Guide to Medical Landing Pages: Conversion Tips & Examples [2023]

A medical landing page is a must if you’re advertising a health and wellness company or medical practice.

Explore these examples and tips for building a medical landing page ready to convert your website traffic into new clients and customers.

What is a medical landing page?

A medical landing page is a web page you direct users to when they click on a marketing offer promoting your business; a search result, ad, email, or other digital marketing offers.

The goal of a medical landing page is to encourage potential patients to complete a specific action called a conversion.

This conversion will move your audience closer to an end goal, such as:

• Booking an appointment
• Buying a product or service
• Educating with a call to learn more information
• Building your audience with email signing-ups in exchange for a freebie or downloadable

Think of a medical landing page like a digital “showroom” for your practice, medical service, or health product.

It includes key information about your offer, testimonials from other patients, and pricing, and will define what visitors should do on the page. Most importantly, landing pages for healthcare present information in a compelling and eye-catching way.

But why should medical practices take note?

Why landing pages are a great investment for medical practices

As we mentioned, landing pages deliver essential information about one of your services or products to potential clients in a way that encourages them to become actual clients.

The persuasive nature of landing pages makes them perfect for any business running health-related marketing campaigns.

For example, a chiropractic clinic in California wants to onboard new patients in their local area. They choose to promote a $50 voucher for new patients that sign up for their spinal decompression service via:

• Search ads on Google or Bing
• Social media ads on Facebook
• Remarketing campaign to their email list
• Banner ads on Youtube

These marketing campaigns generate marketing traffic—potential patients who click or interact with the campaign. But that’s all they do.

To generate new business for the Chiropractic clinic, they need to direct traffic to a landing page. Like Linear founder and PPC expert Luke Heinecke says,

“Google Ads and Facebook Ads are only capable of generating traffic. They aren’t automatic conversion machines. Conversions happen on a landing page after visitors click on your ad. Without the right landing pages, your paid traffic could slip through your fingers.” – Luke Heinecke, Linear Founder

In our chiropractic marketing example above, all their campaigns generated paid traffic. And when you have to pay for traffic to your site, you want that campaign to create as many conversions as possible.

An optimized landing page will increase conversions and ultimately make or break your campaign’s success.

…but I already have a home page

Our first rule for our clients is to never send traffic from a promotional campaign to your homepage or services page!

“You need a landing page if you’re trying to meet a focused goal. Landing pages are almost always better at generating leads and making sales than homepages.” — Landing Page Vs. Homepage: What’s The Difference?   

From the clarity of the copy to the design, good home pages educate website visitors and serve you well as the digital storefront of your business. However, they tend to impact conversion rates poorly.

There are several key differences between landing pages and home pages.

When advertising a health and wellness service, a medical landing page will convert potential clients looking for the service you offer by

• Removing distracting page elements like navigation bars or extra links
• Personalizing page content to the specific service or message you advertise
• Focusing visitors on one specific call to action

among other things that inspire action rather than just browsing.

We’ve seen conversion rates rise 26% simply by redirecting ad traffic to a custom-designed medical landing page.

Medical landing page examples

Want some visual inspiration? You’re in luck.

We specialize in creating landing pages for doctors, dentists, health insurance providers, chiropractors, and other business types in the health and wellness space.

This next section includes snapshots from a few medical landing pages we’ve designed for clients.

Dental + Orthodontic Land Page

First up is a landing page for dentists and orthodontic experts.

LA dental orients its landing page around a central call to action: Book a free virtual Invisalign consultation. The offer (and primary benefit listed in the headline) addresses one fear common to potential dental patients: costs!

Not only does the above-the-fold section of the landing page highlight the deal ($2k of savings), but it goes on to ensure that it covers all cases, even complex ones.

Visitors get more about what LA Dental includes in the service once they scroll down to the next section. Also, note the image and icons – these elements assure visitors that providers from LA Dental are qualified to deliver the promised services.

Visitors then get another option to book a free consultation.

It’s clear in the next panel that LA Dental understands its audience. They customize their contact options for potential clients whose first language is Spanish…

…and then remind their visitors how satisfied other clients are with the offer using a variety of image-driven before-and-afters, patient testimonials, and official ratings.

For page visitors who still haven’t converted, this dental landing page whips out more information to build trust and credibility, increase clarity, and offset fears about pricing or affordability.

