For healthcare providers looking to capitalise on Google Ads, the landing page is where the patient journey may begin or end.
The anatomy of a high-converting landing page is much like a well-functioning body system—each element must work in harmony to ensure success. Here’s what makes up a compelling Google Ads landing page:
1. The Headline: Capturing Attention
Your headline is the first thing a visitor sees. It should be compelling and directly related to the ad copy that brought them there. Ensure it's clear, concise, and confirms to the visitor that they've arrived at the right place.
2. The Sub headline: Adding Context
Directly beneath the headline, the sub headline should provide additional detail and context, reinforcing the value proposition and encouraging further reading.
3. The Hero Image: Visual Appeal
Images can speak louder than words. Use a high-quality hero image that resonates with your target audience, preferably showcasing your facility or staff, to create an immediate visual connection.
4. The Unique Selling Proposition (USP): Differentiating Your Service
Clarify what sets your practice apart. Your USP should be a clear statement of the benefits that patients will receive by choosing your healthcare services.
5. The Benefits: Highlighting the Advantages
Instead of just listing services, detail the benefits. How does your practice improve patient lives? Use bullet points for easy readability.
6. The Trust Signals: Building Credibility
Leverage testimonials, reviews, accreditations, and practitioner profiles to build trust. Remember to adhere to AHPRA guidelines when displaying testimonials related to regulated health services.
7. The Call-to-Action (CTA): Encouraging the Next Step
Your CTA should stand out and instruct visitors on what to do next—whether it's to book an appointment, call your practice, or download a health guide. The language should be action-oriented, creating a sense of urgency.
8. The Lead Capture Form: Simplifying the Process
Make it easy for visitors to leave their details. Ask for essential information only, as a long form can deter potential leads. Position it above the fold to ensure it's seen without scrolling.
9. The Trust Badges: Assurance of Quality and Security
Display badges that assure visitors of privacy, data security, and quality of service. This might include SSL certificates, healthcare accreditations, and privacy policy links.
10. The Content: Educating the Visitor
Provide content that educates the visitor about their condition, treatment options, and what to expect. This positions your practice as a knowledgeable and caring provider.
11. The Social Proof: The Power of Community
Incorporate elements of social proof such as patient testimonials and case studies, being mindful of privacy and regulatory constraints.
12. The Closing Argument: The Final Persuasion
Before the final CTA, include a closing argument—a statement that reinforces the decision to act now.
13. The Footer: Additional Resources
Include a footer with links to other areas of your site, such as FAQs, contact details, and your blog. This provides additional resources for visitors who are not yet ready to convert.
14. The Mobile Responsiveness: Ensuring Accessibility
Ensure that the landing page is optimised for mobile devices, providing a seamless experience for users on any device.
15. The Speed: Minimising Load Times
A fast-loading page is crucial for keeping potential patients engaged. Optimise images and scripts to ensure your landing page loads quickly.
16. The Analytics: Tracking and Optimisation
Integrate analytics to track visitor behaviour, allowing for continual optimisation based on data-driven insights.
