The Anatomy of a Healthcare Landing Page That Converts

by Tyler Hardekopf, Director of Digital Products - 01/15/16

Landing pages are some of the best tools for converting your website’s anonymous visitors into measurable leads. By enabling marketers to gather information and track behavior, landing pages are an integral step between making a consumer aware of your hospital’s brand and nurturing them to schedule an appointment.

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There are a lot of resources and best practices for landing pages in the B2C space where consumers are looking to purchase a specific product. However, health decisions are more complicated than simply weighing the pros and cons of quality and price. These decisions can involve higher emotion and increased risk; requiring more research and nurturing with relevant content than a traditional, ecommerce style landing page provides.

Ecommerce, retail-style landing pages focus on a straightforward sales process with a short conversion cycle. First, retailers identify customers who are looking for their products. Then, they strategically place ads and create content so their customers find their landing pages. Finally, the landing page gives customers all of the information needed to make a purchase (or convert).

By showing customers exactly what they are looking for, facilitating an easy purchasing process, and meeting or, hopefully, exceeding expectations, customers will have a positive brand experience, keep coming back, and spread the word to friends in need of similar products.

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While the ecommerce methodology yields results for purchasing a single consumer product, healthcare decision-making is a much more in-depth, higher-risk process.

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

  1. Awareness
  2. Consideration
  3. Decision

The key difference between healthcare and consumer products is that people spend a lot more time and energy on the first two stages, which a retail-style landing page is not designed to address.

By creating a more robust site that touches on each step of the decision-making process, a digital healthcare campaign can not only reach those people who are ready to make an appointment, but also guide them through the different stages until they are ready to make a decision.

Types of Content for Each Stage of the Buyer's Journey


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Awareness stage provides information about symptoms and how they impact the consumer’s life. Quizzes or assessments are a great conversion method for people in this stage as they help landing page visitors learn about their problems and realize they should take further action.

For the Consideration stage, try providing articles and other content to help people decide why they should choose your facility and doctors, as well as what treatments they should consider. Infographics can work very well here, as well as offering an Ask a Question form where site visitors can send questions to LPNs or other mid-level providers.

Finally, consumers reach the Decision stage. This is where you can invite landing page visitors to request an appointment right from your site with a clear CTA, as they’re now armed with all the information they need to make an informed decision.

Landing Page Best Practices

Though the conversion paths and buyer’s journey are vastly different, they share many of the same best practices and principles for conveying information in a clear way that is easy to digest and will compel website visitors to take action, become leads, and look to your hospital as a trusted healthcare resource.

Here are some best practices to make sure your landing page speaks loud and clear:

  • Ensure the primary headline matches the ad or link visitors clicked to get there.
  • Make your call to action (CTA) prominent and position it “above the fold.”
  • Each landing page should have a single purpose and a focused message.
  • Every element of your page should be aligned with the topic and goal of the page.
  • Avoid unnecessary content and be succinct.
  • Segment distribution by user type (e.g. Don't send offers about men’s health content to the women on your list).
  • Clearly display your phone number and contact information.

Source: Unbounce

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Topics: Digital Marketing

 

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