Transforming Medical Website Traffic Into Leads with Landing Pages


landing pageA well constructed and maintained website works round the clock for your business. It’s the basis of all
medical practice internet marketing, communicating who you are and what you do.

Prospective patients can arrive at your website via a number of ways – social media, a link from another website, a word-of-mouth-recommendation or through an advertising campaign. Yet while it’s great to have lots of visitors to your site, they won’t contribute anything to your business unless you have a way to convert them into customers.

How can you do that? Enter the world of landing pages.

wmf landing pageA landing page is one page. Unlike your website, which needs to communicate a large amount of information, and often to different groups of people across multiple pages, a landing page has a specific purpose with a specific audience in mind. It cuts down all the information to serve a specific goal, such as filling in a form (to capture user data) or clicking through to a subsequent page, like an appointment request form. Typically, a landing page will sit separate from your main website.

Why are they so important? Your website serves the purpose of communicating your broader brand and services to casual browsers, but a landing page focuses on information specifically tailored to individual visitors, providing them with the information they are looking for immediately. Consider a customer who has clicked on a link in an ad for a specific service, and they arrive at the home page of your website. They may feel confused, or annoyed, and abandon the website altogether. A landing page helps guide visitors to your intended goal.  

Landing pages can make or break an advertising campaign. If you are doing any type of promotion or marketing campaign (perhaps you want people to know about a new medical device, or a new healthcare service you are offering), landing pages are critical to converting traffic into paying customers. In short, your landing page is where the conversion will or won’t happen.

Creating unique pages for Pay-Per-Click campaigns or other advertising that specifically addresses the needs of this area of interest helps to provide a personalized experience, leading to greater customer engagement. Think carefully about crafting content that speaks to the demographic you are appealing to, concisely explaining how your solution addresses their needs.

Landing pages help to maximize your website. A landing page is customized to a particular type of visitor, providing a personalized experience. Consumers, more than ever, engage with healthcare information online, and typically search for specific information, so it’s important to cater to their needs and give them what they are looking for. Research suggests prospective patients search for both information regarding their healthcare and the best medical practices. A landing page helps to reinforce your brand while focusing on creating an engaging journey for targeted visitors and converting them into leads.

A strong landing page can be an incredibly effective tool in medical practice internet marketing that will maximize your marketing and sales channel while optimizing your chance to convert visitors into prospective patients or customers.  

Gretchen Kalthoff is a writer and marketing specialist for MWE. She is an expert in healthcare marketing and health IT with a special interest in increasing patient engagement through social media and healthcare technologies.

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