Healthcare Brand Growth Blog


 October 23, 2014

Building Your Brand Through Landing Pages

Building your brand through landing pagesOf all of the landing pages on the Internet, a potential customer or patient lands on yours. Is it appealing enough to hold their attention? Does it make them want to take some time to fill out a form? Is it clear what you're offering them and how they benefit? Wait a second – what is a landing page?

A landing page is a web page that is designed to funnel a reader to a very specific action, often to capture a visitor's information through a lead form. Completing the information form on a landing page may be the first step in the pre-purchase experience, and it’s an important and influential touchpoint for customers in the decision-making process. You need to make sure your landing page is appealing enough to capture a visitor’s attention.

The main goal of a landing page is to convert visitors into leads. By offering the visitor something beneficial, like an eBook or brochure, in exchange for some simple information, you have a much higher chance of converting them into a lead. The form visitors fill out is called a lead form.

A completed lead form means that you now have an idea of what a visitor is interested in. You now also have contact information for that visitor and can follow up with more information or offers. In short, a landing page gives more potential for business opportunities.

A landing page should demonstrate your Brand’s promise. It’s potentially the first time you make contact with a customer, so you need to make a good first impression. It’s a great place to show off your Claim of Distinction and differentiate yourself from competitors.

Your Claim of Distinction is the combination of both tangible and intangible characteristics that make your Brand unique. A landing page allows you to show off both your Brand and your offer to the potential consumer.

Visitors can get to a landing page through a blog, an online advertisement or through a search engine result. The landing page is often tailored to one specific product, service or deal being offered. Most companies have multiple landing pages to showcase different offers to appeal to a wide variety of interests.

For example, a landing page can offer an eBook about email marketing in exchange for filling out the lead form. In another instance, a landing page can be used to sign up potential patients for diabetes educational program.

A landing page allows you to direct the visitor to complete a quick information form while they’re navigating your website. This is much more effective than having a visitor land on your main web page and fumble around trying to figure out which link lets them sign up for your company’s newsletter. Landing pages are a quick and simple way to get a customer involved with your Brand.

Interested in optimizing your landing pages to get more customers or patients? Download our free eBook, The Ultimate Guide to Landing Page Optimization today to expand your healthcare and business marketing strategy. Our eBook will help you to create great landing pages that convert visitors into patients and customers. Find out how to optimize your pages, get your pages shared and much more.

Analyzing yourself can be tricky. Let's touch base and I will put the Hult Team's experience to work for you. We can connect at 309-673-8191 or jflynn@hultmarketing.com, and together, we can create a better focus on your Brand. 

 Download The Ultimate Guide to Landing Page Optimization