The benefits of merely publishing a website are not “set and forget.” And just because you’re a decent (the finest, perhaps even exceptional) healthcare practitioner in town doesn’t mean people will recognize it and line up outside your door.
Worse still, we’ve witnessed medical facilities like hospitals and practices build flashy websites in an effort to elicit a strong reaction quickly but not focus on landing page. From the webpage alone, magic is expected, yet most of the time, nothing happens. There aren’t any unforeseen inquiries, and the calendar doesn’t overflow with appointments.
Digital marketing and advertising are, of course, neither easy nor automated. Success occurs when a thoughtful online strategy builds a link between the wants and needs of the prospect and the provider’s exceptional capacity to give fast responses or solutions.
The landing page bridge from interest to action…
A website’s landing page—often several—is a conversion workhorse. Any page where a website visitor “landing” is the wide definition. That may be a HOME page from a generic Google search.
But a landing page only has one purpose according to the marketing definition. It is an independent webpage that serves a single commercial or promotional goal. For instance, the landing page for a PPC ad would probably be a website that extends or maintains the PPC ad’s value. It provides persuading data and transforms the inquiry into a lead or possibility.
It’s crucial to emphasize once more that there may be several landings, each of which serves a different or independent purpose. Although landing pages can take on many different forms, think of them as bigger call-to-action advertising spaces. The page is a chance to persuade the potential customer to click through to the shopping basket (the option for a buy-now transaction) or to register the potential customer for subsequent follow-up.
It’s important to note again that there could be more than one landing, each facilitating an independent or unique objective. Landing pages may vary in form and format, but think of it as larger, take-action advertising space. The page is an opportunity to convince the prospect to click through to the shopping cart (the buy-now purchase opportunity), or to register prospect information (buyer/lead capture) for subsequent follow-up.
The essential elements…
A landing page that is effective will highlight a single action and be based on a USP. Provide the reader with a strong point of differentiation—something the competition isn’t offering—to persuade them. A landing page does not have a set template. Each has a distinct function. But the essential components often consist of:
Immediately compelling headline:
The head must be a grabber that is alluring right away and perhaps a subhead as well.
Benefit:
The reader must understand the benefits of this. Describe how these qualities meet their needs or how they aid them. Use a summary list of bullet points coupled with supporting details.
Picture:
Create a unique and eye-catching graphic that represents the product or solution, tells a narrative, or demonstrates the advantage. A landing page with a brief video presentation greatly boosts conversion and attention.
Include the peer-review data. People want proof that their actions are shared by others. Use case studies, reviews, comments, response data, and testimonials to illustrate how other customers have engaged.
Include the peer-review data. People want proof that their actions are shared by others. Use case studies, reviews, comments, response data, and testimonials to illustrate how other customers have engaged.
Give a strong call to action: A landing page’s main goal is to turn a visitor into a customer or a qualified lead. The CTA must be forceful, clear, and compelling in order to leave no room for confusion in the visitor’s mind regarding what to do next. The instruction might be to register, schedule an appointment, use an offer, register here, see a video, or do another action.
Additional hints to enhance landing page performance:
Action is motivated by urgency, such as a short-term promotion.
Reduce or remove navigation choices to focus on a single topic and lower bounce rates.
Make registration quick and straightforward, just requiring the most important data.
Quickly respond to landing page feedback; over time, visitor interest may wane.
Review and adjust for healthcare Optimization for search engines.
Monitor your conversion rate, try other approaches, and promote the winners.
A specific landing page is a crucial component of every campaign or plan. It can be educational to just enlighten the public or to provide general capacity statements, but doing so does not automatically generate leads, answers, or in-office appointments. Make a unique landing page for each goal if you have more than one.
The landing page serves as a conduit between the online, digital marketing message and the crucial next step that visitors must take.
