Creating High-Converting Life Science Landing Pages
As a pharma or biotech marketer, you’re regularly navigating a variety of challenges when promoting and selling your products: adhering to strict regulations and guidelines and keeping up with complex customer journeys that involve multiple touchpoints. To encourage conversions, ensure that your landing pages are designed to provide an exceptional user experience while meeting important requirements. This blog post will provide insight into best practices for writing and designing landing pages that will help you reach your goals.
8 STRATEGIES FOR BUILDING BETTER LANDING PAGES
Each landing page should support a promotional objective – creating an opportunity to convince a prospective clinical partner or patient to click through to learn more about the product you’re offering and then take action, whether that’s meeting with one of your reps or talking to their doctor about getting a prescription for your product. Consider the tips below when you’re building your next landing page to ensure that it gives visitors the answers they’re looking for, is user-friendly, and drives traffic in the right direction.
- Dedicate Each Page to a Specific Product and Goal: Promoting a new medication that can help patients manage diabetes or rheumatoid arthritis? Trying to connect with clinical partners to encourage them to implement your diagnostic technology or prescribe your product? Focusing each landing page on a particular campaign will help you reach the right audience and monitor campaign effectiveness. Directing visitors to complete a single goal, like reaching out to one of your reps, talking to their doctor about a new drug, or requesting more information about your product will drive conversions.
- Lead With Your Value Propositions: If you don’t grab a reader’s attention right away, there’s a good chance they’ll look elsewhere. Communicate the value you’re offering with a crisp, punchy headline. Use a subhead or a brief introductory paragraph to explain what you are offering, who it is for, and why it is unique, useful, or speaks directly to page visitors’ needs or pain points. Follow up with bullets (or eye-catching icons) and the most important benefits of your medication or technology.
- Clearly Communicate How You Can Improve Your Audience’s Lives or the Lives of Their Patients: Pharma and biotech consumers want to know how what you’re offering will improve their health and lifestyle or that of the patients they care for. Mention benefits first. Think “X medication helps a patient take control of their condition with minimal side effects” or “Our new vaccine (or therapy) is safer and more effective than what was offered in the past.”
- Include Simple, Compelling Copy and Calls to Action.Keep sentences short and to the point. Avoid medical jargon. Write in a conversational style, the way you would talk to a potential patient or clinical consumer if you were meeting face to face. Be straightforward and empathetic to the reader’s possible conditions or situations. And make your calls to action clear – “Meet with one of our representatives,” “Ask your doctor,” or “Find out more,” highlighted as clearly defined buttons or with eye-catching colors.
- Tell Your Story With Visuals: Use images that meet your brand standards and reflect the audience you’re trying to capture – young adults with autoimmune conditions, middle-aged people with chronic conditions, or people who might benefit from genetic tests or therapies. Add standout stats in visually interesting formats – like “75% of users with Type 2 diabetes saw improvements in their A1C” or “This pneumococcal vaccine prevents some of the most serious complications in seniors.”
- Enlist Patients and Clinicians to Sell Your Products: Endorsements and testimonials from patients who have directly benefitted from your products and technologies or from physicians and clinical specialists who can vouch for their effectiveness often mean the most to pharma and biotech consumers trying to choose where to turn to meet their needs. Include video testimonials, quotes and photos, spotlight stories, and surveys to boost prospects’ confidence in your offerings.
- Stick to a Streamlined Design That’s Also Mobile-Friendly: Use your brand colors and logos, but otherwise, stick to a clean and simple design that allows your messaging and visuals to stand out. Remember to use a contrasting color or design element for your CTA so it grabs the reader’s attention. Prominently include awards and badges if they’re relevant to the featured product and boost your brand’s trustworthiness.
- Test, Test, Test: Whenever possible, before you officially launch, A/B test your headlines, content, layout, visuals, and CTAs to see which elements draw the most interest and encourage conversions. Make sure your landing page is also optimized for mobile devices.
