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If you are running advertisements on the web, one of the best things you can do to ensure that your ad ultimately converts into new business is to develop a strategic landing page that guides the potential patient through everything they need to know about what you are promoting.
But, webpages are difficult to execute, and creating a landing page isn’t the same thing as creating a page about a product or service. This is where a lot of providers and medical professionals simply give up. Learning how to create a landing page that can withstand all of the objections and hurdles your audience will face in a short time can be... daunting.
Unless, you know, you had an easy-to-follow walkthrough completely mapped out for you. Luckily enough, you’re with us, and we got you covered. Here’s your quick and dirty guide to creating an absolutely bulletproof landing page that will serve your ad campaigns well.
The High-Level Non-Negotiables
First things first — we have to walk through some general tips and strategies that apply to every single element of your landing page. Let’s call these the non-negotiables, and let’s start with your branding.
Strong Branding
Ideally, if you are running advertisements, you have a clear idea of your brand and everything associated with it: visual components and personality, patient personas, technical guidelines… the whole nine yards.
Make sure that all of these components are adhered to and placed front and center on every part of the page. Your branding will set you apart from the general noise and buzz of the internet and competitors, so make good use of it.
Avoid Stock Imagery
Stock imagery is boring and can be spotted a mile away. It devalues your propositions and services and will likely make the audience feel as though you are just another cookie-cutter practice… not exactly the kind of experience we are looking to project.
So, don’t use it. Find interesting graphics, take high-quality images of your staff and office, or use AI to generate visual assets and help you fill in your page wherever possible.
Make It Lightweight
Skip the extra bells and whistles — keep it simple, keep it lightweight, and keep it easy to navigate. Make sure your images are optimized appropriately (a simple compression tool can do the trick for images) and don’t directly upload videos to the site if you can avoid it. Make use of video hosting platforms like YouTube or Vimeo instead.
Desktop and Mobile Friendly
The majority of the internet happens on cell phones now, so it isn’t enough for your site to look polished on the desktop view. After all, if something looks broken on your mobile view, you won’t exactly be there to tell them, “Yeah, but if you look at the desktop version, the whole design looks amazing!” Like a great emcee once said, you get one shot, one opportunity, so make sure you are putting your best foot forward on all platforms.
Great Calls to Action
Your page needs to have CTAs strategically — and tastefully — sprinkled out throughout the entire page so that your potential patient can convert at a moment’s notice. Here is a quick breakdown you can use:
- Have a form fill available above the fold and at the bottom of the page
- Have CTA buttons (sign up now, book a consultation) in every section
- Have your phone number listed at the top of the page
- Maybe: If you are staffed and trained appropriately, and if the proper automation is set up, you may be able to include a chatbot as an extra CTA option
Once you’ve prepared yourself to follow these non-negotiables throughout the entire page, we can get a bit more specific with the things you’ll need for a truly bulletproof landing page:
Attention Grabbing Header
When you are looking to convert patients, patience is a scarce commodity. They are bombarded with 1,000 things a minute that are doing everything in their power to grab their attention. A big, value-driven header is a proven way to get them interested in your service and move through the rest of the content you’ve curated for them.
Big Visual Numbers
People digest numbers faster than they digest any other kind of written content. Why? Numbers stand out from the rest of the letters on the page and bring attention to the points they are trying to convey. Couple these numbers with some branded formatting, and you have an easy way to communicate any message to your potential patient.
Distinct Special Offers
Consumers are more privy to marketing tactics than ever before. They are also much more critical of places like Amazon or other big box stores that offer “50% OFF SALES” after hiking up the original retail price to offset the original cost. If you aren’t offering something truly unique and useful on this landing page — and across all your different campaigns — then you will deter the growing number of savvy shoppers
General Treatment Info
At some point early on in the funnel that your landing page provides, you have to actually tell the potential patient what this procedure is and what it can do for them. Stick to the highlights: what it does, how it does it, how safe it is, how easy the recovery is, etc. etc. We don’t need to go into too much detail, but you want to clearly tell the patient that what you are offering isn’t just snake oil.
