Whether you're a physical or occupational therapist, naturopath, wellness coach, or any other professional in the health and wellness sector, understanding the art of high-converting landing pages is key to online success.
In a digital world where readers are easily distracted, crafting a landing page that resonates with your reader is essential.
Your landing page is more than a digital front door; it sets the tone for their journey with your brand.
I know the marketing jargon can get a bit confusing, especially when people use terms interchangeably. The goal in this article is to help clear up confusion so you know exactly what you need and how to create it (or how to outsource it to the right person!)
Keep reading to learn:
What a landing page is and how it fits in your online sales funnel
How to create landing pages that speak directly to your audience's needs.
Design and content strategies for impactful wellness landing pages.
Methods to enhance your landing pages for better conversion rates.
It's time to level up your online presence, one landing page at a time. A high-performing landing page leads to more subscribers, more leads, and more sales.
First thing’s first…
What is a Landing Page and How Does it Fit in Your Online Sales Funnel?
A landing page is a standalone web page, distinct from your main website, crafted with a single focus – a Call to Action (CTA). This focus is the essence of what sets it apart from other pages. A typical website page tells you about a variety of services, may include an opt-in, and also directs readers to other pages. A landing page is designed to lead a reader to one spot and one spot only.
Simply put, a landing page is a page online where someone “lands” after they learn about you/your business.
After they land, you get to strategically direct them in the way you’d like them to go.
For a deeper dive into the difference between home pages, landing pages, and sales pages, check out this blog.
The Role of Landing Pages
For health and wellness professionals, a landing page can serve multiple purposes:
Lead Generation: Capture information like emails to nurture potential clients.
Product or Program Promotion: Highlight specific offerings, like a new online course or a unique therapy program. (These landing pages are most often called… sales pages!)
Event Registration: Encourage sign-ups for webinars, workshops, or health seminars.
Freebie Opt-ins: Offer valuable resources, such as ebooks, short trainings, or health guides, in exchange for an email address.
Most often, people come from social media to your landing page. They can also be directed there from podcast interviews, links in emails, or from your website.
When you create your landing page, consider where people are coming from, what they already may know about you, and what you want them to do once they land there.
Here’s an example:
I have a landing page that allows you to gain access to a free video training about Leveraging Testimonials in Your Marketing. I also have a landing page that’s dedicated to explaining and selling my VIP Sales Page Service.
These pages are very different looking, as you can see, but they both function as types of landing pages because they have a single goal in mind.
By understanding where your landing page is in your sales funnel and its purpose, you can tailor its design and content to align perfectly with your business goals and your clients' needs.
Extra Tip:
>> Have you ever clicked a link and arrived on a page that you weren’t expecting? It feels disorienting and a bit unsettling, right? Make sure the journey you set up for clients to follow feels predictable and easy so they stick with you instead of clicking away.
Understanding the Sales Funnel
Imagine your online sales funnel as a journey your potential client takes, moving from awareness (knowing you exist) to decision-making (taking action to work with you).
The landing page is a crucial checkpoint in this journey.
Its where interest transforms into action – whether that’s subscribing to your newsletter, booking a consultation, or purchasing your wellness program. People take action on the landing page.
Here are a few examples of simple sales funnels that include landing pages:
Social media post
talking about a free download.
⬇️
Landing page that has an opt-in form.
This is how you get their name/email.
⬇️
Email sequence
(A string of emails that is automatically sent to the person, the first of which delivers the free thing you promised them.)
Social media post
announcing a waitlist
⬇️
Landing page where they can sign up for the waitlist
(Also known as an opt-in page)
⬇️
Emails
that announce your course is available
⬇️
Emails
announcing your course is available
⬇️
Landing page (Sales Page)
where they can purchase your course
Link in podcast notes
⬇️
Landing page to download your freebie
(Also known as an opt-in page)
⬇️
Email sequence
delivers the freebie and then tells the reader about an upcoming webinar
⬇️
Landing Page
for the webinar registration
⬇️
Email sequence
to get people to show up for the webinar
⬇️
Landing page (Sales Page)
where they can purchase your offer after the webinar
These are not the only options for funnel structures. To map out your funnel, you should think about where your ideal clients is hanging out, then create stepping stones to bring them to your offer and into your businesses world.
Design and Content Strategies for Health and Wellness Landing Pages
It's easy to get wrapped up in the design of your page, but a landing page needs more than pretty pictures and graphics to be effective.
