Recently, I attended a Google webinar about Landing Pages (you may watch a previous version of this same webinar via the Youtube video at the bottom of this post). A Landing Page is any page on your website where it is common for visitors to land – either because of a search, a link from an ad, or typing in your url. The homepage is the most popular landing page for most websites, but it is rarely the sole landing page. Paid advertising campaigns can involve lots of traffic going to other specific landing pages, and a solid search engine marketing strategy will result in a wide variety of niche landing pages.
In the case of a health care practice, we find that “contact us” pages, lists of services offered, and biographies of doctors tend to be common landing pages due to patient searches. In addition, practices with well optimized patient education content will attract high value, targeted searches with this content.
All of these types of pages need the same basic features. They should be written in clear, easily digestible language. Your contact/location information should be on every page, and in most cases you should also include information on the hours you are open and/or how to schedule an appointment. Finally, you should include a call to action, encouraging visitors to come in, call for an appointment, sign up for a newsletter, or request more information.
Common landing page issues:
- Too much text – people skim more than they read on the web, so your landing page should include just enough content to lead the viewer to other pages or to take some other action
- Distracting header/graphics or design elements – images should support the text, not dominate the page
- Not keeping promises – ads and other marketing devices need to match the intent of the landing page
- Lack of trust (symbols, logos, pr) – membership in local and medical organizations will help your credibility
- Asking for too much info on forms – you can always collect more information later on
How to simplify and create clear messages:
- Minimize paragraphs – use bullets, especially at the top of the page
- Design with a muted background, fixed width, and do not have header or footer span the full width of your screen
- Limit motion graphics unless they directly point to something you want people to look at, or if motion is vital to understanding the concept
- Keep font treatments to a minimum – about a dozen should be the most you use on a page, and every variation (bold, italic, different color or size) counts
- Put SEO text at bottom – keeping bullets and brief calls to action at the top
- Closing statement – clear and concise content will welcome potential patients to learn more about your practice and lead them to action
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