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Posted on 10-24-2012


A landing page is the first thing that a potential patient sees after clicking on a pay-per-click (PPC) ad. Landing pages are a great way to obtain contact information, sell a product or service, and get insight on what to improve.

In his article “3 Reasons Why Landing Pages Are Important,” George Passwater 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.“ By properly understanding what an effective landing page should contain, you can start generating more leads.

Follow these 5 tips to design an effective landing page for your PPC campaign.


1. Strong Headline or Message

This is the first thing that visitors read and should accurately describe your chiropractic services or special. Having a strong, bold headline that captures the visitor’s attention and helps them decide if they want to continue reading or not.

2. Build Trust

The most effective ways to build trust with new patients are to have a strong logo that clearly represents your practice, certification logos (i.e. the BBB), and patient testimonials.

3. Text and Imagery

Only provide content that directly relates to the message in your headline. Add a brief description about your services. Also, choose imagery that is relevant and explicitly shows what you are trying to communicate. Remember to keep your content as persuasive as possible in order to increase the probability of visitors staying on your landing page.

4. Keep the Page Simple

This is pretty much self-explanatory. It is imperative that you don't saturate your landing page with too much content as this overwhelms visitors. When designing your landing page, you should remember to always take a “less is more” approach. Remember that the goal of a landing page is for your visitor to take action on a single objective, so use simplicity in your design.

5. Clear Call-to-Action (CTA)

Your CTA should be the most eye catching aspect of your landing page (apart from the headline or message). The purpose of a CTA is to make your audience do something (i.e. make an appointment or download an e-book). Also, the CTA should contrast from the rest of the page and be easy to find. Use colors that are vibrant (bright red, green, or blue) and bold fonts that convey the meaning you want to communicate. Also, if possible, use arrows to make it obvious what you want website visitors to do.


So there you have it, 5 easy tips for designing an effective landing page. To learn more about creating effective landing pages or PPC ad campaigns, call us at 1-800-IMATRIX.

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