As potential patients increasingly turn to the internet to find healthcare providers, having a compelling online presence is crucial. One of the most important aspects of this online presence is creating an effective landing page.
A well-designed landing page can not only attract potential patients but also convert them into loyal clients. In this comprehensive guide, we will explore the landing page best practices for creating a compelling healthcare clinic landing page and provide you with real-life examples to inspire and guide you.
Before diving into the specifics of creating an effective healthcare clinic landing page, let's first understand why it is so essential for your clinic's success.
Imagine your landing page as the digital front door to your healthcare services. It's often the first interaction potential patients have with your clinic.
Just as a welcoming, well-kept physical clinic can create a positive first impression, a well-designed landing page can do the same online. It builds trust and credibility from the moment visitors arrive.
Landing pages are designed with a singular focus – to convert visitors into patients.
By optimizing your landing page, you can make it easier for visitors to take the desired action, whether it's scheduling an appointment, signing up for a newsletter, or requesting more information. It's the gateway to turning website visitors into valuable clients.
In the digital age, data is gold. Landing pages are excellent tools for gathering essential data about your potential patients.
Information such as their name, email, and contact number can be collected, enabling you to tailor your marketing efforts and provide a more personalized experience. This data can be used to send targeted email campaigns and other personalized communications.
Now that we understand the significance of having a healthcare clinic landing page, let's explore the best practices for creating one that drives results.
Before you start designing your landing page, be clear about your objectives. Your landing page should clearly be focused on the services your clinic’s expertise lies within.
This will impact how you shape the content, layout and also overall design of the landing page. For example a dental clinic will create a page focused on dentistry, and further define what services under dentistry they offer, to instantly let the client know what they do and do not practice.
It’s a good practice to list out your services on the landing page itself in a clear and organized fashion to provide an overview of your clinic as such.
A cluttered landing page can overwhelm visitors and lead to high bounce rates. Keep the design clean and the content focused on your primary call-to-action (CTA). Too much information at one go might overwhelm clients and make it hard for them to navigate towards where they want to go.
Making your landing page clutter free, highlighting your call to action towards a means to contact your business and being a user-friendly experience to navigate through your landing page for all key information plays a vital role in increasing your conversion rate for client signups.
Eliminate possible distractions like unnecessary pop-ups while clients may be filling forms, and keep the blog layout stream lined leading towards one goal at a time, not confusing the client at where to go next. Everything should eventually lead into a single and effective CTA for a focused landing page.
Establishing your credibility is essential to appear worthy of trust from potential patients. Including patient testimonials, reviews, and ratings to build trust and personal rapport.
Real-life success stories from satisfied patients can sway potential patients in your favor. People tend to trust the experiences and opinions of others.
Also include your medical board certifications for an added layer of credibility that assures the client your services are authentic, reliable and credible.
Understanding your target audience is key to crafting a landing page that resonates with potential patients.
Consider demographics, preferences, and pain points that your clinic can address. Tailor your messaging and design to appeal directly to this audience. If you’re offering services tailored towards womens’ health and wellness, create a landing page that appeals to that particular demographic.
Strategically planning the design of your landing page around your target audience can improve your first impression and increase your conversion rate.
Here's an example of a well designed landing page for a womens’ health clinic, the use of feminine colors and designs makes it more appealing towards that demographic
Your headline and subheadline should clearly communicate the value your clinic offers. Use persuasive language techniques to convey benefits you can offer and how your clinic is capable of solving patient problems
It's also the first thing visitors see, so make it compelling and informative for a good first impression to increase perceived credibility and interest from potential patients.
The headline should leave a lasting impression, for example for a clinic specializing in dentistry, rather than a title like “Improve your teeth through this dental health care plan”, form a title like “Get The Brightest, Healthiest Smile Ever!"
This headline focuses on the desired outcome (a bright and healthy smile) and creates a sense of aspiration, encouraging visitors to explore the clinic's offerings.
Incorporate high-quality images and videos that showcase your clinic, staff, and facilities. Highlight state-of-the-art equipment, clean waiting areas, and friendly staff. Visual content can build trust and provide a glimpse into the patient experience.
Additionally, while incorporating the high-quality images make sure that as a general rule of thumb images should be no larger than 500 kilobytes (0.5 megabytes) in size, and preferably less than 250 kilobytes. This is because smaller images load faster than larger images and as a result the browser has to download less data to display the image.
Place facility images strategically, emphasizing comfort and professionalism. Add brief, informative captions to images, guiding visitors. Visual appeal evokes trust; it’s a window into your clinic’s commitment to quality care. Invest in professional photography and keep visuals updated, ensuring your online presence mirrors the excellence of your healthcare services.
Visuals can help potential patients feel more comfortable and familiar with your clinic before they even set foot inside.
Highlight the benefits of choosing your clinic. Explain how your services can improve patients' lives, alleviate their pain, or address their health concerns.
Shift emphasis to ways in which you can solve their problems and meet their needs, use positive reinforcements in language.
