Many medical professionals build fantastic web sites while failing to consistently include the one element of a site proven to produce conversions – the landing page. According to Marketing Sherpa, 44% of clicks for B2B companies are directed to business homepages, not special landing pages. This is unfortunate since landing pages are essential for the success of a plastic surgeon’s inbound marketing strategy.
Even businesses are him and him and practices that employ landing pages apparently don’t realize how vital they are. Marketing Sherpa’s findings are that even the vast majority with landing pages have far too few. Landing pages are the heart and soul of an inbound marketer’s lead generation efforts, so why are they still so underutilized? The number one reason is because many do not know how to design and implement one effectively.
What Makes a Landing Page Effective?
A landing page allows you to capture a visitor’s information through a lead form. The best landing pages target a particular audience, such as traffic from an email campaign or visitors who click on a pay-per-click ad promoting a specific campaign. They work because these pages specifically address the type of visitor that clicked on the link.
It is important to build a unique landing page for each of the promotions you create. You can build landing pages that allow visitors to download your content offers (ebooks, webinars, etc.), or sign up for something like a free Botox treatment. Reasons the landing page garners more conversions include:
- Visitors don’t have to navigate your website to find the page they’re looking for, making the process of receiving an offer much simpler.
- Confusion about what they must do to receive your offer is eliminated, preventing visitors from becoming frustrated about not finding the form or worse yet deciding it isn’t worth their time to figure out how to go about the process.
- By directing your visitors to the exact page with the offer and the form they must complete to get it they are more likely to complete your form and thus be converted into leads.
Key Techniques for Building an Effective Landing Page
Even practices with landing pages can fail to succeed because they don’t employ the best techniques to building a winning landing page. Here are few simple things to remember:
Use a clear title, description, and layout to instantly convey the value of your offer and create a strong incentive for your visitors to download or sign up for it.
Keep your visitors focused on filling out your form by removing all distractions, including navigation links, from the landing page.
Include social sharing links to encourage your visitors to spread the word about your offer.
Design your forms to capture the information that you need the most in order to follow up with and qualify the lead.
Structure the forms with the user in mind so they’re not too long or invasive.
After they have filled out your form, follow up with your new leads by directing them to a “thank-you” page or sending them an auto-responder email. Keep them engaged by suggesting other offers they might be interested in or next steps they can take.
Track your conversion rates closely, and keep testing to find areas for improvement. Use your metrics and test results to optimize your landing pages so they continue to generate more leads.