Do you have a beautiful dental website that just isn’t gaining the traction you need? A professionally designed website isn’t all you need in order to engage with customers. If you find that your click-through rate is low, this is a big indication that website visitors don’t understand how your service relates to them.
So if you want more people engaging with your website, follow this simple CTR formula today!
What Is a Click-Through Rate?
Click-through rate (CTR) refers to the rate or percentage of people who click on a link after they’ve been exposed to it. This is calculated by dividing the number of people who clicked on a link by the total number of people who viewed or visited the page it’s on.
The CTR is an important metric in Internet marketing to determine how successful a campaign is. If a CTR is low, this is a strong indication that the copy and media on the page aren’t convincing enough to cause someone to want to perform an action.
If you have a high CTR, this typically indicates that you have a high conversion level. People relate to your marketing and are spurred into action by clicking on the link.
The CTR Formula
Now that you know the importance of your CTR, follow this formula to consistently boost your CTR for any platform.
1. Know Your Audience
You’ll need to have a true understanding of your target audience in order to create a convincing call to action that urges them to perform the action you want them to take. Remember that your target audience for a particular marketing message can be a small portion of your overall audience. The more specific you are about who you’re targeting, the more effective your message will be.
Here are a few details to consider about your audience:
- Age: What is their generation?
- Stage of life: Are they new parents or grandparents? Students or young professionals?
- Location: What hours will they be online? Rural or urban?
- Spending power and patterns: Do they have disposable income? What are there financial concerns?
- Interests: What other businesses do they engage with? What do they like to do on the weekends?
Use your website and social media analytics to gather these details. You could also email your customers with polls and surveys.
2. Customize Your Ad Copy
Once you have a very clear view of the audience you’re targeting, it’ll be easier to tailor your ad copy. You’ll want to use words, phrases, and imagery that truly speak to your audience and compel them to click on your links.
Writing compelling copy is a skill that only gets better with practice. The easiest way to start out is to determine:
- Your audience’s need
- The solution to the need
- How your product or service meets that need
You’ll want your ad copy to succinctly walk through each of these steps. When it comes to describing your product or service, you’ll want to focus on the benefits and, more importantly, how those benefits differ from the competition.
You want to be careful not to overload your audience with a description of all the features. For instance, if you provided dog leashes that glowed in the dark, you don’t just want to leave it at that. Instead, describe the benefit of having a glow in the dark leash–so that people in vehicles can clearly see you walking at night so you and your dog remain safe.
Lastly, you’ll want to avoid using generic phrases in your ad copy. This makes it seem less authentic and can ruin the trust you’re trying to build with your audience.
3. Remember Your Keywords
You’ll also want to ensure you’re using keywords in your ad copy in order to gain organic search traffic to your website pages. You’ll want to use a strong primary keyword or a long-tail keyword.
Generic, one-word keywords rarely work because their audience is too broad. Your keyword needs to be highly specific to target the audience you’ve specified earlier.
Long-tail keywords are usually three to four words long. These keywords are typically more effective than short, general keywords for your SEO strategy because while they’ll pull in less traffic, they’ll convert more visitors. You can do this by using keywords specifically for people who are ready to make a purchase.
4. Don’t Forget to Test
Once you’ve created your ad copy, you’ll want to make sure to A/B test. A/B testing can also be referred to as split testing. This means you’ll create two different variations of the same web page and show them at the same time to different segments of your audience.
During your A/B test you’ll be paying attention to the CTR, and the one with the highest is the one you should use more going forward. A/B testing gives you the ability to test what’s working for you and what isn’t.
Improving Website Engagements and Conversions
By copying this dental CTR formula, you’ll be sure to see an improvement in your website engagements and the number of conversions. By having specific knowledge of the audience you want to target, convincing ad copy that they relate to, and a strong call to action with relevant keywords, creating convincing marketing campaigns will become easier.
Lastly, you’ll want to remember to consistently A/B test your web pages so that you can keep track of what’s working best for you and what isn’t.
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