Telehealth is the new normal for the health industry. Today we talk about how to create a landing page for online consulting that is built to convert.
What’s In This Episode?
- Structure Of A Landing Page (2:50)
- Don’t Use Jargon (3:40)
- Dissecting A Landing Page (4:40)
- Don’t Set & Forget (16:48)
Josh: If you’re in the health industry you’re probably looking at utilizing telehealth during this time, so we thought that we would talk you through how to build a converting telehealth landing page.
Welcome to Creative Juices the show where we help you feel personally confident about your online presence. I’m Josh and this is Julz.
Julz: Hey mate! Good to be back!
Josh: Good to be back. So this is our second installment of our Covid-19 Collection.
Julz: Yeah. I don’t know if it’s appropriate or not yet. We’re still trying to figure that out!
Josh: Yeah, well everyone’s in the same boat. We’re in isolation and we’re chatting about telehealth landing pages today.
Julz: Yeah! Seems to be the hottest topic in allied health at the moment!
Josh: Well, also on Google! We were looking on Google search terms and just in the last week telehealth has…
Julz: Through the roof! It’s crazy to see actually.
Josh: Crazy! And so, if you’re in the health industry you’re probably looking at telehealth, and if you’re not it may be relevant to you. Telehealth is just an online way of offering your services. So it’s virtual appointments and that can be leveraged throughout a lot of different industries as well.
Julz: Yeah! It’s been in the news actually.
Julz: So it’s been put on the news recently, and so it’s all over the place!
Josh: Yeah. It’s just people being innovative!
Josh: And so one thing that we have noticed is that for your efforts online to be effective they should be paired with converting landing pages.
Josh: So like we run Google Ads for example, and one of the consistencies that we’ve seen is that clients who have great landing pages who are running Google Ads, convert more than people who don’t have great landing pages, or just people who push to their home page.
Josh: God forbid!
Julz: Which is common sense when you think about it.
Josh: Yeah, and so we’ve seen conversion rates of up around, even more than 30% on Google Ads, which is gigantic, and a lot of that does come down to copy and that but, a lot of it does come back to landing pages.
Josh: And so particularly for telehealth which is all online, you need to have a landing page that is built for conversions.
Julz: Absolutely! Imperative!
Josh: And so, you have built quite a few landing pages over your life.
Julz: Yes, and even more in the last week!!
Josh: Particularly for Telehealth!
Julz: Oh yes!
Josh: And so, we’re looking at a landing page currently. The audience can’t see it but we’re looking at a landing page that you have just built, and we’re going to dissect a landing page for telehealth and we’re going to break down for the audience, for you the listeners, so that you would understand what goes into a good landing page, and what shouldn’t you do, and how can you do it yourself.
Julz: Yeah cool! Well, so straight off the bat you’ve got structure. I mean you want your landing page to sit where it should be sitting, and hopefully most clinics will be taking this seriously enough to make it actually an ongoing service that they offer. So we’ve decided to place all of our online consulting services pages within the service.
Josh: Yeah, and so you’ve placed it under the service drop-down box at the top in the menu?
Julz: Yeah and and also in the permalink structure as well. So within the menu, but also within the actual site structure as well. So forward slash services, forward slash whatever you name your page.
Josh: Great! So have you called it telehealth?
Josh: So why wouldn’t you call it telehealth?
Julz: It’s jargon! Like you know, we hang out with Allied Health guys a lot but what we’re finding is that the general public have no clue what telehealth is. Is it are you going to call me on the telephone, you know is there some sort of tele marketing? I don’t know! So we’ve stayed away from the jargon of telehealth.
Josh: That’s a great tip as well! So with your landing page, just avoid all sorts of jargon.
Julz: Jargon. Yeah.
Josh: If someone’s got a sore knee they’re going to book an appointment for a sore knee.
Josh: Not some technical term. They’re like I just want to see something to fix my sore knee!
Julz: Exactly! Exactly!
Josh: So make it obvious! So make sure it’s sitting in your menu correctly and make the language obvious.
Julz: Yeah. Perfect! And yeah, so clear headings, clear copy. Keep away from the jargon and yeah intro copy, try not to like I know this is…
Josh: So sorry, you said intro copy?
Josh: So we’re on the page itself. You have the page title…
Josh: …which this one here we’ve titled ‘Online Naturopathy Consulting’.