The look and feel of your landing page is important… but if the wording doesn’t resonate, your page won’t work.
Strategic messaging that resonates with your audience is key. Let's dive into how to craft landing pages that are visually appealing and effectively communicate your unique value to your clients.
1. Clear and Compelling Headlines
Your headline is the first thing visitors see when they land on your page. It dictates if the person stays, and scrolls down… or clicks away. Ensure your headline is direct, engaging, and relevant to your wellness service or product. Avoid confusing, catchy phrases.
Reflect your clients' specific words and struggles in their language. Tailor your message to show a deep understanding of their unique challenges and specific desires.
People don’t just want less pain or more strength, they want to be able to rake their yard, coach a grandkid’s team, or run a 5K with their friends.
For example, a geriatric specialist could use this headline, “Life Life on Your Terms and In Your Home — Home Safety and Modifications for Seniors”
A cancer rehabilitation specialist could use this headline: “Navigating Cancer Recovery — Holistic Support for Wellness and Life”
2. Trust-Building Elements
Building trust with your reader is essential. If your audience knows you well, you can assume they have some trust built in. On the other hand, if people are coming from a paid ad to your landing page, you’ll have to convince them that you’re trustworthy.
Here’s how you do it:
Use testimonials and success stories that connect with your niche. Show real results you've achieved for clients.
Focus on relatable stories over listing certifications. A brief bio and photo can reinforce trust and recognition for return visitors.
Share your personal success stories or challenges you’ve overcome, making your content relatable and authentic.
People want to buy from people that align with their values. They also want to buy from people who “get it” AND are experts in their niche. Show your audience who you are, why you’re qualified, and why you can help them.
3. Focused Content
Keep your landing page content focused. Remember, this page has ONE goal — to get the reader to take the action you want them to take. (Enter their email address, purchase your course, watch the video, etc.)
Align your content with the concrete benefits of your services, addressing your clients' particular needs. Use bullet points or short paragraphs for clear, easy reading. Avoid overwhelming your audience with too much text.
Integrate relevant and relatable examples or case studies to illustrate the benefits clearly.
Answer your client’s most common questions or concerns. Your landing page should give them enough information so they don’t have to send you a message to learn more or have lingering objections in the back of their mind. If you think they might be thinking about something, go ahead and answer it head-on, especially on sales pages.
4. Create a Sales Conversation on the Landing Page
Yeah, that’s marketing jargon, “sales conversation” 😬
Let me explain…
Your page should sound like a conversation you’d have with someone you’re meeting and inviting to join you for the next step.
Start your landing page by meeting your reader where they are, which often means you’ll highlight their frustrations or painpoints. Then remove any blame or shame, explaining why their attempts haven’t previously worked. (In a real conversation, this often happens when we empathize with people or even say that we’ve heard of others having a similar challenge.)
Finally, share how things could be different and introduce your program as the thing that will get them to the new reality that they’d like.
Many landing pages, especially sales pages, start by highlighting the program and focusing only on the offer… but this leaves out the part where we connect and empathize with the other person. (A bit like meeting someone who is part of an MLM and they invite you to their “party” before even finding out if the stuff would be anything you’d need. IYKYK)
Your page will convert better when you meet your reader where they are and walk them over to your solution.
5. Visually Appealing Design
I know I said earlier that the copy is more important than the design… but good design does bring copy to the next level. A cluttered landing page, or one with colors that are hard on your eyes will deter readers.
Here are a few key ideas to keep in mind:
Choose a clean layout with colors that reflect the unique nature of your services.
Select high-quality images that represent the positive outcomes your clients can expect.
Ensure the design is mobile-friendly for those who are scrolling on smartphones.
Put yourself in your reader’s shoes as you deisgn your landing page. What would THEY want to see in the pictures and what colors would speak to them?
When all else fails, hire a designer. (I just wouldn’t do this for your first landing page. Give it a try yourself for the first go, and then hire a designer as your business grows.)
6. Strong Call-to-Action (CTA)
You can create a beautiful page with a message that resonates… but if you don’t ask people to do something then they’ll likely click away. The “Call-to-action” is the ask.
Make your CTA clear and compelling. Use phrases like 'Sign Up,' 'Download,' or 'Book Now.' Test different CTA texts and positions to find what resonates best with your audience. Use warm colors (orange/red/pink) for the CTA button rather than cool tones like blues or greens.
Place one CTA button at the top of the page so people can take you up on your offer without having to scroll if they choose to do so.
