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Anatomy of a High-Converting Landing Page: 5 Real Examples

By Karen TaylorNov 16, 2016

landing-page-darts.jpgOn the journey to convert visitors, you’re going to need one critical step—a landing page. These are web pages that exist solely to convert visitors. The information gathered on landing pages through forms allows businesses to create email lists they can use to guide prospects through the entire buyer's journey.

Although there are several ways to convert visitors, typical landing page offers include signing up subscribers to the company blog, downloading content offers, and signing up for a consultation. To perform effective conversions, every landing page should include six key elements:

  • Form. This captures visitors’ information, which could be anything from just an email address and name to more detailed contact information.
  • Offer. This is what you’re offering site visitors in exchange for their contact information.
  • Persuasive content. Content typically includes a headline, a short paragraph or two, and a few bullet points. Its purpose is to persuade readers to complete the form. This requires clear and clever copy that communicates your offers’ key benefits.
  • Call-to-action. Every landing page needs a button or link visitors click to take action and finalize their conversion. Image. Research shows that landing pages with photos perform better than those without images. The best pictures illustrate the offer, such as the cover of an eBook. Depending on the product, images of people are highly effective.
  • Company branding. Visitors to a landing page should understand which company they are dealing with. As a result, landing pages should reflect the company’s brand in terms of colors, fonts, design and logos.

High-converting landing pages do not contain any other information. In particular, they don’t look like traditional web pages. For example, they don’t include navigation or any information unrelated to the offer. The reason why is to reduce the risk of visitors leaving the landing page and increase the chances they’ll complete the form.

Takeaways from Five Healthcare Landing Pages

Over the years, landing pages have become more sophisticated and effective. Multiple research studies have identified aspects of landing pages that work and those that don’t. Here are five examples of effective landing pages we identified in the healthcare world. Each one contains features you can borrow when creating your next landing page.

1-800-DENTIST

Why would anyone land on a page called 1-800-Dentist? Clearly, for only one reason: They need a dentist. This organization understands this and doesn’t waste any time giving visitors what they came for. Immediately following a three-word headline—“Your Neighborhood Dentists”—the site gives visitors an interactive step: Type in your ZIP code. It then leads visitors on a short journey with a few more quick questions, ending with a short form to collect their contact information.

Another powerful aspect of the page is the customer testimonials. They aren’t just words, but also images of real people who are smiling thanks to finding great dentists. While testimonials are among the most powerful content companies can leverage, this page goes one better by including another powerful content feature: Media logos where the company’s services have been featured, which delivers a sense of confidence.

All of this happens in a clean, minimalist design “above the fold”—in other words, in the section of the webpage that viewers see without scrolling down. This page also includes supportive content below the fold, but it’s a bit superfluous, because anyone who needs a dentist has everything they need to find one without scrolling.

1800-dentist.jpg

Takeaways to steal from 1-800-DENTIST:

  • Make a promise and deliver on it as soon as possible, without any necessary clutter.
  • Make the first step your visitors take as simple and fast as possible, such as answering one quick question.
  • Add customer testimonials, including images, to give visitors a sense of confidence in your offer.
  • Include the logos from relevant media outlets to help reassure visitors that you’re legitimate.

Recovery Works Northwest

If you were suffering from opioid addiction, what is the one thing you’d want more than anything else? Likely, it would be to get your life back. That’s exactly what Recovery Works Northwest promises on its landing page in the headline—“Get Your Life Back!” And it’s prominently positioned in the middle of the page on a contrasting colored background.

The headline also sits in the center of an inspiring image of a couple walking into the sunset just as clouds are breaking to let the sunlight in. Directly following the headline is an inspiring quote from the Sobriety Society. The overall impact is powerful.

The organization follows up this strong beginning with a short form. It’s a bit visually ordinary. However, anyone suffering from this condition will likely complete the form, because it’s easy and because it telegraphs this promise: “Immediate Care—Same Day and Next Day Appointments Are Available.” That’s a powerful message for someone ready to take action on the road to recovery.

