9 Ways to Optimize Landing Pages for Higher Healthcare Conversion Rates

Updated on August 17, 2023

A landing page is a game-changer to boost conversation in healthcare marketing. Landing pages are standalone web pages encouraging potential customers to take a desired action. And in healthcare, such actions could be “book an appointment” or “receive more healthcare insights by signing up.” 

On the landing page, healthcare companies share essential information, testimonials, location details, pricing, and others to persuade their potential paintings. 

Unlike homepages, landing pages have a single objective. This single purpose leads to fewer distractions and higher conversion. Here’s how healthcare companies and professionals optimize landing pages to get actual results. 

Conducting In-Depth Market Research: Identifying Audience Needs

Effective marketing strategies require in-depth market research. Because market research helps to understand patients’ needs, pain points, and desired solutions, a landing page can be crafted effectively only when the patient’s problems and desired solutions are addressed. 

Healthcare markets should define buyer persona, which represents their ideal patients. Proper market research includes: 

  • Identifying current customers 
  • Surveying customers using open-ended questions or discussions 
  • Listing competitors and studying their social media, websites, and market reports 

Crafting Compelling Headlines: Grabbing Attention from the Start

Headlines are the ones the potential audience will first see on the landing page. Headlines should be engaging enough to grab attention in less than a second. Visitors decide whether to stay or leave the page for a limited time. It’s best to create headlines that: 

  • Are clear and straightforward and not misleading 
  • Contain the most important value proposition of the company 
  • Have a tone that matches the audience’s preference 
  • Contain impactful words to provoke emotion and curiosity 

Leveraging Visuals: Engaging Visitors with Impactful Imagery

Visuals on the landing page significantly improve its conversation rate. A study confirms that explainer videos on landing pages can increase conversions by 86%. To engage visitors with visuals, companies need to select images and videos that are: 

  • The incorrect size and fits all kinds of screens, including mobile 
  • Visually-appealing 
  • Realistic in nature (opt for real pictures or natural-looking stock photos)
  • Represents brand colors 

Streamlining Call-to-Action (CTA) Buttons: Encouraging Clicks

A call-to-action (CTA) gives the visitors instructions on what to do next. For example, adding texts like “Subscribe now” or “Call us to secure a consultation.” The best performing CTA’s are those with- 

  • Strong command verbs like Subscribe, Call, Book, etc. 
  • Words provide visitors with clear instructions on what to do next
  • Sense of urgency that generates a fear of missing out 

Formulating Persuasive Copy: Communicating Value Propositions

A value proposition tells the audience what benefits of your service they will get. Perhaps it’ll convey how the services will improve their lives or solve their issues. When a landing page copy communicates a value proposition, it gets persuasive! 

Companies need to know their target customers and offered products/services to craft a great value proposition. The copy should explain to the readers: 

  • How the proposed solution solves their problem or improves specific conditions 
  • What makes the offer better than the competitors 

Implementing Trust-Building Elements: Gaining Credibility

The healthcare industry can use trust-building elements such as social proof, testimonials, certifications, and trust badges. Visitors who see trust elements in a landing page will likely convert. 

Case studies, expert endorsements, and social media customer reviews can be social proof. Companies can also ask for testimonials from satisfied customers to demonstrate credibility and success. It’s also great to display trust badges and certification signals on the landing page that instill trust. 

Optimizing Page Load Speed: Reducing Bounce Rates

When the page load speed is slower, the visitors get frustrated. This makes them leave the web page and increase the bounce rate in return. 

Companies should use compressed images on their landing pages. In such cases, online tools like Optimizilla or TinyPNG could be helpful. For detailed graphics, the best part is to use high-quality JPEG and PNG images. 

Here’s what else can be done-

  • Reducing the number of HTTP requests 
  • Removing unnecessary codes from JavaScript, CSS, and HTML
  • Using a Content Delivery Network (CDN)
  • Using Browser Caching

Emphasizing Mobile Responsiveness: Catering to On-the-Go Users

A mobile-friendly landing page gives users on-the-go reason to read to the end. When about 50% of web traffic and most PPC advertising traffic comes from mobile visitors, there is no reason to leave out many visitors. A promptly responsive website is mandatory for a user-friendly experience on various screen sizes. 

A/B Testing for Continuous Improvement: Uncovering Insights

A/B testing tests two versions of the same page to identify which performs better. While half of the visitors see one version, the other half see the alternative one. 

A/B tests allow companies to collect insights and measure their campaign’s performance. A/B testing could uncover the best combinations of elements in a landing page, leading to a higher conversion rate. Companies can test headlines, copy, images, CTAs, opt-in forms, social proof, countdown timers, price points, and almost all page elements. 

After A/B, marketers can figure out which design brings more interactions from the visitors. Data gained from A/B testing allows minor tweaks that result in higher customer gains. 

These nine tips can significantly help healthcare landing pages perform better and help obtain higher conversion from marketing campaigns. 

Rob Smither2
Rob Smither 

Rob Smither – CEO of LeftLane Media Solutions – is the leader of a multinational, intergenerational web development firm that specializes in search engine optimization (SEO) and has served over 1,000 companies. LeftLane Media Solutions prioritizes customized business plans and unique products to ensure the success of every partner.