Why Landing Pages Are Crucial To Your Drug Rehab Marketing.
If you are not using landing pages to establish and nurture relationships with your audience, you're substance abuse treatment digital marketing effort is suffering.
By now we all have seen a landing page. You know the page you land on when you choose to click through a link on a blog post, Facebook ad, or at the end of a LinkedIn article. The link brings you to a page which is specific to the previous page you were one, except there is a particular call to action telling you what to do next - "Download a Free Ebook, Report, Infographic;" "Sign Up for a Free Offer;" "Join a Newsletter; " "Become a Member" -
I'm sure you get the point.
A landing page is a stand-alone page which is unlike your homepage, about or any other webpage in your site. The landing page is stripped of all unnecessary calls to actions or directions. It only focuses upon the reason the reader found the page,
What you need to know is when a LANDING PAGE works it will speak to a reader's pain, desire, and wants and convert the reader into a UNIQUE LEAD.
Here is a scenario to help understand why a landing page works
A person with a severe heroin use disorder is tired of the constant grind and chaos of maintaining a 7 bag a day heroin habit, and he wants to kick. However, his job is demanding, and he cannot possibly leave work for an extended period. He wants to get on methadone maintenance. He searches Google for more information on methadone maintenance and finds your ultimate guide for MMTP.
After he reads through the guide, he is interested in your program and wants more information. He is ready to say yes to harm reduction and maintenance, so he clicks your link and ends up on your homepage because you failed to incorporate landing pages in your substance use treatment marketing strategy.
Once on your homepage, he is scrabbling around searching for the link to give him the information he needs to tell him HOW to come in for an intake and get on MMTP. In his frustration, he bounces and performs a new Google search.
It's simple- Your Homepage has too much information which is not directly related to this man's specific need. Think of it like treatment planning- If the patient doesn't have children you don't put him in a parenting skills group. You design the program to fit his needs, so your substance abuse digital marketing must be created the same way.
Moreover, now you have failed this man. He was ready and willing to take a positive step towards recovery, but because you were unable to nurture the conversation further with a stand-alone landing page which only spoke of your Methadone Maintenance Program he bounced.
Instead of nurturing his readiness for change, you caused him more stress and frustration.
So if you are not building stand-alone landing pages to nurture your potential patient's readiness for change and directly speaking to their specific desires, wants, and needs you are not saving as many lives as possible.
If you would like to start using landing pages in your substance abuse treatment marketing follow the link and CLICK HERE.