It’s difficult enough to attract a user to your medical website, but it’s another challenge altogether to keep them reading once they’ve arrived. Writing an effective landing page can help lengthen the amount of time visitors stay on your medical practice’s website and guide them to the action you want them to take.
Landing pages are highly optimized SEO content that have the ability to catch your viewer’s attention and keep them there long enough to convert them from an interested browser into a new patient.
In order to create the perfect landing page, ensure that you include the following components:
1. Write a catchy headline.
Your landing page headline should be clear, concise and memorable—all while setting the tone for what the page is all about. Remember that your visitor will likely only give your landing page a few seconds before deciding whether to stay or leave, so you need to hook them quickly.
2. Include a form.
You’ve gone to the trouble of creating content, so you shouldn’t just hand it out for free. Include a form on your landing page that gathers information about who is engaging with your content. Failure to gather this type of information breaks the conversion path you’ve worked so hard to create—and costs you a potential patient as well.
3. Use action words.
This goes back to catching your viewers’ attention. Examples of useful action words include “Click here for our e-book” or “Download now.” These words grab your visitor’s attention and offer them the option to take your content with them when they leave.
Above all, avoid passive voice.