Julz: Yeah, because we found that online consulting was like the highest ranking keyword.
Josh: Yep! So we’ve looked at keywords we’ve put that as the title. The next section of our landing page is the intro copy.
Julz: Yeah. So we’ve got a little headline there. It’s got ‘Get online Naturopathy consulting with the Body Institute for only $99 today’. So it instantly confirms with the person who’s landed on that page that they’re in the right place.
Julz: And it also conveys what to expect straight up as well, in terms of pricing.
Josh: And so that is actually a larger font type than the rest of the body copy. So we wanted it to stand up. It’s kind of like the hook straight up and saying, ‘hey look, we have online consultancy and it’s only 99 bucks today!’
Julz: Yeah, exactly! I would sort of pop that out with a little bit of colour, and then it goes into the paragraph text. And so, as an example here, ‘do you know that the Body Institute also offers online consulting for your Health, Wellness and Naturopathy needs?’ and it goes on. Just really simple language like that. There is two paragraphs in there, a call-to-action so…
Josh: And so what should this intro copy kind of encompass?
Julz: It’s kind of like a ‘we do this service’. I’ve been telling my clients like, convey this like you’ve always done it, not as a reactionary thing. Some people came across our desk and was like because of Covid or because of Coronavirus we now offer telehealth. It’s a very reactionary way to approach your business.
Josh: Okay, so there’s another copy tip.
Josh: Avoid saying Covid-19 or Coronavirus!
Julz: Yeah! And especially Coronavirus sales!
Josh: Yeah! Don’t put on a sale based on that!
Julz: No, no! Bad! Poor timing. Maybe a little insensitive.
Josh: Just build it into your business as it is. So you want to think of this intro copy kind of like a real-life shop. Let’s say I walk past a travel agency and I see in their window they’ve got a little sale. That’s our top heading.
Josh: ‘Hey get this online consulting for 99 bucks!’ ‘Hey get this flight for 99 bucks!’
Josh: Great! I walk in. The travel agent will then introduce and confirm, yes we do have this and then they would start to add value. It’s kind of like an intro…
Julz: Yeah, Exactly!
Josh: …of what we do.
Julz: And so the second paragraph, it says ‘our online assessments and consultations are perfect for follow-up appointments when you can’t make it into the clinic. It’s also ideal for initial consults where we can get an idea of what’s going on and create a plan of treatment for when you can make it into the clinic.’
So that’s kind of important as well. We’re going to get to localizing or local targeting a little bit later but that’s kind of a pre-emptive attempt to going we’re a local clinic and we do want to have a real-life consult with you one day hopefully.
Josh: Yeah and then straight after that we’ve got a ‘Book an online Naturopathy consultation now’. So that’s really important! Make sure your call-to-action is high up in the page. This isn’t one of those landing pages where you’ve saved the call-to-action until the very end.
Josh: If people land on that page, they’re looking for an online consultation straight up.
Julz: And they could be ready at that point!
Julz: So make it easy!
Josh: Absolutely! Another good thing here is that on this page it’s actually split in half. So on the left side’s got our copy, on the right side we’ve got a photo. But what we also recommend is if you have the capacity to, film a video of yourself saying ‘hey we are the Body Institute and we offer this service, online consulting’…
Josh: …and so, if you do have that capacity let the intro be an actual physical intro from yourself, as a video.
Julz: Yeah! And that could be from the perspective of you actually sitting at the computer using the camera that you’re going to be using for your telehealth consult. It will really set up the video well to make that person who’s landing there really get an idea of what they can expect when they jump online with you.
Josh: Absolutely! So we move on to the next section.
Julz: Yeah, so just three sort of reassuring bullet points, and we’ve got icons here that kind of stand out. They sort of pop out. ‘100% secure’. Obviously you want your video platform secure! We’ve got ‘convenient consulting’ because that’s what it is and ‘instantly book’, so it’s very, very easy!
Josh: So these are like the value statements?
Josh: The trust factors…
Julz: The trust factors, the pull out, the pop out. Yeah. Just at a glance you can kind of see what’s going on there.
Josh: Yeah, so straight after this call-to-action, book online. We’ve got those three things and to make it clear ‘hey this is what you’re getting.’
