A landing page is a standalone web page that potential patients can “land” on when they click a link in an email, an ad, or social media post. A landing page is designed with a single objective in mind — to promote a product or service — but more specifically, to provide the prospect with a Call to Action or CTA.
The CTA might be: “Interested? Simply provide your email address, and download our free report on dental implants!”
You see these types of promotions all the time; now you know them from a marketer’s perspective. Landing pages help to prompt a prospective patient to take action — to book an appointment, download a special report, or other action. The goal, of course, is to generate more bookings for your healthcare practice or clinic.
Types of Landing Pages
Landing pages are created with various marketing goals in the campaign:
Lead Generating Landing Pages
- Company Name
- Email Address
- Phone Number
Click-Through Landing Pages
These landing pages showcase a discount, promotion, or offer to entire an immediate booking or purchase. These landing pages are relatively simple and are used with prospects who have already shown interest, and are close to taking action.
Explainer Landing Pages
Some landing pages contain substantial content, and are known as infomercial or long-form landing pages. They also want to entice users to take an action or next step. These don’t rely on flashy sales copy or graphics to attract a prospect; instead, they present all the benefits and features to educate and convince the prospect.
These landing pages are especially useful in promoting expensive products/services, including dental implants.
Product Detail Landing Pages
These are often used by retail companies, and provide prospects with substantial details about the product or service. These pages help to drive a prospect directly to the product to make an on-the-spot purchase.
Deciding which type of landing page to use will be based on the overall campaign strategy and goals.
How to use landing pages
All landing pages have a unique URL, so they can be shared along with other marketing materials. You might create an email or an ad with a call-to-action button linked to your landing page.
Share on social media
You can use Facebook, Instagram, and Twitter to drive traffic to your landing page.
Landing Page Best Practices
Offer Value – Identify what value your prospects want (a discount?) and give it to them on the landing page.
Test Multiple Versions – Every element of a landing page should be tested, especially where to put the inquiry form — or which headline works best.
Use Video – Video on a landing page is shown to increase conversions by 86%!
Keep CTA Close To The Top –Long-form landing pages have been shown to increase conversions by 220%. However, you must keep your CTA near the top to get the most action.
Does your healthcare practice need marketing help?
Is it time for landing pages to promote your healthcare clinic or practice? Somnowell Marketing can help with a team of highly experienced with these ads. We will create a marketing plan and all the components — landing pages, emails, social media. We understand your prospects’ concerns at each point so all fears or questions are eliminated, increasing your rate of appointments. Just give us a call; let’s talk — and start improving your revenue stream!