For healthcare providers looking to grow their conversions, landing pages present a great opportunity. Unfortunately, they are not utilised enough. Many medical businesses that promote themselves online often direct targeted traffic straight to their website homepage rather than sending them to the information they are looking for. This is where landing pages come in.
But what exactly is a landing page? What are the essential elements needed to create a successful one? And how you can use them to grow your clinic or practice?
A landing page is a standalone web page that is extremely targeted and has one conversion goal in mind. It sits at the end of an online advert, email marketing campaign or keyword search and should deliver on the promise of the link.
Whilst the aim of your website is to promote and inform a general audience on your services as a whole, a landing page should focus on a particular service, target a specific patient need and work hard at persuading them to take a particular action e.g. give contact details, book a consultation.
Before you begin putting together a landing page, you need to have one clear business objective in mind. For example, perhaps you want to increase the number of enquiries you get, generate more leads or increase profits by X in 6 months. Whatever it is, your conversion goal and your business objective should focus your content.
Landing pages should have two key elements: great copy and professional design. Each of these should work together to help you achieve your end goal.
When it comes to landing page copy, you should keep it clear, concise and take potential patients from A to B without distraction.
When creating your landing page always bear in mind the questions potential patients will have such as “Why should I trust you?”, “Do your offer the right service for me?’’, ‘’How can I access your service?”
Landing page design should be clean and uncluttered – it needs to let the words do the talking. Use a similar design to your website for branding purposes, but simplify it.
Finally, be sure to optimise your medical landing page for search by using the right keywords and other effective SEO tactics.
Most landing pages won’t be perfect first time around. Generally they will need monitoring and tweaking before they achieve maximum results. The best way to successfully optimise them is by A/B testing. Do a couple of versions, see which works best and use the results to amend your content and design to better meet your goals.
Branding is often overlooked when it comes to medical marketing. In fact, it wasn’t always necessary. However, building a strong brand for your healthcare practice or clinic is essential in today’s competitive healthcare market.
Without branding you are missing out on an opportunity to stand out from your competitors and connect with your patients. But knowing where to apply your efforts is the key to success?
Healthcare providers used to rely on their authority to attract patients. However, due to changes in the market, customer expectations and leaps in technology, medical services have needed to become increasingly customer-centric. Because of this, it is providers who best demonstrate their unique human value as well as their expertise, who are the ones attracting most patients.
And how do they demonstrate it? Through branding.
It is important to make a distinction between brand and branding.
Your brand is both the personality and the perceived value of your company. It is best described as a promise that tells people who you are and what they can expect from you. It is usually expressed by a series of attributes that connect at an emotional level. BUPA, for example, defines its brand as passionate, caring, authentic, accountable, open, courageous and extraordinary.
Branding on the other hand is the activities you undertake to build this brand perception. It includes not only your visual identity – your logo, website, brochure etc. but also your pricing, your premises and how you interact with your patients. Your brand should shine through in everything you do.
When done effectively, branding can help you:
Once you have your brand clearly defined, you can begin branding, or building your brand. But what are the key elements of branding you need to consider?
To be effective, your healthcare branding efforts must be being unique, memorable, consistent and consumer-centric. Although it might start with your logo, and a great logo is critical to branding success, your brand must infiltrate everything you do. If what you say is what you deliver, you will gain the trust of your patients – vital in healthcare today.