Josh: Then we move on…
Julz: A little bit more in depth, so then it goes into what can you sort of expect from your consult? This will be a very new service to people and so this can kind of go into a little bit more detail of what it will actually be like.
So once you book, you’re going get this link and when you get that link simply click on it. It’ll open up a window or video. If I’m not there then just hang around for a minute. You know, and so it’s sort of what can you expect? What do I need to bring? Do I need to bring anything? What should I wear? Is it okay for me to wear my boxers?
Julz: Yeah. Yeah, probably not! I know you can do it at home, but try to be fully clothed!
Josh: I actually saw a news report the other day of this person filming. This news reporter was on TV and he was in a suit but, then the person was filming the TV turned around and it showed that he was just wearing boxers below but no one else could tell!
Josh: Hilarious! And so what to expect in your consult and we’ve paired this with another video.
Julz: Yeah. So it’s up to you how many videos you want to put. On this particular landing page I put an image up the top and the image is like a panned out shot of the entire room of where the consult will take place, so with the desk and things. Then next to the ‘what to expect’ we’ve placed that video that goes into that detail that we talked about. This was also like a really great opportunity for you as the practitioner to introduce yourself and just get them sort of warmed up, used seeing your face and what you hear, or what you sound like etc, and then again call-to-action.
Julz: ‘Book online’ after that video, they might be like ‘sweet, yeah I’m good to go! Let’s make it happen!’
Josh: So pretty much at each step on this landing page, we’ve paired it with a call-to-action.
Josh: Because some people take a little bit more information before they decide ‘yeah let’s book.’
Julz: Yeah, they do! And then, the next section we’ve actually highlighted this out, the whole section with a different colour. So her theme colours are black and blue, so we’ve got a big black banner with white text and it’s just a consultation process. So again book and pay, booking confirmation and we’ve called it ‘click and connect’ which is, you know, everyone’s used to click and collect for their groceries. Why not click and connect for your telehealth?
Josh: And so this is kind of like summarizing the process?
Julz: Summarizing the process again. And so, after that we jump into the FAQs. Now I know you guys love your FAQs, exhaustive though. Just be careful here!
We have used a very smart technique in terms of being able to reduce the amount of FAQs. So we’ve used an accordion that has dropdowns. If a person jumps on a page, a user jumps on a page and they’ve got like 12 FAQs with 3 paragraphs to each FAQ, absolutely overwhelming! I know for myself I will not sit there and read all of that I just don’t have the time for it even though I’m stuck inside all day. So try to be smart about your FAQs.
Josh: Yeah. So don’t… only answer questions that are… that would be common. They’re frequently asked. Don’t worry about every question under the sun that you think someone may ask.
Julz: Yeah. Do I need a referral? Is it bulk billed? Things like this.
Josh: How long is a consultation? Do you accept private health funds? Those are good questions.
Julz: Yeah, yeah!
Josh: And so, then pair that with maybe just a paragraph, or if you can just a sentence.
Julz: Yeah, and again, just back to those instructions, try to streamline it as much as possible. If you’ve got instructions that are like click this link to pay, and then download this app and create an account, and dah da dah da dah… it’s like this is just in the way too hard basket. Keep it really simple!
Josh: Just put it in a video if you really want to and send it to them when they book. So, and then we’ve got next to the FAQs, ‘what conditions can we cover?’
Julz: Yeah, because I think that the public will have some questions around this. ‘This is over the Internet. How will you actually be able to treat me?’
Julz: What can we cover?
Josh: So this may not be the actual services you offer. This may be just what you can treat…
Julz: What you can talk about over the telehealth consultation.
Julz: So for Carina here, she’s got low immunity and hormonal imbalances and things like that.
Josh: Yeah, and then underneath that you’ve paired that with another call-to-action.
Julz: Yeah, third call-to-action, and then after this, each one of these call-to-actions actually links or pushes off to an anchor point on the page. So, below the what conditions we can cover, it then goes straight into the booking form.
Josh: So an anchor point is that when you press that button, it automatically scrolls your page right down to that booking form that you’re talking about.
Julz: Exactly! Instead of pushing off to a different window or a different page.
Josh: Yeah. So this booking form is whatever company you are running it through. So we’re currently running it through Clinico?
Julz: Yeah. Very popular. I know that they’re busting out telehealth at the moment and so, yeah. This is able to be embedded onto the page so creating an amazing user experience.
