9 Must-Haves for Your D2C Telehealth Landing Page
How to build a virtual care landing page that actually converts
Your website is your best marketing tool. It should tell the user exactly what you do and how they benefit within seconds. Put simply, your website should be an optimized conversion machine.
An important component of that website CRO strategy is the landing page. How does a landing page differ from your core website pages? They are highly specific and targeted toward a particular audience, keyword, promotion or campaign. They have several uses such as SEO, lead generation, promotion, content delivery and more.
Below, we’ll focus on and explore the nine key elements every high-converting D2C telehealth landing page should have to stand out. Looking for a quick guide or more of a visual learner? Download our “Landing Page Template” at the bottom of this blog!
Reminder: For legal compliance, your landing page may also require specific disclaimers and disclosures. Coordinate with your legal team for verification on the statements you may need to add to protect your telehealth company.
1. Keep navigation to a minimum
Unlike websites, which often feature a prominent navigation bar that allows visitors to explore different web pages, landing pages typically don’t. They’re designed to direct visitors to a specific offer or CTA, so you want to minimize any distractions that might interfere with that.
If your goal is to increase conversions, then your D2C telehealth landing page shouldn’t have any links that’ll steer them away from your desired action.
2. Create a strong, action-based CTA
A lot of the time, when people see “CTA”, they think of a button. While this is technically true, think of your landing page as one big CTA. Every image, copy, and button should align with your primary conversion action: sign-up, download, take the quiz, etc. Your CTA is the glue holding everything together.
3. Provide relevant and appealing imagery
Visuals are king. The primary goal of a landing page is to convert, and the images you use play a significant role in keeping the user engaged. Stay away from using drab, generic, and often overused stock photos on your webpages. Today's patients are increasingly consumer-driven, and the competition for telehealth options is high; therefore, companies can’t afford to skimp on their digital experience.
If you hope to stand these days, the ideal D2C telehealth landing page should include the following:
Images should reflect your audience, make them feel seen.
Invest in photography that captures your brand's mission, vision, and values.
Use images or videos that show the user the result or what they could expect.
Photos of relatable patient scenarios, meaning, avoid the classic photo of a patient and provider shaking hands in a brightly lit room.
4. Emphasize your value proposition with compelling copy
When people come across your landing page, they need to know immediately what makes your D2C telehealth company different from all the others, and that can be achieved with a clear value proposition or tagline.
For clarity, a value proposition is a statement that clearly explains the specific features and benefits your services provide to their customers. Stay away from generic, bland copy like “Fast Telehealth Services”.
Let’s say, for example, your value proposition focuses on convenience. Make that the center of your value proposition:
“See a Doctor in Minutes, Not Hours - From Anywhere," or
“Healthcare That Fits Your Schedule - 24/7 Doctor Visits From Home”
Both of these are much more compelling than the one mentioned above. Additionally, you can add reinforcing subheadings, such as "Available when you need it most."
Tip: Place your main headline/tagline “above the fold”, which is the portion of your landing page that's immediately visible to a user without them having to scroll down. It should quickly tell them what you're offering and how they are going to benefit.
5. Make it mobile-friendly
You probably hear “make it mobile-friendly” a lot, but we're going to keep saying it because it’s that important. The way your users interact with your landing page, or don’t, can make or break your conversion. Also, think about where your users are being redirected from. If this is a landing page for a paid social campaign, it’s likely almost all of your users will be mobile traffic.
Millions of people today use their mobile devices to make searches and purchases, with 60% of Internet traffic coming from mobile phones alone. Therefore, it’s never been more important to make the user experience seamless across the board. A slow load time or glitchy animation could quickly lead to a lost conversion.
6. Establish trust using social proof and “trust builders”
Healthcare is unique compared to every other consumer-focused industry. We’re dealing with someone’s health and wellbeing and that requires more trust building than simply buying a shirt.
Additionally, cybersecurity threats in healthcare are a significant concern, and phishing websites attempting to acquire sensitive information from individuals are on the rise. As a result, healthcare consumers are extra cautious, and rightfully so.
To help ease their concerns, find ways to boost social proof, like testimonials or reviews. For example, adding before-and-after patient photos to your landing page, along with authentic quotes like “I’ve lost 30 pounds in 3 months,” makes people think, “If this worked for them, it might work for me.”
