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Healthcare practices can utilize different forms of digital marketing. From search engine optimization (SEO) to video marketing, there are numerous ways that medical practices can promote and improve their online presence. You can spend thousands of dollars on your digital marketing campaigns, yet your campaigns likely won’t be very successful without a quality landing page. If you want to optimize your search ads and improve your conversion rate, it’s time to focus on your landing pages.
Defining Landing Pages
In digital marketing, a landing page is any standalone page where website visitors land when they click on a Google Adwords ad or any similar advertising form. It is used when you are trying to offer a certain resource from your business or organization in exchange for your visitor’s contact information. Some of the resources you can offer include ebooks, online courses, newsletters, free product trials, and online memberships. And you are able to capture their contact information using a lead-capture form, where online visitors can fill out their name, email address, contact number, and other relevant information.
Why Landing Pages are Vital to Your Medical Practice
If you’ve been utilizing digital marketing, then you already know that there are numerous ways to get leads and increase your conversion rate. One way of doing so is through landing pages. It is safe to say that landing pages have one main purpose: to generate leads for your medical practice. Regardless of your marketing efforts—targeting the right keywords, ensuring your ad appears at the top of search engine results, creating quality content—if you have a common and confusing landing page, your visitors won’t be enticed to proceed to the next step.
There are many businesses or organizations that send their email, advertising, or social media traffic directly to their homepage. There’s nothing wrong with it, however it’s actually a huge missed opportunity. When you know that there’s a stream of targeted traffic coming to your website, it is better to actually use a targeted landing page. The likelihood of converting that traffic to leads is actually much higher this way.
For example, suppose you are a cardiologist. You perform a variety of treatments, offer online courses pertaining to heart diseases, and post blogs on your website. You have a Google AdWords PPC ad running for one of your best keywords. Let’s say that someone eventually clicks on it and is redirected to your homepage. When they are on your homepage, what do you want them to do? Regardless of what action you want your online visitor to take, make it easier for them to do it. Send them to a landing page that prompts them to complete an action. No matter how you advertise or promote your clinic, you will not get the optimal results if you don’t have targeted landing pages.
How to Create a Successful Landing Page
Now, we’ve established how powerful landing pages are when it comes to lead generation. And if you want potential patients to complete an action, you need to consider a lot of elements in order to create an effective landing page. Here are six tips on creating a landing page that turns clicks into patients:
- Keep it simple
A lot of people say that simplicity is the ultimate sophistication and this stands true when it comes to creating landing pages. As I’ve mentioned earlier, the main goal of having a landing page is to generate leads. However, it would defeat the purpose if online visitors don’t even know what action they have to take. The point is, it’s better to have a landing page that is simple and more focused on converting prospects into patients than to have a complex and complicated one.
- Have a clean and sleek design.
To attract more patients, you need to have a visually appealing landing page. But in creating one, you need to keep in mind that your main goal is to generate leads and drive conversions. Make sure that the call-to-action button sharply contrasts with/stands out from the rest of the page. In the medical field, the prominent colors used are those that are calm and soothing. While there’s nothing wrong with using those colors, just make sure that the important parts or information on your landing page don’t blend in with the background.
- Limit navigation.
If your online visitors are already on your landing page, at least make sure that they complete your desired action. As much as possible, limit the exits and remove the website navigation elements from your landing page. This way, they’ll be more focused on filling out the forms and your actual offers.
- Use an effective header.
When online visitors are on your landing page, you need to immediately communicate your message. And you can do that by adding a strong and concise header. Clearly explain to them what you can offer when they click the call-to-action button. What you need to understand is that the more lengthy your header is, the more likely it is that your online visitors will lose interest and leave the page.
- Keep your forms short.
Okay, here’s the thing – regardless of how strong your header is and how visually appealing your landing page is, if your online visitors see that they need to fill out a lengthy and complicated form, they will likely abandon your landing page. It’s important to gather important information from potential patients to generate leads but keep in mind that they’ll likely feel turned off if your form takes more than a few seconds to complete. Be very selective about the fields you include in your form. For now, just be content with the bare minimum information you get and use it to establish a relationship with potential patients.
- Use images that captivate your audience.
In order to persuade your online visitors to fill out your form, use compelling images on your landing page. Utilize photos that capture genuine and compelling emotions. Although there are many stock photos available at your disposal, it is better to use an image that would resonate with your visitors. If you can’t find one, you can always feature your employees on your landing page. It’s more authentic and real – this approach will likely be better received.
One of the essential parts of any marketing campaign is an effective landing page. It creates leads that can drive conversions. And if you have more than one objective, simply create more than one landing page. However, if you’re having trouble coming up with the right landing page for your objectives, Website4MD can help you. From web designing and social media marketing to creating content and digital ads, we got you. Give us a quick call and we’ll help you get started.