Josh: And so Clinico, like you mentioned has telehealth capacities. If you’re using Front Desk or New Call or something like that, it would be worth looking into the existing platforms you can utilize, so things such as Zoom conferencing or Google Hangouts or…
Julz: Fizzy App
Josh: Yeah Fizzy App’s one. So just make sure that it’s secure and it can meet your needs. So Zoom is one of our favourite free options.
Josh: So that’s kind of like the main point we want people to get to.
Julz: Yeah that’s the end point. Now after this I just put one more little section, not exhaustive, it just says ‘need help, call us on etc etc, and we will be happy to assist you’, with a ‘call now’ button. This is for the nube. This is for the person that’s like ‘this is still so hard but I still want to get a consult’.
Julz: So you’re just making just that little bit of extra room for that person to be able to call up and get assistance.
Josh: And so that’s our landing page!
Josh: The other thing is, is to make sure that if you have access to, enable live chat on this page.
Julz: Oh yeah!
Josh: Live chat is insanely useful. The conversion rates are up around sixty percent when people start using that live chat. And so, having the live chat on this page so that it’s making it obvious that hey, if you get stuck at any point, or if you have any questions, let us know. I mean, so with the live chat you can also pair that with the chat bot who does automatically answer more questions.
Julz: Yeah. For sure!
Josh: And so our favourite live chat is Tidio so we’ll link that in the show notes. But what else, what other things do we need to keep in mind with landing pages?
Julz: Well, it’s not set and forget, you know what I mean?
Julz: Like great, cool! We’ve got a landing page! Whoop-dee-doo! You just can’t just let it sit there! So you’ve got to put it out there! This is probably the most common misconception about web sites and landing pages is that once you’ve published it and you’re all proud of it so what? Next step is to promote it and awareness, awareness, awareness! So we’ve got sort of two approaches to this. Hopefully you’ve got a pretty decent sized data base at this point. We would suggest pushing that out through your emails, through the socials, pushing all of the free marketing possibilities that you have and exhaust them. And then after that, I know that it’s like, you know tough times and whatever, but push more awareness! Get these Google Ads happening and some targeted marketing and things like that.
Josh: Absolutely! The average small business who invests in Google Ads, they invest $1 and the average return is $2.
Julz: Yeah wow!
Josh: And so that’s just a no-brainer! So people will still be looking for online appointments and they will book with your competitors unless you have better marketing strategy.
Julz: It’s true!
Josh: And so Google Ads is something that you should definitely look into, to pair that with.
Julz: It also shows that you’re taking this service seriously!
Josh: Yeah. Absolutely! So are there any other tips?
Julz: No, I think that’s about it for now.
Josh: That’s it!
Julz: …that I can think of. Have I missed anything?
Josh: I don’t think so! And so this is how we would recommend that you would build a telehealth landing page. Of course this may be different for each person but here’s the thing. This is driven by data.
We have seen these landing pages work well and we have seen the conversion rates for these landing pages. And so, we would recommend that you listen to this podcast even again and implement this.
Julz: Yeah we’ve got this down in a fairly extensive blog post as well, so you can check out the example that we’re talking about.
Josh: We’ll link that in the show notes.
Julz: Yeah and I just I just did actually remember, one thing is that now that you can offer telehealth, it doesn’t mean that you should push this off to the entire nation. We have sort of been recommending that you stick to your local audience and this is for a couple of reasons, so that when all of this Covid stuff does blow over you can invite that person actually back to the clinic for a hands-on consult. And yeah it’s just a great way of building up your local database instead of that person going to a different clinic.
Josh: Yeah, and the other thing is that you will not be able to rank compared to the rest of the nation.
Julz: No! This just became the most competitive keyword in the nation!
Josh: You may be spending way too much money through any sort of advertising to target the nation.
Julz: So be smart about it. You know we’ve got some great strategies and things that we can offer if there’s something that you’re interested in as well.
Josh: Yeah. And so this is the end of this episode. Thank you so much for listening.
We are planning to get out more than one podcast a week during this time. And so keep your ears out, and keep your eyes out for any future episodes! We will be walking you through this crazy time, particularly when it comes to your online presence.
Julz: Awesome! Thanks Josh!
Josh: Thank you so much for listening. We’ll see you next time!