The primary way artists used to make money was selling their work directly to buyers and counting on referrals to bring in more interested buyers. Some talented artists might have even convinced a gallery to stage their art or hold a show featuring their creations, but it was a labor-intensive process.

Enter the Internet. Today’s tech-savvy artists have embraced income diversification, selling their art on products like t-shirts through print-on-demand, teaching online workshops through platforms like Skillshare, and tapping into online marketplaces that attract qualified inbound buyers to browse virtual galleries of their work.

A lead generation landing page is like your own virtual art gallery for showcasing your signature programs. Once you’ve invested energy into establishing virtual or online wellness courses, a well-optimized landing page is the best way to get your offering in front of qualified leads and convert them into paying clients.

Keep reading to understand the value a landing page brings to your practice, and discover proven methods for optimizing your custom landing page to reduce friction and move prospects from skeptical to sign-me-up.

What is a Landing Page (and Do I Really Need one)?

A landing page is a standalone web page dedicated to a single offer of value. Whereas the typical pages on a website are built to encourage learning and exploration, a landing page is designed to make a sale.

Check out this example of a customized landing page. At first glance, this practitioner has shared the pain point and set expectations of the main takeaways from the program. Explore the full version.

A landing page makes it simple for visitors to find the information they’re looking for and keeps them laser-focused on a single offer:

• It concisely explains what you’re offering.
• It showcases the best-fit customer for the offer.
• It makes the value of purchasing your offer crystal clear.
• It guides the reader towards a single call to action that’s intended to convert their interest into a sale.

If you want to expand your client base without increasing your administrative load, remove friction from your buying process, and speed new prospects to conversion, you absolutely need a landing page. However, if you’re a Practice Better customer, you can create custom booking pages as a great starter option! Read on to learn more about landing pages and optimizing Custom Booking Pages on the platform.

How is a Landing Page Different from a Lead Magnet?

A lead magnet is an offer that doesn’t cost any money. Instead, it prompts the prospect to provide key information–like name and email address–in exchange for access to free content of value. A lead magnet can live on its own landing page, but it will typically be shorter in length than a landing page that’s designed to convert a prospect to a sale.

Top 5 Reasons to Create a Custom Landing Page

1. Drive Online Course Registrations

A visitor coming to your landing page and taking the action you want them to take is called a “conversion.” According to Unbounce, the average landing page conversion rate is 4.02%, which means that just over 4% of visitors to a landing page will take the desired action.

Conversion rates can vary dramatically, even within the same industry. Rather than comparing your performance to others, it’s much more meaningful to benchmark your landing page performance against itself over time.

Calculating your conversion rate is simple:

Using the formula above, if you have 850 visitors to your landing page in a month, and 25 of them convert, your conversion rate is 2.9%. Now you have a baseline to see whether the tests and tweaks you perform on your landing page make a difference. This is called conversion rate optimization, and it’s something you should be continually doing to turn more of your landing page traffic into paying clients.

Here are some areas you can address to improve conversion rates:

• A/B test new ideas. Don’t set it and forget it. By testing out different versions and approaches you can see what drives the most conversions. Remember that the best landing page copy is clear, builds trust, and persuades.
• Switch up your call to action (CTA) copy. Make it very clear what will happen after someone clicks the button. For example, CTA copy that reads “Click here now” is more ambiguous than, “Click to fill in your details and get confirmation of registration delivered right to your inbox.”
• Streamline your form. Remove any nice-to-have fields in your capture form to test whether more fields introduce unnecessary friction to the sign-up process.

2. Help New Customers Understand Your Services and Your Style

Getting someone to buy into online course registration requires next-level persuasion. Don’t be afraid to inject some personality and let your unique voice shine through on your landing page. People buy services from people they like and trust. Your landing page should convey that you check both of these boxes.

• Using a problem-solution framework to position your offer demonstrates to prospects that you understand their issues and have built your program to help solve them.
• Choose first-person “you” language when referring to your prospects, and “we” or “I” when talking about yourself, rather than the more formal third person.
  • Pro tip: When writing your landing page copy, imagine you’re crafting it for a single person rather than a faceless crowd of prospects. It will automatically make your tone more human and relatable.
• Consider including a video to showcase your personality. Think of it like a trailer for a movie, giving the viewer a taste of what they can expect and ramping up excitement to be a part of it.
• Include testimonials from happy clients to back up your claims.

3. Create Demand

Getting potential clients to your landing page is an important first step, but your offer needs to be compelling enough to spark action. Once a prospect is on your page you can tap into proven psychological techniques to drive higher demand for your virtual signature program.

Commodity theory is the idea that the value of a product or service is related to its availability. In simple terms, it means that when people perceive an offer to be more scarce, its inherent value goes up to them. Combining scarcity with a sense of urgency on your landing page can help drive conversions,

• Set a deadline for enrollment.
• Highlight a limited number of open spots for your program.
• Choose trigger words and phrases that encourage action, such as “limited time offer” or “act now.”

Pro tip: Be mindful not to overdo it with scarcity and urgency tactics. The statements you make must be grounded in truth or you can quickly erode trust in your personal brand.

4. Showcase Your Offerings

A landing page is typically focused on a singular offer with one call to action. This helps you avoid losing conversions to general exploration. However, you can experiment with cross-selling and upselling on your landing page.

