Healthcare consumers are becoming increasingly savvy in their searches for providers and programs that can meet their needs for medical care and wellness services. They do not want to spend lots of time sifting through all the services your healthcare system, hospital, or clinic offers. They want to know – fast – if you have what they need and exactly how to access it. To increase conversions, healthcare marketers need to ensure that their landing pages are specific in the content they offer and designed to provide an exceptional user experience. Here are some helpful tips for creating landing pages that entice current and prospective patients and support your overall marketing goals.
8 STRATEGIES FOR BUILDING BETTER LANDING PAGES
Each landing page should support a promotional objective – create an opportunity to convince a prospective patient to click through to learn more about the services you offer and then make an appointment or sign up. Consider the tips below when you’re building your next landing page to ensure that it gives visitors the answers they’re looking for, is user-friendly, and drives traffic in the right direction.
- Dedicate Each Page to a Specific Service, and Goal: Promoting your digital medicine program that can help patients manage diabetes or high blood pressure? Trying to attract new patients who need knee replacements? Focusing each landing page on a particular campaign will help you reach the right audience and monitor campaign effectiveness. Directing visitors to complete a single goal, like making an appointment, signing up for a service or requesting enrollment information will also drive conversions.
- Lead With Your Value Propositions: If you don’t grab a reader’s attention right away, there’s a good chance they’ll look elsewhere. Communicate the value you’re offering with a crisp, punchy headline. Use your subhead or a brief introductory paragraph to explain what you are offering, who it is for, and why it is unique, useful or speaks directly to page visitors’ needs or pain points. Follow up with bullets (or eye-catching icons) and the most important benefits of your program or procedure.
- Clearly Communicate How You Can Improve Your Audience’s Lives: Healthcare consumers want to know how what you’re offering will improve their life or current situation. Mention benefits first. Think “digital medicine helps a patient take control of their chronic condition from the comfort of home” or “our new cancer center provides tailored treatments, close to home, to improve patient outcomes.”
- Include Simple, Compelling Copy and Calls-to-Action: Keep sentences short and to the point. Avoid medical jargon. Write in a conversational style, in the way you would talk to a potential patient or consumer if you were meeting face to face. Be straightforward and empathetic to the readers’ possible conditions or situations. And make your calls-to-action clear – “Make an appointment,” “Request a call,” or “Sign up now,” highlighted as clearly defined buttons or with eye-catching colors.
- Tell Your Story With Visuals: Use images that meet your brand standards and reflect the audience you’re trying to capture – middle-aged adults with high blood pressure, weekend warriors with orthopedic injuries, or moms in need of convenient primary care for their families. Add standout stats in visually interesting formats – like “75% of users with Type 2 diabetes saw improvements in their A1C” or “Within three months of surgery, 90% of patients resume normal activities.”
- Enlist Patients and Members to Sell Your Service: Endorsements and testimonials from patients and participants who have directly benefitted from your service or procedure can mean the most to healthcare consumers trying to choose where to turn for their needs. Include video testimonials, quotes and photos, spotlight stories, and surveys to boost prospects’ confidence in your offerings.
- Stick to a Streamlined Design That’s Also Mobile-Friendly: Use your brand colors and logos, but otherwise, stick to a clean and simple design that allows your messaging and visuals to stand out. Remember to use a contrasting color or design element for your CTA so it grabs the reader’s attention. Feature awards and badges if they’re relevant to the featured service and they boost your brand’s trustworthiness.
- Test, Test, Test: Whenever possible, before you officially launch, A/B test your headlines, content, layout, visuals, and CTAs to see which elements draw the most interest and encourage conversions. Make sure your landing page is also optimized for mobile devices.