5 essential healthcare landing page tips for success

In today’s digital landscape, a healthcare landing page is often your first touchpoint with potential patients. Because health and wellness are sensitive topics for many people, you want your first impression to be a good one.

Creating high-performing healthcare landing pages requires a strategic approach that balances user needs, regulatory compliance, and effective communication. If your healthcare landing page doesn’t hit the mark, your visitors will become frustrated and bounce. To avoid losing prospective patients, follow these key tips to ensure your healthcare landing page is patient-centric and helping your healthcare organization drive conversions:

focused healthcare landing pages convert

Healthcare landing page tip #1: Keep your healthcare landing page simple and focused.

Landing pages are standalone web pages that users “land” on when they click through an ad, email, or other digital location. They are designed for a specific purpose and highlight the elements relevant to the promise.

Landing pages should not be cluttered with information that isn’t relevant to the audience. Skip platitudes and unnecessary prose. Instead, highlight how your services solve your audience’s problems and improve their well-being. A good rule of thumb is this – If something doesn’t lead to the point of your healthcare landing page, it probably means it is unnecessary.

responsive landing pages are good for users

Healthcare landing page tip #2: Make sure your landing page is responsive.

When visitors land on your healthcare landing page, make it easy for them to find the information they need, no matter the device they are on. Remember what we said about first impressions? If users have a bad experience, they are 88% less likely to return to a site.

Ensure your page is responsive and optimized for all devices, especially smartphones. Test elements like forms, CTAs and buttons on different screen sizes to ensure users can navigate your page and submit information with ease.

landing pages and ads should work together

Healthcare landing page tip #3: Treat your landing page like an extension of your advertising.

Ads and landing pages are meant to work together, not separated into silos. Your landing page design, copy, and overall experience should be consistent with your ads and marketing materials. Landing pages are tailored to a specific service, condition, or demographic. Speak directly to these needs and concerns and ensure imagery on the page reflects the audience. If you clicked on an ad for pediatrics but ended up on page with pictures of senior citizens, how would you feel? You’d think you’re in the wrong place.

Don’t give users a reason to question your credibility – especially in healthcare, where patient trust is critical for success. In our article, we dive deeper into the reasons why your landing page is just as important as your ad.

keep forms short for better user experience

Healthcare landing page tip #4: Keep your forms short.

Name, email, phone number, address, emergency contact, the make and model of your car…how many fields are too many? No matter how clever your headline or how attractive your landing page is, you’ll lose potential patients if you require them to fill out a lengthy and complicated form.

Be very selective about the information you’re asking for. Remember – you can gather more information later. Early in the marketing funnel you just want to get your foot in the door. So, focus on getting the information that you need to move forward in the patient relationship.

clear CTAs should be on your healthcare landing page

Healthcare landing page tip #5: Use clear calls to action (CTAs)

We’ll keep this concise. Use strong CTAs that tell visitors exactly what you want them to do, like “Schedule an Appointment” or “Download Our Guide.” Be straightforward and deliver on your promise.

A healthy landing page is essential to any marketing campaign. Your online presence is an extension of your practice, so make it patient-centric, informative, and easy to navigate. By incorporating these healthcare landing page tips, you can attract new patients, build lasting relationships and turn clicks into appointments in no time.