For example, if you offer additional courses related to the one you’re promoting on the landing page, you can include links to those other offers on the page. You can also explore how to increase your earnings through bundling offers, such as buy three get one free. And if you’re constantly generating high-value content, you can even look at how to drive recurring revenue through a yearly subscription model that gives unlimited access to your content.

5. Identify Client Needs and Hone Your Marketing

The form associated with your landing page isn’t just for signups. By embedding open-ended questions you can also unearth insights into what drove a prospect to your offering.

• Ask how the prospect found you to help contextualize which marketing channels are driving the most traffic to your page.
• Probe on what interests a prospect most about your signature program to get a sense of what’s most important to them. You can pull form responses and use the findings to refine your landing page copy, leaning into language and value propositions real clients use.

How to Use Your Practice Better Booking Page for Lead Generation

Creating your own lead generation landing page doesn’t need to be stressful. If you don’t have a website or utilize a landing page-building software, we have a great recommendation. You can explore Practice Better’s Booking Pages to collect customer insight, generate leads, and scale your business.  You can easily customize your booking page in Practice Better—no design or coding required. Simply add a page under the Public Bookings Pages section and then customize which content prospective clients see and in what order. You can generate a unique link to your Custom Booking Page making it easy to embed in the call to action of your emails, social posts, or paid advertising campaigns.

Reduce Admin Time with a Custom Landing Page

Administrative tasks too often eat up precious time that would be better spent counseling clients one-to-one or creating more value-added content. Using your Custom Booking Page as a landing page lets clients self-serve, answering their top questions, sharing course dates and availability, and giving them the flexibility to opt into a course all without picking up the phone.

How to Get More Eyeballs on Your Custom Landing Page

Once you’ve created your custom landing page or booking page, you have a few options for getting it out into the world and in front of your best-fit prospective clients:

• If you have an existing website and you’d like to keep clients on that site, you can embed the bookings widget HTML code on your website.
• If you don’t already have a nutritionist website, dietician website, or health coach website, your custom landing page gives you an instant polished digital presence that adds credibility to your virtual offerings.
• You can add the link for your custom landing page to various channels to boost visibility and traffic–from your social media bios and paid digital ads, to email nurtures, referral programs, and even anchored in your email signature.

Landing Page FAQ

Q: I can’t design or code. Can I still make a landing page?

A: Yes! Customize a booking page with Practice Better to quickly build a starter-level landing page that works for your practice–no coding or design required.

Q: What’s the purpose of a landing page?

A: A landing page is designed to persuade and drive the visitor towards one specific action, like signing up for your virtual signature program.

Q: What should I include in my landing page?

A: Your landing page should ideally include the following:

• A clear value statement that speaks to the purpose of the page.
• Copy that builds trust and convinces the visitor to take action.
• Social proof in the form of customer testimonials.
• A call to action that clearly spells out what action you’d like the visitor to take.

Q: I have a website already, do I need a landing page?

A: Yes. Websites are for education and exploration, while landing pages drive conversion.

Q: How long does it have to be?

A: It depends. Your landing page should be as long as you need to concisely and persuasively present your compelling offer and head off any anticipated objections.

Q: How often should I update my landing page?

A: You should be running regular A/B tests on things like your landing page length, headlines, copy, and call to action. Here are a few other signs that it’s time for an update:

• You receive new information around what your clients are most interested in.
• Your page bounce rates are high or your conversion rate is declining.
• You’re receiving negative feedback from multiple customers on a mismatch between your offer and what your virtual program actually provides.
• A competitor has stepped up their game with a similar offering and you need to differentiate from what they are saying.

Q: What’s a Call to Action and where do I put it?

A: Your call to action, or CTA, is the thing you want your landing page visitor to do. It’s typically a short phrase that is action-oriented and tells the visitor both how to convert and what to expect when they do (e.g., Book now to save your spot in the 8 Weeks to Digestive Wellness virtual course. Hurry! Only 12 spots left.)

Your call to action should appear after you’ve given your prospect enough information to get excited about your virtual program offering. If you’re including multiple CTAs, you can also test placing one above the fold for visitors who are already warmed up and inclined to convert faster.

Q: How can I test content to make it better?

A:  You should regularly test different versions of your landing page copy, headlines, and CTAs and measure how they convert. You can A/B test versions simultaneously or serially, depending on your comfort level. Be cautious about testing too many variables at once. If you change everything on the page, you won’t know which elements are responsible for driving the spike or dip in conversion rate.

Q: What are some landing page best practices?

A: Here are some things to keep top of mind as you develop and maintain your own lead generation landing pages:

• Use headings, subheadings, and bullet points to break up big blocks of text that are harder to read and absorb.
• Think inverted pyramid when planning out your content. Put the most important information first to grab attention above the fold–the area of a landing page that’s visible when someone first arrives on the page.
• Tap into scarcity and urgency. Presenting limited time or enrollment offers can trigger FOMO and spur people to action.
• Include customer testimonials to back up your claims.

Your No-Brainer Way to Boost New Business

You wear a lot of hats as you grow your health and wellness practice. Moving beyond 1:1 consultations to offer virtual signature programs is a smart way to diversify your income stream. Automating the process of attracting and converting new clients to purchase is critical to avoid getting buried in administrative burnout. A well-optimized lead generation landing page will do the heavy lifting for you, building trust and converting interest into income.

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Editor’s note: This post was originally published on August 22, 2022, and has been revamped for accuracy and comprehensiveness.

Practice Better is the complete practice management platform for nutritionists, dietitians, and wellness professionals. Streamline your practice and begin your free trial today.

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