What Goes Into a Successful Medical Landing Page?

What Goes Into a Successful Medical Landing Page?

Last updated on August 11, 2016 by Fahad Muhammad in Conversion Rate Optimization
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Up until a couple of years ago, word of mouth was considered a pretty good advertising technique — especially in the medical industry. Health care professionals provided their existing patients with the best care possible so that they could, in turn, leave them glowing reviews to get more patients.

In today’s marketing world, traditional marketing strategies like word of mouth don’t work as well as they did (in fact these strategies have been replaced by other forms of social proof). If your practice is in need of more patients, you need to actively seek them. Landing pages can help you do just that.

Many other industries understand the importance of landing pages when it comes to converting wandering traffic into committed clients.

So, today we’re going to examine the medical industry and see how they use landing pages to generate leads, offer free consultations, — virtually any goal.

Some of the examples are not landing pages in the truest sense but perform a similar function due to their connection to the PPC ad. Pages that are not true landing pages have been identified below.

(Keep in mind, for shorter pages, we’ve shown the entire page. However, for longer pages, we only displayed above the fold. You may need to click through to the page to see some of the points we discuss, and some examples may be A/B testing their page with an alternate version than is displayed below.)

Let’s begin.

Medical insurance companies

Liberty HealthShare


What the page does well:

  • The headline is clear and relevant telling visitors exactly how affordable their health care can be with a realistic monthly rate.
  • The CTA button copy includes the word “free.”
  • The 2-field form each have a drop down menu — simply select the option best suited for your needs and click the CTA to get a free estimate.
  • The visual cue (green arrow) guides visitors toward the form.

What could be A/B tested:

  • The image should change to something that looks more related to healthcare. This photo looks too much like a stock photo and it could be interpreted many ways, such as a family taking a leisurely walk.



What the page does well:

  • The headline clearly defines the purpose of the page — to compare rates and providers.
  • The form only requests zip code and clicking the CTA specifies what visitors can expect to see after they click.
  • The image doesn’t look too much like a stock photo.
  • The copy explains what Obamacare is and how your family can qualify for it.

What could be A/B tested:

  • The navigation links at the bottom of the page are a distraction.
  • The phone number is not click-to-call, which could help generate a lead even faster than submitting zip code and going through the steps on the page.
  • Testimonials from satisfied families (with photo) could really help increase trust and generate more click-throughs.




What the page does well:

  • The headline is immediately followed by a form where you can enter your zip code to find a dentist in your proximity.
  • Customer testimonials where smiling customers rave about how they were able to find a dentist using the service.
  • “As seen on” badges on the page, showing the publication where the service has been featured.
  • The copy is broken down into simple points and steps showing the visitors exactly how the service works.
  • A patient counter shows the exact number of patients who found a dentist using the service.
  • The page lists a phone number for anyone who’s having a dental emergency and doesn’t have the time to look through dental landing pages.

What could be A/B tested:

  • The photos below the fold of “alleged” customers look a lot like bad stock photography.
  • More white space could help all page elements “breathe” a little more.
  • The copyright is outdated (2014), which makes us wonder… what else is out of date on this page?

Gallery 57 Dental


*Not a true landing page because the URL is their homepage.

What the page does well:

  • The CTA buttons provide clear direction. The primary CTA button lets visitors schedule an appointment, and the secondary button is an anchor tag that lets visitors watch patient testimonials without leaving the page.
  • The video testimonials talk about how good the service is.
  • The lead capture form is easy to fill out, although the message field is a bit excessive.

What could be A/B tested:

  • The image slider above the page fold most likely affects the page speed.
  • Music autoplays in the background, and there’s no way to mute it on-screen without turning down your computer’s volume.
  • The navigation links are excessive because they provide too many exit links from converting on the page. Gallery 57 paid good money for my click, why waste the opportunity to convert me with so many options to leave the page?
  • The images on the page consist of bad stock photography.
  • The ‘Latest News’ section is unnecessary and doesn’t add to the conversion goal.

Fertility doctors

Fresenius Vascular Care


What the page does well:

  • The headline tells the visitor exactly what the page is about.
  • The images are relevant to the service because fertility treatment involves men so it makes sense that the images are of male patients.
  • The CTA button color contrasts well with the page because it hasn’t been used yet.
  • Bolded copy emphasize statistics of varicocele and the benefits of scheduling a consultation.

What could be A/B tested:

  • A 7-field form is too long, especially for someone who’s probably just started seeking general information about varicocele.
  • The phone number is not click-to-call so visitors on mobile must type in the number manually, creating friction and making it more difficult that the person will speak with a representative or schedule a consultation.
  • Social share buttons act as exit links because, when clicked, the visitor leaves this landing page — and may never return.

Stanford Medicine


What the page does well:

  • Stanford Medicine’s logo helps reassure visitors they are on the correct page and that the fertility clinic information is associated with Stanford Hospital.
  • A click-to-call button on the page, so visitors who have more questions can call directly from the page. This is especially helpful for mobile users visiting this page.
  • The page copy describes what fertility experts at Stanford Medicine can do for patients.

What could be A/B tested:

  • The bulleted copy could be indented more so that visitors could skim this page quickly and learn what Stanford’s fertility specialists have expertise in.
  • Including a form on this page, instead of requiring visitors to click-through to the next page, eliminates one step in getting more registrants for the free fertility seminar.
  • There is no headline, it’s just a statement that claims Stanford’s fertility doctors are committed to providing leading-edge treatment.


Dr. Steven Shoshany


*Not a true landing page because the URL is the homepage.

What the page does well:

  • The videos on the page show where Dr. Shoshany has been featured, such as The Today Show and Fox News.
  • The headline above the lead capture form is clear, “Now Accepting New Patients” is a pretty straight forward conversion goal.
  • The phone number is click-to-call making it that much faster for interested patients to schedule an appointment with Dr. Shoshany.
  • The phone number and address on the page adds trust, just like testimonials and customer reviews can.

What could be A/B tested:

  • The slider is distracting and can often cause slow page loads, which lower the chance of visitors converting on the page.
  • The CTA button on the slider is transparent and blends in on all three slides, making it harder to convert on the page.
  • The Google+ widget is unnecessary if Dr. Shoshany wants to convert more visitors who see this page.
  • The floating navigation bar is a constant reminder that visitors can leave this page without scheduling an appointment.


Dr. Joseph Stern


*Not a true landing page because the link is Dr. Stern’s “about” page on his website.

What the page does well:

  • Dr. Stern’s photo lets potential patients know who he is, which adds a nice personal touch.
  • The CTA button copy is clear because once you click the button you’re redirected to the page where you can book an online appointment.
  • The phone number lets visitors call Dr. Stern with any questions they may have before converting on the CTA.

What could be A/B tested:

  • The copy centers around the doctor. It talks about his personal interests, his education, and experience. The copy is all ‘me, me and me’ and there’s not enough ‘you.’
  • The navigation links on the page need to be removed because they act as exit links and have proven to lower conversion rates.

Does your medical practice have a landing page yet?

Medical landing pages are a necessity for healthcare professionals who want to expand their client base or fulfill other conversion goals. But, just publishing a landing page doesn’t do the trick, it should be optimized and worthy of converting.

Design your next highly customizable landing page with Instapage and A/B test it using the above critiques. You’ll certainly be glad you did.

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