How to Master the Art of Medical Landing Pages

For healthcare providers looking to grow their conversions, landing pages present a great opportunity. Unfortunately, they are not utilised enough. Many medical businesses that promote themselves online often direct targeted traffic straight to their website homepage rather than sending them to the information they are looking for. This is where landing pages come in.

But what exactly is a landing page? What are the essential elements needed to create a successful one? And how you can use them to grow your clinic or practice?

What is a Landing Page?

A landing page is a standalone web page that is extremely targeted and has one conversion goal in mind. It sits at the end of an online advert, email marketing campaign or keyword search and should deliver on the promise of the link.

Whilst the aim of your website is to promote and inform a general audience on your services as a whole, a landing page should focus on a particular service, target a specific patient need and work hard at persuading them to take a particular action e.g. give contact details, book a consultation.

Example: A dental practice wants to grow their Botox service so creates an online advert to promote it. The advert encourages the reader to click on a link that takes them directly to a page that talks specifically about the benefits of their Botox services. The page encourages them to give their name and email address via a lead capture form to receive a discount.
If the link had taken them to the dentist’s homepage, the warm lead would have got colder whilst trying to locate the Botox services page on their website.

The Elements of Success

Before you begin putting together a landing page, you need to have one clear business objective in mind. For example, perhaps you want to increase the number of enquiries you get, generate more leads or increase profits by X in 6 months. Whatever it is, your conversion goal and your business objective should focus your content.

Landing pages should have two key elements: great copy and professional design. Each of these should work together to help you achieve your end goal.

COPY

When it comes to landing page copy, you should keep it clear, concise and take potential patients from A to B without distraction.

A strong, compelling headline – think about what will capture potential patients or clients. Be sure to push the benefits in the subhead
Intro copy – ensure this addresses the patients issue or problem and provides a solution – a clear value preposition. Keep it focused and convincing – stick to 4-5 sentences max
Bullet points – including the main benefits your service/product offers in this format makes it more scannable
One specific, persuasive call to action – use short, clear action-oriented words e.g. ‘Book an appointment’, ‘Request a call back’, ‘Buy a product’ and reinforce the benefit

When creating your landing page always bear in mind the questions potential patients will have such as “Why should I trust you?”, “Do your offer the right service for me?’’, ‘’How can I access your service?”

DESIGN

Landing page design should be clean and uncluttered – it needs to let the words do the talking. Use a similar design to your website for branding purposes, but simplify it.

Remove navigational elements – these are not needed and act as a distraction
Stick to a simple centred column or two column format – studies have shown that the former converts best
Make the call to action stand out – this should be the first thing people see so it needs to stand out. A strong colour on a white background is always effective.
Don’t use more than two images – this will make the page too busy and detract from the text.
Consider the F shape – a study by Neilsen showed that people read a web page from left to right in two horizontal lines followed by a vertical line
Keep the most important elements above the fold (the part you see before you have to scroll down) – e.g. your intro, benefits and call to action – because people spend 80% of their time above the fold
Use larger fonts – the ideal line length for copy readability is 39 characters

Finally, be sure to optimise your medical landing page for search by using the right keywords and other effective SEO tactics.

Don’t Forget to Test!

Most landing pages won’t be perfect first time around. Generally they will need monitoring and tweaking before they achieve maximum results. The best way to successfully optimise them is by A/B testing. Do a couple of versions, see which works best and use the results to amend your content and design to better meet your goals.