Every medical marketing strategy you employ is connected to another to help you obtain your ultimate goal, whether it is gaining patient traffic, boosting your conversion rate, or building your authority among your medical competitors. After all the money invested in those medical ads campaigns and social media marketing strategies, it falls to your landing pages to execute the last step in compelling a prospective patient to convert.
Landing pages give your patients the direction they require to stay on track with converting. They are necessary if you want to accomplish your medical marketing objectives and increase your patient base. Learning what landing pages are, why they are important, their different types, and how to create a compelling landing page for your medical website can help you with accomplishing your medical marketing objectives.
A landing page is a stand-alone web page designed for a medical marketing campaign. It’s the page that your patients “land” on after clicking on an email link, an ad from Google, YouTube, Facebook, Instagram, or LinkedIn. Landing pages are created with the purpose to employ effective call-to-action (CTAs). In contrast to other web pages, landing pages don’t belong in a website’s navigation.
They are focused on a single objective for a target patient audience during an advertising campaign. It is because of this focus that landing pages are able to improve conversion rates and reduce your cost per lead or transaction. A landing page is tailored to the offer or your medical services and provides any additional information that a prospective patient needs in order to make an informed decision.
Landing pages are not just important; they are essential for your medical site. They are created to increase patient conversion, which is one of your key performance indicators as an online medical business. If a patient clicks on an advertisement for your medical service and is taken to your medical website, they will be presented with various medical services and information.
But imagine how much more likely they are to convert if they are sent to a landing page that effectively summarises the advantages of that medical service alone and has a button or form to book an appointment right there. Here are some more ways that show how a landing page benefits you:
- More sales and leads: Online businesses with over 30 landing pages generate seven times as many leads as those with just five or less.
- Boosts your medical business’s authority: A landing page is a perfect place to display your patient reviews and testimonials, partnership badges, or success statistics that increase your medical services’ reliability.
- Leaves a strong impression: The mission statement, tone of your message, visuals, and any other unique design features on your landing page leave a strong impression of your medical business on a patient when they visit your landing page.
You can create a landing page for events, webinars, limited-time services, newsletter signups, and more. However, lead-generating landing pages and click-through landing pages are the two categories into which all landing pages generally fit:
With lead generation landing pages, the lead magnet is located at the end of the page and collects information like a form or a questionnaire, as opposed to a deal about your medical services. The prospective patient turns into a lead once they submit their contact information to receive the offer or the deal and you can then contact them via phone or email to nurture them through your sales funnel and into existing patients.
There is no form on the page with click-through landing pages. When a patient clicks on the CTA button on the page that outlines the features and advantages of the offer, they are directed to a separate page where they can claim the deal. They focus more on patient conversion, which means that the marketing content about the offer for your medical services must be compelling enough.
Landing pages have catchy headlines, easy-to-read copy, a bold CTA, and a follow-up thank-you page. Here are the steps you can follow to create your medical landing pages
1. Start With A Compelling Offer
As an online medical business, your medical services are your most valuable offer to your patients. However, if your goal is to gather leads, you must have a lead magnet, which can be a piece of content that your target patient audience finds valuable enough to provide their contact information for. This lead magnet can be a useful healthcare guide, a webinar about disease prevention, or even a discount on a patient’s first visit.
2. Write An Eye-Catching Heading
Depending on the landing page, it’s the headline that catches your patients’ eyes first rather than the content or the CTA in it. Consider keeping it short yet compelling. To ensure that the message aligns with what you have to offer, consider keeping it similar to the ad title that leads your patients to the landing page. This is also with landing page indexing for Google Ads’ Quality Score.
3. Write A Succinct And Compelling Copy
The only way that your patients are going to convert is if the content on your landing pages is concise, compelling, and seems credible. Make sure to use a conversational tone and avoid using complex words or terminology. The information about your medical offers should be organized and easy to scan.
A good landing page copy gets the point across quickly, and if you have some additional information, you can create a FAQ portion at the bottom and include that there. Avoid using ordering phrases such as “must download now” or “quickly click the link”. Your copy should carry your patients through useful information that smoothly leads them to a bold CTA. If you want to create a lead generation landing page, add a form that collects your patients’ information.
4. Create A Follow Up Thank You Page
It is essential to have a thank you page. This confirms to the patient that all steps have been completed. It also provides them with instructions for receiving the medical offer. The thank you page can also be used to direct patients to your other medical resources or offers.
After you have created your landing pages and your medical ad campaign is running, pay close attention to its results so you can make adjustments later. Having your patients directed to a landing page by your medical ads helps in patient conversion and can assist you in acquiring data that helps in nurturing patient lead qualification strategies.