Things to consider when building a high-converting landing page for HRT marketing

If you are on your way to building a sustainable marketing campaign for your HRT practice, having a landing page is where you begin!

By creating landing pages specifically for services, treatments, and offers, you give each campaign a home. 

Designing landing pages is also important to get an edge over the competition and to stand out from the crowd. 

In 2021, the global hormone replacement therapy (HRT) market worth USD 14.17 billion and is expected to hit the figure of USD 21.49 by 2028. In the United States, as the population continues to age, HRT services are getting even more popular and in demand, which in turn also makes the industry fiercely competitive. 

To make the most of the ever-increasing opportunities and stand out from the crowd, there couldn’t be any better way than using landing pages to generate leads and get more patients.

If you haven’t used landing pages to promote your HRT services yet, now is a good time to change that.

Why do you need a landing page to promote your HRT services and gain new patients?

Before I talk about how you can create high-converting landing pages, you must be clear on why you need one in the first place. 

To begin with, a landing page brings your prospects right where they get what they want instead of getting frustrated about where to find more information. It improves user experience and ultimately conversions. Here are some of the most compelling reasons why your HRT marketing needs a landing page:

• Increase Conversions: The most important reason why you need a landing page as one of your integral HRT marketing strategies is that it improves conversions. A user-friendly and optimized landing page results in good conversion rates. Whether you want your patients to subscribe to your newsletter, generate leads, try out your new HRT service or avail of a discount; when you opt for a landing page, you get higher conversions.
• Reduced Cost Per Acquisition CPA: There is a cost that you incur when you acquire a new patient such as the advertising and retention cost, this is called customer acquisition cost. The best HRT marketing strategy for you is the one that ensures that you incur lower CPA and landing pages certainly guarantee that. Landing pages boost up conversions and give you a high return on investment (ROI). It also improves Google PPC Quality Scores, which reduces the cost per click and results in lower cost per conversion and eventually a lower CPA.
• Maximize Your HRT Marketing Efforts: Gone are the days when making a separate landing page was an arduous and costly task. Now with the technological advancements, things are quite easy and cost-effective. Creating landing pages is easy and convenient now. In fact, you can even take the help of a professional agency, who can do that for you half of the time plus they incorporate all the elements of a highly effective landing page.
• Gauge and Validate New Ideas: Another reason why you need to have landing pages in your HRT marketing strategy is that it allows you to gauge and validate new ideas and offers. For instance, if you have a referral program in which you offer a certain percentage of discount to patients who refer new patients and you have a separate landing page that entails all the information about it, rules and regulations, and relevant links, then you can easily measure how many patients visit this page, how many bounce back, how many convert. These specific statistics can help you gauge your HRT marketing strategies and allow you to make tweaks where necessary.

Looking for a professional and expert to design your high-converting HRT landing page? Look no further! Schedule a call here with my team and they will guide you about all that they can do for you.

Also, read: Facebook Marketing for Lead-Generation

Some Key Landing Pages Elements That Will Make Your HRT Marketing Successful

There are many key factors that can turn your ordinary HRT landing page into a high converting one. A good landing page pushes a patient to take the desired action. These actions could be subscribing to your newsletter, trying out your services, or downloading a care-guide post HRT treatment. In this section, I will share some of the key factors that can make your landing page effective.

Mapping The Structure

Before you begin to incorporate key elements into your HRT landing page, the first thing you need to do is map out a structure for your page. This is advice, you’d only get from a professional who blends both attention to detail as well as looks at the bigger picture. You won’t get to read about it in random blogs and articles.

To map out the structure you need to think from design and content perspectives. If you have separate teams for curating content and designing the graphics, your HRT marketing needs to sit down with both to map out the structure of the landing page. 

The focal purpose of this exercise is to determine the key message that you want to put out there and take clues from the design and content teams to decide the best possible way to articulate that message. 

Crafting strategies ahead of a campaign enables you to control the structure and improve the user experience of the landing page along with optimizing it for conversion. 

