Latest / The Clinic Marketing Podcast | Local SEO & Healthcare Online Marketing Tips for Clinic Owners & Wellness Providers / Stop sending your ad traffic to your homepage—it's costing you patients (and how landing pages can fix it) | Ep. 121
Transcript
- 0:26Speaker 1: Hey there and welcome back to the Clinic Marketing Podcast.
- 0:29Speaker 1: I'm your host, darci Sullivan from Propel Marketing and Design.
- 0:33Speaker 1: Today, we're diving into a question that came in from one of our listeners, and it's all about understanding the difference between a landing page and a website page, what the differences are and when should you use a landing page over a website page.
- 0:51Speaker 1: And listen misusing these two can tank your conversion rates, so stick around for the next few minutes and you'll know exactly when to choose which option and how to make both work harder for you.
- 1:06Speaker 1: Now, before we dive in, as I mentioned, this question came in from one of our listeners and I would love to hear from you Now, before we dive in.
- 1:11Speaker 1: As I mentioned, this question came in from one of our listeners and I would love to hear from you.
- 1:15Speaker 1: If you have a question that you would like answered on this show, please send in your questions.
- 1:23Speaker 1: You can find us on Instagram at Propel your Company.
- 1:27Speaker 1: Okay, let's dive in.
- 1:29Speaker 1: Let's look at the differences between what a website page is versus a landing page.
- 1:36Speaker 1: So when you think about a website page, you think about pages like home or about, or the services that you offer.
- 1:47Speaker 1: They live in your main navigation, your navigation at the top of your website.
- 1:53Speaker 1: Their goal is to educate and they should link to other pages.
- 2:00Speaker 1: They serve both a first-time visitor and a returning patient, and one of their goals is to boost your search engine optimization and help you get found online.
- 2:14Speaker 1: Now, this differs from a landing page.
- 2:18Speaker 1: A landing page is a single, focused destination built around a campaign.
- 2:25Speaker 1: Usually it's an ad campaign.
- 2:29Speaker 1: It sits outside of your main menu navigation.
- 2:34Speaker 1: It has one clear call to action.
- 2:37Speaker 1: Usually it's book now or claim offer, and again it's usually tied to ads, email blasts or QR codes ads, email blasts or QR codes.
- 2:52Speaker 1: It prioritizes conversions today over SEO longevity.
- 2:59Speaker 1: So when do you use a website page versus a landing page?
- 3:06Speaker 1: Well, you use a standard website page, again for those core pages on your website.
- 3:13Speaker 1: They're your forever content your homepage, your about page, your specific services or conditions pages, your contact page.
- 3:22Speaker 1: You use these when you want to rank in Google for ongoing traffic and answer common questions.
- 3:29Speaker 1: Google expects those traditional pages to include internal links.
- 3:39Speaker 1: Typically, they're included in your main menu and again, it's going to help you with rankability in the long run.
- 3:48Speaker 1: So when would you use a landing page?
- 3:50Speaker 1: Let's look at some examples.
- 3:51Speaker 1: When you're running ads this is one of the biggest ones.
- 3:56Speaker 1: If you're spending money on Google ads or Facebook ads, you do not I repeat, you do not just want to send them blindly to your homepage.
- 4:06Speaker 1: I see so many clinics just throwing money out the door by sending ads to their homepage.
- 4:14Speaker 1: Instead, you want to send them to a specific landing page that mirrors the ad's promise, that loads quickly and again, does not have any of those leaks like menus or guides that are going to get people distracted.
- 4:33Speaker 1: You also want to make sure that you are tracking your conversions separately from your core website.
- 4:39Speaker 1: For those and they could also be that maybe you're signing somebody up for an event right, it could be an event, it could be a downloadable.
- 4:51Speaker 1: There are many reasons outside of your traditional ads that you might want to use a landing page, but again, the core difference is is it's something that you want somebody to take an action with right now, today, to book, to download, to take that action, versus long-term SEO core elements that should be on your website forever and like an example right, you could have a PDF or you could book a discovery call.
- 5:26Speaker 1: There's, again, so many different options for reasons why you would want to use a landing page, but they're very different in their outcomes.
- 5:36Speaker 1: And so let's talk about some of the common mistakes.
- 5:42Speaker 1: One again and I've already said this, but, oh my gosh, it just breaks my heart that I have to say it again and again and again Sending paid traffic to your homepage.
- 5:56Speaker 1: Do not do that, please do not do that.
- 5:58Speaker 1: Instead, create a landing page that matches the campaign that you're running for your ads.
- 6:03Speaker 1: The problem with sending ad traffic to your homepage is there are too many paths and it equals decision fatigue.
- 6:13Speaker 1: So instead, build a landing page that continues the ad's story and journey, ending with the action that you want them to take.
- 6:22Speaker 1: Choosing between a website page and a landing page isn't guesswork.
- 6:27Speaker 1: It's a strategic call that can make or break conversions.
- 6:31Speaker 1: Use website pages for evergreen, authority-driven traffic and landing pages for those focused campaigns that'll guide your patients exactly where you want them to go.
- 6:46Speaker 1: That's it for this episode of the Clinic Marketing Podcast.
- 6:50Speaker 1: If you found today's breakdown helpful, share it with a colleague and leave a quick rating on Apple Podcasts.
- 6:57Speaker 1: It helps other clinic owners find actionable tips just like these.