Content Marketing

Industry Jargon Explained: What Are Landing Pages?

Without some kind of internal organization of pages, particularly for large websites, your site could be very difficult to navigate. Landing pages are a very effective way to solve this problem, but they also offer a number of other advantages. By categorizing the various topics your website will cover and offering viewers a foundation for which they can use to quickly see the many aspects of your practice you wish to discuss on your website, you give them a more streamlined and easy experience. Plus, good landing pages can help your practice in search engine rankings and give the website a more professional, easy-to-use feel.

What are the benefits of landing pages?

Landing pages are integral parts of the overall website design. A few of the benefits afforded by landing pages include:

Website Organization

Plastic surgeons, dentists, and doctors in a variety of medical fields typically offer a number of different services at their practice. Obviously, they would like to highlight those services on their website to give prospective patients a full and thorough look at the advantages of choosing them for their needs. Landing pages are essentially categorization pages that include a list of treatments offered, along with hyperlinks to respective pages within the website that go into more depth about the procedure.
For example: a Breast Surgery landing page will often include brief descriptions and links to pages covering breast augmentation, breast lift, etc. The following image illustrates a high-quality landing page:

landingpage

Search Engine Optimization

Landing pages allow for numerous linking opportunities to other pages within your site, which can serve as an effective enhancement for your medical SEO (search engine optimization) or dental SEO strategy. They can not only encourage viewers to visit more pages, they can also give viewers ideas about procedures they may not have considered before and help them learn about new and different techniques that may be available at your practice.

Google AdWords

A high-quality landing page can have a very positive impact on your Google AdWords campaign. The relevance of content on landing pages affects the overall Quality Score assigned to a particular campaign. Since landing pages typically cover a range of procedures that are likely related to your campaign, they can be a particular boon to your score. Google is very clear in its instructions as to how to properly use AdWords: it wants businesses to have original, relevant, useful, and specific content available once the link for the ad is clicked. Landing pages allow you to deliver that, providing viewers with the specific content that they are looking for. Sending a visitor to a page about dental implants after they have searched for that term may result in a better conversion rate than if they are simply sent to a homepage with a wider variety of services listed.

Accessibility

With more and more individuals relying on mobile devices to find what they need on the Internet, it’s more important than ever to ensure your website, and the information provided by it, is as easy to access as possible. Responsive website design techniques allow websites to be viewed easily across a range of digital platforms, and landing pages give the viewer a table of contents for the many pages of your website, helping them find what they need. These two elements are some of the most useful ways to ensure viewers not only find helpful information on your site, but also have a good experience with it as they consider their options.

If you are thinking about a new website for your practice, or if you are looking for ways to upgrade your current website and give visitors an even better experience, please contact Rosemont Media today. Our consultants will be happy to talk with you about your goals!

Tom Hall

About

Tom is the Senior Writer and Chief Editor at Rosemont Media. A former TV news associate producer, Tom graduated from UNC-Wilmington with a degree in Theatre, and then promptly moved to San Diego in 2003. Tom is a member of a local Shakespeare theatre company and is very active in the San Diego arts community.