Posted: February 7, 2018
If you've been at this marketing game long enough, you remember the heyday of the hospital billboard. Or maybe a print mailer to new movers or radio spot touting your outpatient surgery facility were more your speed. These things used to be the gold standard for driving business to your healthcare organization. But, enter the age of the internet, and suddenly digital campaigns across search and social channels become the new necessity if you want to draw consumers in.
With a successful campaign, like a "near me" search ad that really drives clicks, you can't just create some splashy copy and consider your job done. You have to have some place to send your engaged consumers if you want to keep the relationship moving forward. You need a landing page.
All landing pages are not created equal, however. The homepage of your website isn't always the best place to send people who click on one of your ads. Good landing pages connect the campaign to your larger brand and serve the crucial function of encouraging your consumers to take some sort of action -- whether that's scheduling an appointment or signing up for your orthopedics newsletter.
Your landing page should have a clear purpose and a message consistent with your campaign. The call to action should be the clear priority. Whatever it is you're trying to get your audience to do -- click somewhere, call, identify themselves through a form -- the landing page copy and design should support this.
Landing Page Best Practices
- Keep it simple, concise, and clean. Providing too much information on the landing page hurts the aesthetic appeal of your site.
- Keep what's important above the fold (or rather, on a computer, above the point where a person would have to scroll down). Any action, like scrolling, could be a barrier to conversion, so your most important content and CTA should be where they're easiest to see and respond to.
- Capture leads above the fold. Your lead capture should be prominently placed above the fold for the best conversion odds. Make sure, however, that people know what they're signing up for and it's simple, whether that's a newsletter or seminar or something else. A second lead capture below the fold for patients who've scrolled all the way is also important.
- For mobile viewers, your unique selling point, hook, and CTA should all be viewable within the first thumb scroll. Analytics show you have about 0.5 seconds to entice a possible lead to convert. Mobile optimization and proper tracking tags are critical for better conversions, Google algorithms, and understanding and optimizing each campaign's landing page performance.
- Include a header. The text should describe exactly what the page is about.
- Use copy and imagery that tell a story. Put yourself in your consumers' shoes. You want to reinforce your brand, show credibility, and build trust through the images you use.
- Make the consumer's visit to the page worth it. Whether it's a health tip, download, video, or infographic, you want to make them feel as though their visit to the page was worthwhile.
- Include social share options. Offer your consumers a chance to share your brand with their friends via social media. Having a specific social share widget solely for a user to share their interaction with friends creates word of mouth amplification.
- Add testimonials. Whether above or below the fold, depending on your goals, testimonials act as positive reviews or word-of-mouth endorsement. Include testimonials/reviews from real patients whose real problems were solved.
- Provide a backup call to action. Some visitors to your landing page might not be ready to schedule or call or sign up just yet. They may still be researching their options. In these cases, they might be looking for more information, more time, or even some more compelling offer. Including a back-up call to action, such as a downloadable brochure or newsletter sign-up, keeps you part of the decision making process.
- Test every aspect of your landing page. Split or A/B testing images, headlines, layout, copy, CTAs, etc. allows you to learn which elements can increase conversions and can improve your campaign performance overall. Trust your instincts in creating an engaging landing page, but let the data and performance be your guide to what's truly effective.
The final element of creating landing pages that work is a technology solution that allows you to create pages quickly, without heavy reliance on your IT team. Whether that's a digital marketing system that helps you create simple landing pages within Facebook, for a seamless consumer experience, or a flexible content management system that supports quick, intuitive landing page creation for your website, you need technology that works for multiple campaigns, with multiple goals.
Curious about martech that helps you create more effective healthcare campaigns? Check out our infographic, Horizontal Martech, It's Complicated.