A landing page is any page you send your users to as part of a marketing or advertising campaign. This is the first page on which they land. If you’re searching for new hearing aid patients, you can send them to a landing page where, for example, they can fill in their details, or get a free consultation.
Keep in mind that there are lots of different kinds of landing pages available. Many people say that your website also functions as a landing page. However, landing pages tend to have a clear call to action, unlike your main website, where visitors can browse at their leisure.
With that description in mind, what are the most common landing page mistakes that hearing practice owners make? Here are a few to consider.
Mistake #1: There’s no way to contact your practice
If you are investing money into an advertising campaign, you probably want new clients to contact you, right? Make sure a contact form and phone number are prominently displayed so that your ad visitors can quickly get in touch.
Mistake #2: A crowded design
When optimizing your landing pages, you should always keep in mind conversions. The main idea is to keep the users centered on one specific action that you want them to take.
This means simple designs and self-explanatory site navigation. When a user goes to your landing page, they usually scan the text. And they need to know all they need to and why it matters within a few seconds of scanning.
If the font is hard to read, the colors are noisy, the formatting is distracting, or the headlines are competing, they’ll have trouble doing so.
The more convenient you make things for your landing page users, the more you will provide them with the right user-experience, and the more likely they will become customers.
Mistake #3: No clear call to action
The term “ call to action” describes the course of action that you want the visitor to take on your landing page. It is up to you to tell your clients exactly what you will do on your landing page. That typically means imploring your customers to perform just one task, whether that be an email sign up or to fill in a contact form.
If you don’t tell your customers precisely what to do, you can not realistically expect them to work it out independently. They’re more likely to leave your landing page (which will damage your conversions).
A quick tip: Go through every landing page. Is it easy to find your call-to-action buttons? Does your copy explain clearly exactly what someone has to do to sign up for a hearing consultation?
Mistake #4: Your landing page is too slow to load
When customers leave before the page loads, even the best crafted landing pages won’t be enough. A study by Amazon found that for every millisecond of a delay (one-thousandth of a second). Although your site users may not expect your site to perform at Amazon’s level, they will not wait around all day.
Faster pages will improve conversion levels by 16.5 percent as users stay concentrated and engaged with your hearing practice.
Take a look at your landing page load times. You might notice that your website design is slowing down your landing page and keeping away customers.
Mistake #5: Not Optimized for Mobile
Mobile devices drive half of all traffic across the internet, but many landing pages out there still fail to provide a consistent experience across devices.
If your landing page on a mobile device isn’t easily navigable, you’re losing conversions. As most searches are carried out on mobile devices, it’s nuts not to have a consistent experience across devices.
Stick to single-column templates with plenty of whitespace and full-width sections; these are simple to build and retain a consistent experience.
Mistake #6: Understand your target market
Who are your potential hearing aid customers? When you know what your target users want, you can build highly specific marketing messages with their preferences, which will undoubtedly strike a chord. Your copy sounds more compelling, your hearing practice advantages are more evident, and your calls for action become more difficult to ignore.
Nick Fitzgerald is the President and Owner of AuDSEO. He also serves as the Chief Marketing Officer at Hearing Health & Technology Matters. With 13 years of digital marketing experience, Nick is a highly data-driven marketer, with expertise in search engine optimization, digital analytics and forensics, social media, digital advertising, and web development. He has been involved in the construction and optimization of nearly 1,000 web presences, including some of the largest Fortune 500 companies.
