If your inbound Internet marketing vocabulary includes words like ROI, conversions, and new patients, landing pages are important to you. Here are seven best practices for every plastic surgeon’s landing page.
Keep It Simple
Anyone who arrives at your landing page had to click something to get there: free trial offer, blog call to action, newsletter sign up, etc. This means you already know something about your visitors when they arrive at your landing page. For example, if they click get on a “learn more about Botox” graphic you already know what they are interested in. Use that to your advantage and keep everything about the page, including the number and nature of the questions you ask, focused on what brought them there.
Never Forget the Blink Test
Oftentimes, visitors to your landing page have already decided whether or not they are going to fill out your form before the page even finishes loading. What they see as the page loads should immediately appear professional and simple fill to out. Remember, you have less than 5 seconds to convince them to stay.
Keep It Brief
A long list of questions gives a visitors pause to consider the value of their time and whether or not they want to spend it filling out your form.
Don’t Present Distractions
Once a visitor arrives at your landing page they are only a few keystrokes away from becoming a bona fide lead. The last thing you would want to happen is for them to get distracted. One way to avoid this is to make your landing page deliberately sparse. In this case less is more. Design the page so that there is zero navigation: no home page link, no menu, nothing else to click (with the exception of social media buttons). The form and the “submit” button should be the singular point of focus.
Include Graphics and Endorsements
When it comes to landing pages and submission forms, space credibility is everything. Your logo and at least one client testimonial should be at eye level above the fold. Preferably these can be in the margin or the header where a visitor doesn’t have to scroll to find them.
Remind Visitors of Value
Use a concise bulleted list near the top of your page to restate what you’re offering and widest valuable to the visitor. This ensures they know exactly what they are getting and will help to ensure qualified leads.
Take your Own Medicine
Before publishing a landing page ask yourself, “Would I fill this out?” Test out the page on your employees. Do any of them find the page confusing? Would they feel comfortable sharing the information you request on the form? The answers to these questions will help you ensure that visitors to your landing page will feel comfortable with it. And it’s always, test and test again.