When it comes to pharmaceutical marketing, a great website is key. And not just a great website, but also a solid landing page. A landing page (not to be confused with your homepage), is any web page that a visitor can land on. Landing pages are important because they drive your web visitors to take a specific action.
There are two types of landing pages:
#1: A Click Through Landing Page. As the name suggests, the goal here is to persuade the visitor to click through to a different page. This type of landing page is designed to provide product information that in turn helps “warm” the visitor in making a purchasing decision.
#2: A Lead Generation Landing Page. The goal of a lead generation page is to collect data. This typically includes asking for contact information (name, email and phone). In exchange for this information, you provide something of value (i.e. an Ebook, whitepaper, consultation for professional services, free trial, etc.)
When it comes to creating the perfect landing page for your next pharmaceutical marketing campaign, there’s a number of important elements to consider: the content, the design and the user experience. There’s a lot to include, which is why we have created the following checklist just for you.
A Checklist For the Perfect Pharmaceutical Landing Page
- A Value Driven Headline With A Clear CTA. Your headline should entice visitors to take action. Incorporate content that uses action-oriented words, and clearly communicates the value. Here’s a good example from Advil.
- A Headline That Matches The Source Content. You want to make sure the content on the landing page matches the copy from the referring source. As an example, if a visitor clicks on a CTA in your blog, similar language should be used in your landing page headline. Remember this: the referring source sets the tone.
- A Clear, Succinct Sub-Header. A good sub-header is an extension of your headline, but is less flashy. Clearly describe the benefit of the offer, and what a visitor can expect to receive by filling out your form.
- Content That is Scrollable And Enticing. Content should be informative and easy to scan. The body copy should also provide additional details about the offer.
- Optimize For Search Engines. Make sure your page title, URL and meta description include your keywords to help with SEO.
- A Compelling Image. Include an image that is interesting, catches the eye and best represents your offer.
- Add Alt-Text To Images. If your images don’t show up (this can happen for a variety of reasons, even if you’ve selected the perfect graphic), adding alt-text will help. Bonus: Alt-text also helps with SEO.
- Customize The “Submit” Button. Just like you would use action-oriented language in your content, also use for your “submit” button. Check out this great example from Lipitor.
The User Experience
- Content Is Mobile Friendly. Your landing page has to be responsive and mobile friendly; no if’s, and’s or but’s about it.
- Make The Conversion Process Functional. The conversion process should be easy. Whether you decide to send a confirmation email, or have the person land on a thank-you page, make sure everything works properly from start to finish.
Looking for some great landing page examples? Here are 16 of the best landing page designs you need to see this year.
Contact one of our healthcare marketing experts. We love a good landing page, and we’d love to help!