Question: What caught your attention and enticed you to click and open this blog post?
Odds are, it was the headline that sparked your interest. Headlines are one of the most powerful tools in your marketing toolkit when it comes to increasing patient volume. Intriguing and effective landing page headlines have the power to transform your pages from missed opportunities to patient generating machines.
Your headline could be the only element of your landing pages that patients see, so time spent on crafting the perfect headlines is well worth the investment. As David Ogilvy once stated, “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
Here are 5 tips to ensure your landing page headlines attract patients and produce the metrics you desire:
1. Be Concise, But Clear
Don’t waste your visitors’ time with longwinded headlines. Provide enough information to get the point across, but cut to the chase to leave them wanting more. Your goal is to get your message across quickly and clearly.
2. Target Your Patient Personas
By the time your visitors have arrived to one of your landing pages, you should have a good idea of their interests and behaviors. Use patient personas to create a personification of your target visitor. Then, write headlines directly to those targets. Consider their wants, needs and motivations to craft relevant and meaningful headlines.
3. Communicate Your Value
The true challenge of a good headline is communicating the value of the offer. Use a surprising statistic, highlight a procedure, or focus on a promotion to showcase the value of your offer and why it is beneficial for patients to click through.
4. Solve Their Problem
Your visitor came to your landing page for a reason – they have a problem they think you can solve. Effective headlines speak to the pain points your offer solves.
5. Use Appropriate Keywords
Conduct keyword research to find words and phrases patients are using in their online searches. This step can also be helpful in the content creation phase. By including relevant keywords into your landing page headline, you will optimize your pages for search, allowing more patients to see them in their Google results.
Make sure your landing page headlines don’t get overlooked. It is an important part of your healthcare marketing strategy, and if written effectively, can pay dividends for your healthcare Brand. Use these 5 tips to ensure your landing page headlines attract patients, solve their problems, answer their questions, and keep them coming back for more.
For more information on creating effective landing pages, download our free eBook, The Ultimate Guide to Landing Page Optimization.
Integrate your current strategies with fresh inbound marketing ROI based ideas to attract more patients to your practice. Let's touch base and I will put the Hult Team’s experience to work for you. You can contact me at 309-673-8191 or firstname.lastname@example.org, and together, we can create a better focus on your healthcare Brand.