How to Build a High-Converting Landing Page for Healthcare Campaigns

Author: Calvin Adams

As we all know, landing pages are dedicated web pages designed for a specific purpose mostly for email marketing campaigns, lead generation, and other marketing strategies.

Landing pages are crucial for healthcare campaigns because of their ability to communicate effectively, engage, and convert potential customers efficiently.

Landing pages can make or break any healthcare campaign. Hence it is important to understand what strategies work to build a high-converting landing page for the healthcare lead generation process.

Let us understand how to build effective landing pages for healthcare marketing campaigns:

How to Create Effective Landing Pages for Lead Generation?

• Set the Objectives of the Campaign:

Before going to create a landing page, understand the purpose of your healthcare campaign. Set the objectives that align with your business core principles. Make a checklist of the objectives that have to be covered in the particular campaign and rule out unnecessary points.

• Understand your Target Audience

Use healthcare marketing data to understand the pain points, challenges, previous online behaviors, etc. Make a clear and filtered list of what has to be included in the landing page so that it reflects the expectations of your audience. Do not include irrelevant information that does not align with the objective of that particular campaign.

• Responsive and Mobile-friendly Design 

It is crucial to keep your landing pages mobile-friendly as the majority of the target audience prefers mobile devices to access most of the information. Mobile devices are handy and a user can access information from anywhere at any time. Hence the first choice of healthcare businesses to access information is via mobile.

Optimize your landing page for mobile responsiveness, so that the landing page is readable and visible on different screen sizes.

Additional Read: B2B Lead Generation Strategies For Financial Companies: What You Need To Know

• SEO Optimization

SEO is a crucial tactic for any healthcare landing page to gain traffic. Optimize your landing page with SEO best practices. This helps to increase visibility in search engines, improves quality scores, and drives organic traffic. Optimize page speed, Meta tags, and mobile responsiveness of the landing page.

• Include Social Proof 

Healthcare is a sensitive niche and audiences need enough evidence before they trust and make a decision to use your brand.

Using testimonials, user stories and social proofs is a great way to convince your target audience, especially in the healthcare industry.

Fetch information about the audience who enjoy using your brand/product/service through relevant healthcare data. Include their opinions in landing pages as social proof to build trust among the target audience.

• Easy Navigation & Powerful CTA’s

If your landing page is poorly designed in terms of navigation, then users will be lost searching for the information they need. Do not let your target audience get confused thinking about the next action. Choose a clean UI/UX template and make it easy for your audience to navigate through the landing page.

Call-to-action or CTA’s are the simple yet most powerful element in healthcare email marketing campaigns. Include CTA’s that eliminate the ambiguity of the users and guide them on what are the next steps and actions to be followed. Use healthcare data to understand the kind CTA’s worked before for different audience groups.

• Simple and Creative Content 

Do not use medical jargon in the content that is difficult for the target audience to understand. Use a conversational flow. Create a copy that engages the target audience personally. Use simple language that is easy to understand and pay attention to the tone of the content.

• Make your Landing Page Visually Appealing

Include visual elements and creatively place content using videos, infographics, and images that support your message. Use your brand colors and create a visually appealing landing page.

• Showcase your Expertise

The healthcare industry is sensitive and competitive and audiences do not trust brands easily. Include the link to your certifications, awards, specialized services, trust badges, patient stories and testimonials, quality assurance certificates, etc.

Also, leverage user-generated content (UGC) to showcase your expertise. This helps to build trust among the target audience and is a key element in proving your brand’s authenticity.

• Educate your Audience through a Landing Page

Many of the campaigns fail as they do not address the essential points of the audience. Use healthcare data to understand the needs of your target group and craft content around their challenges, pain points, benefits, etc.

Do not just market your product or service on the landing page. Let your landing page be the source of reliable and educative information. Instead of marketing a product or service, explain and converse with your target audience through landing pages.

Additional Read: Best Healthcare Marketing Strategies That Will Help You Grow

• Add Emergency/Free Helpline Contact Information

Let your contact information be visible effortlessly. Also, provide links to all your social media handles and online presence so that the target audience will have the opportunity to cross-verify your brand. This builds transparency and trust among the audience.

Show that your landing page has a purpose and you care about the target audience. Place free helpline numbers, and contact information, or lead them to free resources using the landing page.

• Provide Privacy and Security Assurance  

Assure your target audience about data privacy and security. Be transparent in data collection & processing. Reassure your target audience that the medical data collected will not be utilized in any form without their consent. Also, provide the option to withdraw their consent anytime.

Conclusion

Landing pages require targeted and segmented healthcare marketing data that helps in reaching the right audience. Above are some of the strategies for creating effective healthcare landing pages that assure conversions and engagement.

It is important to use your healthcare marketing data in the process of lead generation to better understand the low performing elements of landing pages.