Before you start your next digital campaign, no matter what, where, or how you are advertising, start by building a customized landing page.

Digital advertising is all about conversions. You send traffic to your website through an ad campaign and you want as many of those people as possible to complete your conversion action. In healthcare, this usually means calling the practice or sending an email via a contact form to make an appointment or set up a consultation.

Given a fixed ad budget, there are two things that a digital marketer can do to improve the number of conversions:

  1. Improve the targeting on the ad campaign. The more relevant your ads are to the audience, the higher your click-through-rate (CTR) will be. (CTR is the percentage of the time that your ad is clicked out of the total number of times it is displayed.) This could include methods such as tightening up your target keywords for a search campaign or improving the messaging on an ad to ensure that it speaks to the right audience. However, there is a problem with this approach. While it is helpful overall and should never be neglected, extra clicks will exhaust your budget faster. So you’ll receive more conversions than with a less-targeted campaign, but you will hit the budget ceiling quickly and the conversions will stop flowing.
  2. Improve the landing page experience. If you create a quality, relevant landing page for your campaign, your traffic will convert at a higher rate. You won’t have to increase your budget at all. Simply doing a better job of catering to the incoming traffic, you will significantly increase your return on ad spend.

Digital marketers will often fall into the trap of thinking that normal website content is good enough to serve as a landing page for an ad campaign. While there are always exceptions, it can be said that a customized landing page will almost always outperform a regular content page on a website. To further illustrate this point, let’s take a look at a situation that I recently dealt with for a client.

A quick example…

We had a page on a certain client’s website that we had recently optimized for search. It was a comprehensive page about a specific medical condition that our client treated. It ranked high on search engines for relevant keywords and performed well with the organic traffic coming from those search engines. For some reason, however, the page did not perform half as well with our paid traffic. What caused this difference between the performance of paid traffic and organic traffic?

We discovered the issue by really thinking about the people who were landing on the page and whether or not the page was relevant for them. The keywords that we were targeting for the paid traffic indicated that the person was ready to make an appointment (e.g., doctor near me or need a doctor). Our page was full of information about the condition, everything from causes to symptoms to treatments, etc., which sounds great, but it was actually more relevant for people who were still in their research phase, just learning about the condition. The people who were ready to make an appointment wanted more information about the doctor and how to get in touch, which was not featured on the page.

With those insights, we constructed a separate landing page and ran an A/B test with our paid search campaign traffic. Sure enough, our conversions shot up significantly on the traffic directed to our new landing page and stayed about the same on the existing page.

Best Practices for Healthcare Landing Pages

Every campaign is different. Even within campaigns, there are often varying audience segments that you are trying to convert. That said, there are a few things that every landing page needs to have:

  • Relevance. Your first goal with any landing page is to make it relevant for incoming traffic. You want to provide people coming to your landing page with the experience that they are seeking. Your content on the page needs to be created with this in mind.
  • A strong headline. Your page should begin with a succinct statement that verifies to the incoming traffic that they are in the right place.
  • A concise explanation. You need to get your point across quickly and in an easily digestible way. Most people won’t stick around long enough to read paragraphs of information on your product or service. You need to be able to sum it all up in a few bullet points.
  • The value proposition. Now that you’ve effectively explained your product or service, what sets it apart from your competition? Again, this needs to be communicated with as few words as possible.
  • The call-to-action. The whole point of a landing page is conversions. Clearly communicate what conversion action you want your incoming traffic to perform.
  • Trust signals. Are you board certified? Have you won any awards worth mentioning? Maybe you have a testimonial video from a former patient. In healthcare, you need to communicate trust. Potential patients want to put their personal health in the hands of someone they feel confident in.
  • Clean, consistent design. Keep your design simple on landing pages. You don’t want your traffic to get distracted with too many bells and whistles instead of moving through the page to the conversion action. Also, especially when it comes to display ads, make sure that the imagery you are using in your ad goes with the design of the landing page. The last thing you want is for people to think they are in the wrong place because of a different color scheme.
  • Logical flow of information. Your content should all be laid out in a way that makes sense to the user. Put yourself in the shoes of your prospective patient navigating through the page. Does the layout make sense? Does the content flow together? Would you convert?

