What's a Landing Page, and Why Should I Use One?

It’s no surprise that patients turn to the Web for health information. (Dr. Google, anyone?) And when folks hit up the Internet for solutions to what ails them, you want them to know rehab therapy is the ideal option. (After all, as we mention here, only about 10% of patients who could benefit from seeing a PT actually end up doing so.) That’s where tools like Google Ads come into play (e.g., targeting advertisements to people in your region who search for solutions to problems your discipline can correct). But, piquing prospects’ interest enough to get them to click on your ad is only half the challenge. Conversion—that is, getting people to take the action you ultimately want them to take (i.e., booking an appointment)—hinges on what they see after they click: your landing page.

Now, you might think a landing page is simply any page a website visitor lands on, but that’s not the case. So, let’s dive into the true meaning of the term “landing page.”

What is a landing page?

According to Healthcare Success, a landing page is “a keyword optimized, stand-alone page on your website” that prospects land on when clicking links from:

• search engines (e.g., Google and Bing),
• social media posts,
• website banner ads,
• marketing emails or newsletters,
• blog articles, and
• website or social media pages.

Typically, it is only accessible via the source—the ad, email, or blog post—that links to it. In other words, landing pages aren’t part of your regular site navigation, and they are hidden from your regular site visitors.

Why would a PT practice need landing pages?

So, why use landing pages? After all, your clinic’s homepage has everything prospective patients need to know about your practice—so, shouldn’t your ads direct them there?

Not always.

Your homepage is (hopefully) a wealth of information, laying out everything from the services you offer and your mission statement to your office hours and location. It’s a crucial piece of your online strategy, but if you use it in place of a true landing page, all of that other information can distract prospects from doing the one thing you really want them to do: schedule an appointment.

Furthermore, if a patient is looking for a therapist who treats a very specific condition or offers a specialized type of therapy (e.g., aquatherapy), a landing page is like a giant, flashing neon sign saying, “This is the provider you need!”—albeit in a slightly more subtle fashion. By targeting people who are searching for very specific services—and then quickly telling them that you provide those services (and provide them well)—you can drive them to take action faster.

What makes a good one?

So, what kind of web page converts prospects to patients? For starters, you need to make sure you have a coherent, concise message—and that message should align with, and expand on, the message delivered by the advertisement or link your prospects clicked on. For example, if you write an ad about aquatherapy, your landing page should be all about the aquatherapy services you provide, their benefits, and the therapists who provide them. Basically, your ad should capture the prospect’s interest, and your landing page should sell them on you (and your practice).

Beyond salesy language, a good landing page also:

• includes a single, clear call-to-action (CTA);
• uses testimonials from current or past patients (learn how to solicit patient testimonials here);
• has an attractive, clutter-free design;
• asks for minimal patient information on the form; and
• gets its message across in as few words as possible.

If you’re ready to start using landing pages in your digital marketing efforts, but you’re not sure where to start, WebPT Reach can help. Not only does Reach help you nurture existing patient relationships with its patient relationship management (PRM) functionality, but it also helps you attract new ones with attractive, easy-to-use landing pages—in addition to a slew of other marketing tools. Got any digital marketing questions? Drop us a line in the comment section below, and be sure to download our comprehensive (and totally free) guide to marketing your rehab therapy practice.