Optimize Your Landing Page to Grow Your Practice
February 16, 2024
February 16, 2024
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.
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:
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.
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.
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:
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.
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,
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.
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.
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.
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.
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.
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:
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:
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:
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:
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.
Editor’s note: This post was originally published on August 22, 2022, and has been revamped for accuracy and comprehensiveness.
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