Last week we noticed that we’ve never talked about the importance of a landing page. This was a shock to us because landing pages are, or at least should be, a very important part to your chiropractic marketing routine. We promote landing pages for almost every New Patient Postcard Campaign we create. This can help increase not only the traffic to your site, but also your conversion rate on getting patients in through the door.
NOTE: A landing page is a page where your potential patients “land” (arrive) from other sources, such as a postcard, Facebook or other social media. It’s a page that is optimized for a single purpose. In our case… your new patient offer or simply a sign up for a free consultation.
Let’s dig a little deeper as to way landing pages are so important.
The rise of online marketing, in our case, chiropractic marketing, has allowed traffic to websites to grow indefinitely. However, this is completely meaningless if your potential patient can’t or doesn’t interact with it. This is where landing pages or the first page someone visits comes into play.
The most important aspect to a landing page, which is primarily why we promote them so heavily with New Patient Campaigns is the convenience of them. When someone comes home after hours of work, picking up the kids and needed weekly shopping; the last thing they’ll want to do is pick up the phone and call the practice. If you only give the option for someone to call, you’ll be missing out on all the people too busy to call during the day when you’re open. Adding a landing page link they can visit, read more into your offer AND sign up online without needing to call will only DOUBLE the amount of potential new patients.
There are several key components that factor into the effectiveness of a landing page.
The main focus should always be: precise understanding of what to do. Whether this be to sign up for a free consultation or take action and schedule an appointment for a $19 exam. Many good landing pages will have concise verbiage that tells your potential patient what process to follow. This is typically laid out in a collection of short paragraphs, images, buttons and most importantly, a data capture field that will collect the needed information for you to follow up with your soon to be patient.
Among other things that hold value in creating an effective landing page is visual presence. MANY websites look outdated, untrustworthy or simply too complicated to navigate. Although this won’t impact all visitors, it’s important to market to the majority of your visitors, not the unique few. It’s important in today’s modern era to have a clean and professional looking presence that will help potential patients feel confident in your chiropractic office.
We could go on for days writing about how to best market your practice as well as setting up well design landing pages; however, we would love to talk to you in person and get to know you and help you exceed your goals. Call (360) 326-8896 today or schedule your FREE CONSULTATION using the link below. We’re here to help you grow your practice!
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