Landing pages are standalone URLs that visitors land on when they click or tap a Google adwords ad. Your ads are visible to internet users who live in your business area and search for your ad’s keyword. A landing page should focus on one specific procedure or treatment your surgeon practice offers.
Spending the time and money to create landing pages is worth it because they are much more likely to convert leads than home pages. Landing pages are targeted to the keywords that users enter in search engines.
If leads looking for information about specific procedures land on your practice’s homepage, they are likely to leave without acting. On the other hand, landing pages place calls-to-action right in front of users.
Here are our tips for creating optimized landing pages:
Keep the content focused.
Everything on the page should serve some aspect of the value proposition and stay focused on conversion. Do not use a landing page for more than one service, procedure, or treatment.
Include crystal-clear CTA’s.
The CTA should be easy to see. The color should be distinct from the surroundings and background. Responsive Web Design (RWD) is an approach to creating websites that are optimized for any kind of device or browser.
Create good headings.
Your main heading needs to explain your value proposition before visitors lose interest. The sub-heading should also communicate your value proposition (perhaps with slightly more detail).
Keep the design and function simple.
Don’t try to create the Sistine Chapel. The LP should be sleek and clean rather than stunning and multi-faceted. Muted colors can work well as long as the text is clear and the CTA stands out. Do not include the normal navigational buttons like the normal website pages. The goal is to have the lead take action, not browse your site.
Use a short form.
Do not create a lengthy patient form. You may not acquire a single conversion if your form takes more than a minute to fill out. Only ask for the bare minimum information, including name, email, phone number, and appointment times. Your staff can always get the rest later.
If your medical practice is relatively unproven, including patient testimonials can help signal trust. You can add scrolling positive reviews by former patients on the LP.
Make sure it loads fast.
People expect internet pages to load fast. Even an extra second of loading time can reduce conversion rates by 7%.