The way that people seek out health information and services has changed. The internet has provided a platform for people to take control of their own health, and they love it. Most people, 66 percent to be precise, have looked online for help with a medical condition or problem.

Having an online presence is non-negotiable. But, the whole of that presence is made of multiple layers, each built to increase your number of leads and conversions. The problem is that only 22 percent of healthcare businesses are happy with their current conversion rates.

If you aren’t part of the 22 percent, then you’re looking for a way to change your conversion fate. Your landing pages are one of your best tools for gathering leads that convert. Here are five tips for optimizing your health care landing page for action and success.

Avoid Unnecessary Content

When it comes to healthcare, there is an incredible amount of information that you might want to give your patients. This can be overwhelming, however, so you need to be strategic about when and where to share these resources.

Your landing page is not the same as a page on your website that’s designed to be navigated and to provide all the information the patient needs. Instead, your landing page is designed to attract leads and build conversions.

This means that the focus of your landing page needs to be laser sharp.

Great healthcare landing pages keep this in mind. There is a trend toward clean, minimalist design in landing pages. This works for some businesses, but not all. If you’re going to go with a more informational landing page, however, it’s crucial to know when enough is enough as far as content is concerned.

healthcare screenshot

Keep it simple, basic, and relevant. If your content doesn’t directly connect to the point of your landing page, it needs to be eliminated. All content on your landing page should be user focused. If it doesn’t serve the visitor, it needs to go.

healthcare screenshot2


Stay away from including content that exclusively focuses on your business, and shift it toward the patient instead. For example, patient testimonials are great because they inform the lead about the value and experience that they can expect. There’s value in this virtual word of mouth as 88 percent of consumers say they trust online reviews as much as personal recommendations.

Provide Elements of Value

Our national healthcare expenditure has hit $3 Trillion. Conceptualizing that number is almost impossible. Healthcare is one of the largest expenses for the US citizen.

Ask any person what one of their biggest complaints with the cost of healthcare is and you’re bound to get some answers about lack of transparency. Does anyone really know what they’re paying for? Fortunately, you have the chance to make a positive impression with your landing page by offering transparent value.

healthcare screencap3

The landing page pictured above is a great example. Notice how the call to action stands out and that it includes the word “free”. This is a refreshing change from what people have come to expect from the healthcare industry.

Also notice that this landing page includes a base price. Visitors aren’t left wondering if what they’re signing up for is worth their time. They already have a strong value message in front of them that answers this question, and it was accomplished with minimal content.

Remove Guesswork with a Great Lead Capture

Don’t neglect one of the most important factors in a potential lead choosing you.


For many people, a provider being within proximity of where they live is essential. If your healthcare landing page is focused on creating a conversion in the form of a scheduled appointment, including a practitioner locator in the lead capture form is must.

one medical

Even if you don’t have multiple locations or a directory of multiple providers to work with, a lead capture form that includes a locator can pull up a map and driving directions, which immediately answers a primary question of the visitor.

With one extra element on your lead capture form, you have saved the visitor the trouble of finding the information out on their own. This gives them more time to fill out the form and go on to freely explore your website.

Include a Clear Call to Action

Your call to action is the bullseye of your landing page. It’s the whole reason you want people there in the first place. Your call to action should be clear in purpose and easy to find.

Language that conveys a sense of urgency and color that makes your call to action pop are two of the best ways to make sure your landing page fulfills it purpose.

There is often the question of whether it’s acceptable to include more than one call to action on a singular landing page. The answer to that is it depends.

Do your multiple CTAs have separate, completely different goals? If the answer to that question is yes, then you’ll do better with multiple landing pages than multiple CTAs.

But, if your CTAs all lead to the exact same point or lead generation goals that are connected, then yes, it’s fine. Just don’t get too carried away. Too many CTAs muddle your intent.

Optimize for Mobile

Finally, one of the most important things you can do to build an effective landing page is optimize it for the mobile consumer.

Everyone, well almost everyone, carries around a smartphone. It’s their go-to device whenever they have a question or health care concern. More people are reaching your landing page from a mobile device than ever before, and that’s a trend that isn’t going to change.

The best landing pages are ones that have been created specifically for the mobile user. You can have separate landing pages for mobile and desktop, or you can create one that cohesively works for both. An experienced healthcare web design agency can help you create either.

Leilani Wertens Headshot
Content Manager at

Leilani is an established digital marketing professional, fine art and editorial photographer, and journalist. She has over 10 years of experience writing, editing, and publishing content for the web.