Drug Rehabs Need Specialized Landing Pages
Your homepage is not your landing page.
If you’re spending money on the internet, radio, television, or print ads, you need to custom-build a specific “landing page” for each ad. Landing pages are not websites. They look like a website and will link to your main website, but they are specifically built, tested, and tweaked, to match a specific advertising campaign.
It’s all about expectations. If someone clicks on an ad for dual-diagnosis treatment, then it’s essential that the page they land on is all about dual-diagnosis.
The Drug Rehab Homepage
Websites are for people who either found you organically or for your admissions team, to walk a potential client through your website one click at a time. If you don’t have custom landing pages built, for each of your direct marketing messages, you could be losing 75% of your potential admissions from those methods or more.
Landing pages are affordable to build but costly to ignore
If you know what you’re doing, creating specific landing pages is essential. For example, if you are advertising for people that need “opiate detox,” you would send them to a custom landing page, that focuses predominately on opiate detox. It will be similar in look and feel to the “Detox” page on your website except for the landing page content, which will be more specific, to the exact keywords they searched for.
Your Opiate Detox Landing Page will mention all the different forms of opiates including Heroin. Your landing page will mention using medications in detox, like Buprenorphine, Naloxone, and Vivitrol. What your opiate landing page won’t mention is alcohol.
As a side benefit, this helps with your search engine optimization. You’re creating positive signals to Google. That’s because people are clicking on your page, scrolling, and reading the information. All of this behavior is tracked by the algorithm.
What your opiate landing page won’t mention is alcohol
Most opiate users don’t drink alcohol. They feel unique and different from alcoholics. So if you are advertising “Opiate Detox” why send a person seeking opiate detox to a page that talks partially about the detoxification process from Alcohol? The result will be a quick hit on the back button. This sends a signal to you are not providing valuable information.
It’s worse in reverse. Do you think a person with an alcohol problem wants to be compared to a heroin user? Heck No!
If you advertise “Alcohol Treatment,” you want to send that searcher to a page all about alcohol treatment. Yes, there will be a carefully placed link to “Other Addictions” for the dully addicted but the page will attract alcoholics. I am just trying to make a point here about why Landing Pages work.
Landing pages are much more than just different content. There will be several “CTA” Calls to Action and a lot of Tracking and Tweaking!
When people respond to an ad for “Opiate Detox,” they’re usually in action mode, not research. When a person is in action mode, you must give them multiple avenues to contact you. This needs to be aggressive but with a subtle touch. You don’t want to look like a neon billboard. This comes across as distrust worthy Landing pages usually have a carefully placed “quick contact” form. A custom chat window that says, “Can I answer your opiate detox questions?” A click-to-call and several well-placed phone numbers.
Once the Landing Page goes live, the hard work begins.
Once the landing page is up and running, the hard work begins. This is when we roll our sleeves and start tracking users and reviewing the analytics. We place scroll tracking on all landing pages, which tells us where someone exits the landing page. On videos, we place time tracking to see how long each visitor watches and when they exit. Analytics are used to see where visitors come from and where they go. We constantly analyze data, make corrections, and start the process repeatedly.
Avoiding Website Developers
Making lots of small changes to your website isn’t very practical. There’s a lot of back-end code that can be messed up. That’s why a landing page is so effective. We can make daily changes to the landing page in isolation. It’s also easy to do A/B testing. Answering questions like:
- What photo converts better?
- Should I change my headline?
- Are the call-to-action buttons easily seen?
Remember that your website is your company image. Your landing page addresses a speck problem a person needs a solution for.
Crafting a Value Proposition for your landing page
Your website has a tagline, vision page, and mission statement. However, landing pages forgo those things instead of using a unique value proposition. This statement answers the question, “how are you going to solve my problem?”
Using layout as Persuasion
A landing page uses whitespace, contrast typography, and direction cues to emphasize your message. Treatment centers don’t have full-time employees that are skilled in the art of copywriting and presentation.
The bottom line for drug rehabs and landing pages
We would love to earn your business. We can create conversion-optimized landing pages quickly. Contact us for a no-pressure conversation. In the meanwhile, we’ll see you on the interwebs.
One more thing. If you would like to see an example of a landing page. This is the one we put together for ourselves. It’s designed to go with ads for our Live Chat Services. Victoria Berman does much of the technical work. She’s efficient because she does this exclusively for Drug Treatment Centers. If you want to learn more, drop us a note.