Anatomy of Effective Landing Pages

Steven Franklin, Product Marketing Manager


Landing pages are used in retail all the time—you've probably visited one yourself. You search for a product online, then click the link that comes up, and end up on a stand-alone page that gives you all the details you need and the opportunity to buy that product.  Healthcare organizations can leverage this same principle on their websites to make pages informative, engaging, and easier to use.

Landing pages as described by unbounce.com:

“In digital marketing, a landing page is a stand-alone web page, created specifically for a marketing or advertising campaign. It’s where a visitor ‘lands’ after they click on a link in an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web.

Unlike web pages, which typically have many goals and encourage exploration, landing pages are designed with a single focus or goal, known as a call to action (or CTA, for short).”1

Landing pages address a specific user need. In a healthcare setting, the need could be scheduling appointments, learning about medical conditions, understanding tests or treatments, or getting support during the health journey.

Even if your landing pages don’t facilitate a traditional “sale” like retail websites, they can still provide a great experience for your users. Some of the most common healthcare landing pages cover:

  • Service lines.
  • Wellness topics.
  • Health education libraries.
  • Office locations.
  • Finding a doctor.

Anatomy of a Landing page

Here are some best practices to keep in mind when building a landing page.

Responsive design

Sixty percent of searches are conducted via a mobile device. Having mobile-optimized, responsive landing pages is essential for engaging your audience. Mobile optimization improves user experience and provides content in an easy-to-consume format. At a minimum, landing pages should display properly on mobile devices, tablets, and laptops or desktops. You might also consider personalizing the content of the landing page based on device, such as less text on the page for mobile devices, or location-specific information.


According to copyblogger, 8 out of 10 people will read your headline, and only 2 out of 10 will read the rest.

Your landing page’s headline communicates what the page is about and needs to engage readers. Headlines should be clear, concise, and use simple language.


The main image on the page (sometimes referred to as a hero image) should connect with your audience and visually communicate your page content. Images should be bold, bright, and on-brand, and they should match the message you are communicating to the audience.

Text content

The text is the core of your landing pages and communicates your message. Text for landing pages is minimal and to the point. Essential text should also be “above the fold” (near the top of the webpage) and displayed without scrolling on most devices.

As a healthcare organization, trust and information is valuable to your page visitors. Consider adding links to essential information related to the topic to give readers the resources they need.

Call to action (CTA)

Your call to action (CTA) is what you are asking your visitors to do. The CTA might be to schedule an appointment, access further information, or reach out to the appropriate department.

  • There should be just one CTA per landing page.
  • The CTA should be simple to follow and complete.

Social proof and statistics

Social proof like testimonials or reviews related to the call to action help users feel good about their decision to act.

For example, if your CTA is scheduling a cardiology appointment with your organization, consider adding patient testimonials, physician ratings, or other information that demonstrates the value of your services.


And finally, the layout of the page pulls everything together. Some best practices to consider:

  1. Keep the layout simple with minimal images and text. Use links to provide additional information.
  2. Place the most important information (headline and call to action) “above the fold,” or near the top of the page.
  3. Differentiate CTAs from the main text and make them easily recognizable by using a button, color, or unique style that stands out.


Two women work on creating an effective landing page


What Are Some Barriers to Creating Landing Pages?

Landing pages are important and effective, but they sometimes take a back burner to competing priorities.

If marketing department resources are a challenge, consider creating templates for a limited set of landing pages based on categories. By using templates, you reduce the need for custom design and user experience involvement in each project. With a small set of manageable templates to use, the process of layout out landing pages becomes much simpler.

If technical resources are a challenge, sometimes the content management system (CMS) is the blocker. When only a few people are trained in your CMS, creating landing pages can put an extra burden on technical resources. The solution might be training and authorizing additional users to create the pages.

Testing and Refinement

As you build and deploy landing pages, data can tell you what is working and what might need adjustment. Regularly evaluate which pages see traffic and interaction or set up AB testing to measure what works best for your users. As you gather and analyze data, winning patterns and strategies should emerge to help you effectively deploy the pages you need.

Healthwise offers a wide range of content solutions that can be used to power your landing pages. Check out our digital health solution to learn more about our flexible and engaging content that’s ready to help you build effective landing pages.

1 https://unbounce.com/landing-page-articles/what-is-a-landing-page/