The Anatomy of a Healthcare Landing Page That Converts

by | Nov 23, 2020 | Digital Strategy

Focused landing pages are some of the best healthcare digital marketing tools for converting your service line prospects into qualified leads.

By enabling mar­keters to engage con­sumers, gath­er infor­ma­tion and track behav­ior, a health­care land­ing page bridges the gap between aware­ness and goal con­ver­sion. This can involves a top-of-the-fun­nel call to action like down­load­ing a guide or com­plet­ing a health risk assess­ment, or a bot­tom-of-the-fun­nel action like sched­ul­ing an appointment.

There are many best prac­tices for land­ing pages in the e‑commerce and retail spaces where con­sumers are look­ing to pur­chase spe­cif­ic prod­ucts with short deci­sion cycles. How­ev­er, the health­care jour­ney is riski­er and more com­pli­cat­ed than sim­ply weigh­ing the pros and cons of qual­i­ty and price. These deci­sions can involve intense emo­tion and increased risk. As a result, health­care mar­keters need to pro­vide more research and rel­e­vant con­tent than a tra­di­tion­al, e‑commerce style land­ing page to prop­er­ly engage and nur­ture poten­tial patients.

No mat­ter the choice being made, the patient’s deci­sion-mak­ing process (or patient’s jour­ney) con­tains three stages that your dig­i­tal con­tent needs to address:

  1. Aware­ness
  2. Con­sid­er­a­tion
  3. Deci­sion-mak­ing

The key dif­fer­ence between the patient and con­sumer jour­ney is that peo­ple spend a lot more time and ener­gy on the first two stages when mak­ing a deci­sion about their health. For­mat­ting your cam­paign accordingly—to address the poten­tial patien­t’s spe­cif­ic needs—will lead to increased con­ver­sions on your land­ing pages.

By cre­at­ing dif­fer­ent touch points through­out the deci­sion-mak­ing process, a dig­i­tal health­care cam­paign can help guide poten­tial patients through the dif­fer­ent stages until they are ready to make a deci­sion and sched­ule an appointment.

Types of Conversion for Each Stage of the Patient’s Journey

The aware­ness stage should pro­vide infor­ma­tion about symp­toms and how they impact the consumer’s life. Quizzes or assess­ments are effec­tive con­ver­sion meth­ods for peo­ple in this stage, help­ing vis­i­tors learn about their prob­lems and real­ize they should take fur­ther action.

For the con­sid­er­a­tion stage, inform peo­ple who have decid­ed to take fur­ther action why they should choose your facil­i­ty and providers, as well as what treat­ments are avail­able. Hav­ing the con­sumer sign up for an event that offers addi­tion­al insight is a valu­able con­ver­sion method. Sem­i­nars and webi­na­rs are great ways for poten­tial patients to meet clin­i­cal staff, learn more about a ser­vice and become more com­fort­able with your facility.

Final­ly, peo­ple are informed and can enter the deci­sion-mak­ing stage. At this point, you can invite health­care land­ing page vis­i­tors to request an appoint­ment direct­ly on your site as the final conversion.

Healthcare Landing Page Best Practices

To ensure each con­ver­sion path is clear and will com­pel vis­i­tors to take action, here are some best prac­tices to follow:

  1. From the ad itself to the con­tent and imagery on the land­ing page, ensure all mes­sag­ing aligns to increase rel­e­vance, reduce con­fu­sion and prompt vis­i­tors to take the next step on the journey.
  2. Make sure your call to action (CTA) is clear and promi­nent. Ensure the CTA is posi­tioned “above the fold”—meaning some­one does not need to scroll down the page to see it.
  3. Use gat­ed con­tent (hid­den behind a form) to gen­er­ate and con­vert prospects into patients. This is mid­dle- and bot­tom-of-the-fun­nel con­tent that is focused on a spe­cif­ic top­ic (e.g. Prepar­ing for Bariatric Surgery) and fea­tures orig­i­nal research or insights that vis­i­tors receive in exchange for pro­vid­ing their con­tact information.
  4. Each land­ing page should have a sin­gle pur­pose and focused mes­sage. Hav­ing mul­ti­ple mes­sages and CTAs will cause a dis­trac­tion, lead­ing peo­ple to bounce off the page with­out com­plet­ing a conversion.
  5. Be suc­cinct and avoid unnec­es­sary content.
  6. Use tar­get­ed search and social media ads to pro­mote your land­ing page.
  7. Seg­ment the tar­get­ing strat­e­gy by user type. For exam­ple, don’t send con­tent about men’s health to the women on your list.
  8. Clear­ly dis­play your phone num­ber (prefer­ably a track­able phone num­ber) and con­tact infor­ma­tion. Make it as easy as pos­si­ble for a vis­i­tor to reach you with­out need­ing to search for a phone number.

Note: This post was originally published in June 2016. It has been updated to reflect the latest research, data and recommendations.

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