Healthcare Sites: Do Your Landing Pages Suck?

When you’re thinking about SEO for your healthcare site, it’s important to consider whether your landing pages suck. 

What’s a landing page, I hear you ask?

Well, technically, a landing page can be any page that a visitor to your site first enters on. If you think about it, you don’t always go straight into a site on the homepage do you? No. You may arrive on a site on an informational blog post, via the ‘About’, ‘Contact’ or even the ‘Pricing’ page.

But landing pages can refer to specific pages designed as a single destination for users. For example, this may be a special offer, service or treatment page. It’s a purpose built entry point for your site. We can think of this as a professional and modern reception area for your business, complete with yukka plant and copies of ‘Cosmopolitan’ magazine.  We then drive visitors to those pages via search engines like Google, email campaigns, paid ads, social media or direct marketing.  

Today, we’re going to ask you a few simple questions about your landing pages to help you decide if your landing pages suck and if you need to change your landing page performance for the better.

A study in April, 2021 by Unbounce analysed 264 million website visits. They found that the average conversion rate for leads across all industries was just 2.35%. Health sites tracked this quite closely with an average conversion rate of 2.8%. 

The top performing health and medical websites had a conversion rate of 13.4%. So, if you have a good landing page, you can turn over 13% of visitors into  leads.

By the way, in case you’re wondering, here at Healthcare-SEO our clients average conversion rates are between 5% and 13% per month so definitely at the higher end of average 😉

So without further ado, let’s get into the questions…

Number one: Lead Forms

Are you asking for too much personal information? 

A study by Omnisend https://www.omnisend.com/blog/best-signup-forms-conversions/  looked at landing pages. They found that asking for birthday or gender had five to 6% conversion rates compared to forms asking for email and phone numbers had a 10% to 15% conversion rate.

In other words, the more personal you are with your questions the more conversion rates are going to slip. 

In a time when website visitors are more concerned than ever about data privacy, it’s really important that you keep the information you gather to an absolute minimum. If you don’t it just decreases conversions. 

Now of course, there is a possibility that you’ll want to get a visitors age or date of birth to ensure that your sales team are not going to follow up with a minor. But you want to save that until last. You want to first ask less personal information and the less personal it is, the better off you are.

The other interesting stat from this study is that the best converting landing pages are those that have 3 fields (name, email, phone number). 

Again, the more fields there are the more likely someone is to get distracted or worse, get annoyed by all the questions. 

Here’s a good example from The Private Clinic London….

Do they really need a postcode AND a preferred hospital? Would that be something they would prefer to speak to an actual person about in order to explore their options? Probably. So keep the info gathering to a minimum. 

It’s also worth noting that The Private Clinic London make it mandatory that users fill out exactly the type of treatment they are interested in.

But what if they’re interested in multiple treatments? What if they’re unsure of the correct terminology for their treatment? Or which category it fits in? Even with those points aside, it’s still a PITA to sort through all the options looking for the correct one (especially on mobile!).

Number two: Does your page take more than four seconds to load?

47% of customers expect a webpage to load in 2 seconds or less. According to Cloudflare ( https://www.cloudflare.com/en-gb/learning/performance/more/website-performance-conversion-rates/ )

testing by AI healthcare software company mPulse Mobile found that:

Pages that loaded in 2.4 seconds had a 1.9% conversion rate

At 3.3 seconds, conversion rate was 1.5%

At 4.2 seconds, conversion rate was less than 1%

At 5.7+ seconds, conversion rate was 0.6%

So, how do you know how fast your website is? 

Simply head over to Google Pagespeed. You can enter your website here and get a Pagespeed score along with actionable tips for where improvements can be made

pagespeed for healthcare websites
https://pagespeed.web.dev/

Next question: Are you relying upon one landing page? 

A study by HubSpot discovered that having 10 to 12 landing pages increases leads by up to 55% You’re probably wondering, why is that? 

By having multiple landing pages. You can divert traffic into different sections of your site to see what converts better. This will allow you to tweak and figure out what copy resonates better with people, what kind of images resonate better with people, what kind of Call To Actions messaging and testimonials affect conversion rates. 

This is all data you get when you have multiple landing pages. With one landing page it’s harder to figure out what’s working. 

The next question I want you to ask yourself: Do you have more than one offer on your landing page?

Wishpond did a study that found out that featuring more than one offer on a landing page can decrease conversion rates by as much as 266%. So the more focused your messaging is, the better off you are. 

When you give people too many options. They don’t make their decision fast enough. Sometimes they don’t make a decision at all.

The next question ask yourself, have you A/B tested your landing page? 

What things you should test? 

Call to action buttons. Is it above the fold? Is it below the fold? What’s the text used in headlines? Headlines are what people read most and eight out of 10 people will just read your headlines. So make sure your headline is compelling and dive right into their problem and your solution. 

Then you have pricing. Are you charging too little? Too much? Should you do payment plans? Should you be showing your pricing on the site at all? Should you show the price of initial consultation? These are all things you should test. 

Is it worth adding a video? That’s worth testing too because with videos sometimes people don’t want to read the text but with a video they can watch it and get all the information they need. 

Test your forms. Do you have too many fields as we discussed earlier? If you really need them, break them up into multiple steps. Typically when you do two steps, you’ll get a 10 plus percent increase in conversions. 

In short, A/B testing is a really powerful thing to do with your landing pages. Because no matter how well the landing page converts, it can convert better. 

If you need help with your conversion optimization, check out our free 15 minute SEO video review for Healthcare sites.