Give an account of problems you have solved in the past, patients you have helped, case-histories or procedures unique to your clinic to build trust in your competence.
Your call-to-action (CTA) should be crystal clear and prominently displayed. Use action-oriented words like "Book Now," "Schedule Appointment," or "Get Started." Ensure high visibility; employ contrasting colors to make them pop. Prioritize accessibility; provide descriptive text for screen readers and ensure easy keyboard navigation. Test CTA placement; position them prominently and repetitively, especially near vital information.
Make it easy for visitors to take the next step and contact your clinic for related questions, look at offered plans, services or book appointments directly, this is the end goal every feature of your landing page should lead clients towards and motivate them to take the next step.
Remember, a persuasive CTA not only guides but also motivates. Make it impossible to resist, offering a clear path for patients to engage with your healthcare services instantly.
Set up forms on your landing page to collect patient information. Make the process as easy and intuitive as possible.
This should cover basic information such as names, email addresses, contact information, and perhaps based on your specialization you can collect basic information on their specific health criteria including sleep, nutrition, skin-care or others through the use of simple questionnaires, either showing up as pop-ups or as a follow up to filling the basic info form.
This simplifies the process in the future and allows you to save time on asking for this information from patients personally in the future.
It also gives a more professional impression of your landing page and offers services to patients. This allows you to refer to your database for future signups or clients booking an appointment, and instantly refer back to them based on the form they have filled prior.
This directly fulfills one of the 3 functions of a landing page, data collection, it makes organizing patient information more efficient and fast for future consultations they book.
Ensure that your landing page is accessible and optimized for mobiles, tablets and desktop-view. If your landing page isn’t accessible across different platforms, viewers coming in from those devices will drop-off. In today’s mobile heavy market, a large segment of clients use mobiles to browse pages for example, not being mobile optimized will therefore increase bounce rates and make you miss out on potential clients.
Optimization of these devices includes making sure your website loading speed is fast and the page is loading correctly. A tool you can use to test for accessibility on different devices and browsers and their optimization is Browserstack.
Even after implementing best practices, it's essential to remember that there's no one-size-fits-all formula for a perfect landing page.
You can start by singling out one element—like headlines, images, or call-to-action buttons. Create two versions of your landing page: A (the original) and B (the variant with changes).
Run both simultaneously, by selecting a reliable A/B testing tool like Optimizely, or VWO. These tools allow you to create multiple versions of your landing page and distribute traffic evenly between them.
Analyze the data to identify which version generates more conversions, whether it’s appointment bookings, inquiries, or something else.
For healthcare businesses, focus on testing elements that inspire trust and urgency. Experiment with different testimonials, color schemes, and wording to find what resonates with your audience.
A/B testing tools like VWO or Optimizely, can simplify the process, enabling data-driven decisions that boost your clinic’s online presence and patient engagement. Continuous testing of the landing page refines your approach, ensuring your landing page remains finely tuned for maximum results.
Having a great landing page is just the beginning. You need to drive traffic to it. Use various marketing channels such as social media, email marketing, pay-per-click advertising, and search engine optimization (SEO) to promote your landing page.
The marketing of your landing page can be either Paid or organic, read here to find out more about the differences between paid and organic marketing that will help you to decide what's optimal for your clinic.
Tailor your promotional efforts to your target audience and your clinic's unique selling points.
Let's take a look at some real-life examples of healthcare clinic landing pages that effectively implement the best practices we've discussed.
The Mayo Clinic's landing page is a prime example of simplicity and clarity. The headline emphasizes the clinic's expertise, and the CTA to "Request an Appointment" is prominent. They also feature a clean design with high-quality visuals and a reassuring privacy notice.
The Mayo Clinic effectively uses a clean and professional design, concise copy, and a strong CTA to encourage visitors to take action.
Cleveland Clinic's landing page focuses on patient trust and credibility. The headline emphasizes their reputation, and the page includes a video showcasing their facilities and expertise. Patient testimonials are prominently featured to provide social proof.
Cleveland Clinic uses a combination of visuals, including video, to showcase their expertise and facilities. They leverage social proof through patient testimonials, building trust with potential patients.
Mount Sinai's landing page effectively combines visuals and benefits-oriented content. The hero image showcases their state-of-the-art facility, while the subheadline highlights their patient-centered approach. The CTA is clear and compelling.
Mount Sinai uses a visually striking image to create a sense of trust and competence. Their content emphasizes their patient-focused approach, aligning with potential patients' desires for personalized care.
For an efficient and compelling landing page:
Following these practices puts you on your way to creating an effective landing page for your healthcare clinic and using it as a tool to attract and convert potential patients.
By following best practices, learning from real-life examples, and implementing the steps outlined in this guide, you can build a landing page that not only bolsters the client’s first impression of your clinic, but pushes them to sign-up for your services.
Remember that continuous testing and optimization are key to long-term success in patient acquisition and retention through your landing page.
If this blog post was relevant to you, and you wish to take your landing page to the next level for a higher conversion rate for your healthcare clinic, contact us for a personalized in-depth audit of your business landing page.
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