They achieve this by featuring a section about the providers, their credentials, and what sets LA dental apart. The page also answers questions about pricing in a summarized table and the FAQ sections. Additional CTA buttons are sprinkled throughout.

Chiropractic Landing Page

Next up is a chiropractic landing page from Precise chiropractic. This page encourages visitors to schedule appointments online or via the phone.

Precise Chiropractic addresses a specific pain point of their audience rather than a service. This works well if you’re running ads targeting keywords from potential patients with specific symptoms or injuries you can address with your service.

Your chiropractic campaigns don’t have to be driven by discounts or service coupons. Convince your customers it’s worth it to work with you by highlighting your value and what differentiates you from your competition.

Finally, this chiropractic page outlines what patients can expect after they sign up for an appointment. Including a step-by-step view into your patient onboarding process can clarify your offer and build trust with potential patients, increasing conversions.

Don’t forget to reference the pain point again in your closing call to action, like the chiropractor in the health landing page’s last panel.

Medical Clinic Landing Page

Vyve provides personalized IV therapy through its medical clinic. Their modern, cheerful brand voice is consistent across their landing page and the rest of their website, and appeals to audiences looking for a custom approach to health. The pastel theme is anything but depersonalized or sterile.

At the same time, this health page includes elements to communicate that personalized still means professional (and qualified). After being informed about the benefits and hooked by the intro video above the fold, the page uses provider photos and guarantees to highlight that the service is backed by advanced testing and board-certified physicians.

Weight Loss Clinic Landing Page

In addition to brand-consistent designs and colors, you can use images to communicate and persuade potential clients to sign up for your service.

This medical weight loss clinic uses appealing images of food and patient results as persuasive tools; images illustrate the service and potential transformation.

Above the fold, an image of a young woman is turned to the left, drawing attention to common conditions clients experience before seeking a nutrition consult with the weight loss clinic.

Lower down the page, your eye is drawn to high-contrast images of appetizing meals next to the heading “A Great Selection of Delicious Meals & Snacks.”

Finally, a before and after image reinforces the potential transformation visitors can have by using the service. Other patient testimonials quickly follow this success story.

If you have a service, don’t just talk about it–illustrate it! Include photos or videos of the service or before-and-afters, and use them to draw visitor attention to CTA buttons or important information.

Bonus: Medical landing page + thank you page

Finally, as a bonus, let’s take a look at a medical thank you page.

Your healthcare landing page will do the heavy lifting, convincing potential clients to convert. But after they sign up or book a consultation or appointment with you, you still have to convince them to become a paying customer, show up for the appointment, or buy additional services!

This is where a thank you page can shine.

Before potential clients interact with your office face-to-face, they’ll see your medical thank you page. The thank you page is a valuable opportunity to “set the tone” of your relationship going forward.

A medical thank you page is the final step in a conversion path, but the first in a longer patient journey.

In this medical landing page example, Arise Chiropractic does all the right things to convince visitors to convert by scheduling an appointment. But how does the thank you page help?

1. Clearly defines next steps; in this case, the office will contact them soon.
2. Invites leads to learn more via a direct line to the office or a link to their website.
3. Reminds them about insurance coverage with insurance plan logos (another office can include equivalent coverage or payment options)
4. Encourages a future up-sale by educating leads about additional services
5. Reinforces the intent to meet using the headings “We’ll Talk to You Soon!” and “We Look Forward to Meeting You!”
6. Empowers leads to interact with them by including a  map of the office location and a CTA button to call them directly.

The thank you page uses just a few elements to get the relationship to a good start, build trust, and set expectations about the next time they communicate.

Note: if they book an appointment directly, ensure your thank you page confirms that you’ve received the appointment!

See more of our award-winning landing page designs on Dribbble!

Medical landing page layout

Now that you’ve seen examples of successful medical landing pages, what do many of their designs have in common?

Let’s review a medical landing page template inspired by one of our health client’s designs:

While we never use generic medical landing page templates for our clients, there are certain elements we tend to use on health pages as a baseline.

A typical conversion-focused health page will have a similar format: 

The above-the-fold section (the part of the page users see without scrolling) includes a main headline that fits your target audience and focuses on the benefits of your offer.

