Call Today! Reserve Your Spot! Contact Us! Submit! These are all examples of call to actions that send different messages to consumers. Perfecting your ads call to action can ensure that you are delivering the correct message and having the highest conversion rate for your advertising.
Here at Pain Free Dental Marketing, we believe there are three crucial parts for creating the perfect call to action to maximize your CTR:
- Knowing your audience
- Knowing your product
- Knowing your marketing channel
Each of these factors plays a critical role in forming the perfect call to action — one that will lead to more calls, and more form fills. Let’s explore each one of these items in more detail, and see how you can start putting them to work for your business right now.
This post was written by our friends at Pain Free Dental Marketing, a CallRail Agency Partner that helps their clients grow their dental practices through effective marketing strategies. Learn more about our Agency Partner Program >
1) Knowing your audience
In a literal sense, our job is to grow our clients’ practices by delivering new patients through phone calls and form leads. But in order to do this, we first must understand the value proposition of these potential new patients.
For those of us in the dental business, this customer value-prop tends to fall into one of two segments: Those that are more insurance-focused, and those that are more quality-of-care-focused. While this is a spectrum, we are able to form a generalized picture of what the audience is looking for through information from their current provider, as well as demographic research about the area in which that provider is located.
On our clients’ websites, we design the ‘contact us’ call to action button with these thoughts in mind. For example, with audience segments that place importance on insurance coverage, we may use a ‘book an appointment’ button — this tactic aims to get the potential new patients into the sales funnel. And for segments that are more focused on quality-of-care, we may use language such as ‘Request an Appointment.’ By using the word ‘request’ instead of the word ‘book,’ we are indicating that some appointments may have limited availability.
We also want to make sure our ad copy suits these demographics. For more cost-focused audience segments, we tend to make the ad as straightforward as possible. Here’s an example of what that looks like:
In this ad, we focus entirely on promoting a discount and nudging the reader towards making a call. The potential new patient knows right away that the discount is available, and sees a phone number that they can call immediately.
On the other hand, for audience segments that are more focused on quality of care, we focus more on patient education. Here’s an example of an ad geared towards this audience:
Here, we focus on the types of treatments the practice offers, as well as nudging the potential new patient towards visiting the client’s website. We use the ‘Learn More’ call to action button to drive potential new patients to the website, where they can read in more detail about the quality of care on offer.
There are also some call to actions that we try to avoid, no matter what audience we’re targeting. For our lead forms, for example, we avoid using the word ‘submit.’ This is a very generic phrase, and we have found it attracts less form fills than when using phrases such as ‘contact us now’ or ‘request an appointment.’
By knowing your audience and writing call to actions that fit that audience, you’re that much more likely to see a sizable increase to your CTR.
2) Knowing your product
Sometimes clients will ask us to focus our advertising efforts on specific products, such as Invisalign® or veneers. Depending on the product, we have to craft a call to action that not only hits home with potential patients but also drives them to take some sort of action. This can be different for individual products based on a variety of factors, including cost, necessary versus elective, and length of procedure.
As an example, we have a client who wants to focus on implants, which includes single implants, full mouth reconstruction, and all-on-fours. When writing the call to action, we had to consider a number of factors. The first is that, while it is an expensive treatment, the client does offer a free consultation.
Since we wanted to increase the number of people coming into the top of the funnel, we designed a call to action button on the home page with that specific focus. We also used action words to direct people to click the button:
With these ads, we included the free consultation but also made sure to include a value proposition for the product itself:
In this example, we give potential patients the value-prop of “Achieve Your Dream Smile,” and then follow that up with the call to action of “Call for a Free Consultation.” Since this can be a costly treatment, we also wanted to give potential patients the option to read more information about the office and the team.
By using ad copy like “Achieve Your Dream Smile,” we can attract potential patients who both need dental implants as well as people who are interested in implants for purely cosmetic reasons. By combining these phrases — and making sure to create a powerful action statement and call to action — this campaign enjoyed a nice boost to its CTR.
For this and other initiatives, office forms are a crucial factor when it comes to tracking the effectiveness of our marketing. About 70 percent of the client’s leads come in through the forms. That meant we needed to build a form that not only collected the necessary data, but was also visually attractive and captured a high percentage of leads:
We titled the form “Request an Appointment” so that the form’s intended use was clear, but we added a subtitle to remind potential patients why they are filling out the form. For the submission button, we used the text “Get Started” — we chose this text because it spoke to the larger journey that a patient undertakes in order to achieve the smile they want.
3) Knowing your marketing channels
Consumers who use multiple marketing channels tend to have different needs when it comes to call to actions. We separate these initiatives into two opposing categories: Push marketing vs pull marketing. We define ‘push marketing’ as marketing where we are pushing the advertisement to potential consumers. (For our agency’s work, this generally means marketing done via social media.)
In cases like this, we focus our call to action on getting potential patients to learn more about the office:
In this ad, we discuss how the team loves seeing new smiles. Since the consumer did not request to see this ad, we don’t want to be too pushy in our ad copy or our call to action.
Conversely, we define ‘pull advertising’ as advertising where the consumer has to take an action to receive the ad. (With our agency, this approach generally involves PPC campaigns.) Here, we focus on the call to action in order to get a result immediately after the consumer sees the ad. Our clients tend to prefer calls over form fills, so our call to action is generally a ‘call now’ button. Or, if the audience is on a mobile device, we use a call extension set up through our client’s CallRail account.
By having call to actions that are written with these three factors in mind, we are able to increase our conversion rate and ensure a high level of effectiveness for our marketing campaigns. But to make sure we have enough data to write effective call to actions, we spend the first few weeks of our engagement with a client on doing the necessary research about their office and audience demographics. Then, we put together our initial strategy.
And after about six months we review the ads, using CallRail and Google Analytics, to see which call to actions are most effective in booking new patients. By constantly reviewing and updating your call to actions, you can ensure that your ads stay relevant to consumers and your ad campaigns are as effective as possible.