Unique Benefits
After you’ve provided an adequate foundation for the treatment or service you are providing, you have to sweeten the deal; what, specifically, is so damn great about this treatment? Use hard facts and data here whenever possible. What can it do to what degree? What specific improvements can be expected? How well do people actually like the treatment?
Your Practice
The next objection you are going to face is: OK, this treatment sounds great, but why should I have it done with this practice? Meet this question head-on. Who are you? Who is your staff? What sets you apart from the crowd? What is your mission statement or the “why” behind why you all do what you do? Don’t focus too much here on credentialing or experience — we will get to that — instead, focus on a feeling. What vibe are you giving off? What kind of comfort or trust are you communicating? Regardless of your tonal approach, comfort, trust, and good vibes are non-negotiables.
Provide FAQs
You have nothing to hide—and you should proudly display that. Toward the tail end of your page, your potential client will have more questions than answers or comfort, so you need to come in again, as the hero you are, to provide the guidance they are seeking. Not only does this help them buy into the treatment itself, but it also helps them buy into you. After all, you are the one who has the answers to their questions.
Show Expertise
This is where you want to drop your credentials… and feel free to drop away without reservation. All your relevant education, certifications, experiences, and anything else that you believe will communicate to your audience that you are the right person to handle this impactful decision for them. This information, given at this point in the funnel, will help overcome the “but why this provider” objection and demonstrate that you are a trustworthy resource and ally.
Authority and Trustworthiness
There is something particularly powerful about social proof in today’s internet-driven world. Any company or practice can make marketing assets that look spectacular on the surface, but only a truly incredible practice can show off its value with real, unfabricated testimonials and reviews. These are the receipts, the proof from clients past that this particular patient reading your landing page could end up with results they love just like the people in the reviews. Someone else already took the “risk” and succeeded, so why wouldn’t it work for them?
Content Variety
Multimedia content is the golden standard by which the internet currently functions. Rich content that includes different types of elements — writing, images, video, and graphics — simply outperforms content that is less multimedia-rich.
So, if you want people to continue visiting your page and ultimately book a consultation with your office or sign up for a treatment, you have to provide them with gold-standard content.
Content Variety: Written
Written content is the bread and butter of communicating information effectively. Expertly tailored writing has the unique ability to intrigue and captivate readers, keeping them engaged with your page. It lays the foundation for conveying detailed information, guiding the narrative, and setting the tone for the entire presentation.
Well-crafted text not only stands on its own but also enhances the impact of other content types, such as photos and videos. By providing context, explanations, and compelling stories, written content bolsters the overall effectiveness of visual elements, creating a cohesive and engaging experience for the audience.
Content Variety: Imagery
Imagery accomplishes what writing often cannot, delivering clear and immediate understanding with just a glance. This visual above provides a direct and accurate representation of what a procedure actually looks like — context that would be cumbersome and lengthy to convey through words alone.
By using powerful visuals, you can quickly communicate complex ideas, making the content more accessible and engaging for your audience. This immediacy and clarity help build trust and interest, effectively complementing the written content on your page.
Content Variety: Video
Video content is a key component of having variety on your page, and video specifically has an almost superpowered ability to keep people on your page longer. It’s almost impossible for humans to ignore flashing scenes and movement when presented with them, and a video that is both attention-grabbing and educational can do wonders for inspiring your patients to action when they’ve been persuaded to watch a video that intentionally addresses their questions and concerns.
Content Variety: Graphic
Every brand that is done correctly includes some sort of visual motif that can be used throughout the design. This helps reinforce your identity as a practice while adding unique intrigue to the page. It also promotes continuity and makes your page feel much more intentional than something you would get from a template online.
Before and Afters
Before and afters are a cornerstone of building trust and interest in any medical aesthetic procedure. When the cost is both financial and personal (procedure time, downtime, etc.), it is imperative that you express the value of that cost to the patient. The best way to express value is to show them other people with similar conditions who have gone through the process and been transformed. Show them that this technology isn’t just good on paper, it’s a treatment that is even better in practice.
Want to See It All Come Together?
Check out this page to see what a bulletproof landing page looks like once it is completely developed. If you have any more questions about creating a landing page, feel free to let us know. We’d be happy to provide even more education on the topic or clear anything up for you.