When it comes to measuring the success of an inbound marketing campaign, many healthcare marketers focus on high pageviews and low bounce rates. But the real ROI is in the conversion rate. Conversions mean the campaign landing page is successfully persuading visitors to take a specific action.
So what makes a great landing page?
- Clear Call to Action: What do you want the user to do? Register for a seminar, submit a story or schedule an appointment? When the user gets to your landing page, make it very clear what action they should take next, and keep it simple. A short form right on the landing page is often most effective and involves one less click for the user, removing a potential barrier for converting.
- Solid Content: Keep your content concise and be sure it answers your site visitor’s question. Don’t confuse or distract the user with noise.
- Consistent Branding: The landing page should visually match other marketing pieces used in the campaign. Users will leave the landing page if they are confused by inconstancy between where they heard of your campaign and the landing page they come to.
- Strategy: Don’t let your campaign’s landing page be a last minute addition. When you’re planning a campaign remember that the Web component is one of the most important piece – and often the conversion! — so make sure it’s not an afterthought.
A well thought out landing page can make or break a marketing campaign. Start with what action you want the visitor to take in order to accomplish a pre-determined goal and include the other elements listed above.
Putting it in Practice
For a great healthcare landing page example take a look at the Restore Campaign at Owensboro Health. Owensboro Health does a great job of implementing the tips mentioned above. The page is highlighting not only a specialized, minimally-invasive service, but also the top-notch physicians. The appointment request is a short, simple form and acts as a clear call to action.
Drama. Likable characters. A happy ending.
Keys to a great story, right? They can also be keys to compelling Web content – as we learned last month at Camp Reboot, Geonetric’s ninth annual eHealth Symposium.
For those of you who weren’t able to join us, here’s a recap of a presentation from a member of our content team:
Great storytelling can expand your healthcare brand, according to Michelle LeCompte, Geonetric’s director of content services. Stories capture attention, connect with the reader and continue to resonate after they’re told. Stories engage our emotions – and have been proven to convert behavior. Michelle shared:
“Brands that connect with their buyers on an emotional level will see two times more impact than marketers trying to sell functional value.”
Her point? When it comes to marketing, feelings win out over facts every time.
With the recent release of VitalSite 8.0, we introduced Notes, a helpful new feature designed for the teams and individuals responsible for planning, creating and maintaining the content of hospital websites.
Because Notes are right next to the content they describe (but are visible only to administrators and never to the public), content teams can easily communicate with each other about the pages, panels, providers, services, locations or other VitalSite objects they work on and govern. If you’ve worked on websites for any amount of time, you know how helpful this type of capability can be.
There’s no question knowing how you compare to your hospital and healthcare peers is helpful. Do you invest enough in digital marketing? How does your team stack up? Does your website have the right functionality? Are you using the right social media channels?
The list of questions goes on and on. Want to know the answers? Check out this infographic!
It shares highlights from Geonetric’s recent comprehensive industry survey. More than 250 healthcare marketers just like you told us their top eHealth challenges and biggest priorities for 2014. And it’s time for you to find out… is your website ahead of your peers? Or behind? Are you understaffed and under budgeted?
We all say we build our websites to help our users—patients and prospects, visitors, staff, communities and more—but do we really?
Top Tasks Help Users
What if focusing on top tasks, clear navigation and streamlined content actually increased our key measures and made our site visitors happy? Your next question might just be: Where do I sign up?
But then you wonder… How could it possibly be that when we first help our website users do what they came to do, they’ll show their love by sticking with us, following through with activities that also benefit our organization?
It seems counterintuitive, but it works. Requirements to fill out forms with lots of fields or pages—or “shouting” at visitors to do something we want before we let them complete their goal—only creates frustration. Such tactics actually interfere with building the positive relationships that create happy users who are inclined to make return visits.
Perhaps no item was more contentious in the results from our recent Healthcare Digital Marketing Survey than content. Hospitals love their content or they hate their content or their feelings about their content are… complex. Too much content. Too little content. Their content is too long or too static or frankly spends too much time talking about things that visitors don’t care about.
What survey respondents seem to want is Goldilocks content – not too hard or too soft, too hot or too cold. Content that’s just right.
And they want to find it now, because content is a bigger priority than ever before!
Certainly, this is driven in no small part by changes at Google over the past year. I’m inclined to also believe that healthcare organizations understand that providing useful content is the key to building a valuable relationship with the consumers that they serve.