Whether your goal is to inspire consumers to schedule an appointment, complete a registration, or enroll with your organization, a designated landing page is an important marketing tool.
Landing pages create the bridge between consumer interest and consumer action. For example, if a potential patient is researching orthopedic services online, your appointment scheduler landing page can serve as the connector between a web search that leads them to your services and their first visit with one of your providers.
Effective landing pages can make a big difference for your business. Here are a few components to include in every landing page for best results.
A clear, concise headline is key to letting your page visitors know what
your landing page is about. It should describe the content in as few words as
possible and match your visitor's entry point (the ad, social post, or link
they clicked on to get there).
Include a subhead (or subheader)
that supports your headline. This can be descriptive or complementary to the
headline but should be engaging enough to keep the viewer's interest.
Graphics, photography, and brand symbols (such as your logo) will
capture visitors' interest, reinforce brand, build trust, and connect each
visitor with the goal of your landing page. That's a lot to accomplish, so carefully
choose visuals to support your messaging!
A CTA (call-to-action) is the single next step you want your site visitors
to take. Do you want them to make an appointment, enroll in a course, or sign
up for a plan? Include that action as your CTA.
The format of your CTA may be a clickable button, a fillable form, or an email capture, but there should only be one. Including links and other actionable items on your landing page can dilute traffic to your CTA and reduce the effectiveness of your landing page.
5. Responsive Design
Visitors may reach your site via mobile or desktop channels, so it's
important for your design to work for both. Make sure that your content is both
mobile- and desktop-friendly, so that visitors from either source can have a
positive user experience.
Once your landing page is live, pay attention to how visitors are interacting with it. Are you getting a lot of conversions? Or are visitors leaving your site without taking action? You may want to A/B test the placement of your CTA, the effectiveness of your headline, and the impact of your visuals.
Creating a compelling landing page is a critical piece of the user experience. Contact us today for help.