#135: How to Use Landing Pages to Ensure Your Paid Ads Convert Well

PODCAST TRANSCRIPT

Landing pages are vital for your clinic. They serve as the digital front door, where potential patients arrive after clicking on an ad or search result. It's essential that this page is clear, engaging, and designed to convert visitors into enquiries.

An effective landing page can determine whether a visitor leaves your site or takes action, such as booking a consultation. Higher conversion rates lead to more leads and, ultimately, more patients for your clinic.

Most landing pages function merely as online brochures and fail to convert visitors into leads and patients. When structured effectively, your landing page can become a powerful revenue-generating asset.

So, what makes a landing page effective?

In this three-part video series, I'll discuss the key elements of a high-performing landing page in the topic How to Use Landing Pages to Ensure Your Paid Ads Convert Well including:

• A three-step structure for the "hero" section of your landing pages that compels visitors to take action.
• How to use landing pages To ensure your paid ads convert well

You can find the links to the other 2 episodes in the shownote below.

Landing Pages

Landing pages are website pages designed specifically for collecting the contact details of visitors, particularly those landing there as a result of an ad.

When running paid digital ads, clicks from prospects are taken to a dedicated landing page. If you have many different ad sets, you may have just as many landing pages to ensure they're congruent with the ad copy and design. Capturing leads from paid advertising allows you to nurture them over time and reach them directly.

Without a lead capture mechanism, you have to rely on prospects to remember you when they become ready to buy, which almost never happens.

An effective landing page focuses on providing a clear and compelling value proposition that encourages users to share their contact information. It uses a strong headline and engaging copy, and it loads fast. An important feature of landing pages is that they use a simple design that removes all unnecessary distractions like navigation bars and pop-ups.

Landing pages should be binary in that the only things a prospect can do there are either fill it out or leave. Too many options or distractions will cause the conversion rate of your landing page to plummet.

The opt-in form should be easy to complete, requesting only information that's essential to move them to the next step in your process. While it's tempting to ask for a lot of information on your landing page, each additional piece of information you request will reduce your overall completion rates.

I recommend collecting just email addresses to start with and testing the impact on your conversion rates if you want to request other data. Another way to collect additional data without damaging conversion rates is using a multi-step form. This collects the email address first and then requests additional data in subsequent steps. This way, even if the visitor abandons the landing page when the additional data is requested, you've still captured their email address. You can also request additional data as part of your lead nurturing process.

Continuous testing and improvement of landing page elements, such as headlines, copy, design, and form fields, is important to maximise the effectiveness of your landing pages. I recommend using dedicated landing page tools to help you do this. They allow for split testing, which helps you determine which variations yield the best conversion rates. In addition, they'll help you track and analyse user behavior, bounce rates, and other metrics.

In the podcast #126 I talked about Why Your Clinic Needs a High Performing Landing Page

Landing pages are vital for your clinic. They serve as the digital front door, where potential patients arrive after clicking on an ad or search result. It's essential that this page is clear, engaging, and designed to convert visitors into enquiries.

An effective landing page can determine whether a visitor leaves your site or takes action, such as booking a consultation. Higher conversion rates lead to more leads and, ultimately, more patients for your clinic.

So, what makes a landing page effective?

Engaging Messaging

Start with a clear and compelling headline that grabs attention and accurately reflects your offer.

Clarity is king when it comes to the first part  of your landing pages. A good structure for the hero section of your landing page is:

1. Here's what I've got: This is the headline of your web page
2. Here's how it makes your life better: This clearly and concisely explains the transformation your prospects will experience and how it will make their lives better. Don't write a novel here. This should be one sentence, two maximum.
3. Here's what I want you to do next: This is the specific next action they should take.

Strong Visuals

Use a relevant hero image or video that resonates with your target audience.

Persuasive Copy and Clear Call to Action

Clearly explain the benefits of your service. Use persuasive language and include a strong call to action, like "Book Your Free Consultation Now."

Build Trust

Include testimonials, certifications, or awards to establish credibility.

Mobile Optimisation

Ensure your landing page is mobile-friendly, as many users will access it via their phones.

Keep It Focused

Concentrate on a single goal or offer and remove any distractions.

By implementing these elements, you can improve your conversion rates and attract more patients to your clinic.

Some Action Items For This Episode

• Set clear KPIs for your website and landing page and monitor these regular
• Review the hero section of your landing pages. Revise it so it’s clear, compelling, and has a strong call to action.
• Take an objective look at your website, landing pages through analytics and heat-mapping tools to ensure it’s optimised for conversions.

We also leave the link to our “How Good Is Your Website?” quiz on the show note so you can do a 2 min quick check up to see how well your website is performing now.

By answering these quiz questions, you'll gain insights into the effectiveness of your website. If you'd like a comprehensive audit and a 360-degree overview of your website, please reach out for a discovery call. We'll schedule a website audit and strategy session for you.

Ok that wraps up another episode of the OMD TV & podcast show.

If this was helpful to you, please subscribe to the OMD TV and Podcast Show so you don’t miss any future episodes. And please share this episode with your staff and colleagues.

If you want to learn more about Online Marketing For Doctors offers and how our team can help you generate more new patients and referring doctors via creating a high converting website for medical and healthcare practices, please reach out to us and book a 15-minute discovery call with us as I mentioned above.  I’ll leave a link to it in the show notes below.

Thank you so much and hope to talk to you on a discovery call soon. 🥳