Having a consumer understand a healthcare website can be extremely challenging. The verbiage can get complicated and if your hospital offers a variety of different services, prospects can get very confused, not know where to go and end up bouncing off the website altogether.
If you are looking to have your website convert a prospect into a patient, you should consider targeted landing pages. Targeted landing pages consist of three main simple elements: design, copy and a clear call-to-action.
For example, if you are promoting your cancer treatment services, make sure the page not only has a headline about your cancer treatment department but also a simple subhead with a statistic that shows your success rate. This will entice the viewer to read what follows.
Remember people aren’t going to a hospital website to read long and detailed explanations. They can get that information from medical journals online.
Condense the copy into the most effective short form to get the message across and convince prospects to take action. If prospects want to read about your services in more detail you can direct them with a link to your hospital’s website.
Landing pages should be short and simple. Make sure not to include information on other diseases and other services. If people are on your cancer services landing page, they want information on cancer services and treatment options.
Landing pages should be visually appealing, but not distracting. An effective landing page will contain a brief amount of copy with headlines that address key points. And remember people gravitate and relate more to photos than they do to copy. Use a graphic element that’s not only attractive and informative but possibly even interactive – such as a video testimonial.
Always have a clear call-to-action. Whether it’s with a call tracking phone number or a contact form, always request a prospect to do something, and always make that action simple and hassle-free.
Lastly, a healthcare landing page including the headline, copy, visual and call-to-action should always be above the fold, meaning a prospect shouldn’t have to scroll down to get this information. This is essential these days with people accessing websites from different devices.
Healthcare landing pages don’t have to be complicated and technical. Simplicity works and you will be surprised how a well-designed landing page can increase conversions exponentially. For a free consultation and to learn other tricks on landing page optimization in healthcare, contact Wax Custom Communications at 305-350-5700 or visit waxcom.com.
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