Creating relevant, strategic landing pages for your website is just the first step in getting users to convert. The real challenge comes from making sure those visitors are landing on the right page and converting appropriately. Whether you’re a doctor with a new practice, hospital, or medical organization, it can be extremely difficult to get people to take action when they visit your site. After all, most visitors are there because they have some kind of specific problem that needs solving. They aren’t necessarily ready to buy something or sign up for something right then and there. That said — as much as they might not be ready to commit — they’re probably going to want to know where they can find more information on whatever services you provide.
With that in mind, it’s up to your landing pages to inform visitors and introduce them to the value you can offer. They’re a crucial part of any marketing strategy, but they only work if you know how to make them effective. Here are a few tips on making your medical landing pages more effective.
Be Clear About Your Value Proposition
The goal of your landing page is to get visitors excited about your company and its products, without actually asking for anything. To do this, you have to be able to clearly and concisely state your value proposition. What problem does your product solve? What are the benefits of buying or using your product? Why should someone choose your product over others?
Be Clear About What You’re Selling
Your landing page needs to make it clear what you’re actually selling. This doesn’t necessarily mean the product itself, but what it actually provides. If you’re a doctor, for example, you might be selling “convenient, in-home medical care”. This is especially important if you’re selling a subscription or if your product isn’t as tangible. You might be selling a “monthly membership for unlimited in-home medical care”. This way, even if a customer isn’t ready to buy, they know what you offer and how it will benefit them.
Don’t Forget to Test
Even if you’ve carefully crafted your landing page, it’s likely that there are still ways to make it even more effective. The best way to do this is to test different variations of your page and analyze the results.
Testing is crucial when it comes to headline copy and the images you choose. It can also be helpful to try out some different messaging to see what works best. After all, not every visitor to your site will be reading the same way, nor do they all have the same background.
Don’t Neglect Mobile Users
Even though more people are accessing the internet via mobile than ever before, many marketers are still failing to adapt their landing pages for mobile. This is a huge mistake!
If you’re neglecting the needs of mobile users, you’re missing out on a huge chunk of potential customers. Don’t just shrink your desktop landing page down to fit on a smaller screen — actually build a page specially designed for mobile devices.
When it comes to landing pages, there are a few key things to remember.
- First and foremost, your landing pages need to be clear. They need to spell out exactly what your product or service is, what it does, and how it can help.
- Next, they need to be concise. Users aren’t going to want to wade through paragraph after paragraph of dense text — they just want to know what your product is and how it can help them.
- Finally, they need to be strategic. You need to know who you’re marketing to, where they are, and what you want them to do as a result of visiting your page.
With that in mind, it’s up to your landing pages to inform visitors and introduce them to the value you can offer. They’re a crucial part of any marketing strategy, but they only work if you know how to make them effective.