Other ways to build trust on your telehealth landing page include:
Sharing provider credentials: Seeing terms like Licensed Therapists or Board Certified Physicians tells visitors that the professionals you work with have achieved a high level of expertise.
Adding certification badges: If applicable, showcase your company's professional affiliations, HIPAA compliance, a LegitScript seal of approval, and other relevant credentials. This shows users you’ve taken the time to align your telehealth business with the regulated standards and best practices.
7. Prioritize SEO and page hierarchy
Landing pages help convert leads into valuable customers, but it's search engine optimization, or SEO, that attracts the right audience to your landing page. SEO has the ability to maximize the effectiveness of your digital marketing strategy, but this relies on following SEO best practices.
To maximize your marketing efforts, try implementing the following SEO tips:
Identify and incorporate long-tail keywords, like “telemedicine for asthma control” or “online therapy for anxiety.”
Strategically place the primary keyword by including it in areas like the main header, URL, and meta description to optimize your content for search engines.
Add secondary keywords that support your primary keyword throughout paragraphs, in subheadings, and image alt text, for example.
Avoid keyword stuffing, as it can make the content seem unnatural and result in search engine penalties.
Page hierarchy matters as well. The layout of your landing page should guide users towards a specific action and logically flow. Consider the following:
Section 1: The HERO section
The hero section is “above the fold”, so it should be attention grabbing. To get the best results, consider organizing it in the following manner:
Headline (H1): This is always the largest text on the page and the first thing visitors spot. It should clearly state the problem you solve or the core telehealth offer you provide.
Subheadings (H2, H3): They’re slightly smaller than the headline. Use these to address a pain point or main benefit.
A compelling visual: Use a high-quality image or video that reinforces your messaging.
Value proposition statement
Primary CTA
Additional sections
After you’ve established the initial hook with the hero section, you’ll want to use additional sections to help further build interest. This section might include:
The problem: Establish the problem your target audience is facing
The solutions: Explain, with bullet points, how your virtual care option is the ideal solution.
How it works: Visuals are helpful here in showing the transition from start to finish. Something like “Your Path to Relief in 3 Simple Steps.”
Social proof: Here is where you’ll want to share testimonials and trust builders.
Objection handling: Address common concerns or objections your target audience might have to using your telehealth offer.
Final CTA: Use this final section to reinforce the benefit you’re offering, accompanied by a prominent CTA button.
8. Keep your conversion forms and intakes simple
Users have very little patience these days, so it’s important to not overwhelm them with a lot of questions and fields. A good rule of thumb is only collect the most important information first and then collect any extra data or information later on once they’ve converted.
Tips for building your forms and intakes:
Utilize a multi-step form layout.
It can help improve user focus and reduce cognitive load.
Incorporate a progress bar at the top.
Progress bars can help reduce anxiety and make the process feel more manageable.
Include goal reinforcement and/or social proof at key drop-off points
Healthcare can be a deeply personal and sensitive topic for some. Remind them about the “why” when they start to second guess.
Build conditional logic that personalizes the experience
Use demographic data collected at the beginning to tailor content further down the funnel.
9. Use tracking pixels to track channel performance—but disclose to users
Think of tracking pixels like silent observers; on the front end, they’re hidden from website visitors, but behind the scenes, these invisible pieces of code help collect valuable information.
Without a tracking pixel, it can be more difficult to accurately measure conversion success, retarget landing page visitors, perform A/B testing, or get insights on typical user behavior. In other words, they are often key to making data-driven decisions and more cost-effective ad spending.
While beneficial, ensure you follow privacy regulations when using them. This may mean disclosing that you’re utilizing a tracking pixel and/or obtaining user consent.
Your telehealth landing page is the pathway to patient care
An effective telemedicine landing page can help set your business apart from generic providers in the now crowded telehealth market. But as you know, acquiring patients is only half the battle; retaining them is equally crucial.
To keep customers coming back, you must offer them an excellent patient experience, which requires having a solid telehealth infrastructure and access to top-tier providers. At OpenLoop, we offer both, so you can provide exceptional care to the patients you've acquired and significantly optimize your marketing efforts.
Interested in learning more? Contact us today!
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