What Is a Landing Page?

Landing pages are a crucial element of inbound marketing or the marketing with Google Ads that we do for clients. These are the pages that will determine whether or not a user will continue to navigate your website or leave immediately.

Although landing pages may seem simpler than other pages on a clients' site (especially since they don't go through the rigor of an SEO briefing process), the truth is that they contain many elements that we should strategically optimize to improve results.

They also play a hefty role in those Quality Scores.

Generally speaking, a landing page is a standalone web page created specifically for a marketing or advertising campaign in digital marketing. It's where a visitor "lands" after they click on a link in an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web.

Unlike web pages, which typically have many goals and encourage exploration, landing pages are designed with a single focus or goal, known as a call to action (or CTA, for short). Creating optimized landing pages with persuasive, relevant content and a clear call-to-action tailored to specific search queries can help Google determine our campaigns' quality, which in turn leads to a lower CPC (Cost Per Click).

Following landing page best practices to create pages that connect directly with your ad groups and provide a cohesive experience for visitors, from keyword to conversion. Poorly constructed landing pages can also cause the Quality Score to drop, which will raise client cost per click, cost per action, and reduce the ad rank.

Think about it — a prospective patient stumbles across a client's page due to a specific search query. If the content and offering of that page aren't relevant to what they were looking for or expecting to find, they will return to their search- most likely a little disgruntled, and our client will lose that lead.

A Look At The Difference Between a Landing Page & Other Site Pages by Unbounce

Landing Pages For Addiction Treatment & Behavioral Health

Not all landing pages are created equal, and not all typical landing page best practices apply to our particular niche industry. As a result, we've made a list of those idea traits and pieces that each of our landing pages should prioritize including.

While making a landing page or landing page content, something to keep in mind is that depending on a client's particular niche and LegitScript (more on this in a later lesson), Google may be picky about what words and statistics are related to substance misuse that we can actually use. Also, what works for one client may not work for another.

We have found instances of one client having a landing page take off like wildfire. Taking the setup from the top-performing landing page and utilizing it for another client led us to a page that fizzled out like an old birthday candle.

The point is, there is no perfect recipe, and optimization of landing pages over time is a crucial step in creating a worthwhile campaign for our clients.

The Key Pieces of A Good Lander

A Hero Image with a Problem and Solution

Reviews

Location Images

Patient Outcomes

Call To Action

Creating Landing Pages