Add A Captivating Header

Having clear and concise communication should be the core of your HRT marketing. It is essentially important for your landing page and specifically for its header. 

Users usually leave a web page within 10 to 20 seconds. You can totally change the game by adding a captivating header on your landing page. This is the best and the most effective way to communicate your key message to your potential patients and hook them to keep navigating the page. 

It is imperative that you communicate your value proposition quickly and clearly before a potential patient loses interest and leave.

The header is the first thing potential patients get to see when they interact with your HRT landing page. A single and short-sentenced line that communicates the benefits that your HRT treatments offer can do the job for you. 

Spend enough time curating your headline in a way that captivates attention as well as communicates your core message. Clear and concise communication is not only important for your landing page but also for your overall HRT marketing and advertising campaigns.

A Relevant CTA

The landing page you are part of your HRT marketing strategy must have a relevant call to action (CTA). The best practice that follows the suit is to highlight your CTA with a button that may have catchy words to seal the deal. 

This button should be prominent on the page and must be designed in a way that encourages an interested patient to take an action.

To have an appealing CTA on your HRT landing page, you need to pay emphasis on both the design and copy of your CTA button. 

When it comes to the design of your CTA button, you need to consider its color, size, shape, and placement. Usually, having this button prominently in contrast to your landing page’s background color can easily draw the attention of potential patients.

As far as the copy of this button is concerned, the best bet is to use action-oriented words that push potential patients to take the action. “Book an appointment” and “Schedule Your Appointment” are some strong copy examples for your CTA button.

Make Your Contact Forms Short & Simple

You may have a captivating header, effective content, and an easy-to-navigate landing page, but you can quickly lose a potential patient if you ask them to fill a lengthy and complicated form. 

Forms that take a lot of time can be a major factor in a high bounce rate. While your ultimate goal is to get the contact details of potential patients, you will be hard-pressed to get even a single phone number or email address if you have a lengthy and complicated form. 

You need to be very cautious and selective while designing forms. The best practice is to add just a few relevant fields and you can get detailed information later if required. 

Also, read: Advantages & Disadvantages of Social Media Marketing vs Traditional Marketing

Show Credibility & Share Testimonials

Your landing page adds a perfect opportunity to your HRT marketing plan to show your credibility and take your patients in complete confidence about the ways you can help them. On your landing page, you can mention relevant affiliations that you may have and show statistics, graphs, and figures in the content section. 

This would signal to your prospects that you know your job and possess in-depth and profound knowledge about it.

Sharing reviews, feedback, and testimonials of your past patients is also a good idea that can make your landing page highly converting. Whether it is written feedback or a snippet in a newspaper about your work, sharing it on your landing page can add depth of trust and breadth of credibility. Having these trust indicators on your website can drastically improve your conversion rate. 

Catchy Images

Having images that compliment the content can also be a great idea. The images you add should be captivating in a way that they make your content shine. 

With the help of images, you can evoke the right kind of emotions and motivate your potential patients to take an action. When it comes to HRT marketing, you can use images that paint an elaborative picture of the content and help patients understand your main message easily.

Adding Video Content

The easiest and the most effective way to tell potential patients about your HRT services is through video content. Many landing pages with impressive conversion rates often feature videos highlighting the value proposition of the service or product. In fact, video content is one of the most common types of content used by both B2C and B2B organizations. 

Not only for your landing page, but video content can be a great resource for your overall HRT marketing plan. To know more about social media content and marketing, have a look at my guide here:

Wrapping Up

In today’s digitally revolutionized world, your HRT marketing strategy must need to have landing pages as an important component of the plan. 

These landing pages improve your conversions, reach more potential patients and enable you to add new offers and services easily. All you have to do is take care of the few key elements that I mentioned above and you will be all set to make the most of this tool.

If all these strategies make absolute sense to you, but you lack the time and expertise to implement these for your HRT practice, worry no more! Schedule a call with my team here and get to know detailed information about our services. You’d be surprised to know how we can take things from scratch and take them to the top for you.