One last piece of advise: A/B test as much as possible. Maybe people prefer filling out a contact form on the left side of the page more than the right side. That simple change might get you more patients. You will never know if you don’t try.

Our Partners

facebook marketing partner
google partner
shopify logo
hubspot partner program

Subscribe to Our Newsletter!

@ 2023 Points Group / All Right Reserved

This Privacy Policy governs the manner in which Points Group, LLC collects, uses, maintains and discloses information collected from users (each, a “User”) of the website (“Site”). This privacy policy applies to the Site and all products and services offered by Points Group, LLC.


We may collect personal identification information from Users in a variety of ways, including, but not limited to, when Users visit our site, subscribe to the newsletter, respond to a survey, fill out a form, and in connection with other activities, services, features or resources we make available on our Site. Users may visit our Site anonymously. We will collect personal identification information from Users only if they voluntarily submit such information to us. Users can always refuse to supply personal identification information, except that it may prevent them from engaging in certain Site related activities.


We may collect non-personal identification information about Users whenever they interact with our Site. Non-personal identification information may include the browser name, the type of computer and technical information about User’s means of connection to our Site, such as the operating system and the Internet service providers utilized and other similar information.


Our Site may use “cookies” to enhance User experience. User’s web browser places cookies on their hard drive for record-keeping purposes and sometimes to track information about them. User may choose to set their web browser to refuse cookies, or to alert them when cookies are being sent. If they do so, note that some parts of the Site may not function properly.


Points Group, LLC may collect and use Users personal information for the following purposes:

  • To improve customer service
  • Information you provide helps us respond to your customer service requests and support needs more efficiently.
  • To personalize user experience
  • We may use information in the aggregate to understand how our Users as a group use the services and resources provided on our Site.
  • To improve our Site
  • We may use feedback you provide to improve our products and services.
  • To run a promotion, contest, survey or other Site feature
  • To send Users information they agreed to receive about topics we think will be of interest to them.
  • To send periodic emails
  • We may use the email address to respond to their inquiries, questions, and/or other requests. If User decides to opt-in to our mailing list, they will receive emails that may include company news, updates, related product or service information, etc. If at any time the User would like to unsubscribe from receiving future emails, we include detailed unsubscribe instructions at the bottom of each email.


We adopt appropriate data collection, storage and processing practices and security measures to protect against unauthorized access, alteration, disclosure or destruction of your personal information, username, password, transaction information and data stored on our Site.


We do not sell, trade, or rent User’s personal identification information to others. We may share generic aggregated demographic information not linked to any personal identification information regarding visitors and users with our business partners, trusted affiliates and advertisers for the purposes outlined above. We may use third party service providers to help us operate our business and the Site or administer activities on our behalf, such as sending out newsletters or surveys. We may share your information with these third parties for those limited purposes provided that you have given us your permission.


Users may find advertising or other content on our Site that link to the sites and services of our partners, suppliers, advertisers, sponsors, licensors and other third parties. We do not control the content or links that appear on these sites and are not responsible for the practices employed by websites linked to or from our Site. In addition, these sites or services, including their content and links, may be constantly changing. These sites and services may have their own privacy policies and customer service policies. Browsing and interaction on any other website, including websites which have a link to our Site, is subject to that website’s own terms and policies.


Points Group, LLC has the discretion to update this privacy policy at any time. When we do, we will revise the updated date at the bottom of this page. We encourage Users to frequently check this page for any changes to stay informed about how we are helping to protect the personal information we collect. You acknowledge and agree that it is your responsibility to review this privacy policy periodically and become aware of modifications.


By using this Site, you signify your acceptance of this policy. If you do not agree to this policy, please do not use our Site. Your continued use of the Site following the posting of changes to this policy will be deemed your acceptance of those changes.


If you have any questions about this Privacy Policy, the practices of this site, or your dealings with this site, please contact us at:

Points Group, LLC

150 Morristown Road, Suite 220

Bernardsville, NJ 07924

This document was last updated on July 24, 2014