Landing Page Best Practices
What is a Landing Page?
A landing page is a stand-alone webpage that allows you to collect information from visitors through a form. The purpose of a landing page is to convert visitors into leads (and, ultimately, leads into patients). When used in conjunction with Reach, these visitors are typically new leads or past patients returning to care. Often, visitors will arrive at your landing page through marketing emails (or text messages), newsletters, event kiosks, or ads. Check out these instructions on how to create a landing page.
While landing pages aren’t part of your regular site navigation (and they shouldn’t be), we can white label Reach landing pages to provide a URL consistent with your website. Click here for more information.
What should I include on my landing page?
Landing pages should contain
- A Headline
- A Form (single call to action)
- Compelling Copy that entices your visitor to complete the form (we’ll provide five steps to craft the perfect message below)
- A Thank You Message
Your headline should grab the visitor’s attention and prompt a clear and easy-to-take action (i.e. sign up today). This should appear in your Hero block. This headline should also match the wording that was communicated in the message sent to the lead through Reach. For example: if the headline is “Sign up for a free Wellness Screen,” then the message sent via Reach should also state, Sign-up for a free Wellness Screen. This continuity reassures the visitor that they’ve arrived at the correct link.
Your lead form should appear ‘Above the fold’, meaning that visitors don’t have to scroll to see it. Ideally, it should appear right after your logo.
Keeping your lead form short and straightforward will increase your conversion rate. Only ask for the information you actually need, think three to six fields. You can be creative with your button text as long it aligns with the action the user is taking. Also, be sure this button has a high-contrast to the other colors around it, making it easy to spot.
Also, consider adding Lead Source as a Hidden Field to any forms you use. Both of the landing pages that were added to your account have Lead Source included in the default forms already. If you create additional landing pages, it’s a great way to track the source of a sign-up without a patient having to manually enter that information in every time, which could decrease conversion rate on the landing page.
First, let’s discuss what you should cover within the landing page, then, we’ll look at some copy best practices.
Within your copy, you should include the following:
- The pain point: What does your offer solve? By recognizing their pain and showing empathy, you can begin to build trust before they walk in the door.
- Your solution: What are you offering in exchange for their information? Illustrate a clear path between their problem and how your solution is the remedy they need.
- Benefits: What's in it for them? How will their life be improved as a result of your care?
- Expectations: What can they expect? If you're providing a free consult, explain what that means. Give your potential new patient all the information they need to make a decision.
- Social proof: i.e. patient testimonials or excerpts from positive public reviews (i.e. Google, Yelp, etc.). This validates your offer without you needing to write anything. This point is crucial for new leads who are unfamiliar with your organization. Remember, you must obtain a patient’s written consent prior to publishing private reviews like NPS responses.
Next, let’s review a few things to keep in mind when writing your copy around the points list above.
- Keep it short; every word should have a purpose. The longer your landing page (and form), the more friction you add to the lead conversion process.
- Use persuasive language. Your copy should inform and entice your visitor to complete your form.
- Speak directly to the visitor by using “you” and “your” to make them feel engaged.
- Use action-oriented phrases, i.e. “Sign Up.”
Thank You Message
Always include a thank you message or confirmation page after the form is submitted. You should also include a timeline of when they should expect to hear from you. This is the first step toward building trust that could help them become a patient later down the line.
Say No to Navigation
Leave out navigation elements. Your landing page has one objective and one objective only: to convert visitors into leads. Any competing links — including links to other pages on your website — will distract from that goal and reduce your conversion rate. Remove any other links on your page to draw all of your visitors’ attention to your form and that submit button.
Landing Page Audiences
How much information you need to include in a landing page is dependent on the intended audience and how they accessed the landing page. Let’s explore.
Leads vs. Past Patients
In general, you’ll need to provide more information about your organization to individuals who are not past patients. This includes information about the benefits of rehab therapy, who your organization is, why they should choose you to handle their care, and social proof. Social proof encompasses items such as patient testimonials and online reviews (Google, Yelp, etc.).
On the other hand, patients who have already completed a course of care at your organization really only need to understand the offer (i.e. Free Screen, Phone Consult, or New Eval) and fill out the form. Their past experience with your organization overcomes all the hurdles that must be solved with written persuasive content for leads.
Lead Source Segmentation
Your landing pages may also need more or less detail depending on whether they received the link through email or text message. Because of the 160 character limit in text messages, we don’t have the ability to provide nearly as much context as we can in an email message. In this instance, the landing page will be required to provide all the necessary context for the visitor to take the desired action (i.e. sign up). Conversely, restating the information contained in the email message within the landing page would be redundant and distract from the desired action.
What does this mean?
In general, we see a need for multiple landing pages to take full advantage of the Leads and Reactivations workflows.
This doesn’t mean that your reactivation landing page can’t work for leads; you’ll just need to do some additional tweaking until you find the right mix of information for your audiences. Tip: Ensure your form (hero block) is always the second block after your logo block. Any social proof items you would like to include should come below the offer message.
Testing Your Landing Page
You can test virtually anything on your landing page. But while that’s possible, you may want to limit your test to a few of the most impactful elements of your page, like:
- Headline copy
- Click triggers
- Copy on the page
- Lead form length and fields
These tests will have the biggest impact on your conversion rates. Try starting with the simplest change first, like a headline or CTA color, then work your way to the larger undertakings, like your page copy.