Healthy Landing Pages for Better Results
As a health practitioner, you offer a range of services that positively impact on the life of individuals, their families, and their greater community.
You have the power to change lives.
As our world has become increasingly digital, are in a position to reach more people than ever before. You are far more accessible locally, and globally.
It also means that there is more available to your potential client, patient or health consumer than ever before. They have even greater choice. For this
For this reason, you must:
- connect deeply with your prospects.
- nurture your potential clients.
- engage them a way that allows them to make a decision to work with you with ease, trust, and confidence.
This is where your landing page comes in.
What is a landing page?
A landing page is any place you send your website visitors to LAND where they make some kind of decision. It could be a decision to click, to subscribe, to book, or to purchase, anywhere a decision is made.
They are also sometimes referred to as sales pages or squeeze pages.
A poor landing page leaves your visitor stranded, not really knowing what to do next. It may also offer too many choices. This usually leads to no decisions at all!
Features of a landing page
- A headline that attracts attention and appeals to your target market or niche
- A secondary headline that adds clarity and helps the reader to continue
- A main image
- A description of the product or service. Concise with short paragraphs.
- A bulleted list or lists of inclusions and take aways.
- Testimonials for social proof
- Embedded content such as slides or video. It may be yours or a client case study.
- Forms are sometimes included, the less fields the better.
- Call to action button
- Frequently asked questions may be included
Other things to consider
- Keep distractions to a minimum, you want your reader to stay focused
- Provide enough information to inform your buyer so they can make a decision, and make sure their possible objections are covered.
- Don’t overwhelm your page (and your reader) with clutter
- Don’t waffle!
- Make the call to action clear, one click to the desired destination
- Check your page on your mobile device. Does it still achieve the desired outcome?
- Try split testing. Two alternative pages to see which works best.
Creating landing pages takes time, both to learn, and to master. There are many tools out there you can consider to make it easier. Some website themes come with this capacity, and others do not. Investigate what your options are and research what others in your industry are doing.
Some tools include:
- Thrive Themes
- Lead Pages
As a WordPress user, my preference is to run everything on my site, and not use a third party. I prefer Thrive Themes for this reason. It’s a WordPress theme with the capacity to create good landing and sales pages with ease.
Your essential landing page checklist
- Your headline immediately engages your target audience – they know they belong there
- Your written content highlights the problem your reader is trying to solve or is the answer to something they are seeking
- Feature the outcomes they can expect as a result of using your product or service
- Your page answers the concerns and objections your reader has before they are confident to make a decision
- Testimonials to support what you are saying or offering
- A clear call to action (buy now, book in, get your download, book your place, add to cart)
- Make it easy to buy or purchase. Don’t send them on a wild goose chase.
A good rule of thumb is to give your reader, what they need now and what they need next.
I hope this has given you some good food for thought. If you have any questions, feel free to post them below!