Then place another CTA further down to catch the people who have read a bit more. Think about where on your page makes the most sense to invite the reader to take action, and place your buttons there.
Remember, the goal of your landing page is to guide visitors towards a specific action, so every element should be designed with that objective in mind.
Analyzing and Optimizing Your Landing Pages for Better Conversion Rates
(Don't worry, it's not as hard as it sounds!)
After setting up your landing page, the next crucial step is to analyze its performance and make necessary optimizations. Your overall goal is to think like your reader and figure out how your page and funnel can be improved.
Here’s how you can fine-tune your landing page to maximize conversions:
1. Utilize Analytics Tools
Use free tools like Google Analytics to track visitor behavior and conversion rates on your landing page. A conversion rate is the percentage of people who take action on your page compared to the total amount of people visit the page. What a “good” conversion rate is depends on the type of landing page, how well known you are, and your industry.
Look at metrics such as time spent on the page and the bounce rate to understand what people do when they visit your page. If people leave your page as soon as they arrive, you either need to change the description you’re using on social media, or change the heading on your page so that it resonates more with the people who arrive on your page.
2. Gather and Implement Feedback
Actively seek feedback from users and peers. Often, a fresh perspective reveals overlooked areas you can improve. (Focus mostly on feedback from customers however, not people who have never invested in your services or programs.) Use surveys or direct feedback from clients to understand what works and what doesn’t on your landing page.
You can also outsource this analysis if you aren’t sure who to listen to or what to change. I offer a “Funnel Assessment and Tx Plan” service for this exact reason.
Often business owners are too ingrained in their business to know what should be changed or how to change it. I look at the big picture and the nitty-gritty details, then create a comprehensive report and plan of action. Check it out HERE if it sounds like something you’d like for your business.
3. Regularly Update Content
Keep your landing page content fresh and updated. Outdated information can deter potential clients. Revisit your landing pages every few months and decide if it still represents you and your offer well, or if you’ve learned more about your audience and want to revise the message a bit to convert better-fit clients.
Regular updates also signal to search engines that your page is relevant, aiding in SEO efforts. Even if you don’t focus on SEO with your changes, it tells the search engines that you haven’t forgotten about the website. So it makes people and the bots happy!
5. Test Different Layouts and Designs
Marketing is a little bit of science and a little bit of art. Approach your landing page with a curious mind.
Experiment with different layouts, color schemes, and design elements. Change one thing at a time and then wait to see how it impacts your conversions.
A/B testing can be invaluable here to determine which design elements resonate best with your audience. A/B testing simply means you have two versions of your page, but only one thing is different between the versions. Your software automatically splits visitors between the two pages and gives you data about which one performed better.
A/B testing is great if you have the software to do it, but if not… don’t worry! Just change little bits and see how it works.
6. Focus on Mobile Optimization:
Make sure your landing page is mobile-friendly.
It’s almost guaranteed that more people will view your page from their cell phone than their laptop. People are scrolling while they’re in the pick-up line, at basketball games, sitting on the couch, etc.
Mobile optimization affects both user experience (if people enjoy the page and know what they’re supposed to do) and search engine rankings.
Create your page, monitor its effectiveness, and make little changes as you learn more to keep your landing page working well for your business.
By continuously analyzing and improving your landing page, you can significantly boost its effectiveness in converting visitors into clients. It’s a dynamic process that requires attention and adaptation to your audience's changing needs and behaviors.
Walking away from your page for a week or so and then revisiting it is beneficial to give you a fresh perspective. Look at other people’s landing pages as well, but remember not to plagiarize.
Your business and personality are unique, so let them shine!
Landing Pages for Health and Wellness Businesses... The Recap
We've explored the essentials of crafting high-converting landing pages for health and wellness businesses. From compelling headlines to trust-building elements and focused content, these strategies are designed to resonate with your audience and convert visitors into clients.
Then you can deliver your incredible services, help people live healthier lives, and turn them into raving fans that generate word-of-mouth marketing to help your business continue to grow.
As your next step, consider diving deeper into effective sales funnel strategies and personalized marketing techniques. These are key to attracting clients and building lasting relationships in the health and wellness sector.
If you're ready to elevate your online presence and transform your landing pages into client-conversion powerhouses, sign up for my free training on how to gather, optimize, and use testimonials in your sales funnel and marketing.
Or, book a Funnel Assessment & Tx Plan session for expert guidance on optimizing your entire funnel.