Great landing pages help websites attract, intrigue, and convert prospects.
To be effective, chiropractic websites must appeal to patients and other visitors. The website needs to motivate people to take action in ways that benefit your goals. If each page is designed and written correctly to encourage these actions, you are likely to see increased online traffic and better interaction from visitors. This is beneficial for clinic websites because better traffic may directly translate into more new patients, more blog followers, or other positive changes.
Websites do not need to be perfect, but minor improvements can make a big difference. By learning how to improve your landing page, you may resolve other issues with your website.
Introduction to landing pages
Landing pages provide visitors with a place to “land” at your website when they click a link in a promotional email or an online ad. They interest your prospects so that they are motivated to find out more information, contact you, sign up for your newsletter, or respond in some way. Ultimately, making your landing page and website user-friendly and well-written may be the most significant strategies you can use to create great pages.
Here are a few key considerations as you write landing pages:
- Headlines—Whenever you write your blog, news section, landing page, or any other part of your website, pay attention to your headlines. Ideally, they should be short and contain keywords.
- Proof—Prospects need really compelling reasons to choose your clinic or accept your offer.
- Plain-Language—Clear and clean copy usually is more persuasive.
- Call to Action—Your call to action asks visitors to take a specific action such as joining your mailing list, requesting an appointment, purchasing a book, or following your social media page. Focusing on a single action may help prevent people from becoming lost or distracted when they visit your website.
- Obvious Form or Checkout—Whatever action you want visitors to take on your page, be sure to make any sign-up form or checkout button very visible and easy to use.
- No Distractions—Leave out any unnecessary text, links or buttons that distract from the one action you want readers to do.
- Consistent Brand—Make your landing page look like other pages on your website with the same colors, fonts, styles, and design.
Think of your website as a continuous work-in-progress and experiment with small changes. From there, watch your results carefully and measure the success of your landing page by looking at traffic and live responses from users.
Getting started with landing pages
Before you write your landing page, begin by identifying the audience, purpose, message and design. Consider who you are trying to reach and how you plan to use your landing page to proclaim your message. Answering these questions will help you plan your page and may help you save time.
- Audience—Who will likely visit the page and what problems do they have? Pick a problem your audience identifies with and make solving that problem the focus of your page.
- Action—Choose an action you want them to complete. If you want your audience to visit your office or schedule an appointment, you probably want to encourage them to contact you.
- Message—Create an offer designed specifically for your audience and decide how you will present it.
From there, create an outline or first draft of your landing page. Re-read it for clarity, consistency and effectiveness. As needed, experiment with different text, stories, ideas and calls to action. Change the design. As you go, document what you learn and keep trying to improve your page. Or, as you start new campaigns and create new landing pages, revisit what you are learning and see how it applies to your next project.
Great landing pages convert
If your landing page is not performing well, feel free to redo it. Ask someone to review your page and provide feedback. Whatever you do, become a student of landing page best practices and be willing to implement changes.
References
- com, “How to Take Your Landing Page From Good to Great.” CopyBlogger. http://www.copyblogger.com/great-landing-pages/. Accessed: April 2017.
- Laja, Peep. “How To Build a High Converting Landing Page: Rules, Process and Critique.” CXL Blog. https://conversionxl.com/how-to-build-a-high-converting-landing-page/. Accessed: April 2017.
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