver on the promise.

So what else needs to happen on a landing page?  You need to get your potential patients to take action, to get in contact with you. To make that next move. To make a booking. First of all make it really easy, make the numbers prominent, make them clickable on mobile.

On this site where we’ve got an instant SMS so that people can get in contact you with you by sms.  We also make the form on the landing page and the website flow really easily. So you’ll see in this form we’re just asking for the first name. We’re not throwing up a really complex form. We’re going make this feel like it’s very easy. We’re going to take them through one step at a time so that they don’t get lost, they don’t feel intimidated, and they also don’t feel the commitment is as heavy as they would in a long form.

So if you can take those factors and go, how can I drive action? What am I going to do? Phone, SMS, fill out the form really easy. Make it really simple for people to get in contact with you and to make that booking. 

 Typically I don’t recommend using your standard practice management booking system, and that’s because often those forms are too complex to fill out. They have the potential that you lose those visitors right at that last minute when you’ve paid for all that traffic. You’ve paid for them to come to the website, they’re ready to do something, and now they’re confronted with a form that’s too hard.

They may not be ready to book in a particular date and time, right now. They may just have a few questions. So what you want to do is make it easier for them to get in contact with you. Don’t put up too many barriers, and then deal with the booking of the date and the time as part of your follow up process.

Okay, so there you go. You are going to create an amazing and a high converting landing page by following that structure that I’ve just been through: An Irresistible Offer. Sell the Smile. Show that you can deliver by using the SALT proof techniques and then make it really easy for your potential patients to take action and get in contact with you.

Do that, and you’ll get a really high converting landing page. You’ll get lots of bookings, and you’ll get lots of patience for your services.