3+1 Strategies for High-Impact Landing Pages: Stop Bouncing & Start Converting

People reach websites by asking questions in search or platforms like ChatGPT, and often, answers are served up without the need to click. So, if they choose to click through to your site to get more information, your landing page had better make that work worth their time!

A landing page is the first page a visitor sees when they arrive on your site. It has two main jobs: 

• Answer the visitor’s questions

• Provide action steps to fulfill the next task in their journey

The kicker? It has to do both within 10 seconds—that’s about how long a person takes to decide whether the page suits their needs. 

When landing page content is poorly prioritized, not scannable, or badly structured, it creates a negative user experience. That means a high bounce rate, less lead generation, and fewer conversions.

If your landing pages aren’t doing their job, try these three strategies (and a bonus tip!) to create landing pages that convert interest into action. 

1. Prioritize Key Messages

The average website visitor spends less than 10 seconds on a landing page before deciding whether to stay or leave. This means you need to make a strong first impression and quickly convey the value of your institution or healthcare facility. 

• Validate their click: Affirm that they’ve found the right place to answer their questions (that’s the heart of SEO!) and address their needs. 

• Don’t bury the lead! Clearly state your unique selling proposition upfront. What problem do you solve? What sets you apart? What’s in it for the visitor?

• Speak “to” the visitor: Not at them. Use “you” language and focus on the benefits of choosing your institution or facility.  

2. Provide Context & Perspective

Landing pages need to provide relevant information based on the visitor’s stage in their decision-making journey. Think of it as a three-step process:

• Discovery: Visitors are exploring their options and seeking general information. 

• Research: They are comparing options and looking for specific details. 

• Commitment: Visitors are ready to act (e.g., apply, schedule an appointment). 

Create dedicated landing pages that address the specific questions and concerns of visitors at each stage. Consider developing a content plan that maps your existing pages to these stages and identifies gaps to fill. 

3. Give Them a Next Step

Don’t assume visitors know what to do next. Every landing page should have at least one clear call-to-action (CTA) that guides them towards the desired action. 

• Use buttons, not just hyperlinks: Buttons are more visually prominent and easier to click on, especially on mobile devices. 

• Be direct: If the CTA is “Apply Now,” take the visitor directly to the application form. Avoid unnecessary intermediate pages. 

Listen: Did I Say That Out Loud? Podcast – Why Are CTAs a Big Deal?

4. Say Thank You (and Mean It)

Thank you page content is often overlooked, and it’s a valuable opportunity to reinforce engagement and build trust. 

• Offer helpful resources: Provide links to relevant information, such as FAQs, blog posts, or social media channels. 

• Prepare them for next steps: If you’ll be contacting them, let them know what to expect and what information they might need to have handy. 

• Promote upcoming events or opportunities: Keep them engaged with your institution or facility by highlighting upcoming events, webinars, or newsletters. 

By using these strategies, you can create click-worthy landing pages that provide value and guide visitors towards conversion. Remember, your landing pages are often the first impression a prospective student or patient has of your institution or facility. Make it count!