In this example, a primary benefit is pain relief delivered by a compassionate and invested provider. This primary section will also include a brief description of your offer, a single call to action, and an image or video that illustrates the offer.

Below the fold, you’ll focus on building trust with potential patients, clarifying your offer, and giving visitors additional opportunities to convert. You’ll achieve this with longer offer descriptions, a simple contact form, accepted insurance provider logos, social proof like testimonials, ratings and reviews, and repetitions of the same CTA button you use above the fold.

From there, we would test other messaging, elements, and layouts and look for impact on conversions!

For more info on landing page layouts (including what you WON’T see on a conversion-focused design), see our guide: Landing Page Layout: The Secrets To Conversion-Friendly Design.

Tips for optimizing a medical landing page

There are a lot of ways to edit an existing health landing page.

These seven tips for optimizing a medical landing page are taken from our guide to post-click landing pages, with examples for a health and wellness audience.

• Match your message: match the design, message, and tone of your landing page to the ads you’re using in your ads! For example, if the CTA in your ad is Talk to a Provider, use the same CTA on your landing page, with a contact form featured prominently above the fold.

• Keep your attention ratio 1:1: it’s tempting to add external links to other informational health pages to keep potential patients educated and informed, but it distracts visitors from the primary action you want them to take. Ditch alternate CTA buttons, external links, the navigation bar to the rest of your website, and other distractions to your offer.

• Add social proof: social proof includes elements that build trust or credibility with your audience. This is extremely important to a health and wellness audience! Social proof that works well with a medical audience includes: provider qualifications or images of staff; before-and-after images; success stories, ratings, and reviews from actual patients; in-network insurance logos; icons from prominent health organizations you are a part of or endorsed by (AMA, FDA, CDC, etc.).

• Shorten form length: health and wellness businesses often deal with delicate health information. Build trust with your audience and keep their attention by limiting form fields to basic information like their email or contact number.

• Personalize your offer and message: if your ad relates to a specific service (liposuction, dental implants, acupuncture, etc.), personalize your landing page to that offer. Instead of sending them to a generic catch-all page that lists all your services, craft the headline and other messaging around the benefits of that service.

• Encourage urgency: get patients to contact you now instead of later (or not at all). Instead of offering an unlimited discount or promotion, try limiting the number of qualifying seats ($20 massage therapy appointment for the first 20 new patients that sign up). You could also shorten the promotional period (discounted botox sessions only valid during September).

• Test constantly: it’s understandable to get frustrated when your first landing page layout doesn’t yield the exact results you want! Just remember, just like your patients are unique, so are the messaging and targeting they require to convert. Get more info on planning and prioritizing your testing ideas with ICE scoring.

The bottom line: Focus on the entire conversion path

A big mistake we see many medical companies make is managing their pre-click and post-click experiences separately.

The pre-click experience includes all the elements influencing someone to click on your ad, like the channel or medium, ad format, targeting, design, or messaging.

Post-click elements impact whether or not marketing traffic converts (landing page layout, message match, forms, usability, etc.).

By divorcing the management and optimization of ads from that of landing pages, businesses  tend to see more message mismatch, targeting errors, and sub-par campaign performance.

Instead, focus on ads and landing pages concurrently to give your audience the best experience (and encourage them to work with you instead of your competitor!)

At Linear, we achieve this by maintaining a big-picture view of our client’s conversion paths, aka the steps website visitors turn into leads and customers.

A PPC conversion path flows from ad → landing page → thank you page

In other words, we manage, test, and optimize their health-focused ads simultaneously as we run conversion optimization for their healthcare landing pages. Messaging and targeting insights from both teams are exchanged and used to improve both sides of the user experience.

By editing our conversion path for this remote patient monitoring (RPM) company, the ad campaign got 1647% more conversions and decreased their cost per acquisition (CPA).

Another great example of a healthcare conversion path is the dental subscription service Byte. Not only do they follow conversion design principles on their site, Byte transitions their ad clicks directly to a landing page with a clear CTA and form.

Ads and landing pages are meant to work together to generate marketing traffic and then drive conversions. Once you set up the correct conversion path, make sure you combine and react to insights from the whole conversion path too!

Ready to combine the power of ads and medical landing pages? Request a free proposal to see how we improve medical landing pages for health and wellness businesses like yours.