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Posted on 10-24-2012



A landing page is the destination potential clients come to after clicking on you pay-per-click (PPC) ad. A landing page should be designed to gather contact information or sell a product or service available at your practice. It can also serve as a measuring tool for improvement.

In an article by George Passwater entitled “3 Reasons Why Landing Pages Are Important,” he states, “If you have a high bounce rate on a landing page, but low engagement time on page, then you know you need to tweak some things in your copy or landing page design.”

An effective landing page will generate more business leads. There are five steps to follow to create a landing page for your PPC campaign that will help boost your results.


1. Write an Attention-Grabbing Headline and Message

Create a bold, engaging headline that grabs the visitor’s attention and encourages them to continue reading. The headline is the first thing a visitor will read so it should be succinct, yet descriptive of your veterinary services or a promotion you are running.

2. Build Security

A new patient wants to feel secure in choosing your practice for the services they require. You can build trust by including certification logos (i.e. BBB), patient testimonials and a logo that solidifies your brand to your audience.

3. Use Relevant Content and Images

Write content that is relevant to the message described in your headline. Then, choose images that are specific to what you are trying to communicate. Keep your content persuasive and your images eye-catching to increase the length of time visitors stay on your landing page.

4. Be Simple

Don’t overwhelm potential clients with an overload of information all at once. A landing page is devoted to a single objective for your visitors; “less is more” when designing the landing page.

5. Clarify Your Call-To-Action (CTA)

Make your CTA stands out and be purposeful. Your CTA should engage your audience to perform an action such as scheduling an appointment or subscribing to your newsletter. Keep in mind that the CTA should be distinctive from the rest of the page, so it can easily be found. Use bold colors and easily readable fonts. You can also use arrows that point out exactly what you want visitors to do.

Following these 5 steps will help you design an effective landing page to entice new clients. To learn more about the marketing value of landing pages and PPC ad campaigns for your veterinary practice, call VetMatrix at 1-800-IMATRIX.


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