Recovery-Works.jpg

Takeaways to steal from Recover Works Northwest:

  • Communicate the most important benefit of your service in the most prominent place on your landing page in as few words as possible.
  • Immediately communicate what you do so visitors can instantly decide if they need your services.
  • Use the most compelling image you can find to both grab your visitors’ attention and inspire them to take action.
  • Make your form super short so that people can complete it painlessly.

infoVaricocele

While the copy is a bit long if visitors start scrolling, it starts off strong by communicating the key issue men face when they can’t conceive: “Not being able to conceive due to a varicocele can be a long, frustrating and sometimes depressing journey for you and your partner.” Then it swoops in with reassurance and a solution: “Don’t worry, you’re not alone.”

A strong headline is imbedded in a compelling image: “Speak with a Physician—Schedule Your Varicocele Immobilization Consultation.” The image is a sweet photograph of a father smiling up at a baby he’s holding in his hands, which reinforces the overall message. Together, the words and image work beautifully and powerfully together.

A clear call-to-action completes the messaging: “Talk With a Doctor.” The simple form is fast and easy to complete. What’s more, it juts up into the image making sure that it’s the most important feature on the page. A large green button helps ensure that visitors complete the call-to-action with the words: “Submit Request Now.”

info-Varicocele.jpg

Takeaways to steal from infoVaricocele:

  • Make your form prominent and appear simple and fast to complete.
  • Include relevant images that are powerfully related to the key benefit you’re offering.
  • Write direct, specific copy that stays on message from the headline to the button.
  • Empower your button with call-to-action content to inspire visitors to complete your action step.
  • Help your buttons stand out by making them large and in a contrasting color.

North American Spine

The first thing you see on North American Spine’s landing page is the image of a smiling cowboy. While it’s a bit generic, it’s also compelling, because it evokes the idea of someone who had likely suffered from a spinal injury and was now back in great health. The headline, “Back to … the Fields!” works perfectly with the image to support this message.

The call-to-action form sits prominently on the page, where it invites site visitors to “Ask an Expert” any question about a spine injury, pain or therapy. Visitors only have to complete five fields in the form before typing in their questions, then hitting the “Ask” button. This makes taking action fairly pain-free.

To round out the organization’s message, it includes three clear bits of information under the image. These give visitors additional options to gain more information. The third box is particularly compelling, because it includes the most powerful word in advertising: “Free” in a starburst graphic.

North-American-Spine.jpg

Takeaways to steal from North American Spine:

  • Use the combination of an eye-catching image with a clear headline, so they work together to deliver a doubly powerful message.
  • Place your form in a prominent, can’t-miss place on the page, so it’s clear to visitors that there’s more information available.
  • Leverage the word “free” and make it stand out on the page if you have anything free to offer page visitors.

Liberty HealthShare

Who doesn’t want affordable healthcare options in this day and age? Liberty HealthShare’s landing page capitalizes on this need at the top of the page with a short, direct headline: “Affordable Healthcare Options!”

The company immediately follows up with a subhead that is nearly guaranteed to make every visitor get a free estimate: “Healthcare as Low as $107 per Month.” From there, prospects follow three easy steps, including two drop-down menus and one button click.

All of this appears on a crisp white background framed by a field of grass at the bottom and a picture of a smiling family. With nothing else but the company logo, a phone number, and a green arrow pointing to the steps, this simple landing page has many powerful takeaways.

Liberty-Health-Share.jpg

Takeaways to steal from Liberty HealthShare:

  • Include only information that supports the action you want visitors to take.
  • Minimize the steps visitors must take.
  • Include a large button with copy that communicates a benefit.
  • Use an arrow to point to the action you want visitors to take—research shows these work.

Landing pages are the workhorses of your marketing campaigns. They deserve to include the words, images and steps that will encourage your ideal customers to take action. Give your landing pages your best effort—and they’ll help your site visitors take a giant step closer to becoming your next customers.

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Karen Taylor
The Author

Karen Taylor

Karen Taylor is a professional content marketing writer with experience writing for over 100 companies and publications. Her experience includes the full range of content marketing projects — from blogs, to white papers, to ebooks. She has a particular knack for creating content that clarifies and strengthens a company’s marketing message, and delivers optimum impact and maximum results. Learn more at KarenTaylorWrites.com.
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