The 5 C's to Developing a High Converting Landing Page

Prosperwell, in collaboration with Care England, successfully launched Care Sector "Lunch and Learn". Attendees can gain valuable specialist marketing insights and have the opportunity to take part in an engaging interactive Q&A. 

If you haven’t been able to attend yet, don’t worry - here is a bite-sized learning session: The 5 Cs to Developing a High-Converting Landing Page.

Introduction

Many care providers invest a great deal of time and energy into creating beautiful, well-designed websites that reflect their brand. While these websites often look fantastic with lovely colours and appealing layouts, we often find that they fall short in one key area - they aren’t fit for purpose. By that, we mean they often miss the critical elements sons and daughters of potential clients are looking for, which can significantly impact their decision to reach out.

As a result, many of these websites fail to effectively convert visitors into enquiries. So, in this blog we shall be sharing what we call The 5 C’s of High-Converting Landing Pages - a practical guide to ensuring your website does more than just look good, but actually works to drive real enquiries.

1. CONFIRM

The first ‘C’ is Confirm. Think about someone searching for care for a loved one. For example, they might type ‘dementia care home in Bath’ into Google and click through to your website. It’s crucial that immediately they see text and imagery that instantly confirms they’ve landed on the correct site - a care home based in Bath. It sounds simple, but it’s vital. If this isn’t done effectively, the user may quickly bounce off your website to find one they feel is more relevant to their needs. To prevent this, make sure the page clearly confirms its relevance to the search query. Use specific imagery and headline text that reassures the visitor they’re in the right place.

2. CONVEY

Once you've confirmed visitors are on the right page, the next step is to Convey more about your business. Share what makes your facility unique - whether it’s a luxury home, a specialist care provider, or something else that sets you apart. This is your opportunity to educate users about what your business offers. Clearly highlight your unique selling points - what are the top three reasons they should choose your home over others in the area? For care providers with multiple locations, each home should emphasise its own distinct strengths.

Additionally, help potential clients envision what life in your home is like by incorporating rich media. Use high-quality images, engaging videos, or even 3D virtual tours to showcase the facilities and help visitors feel connected before they even step through the door. This visual storytelling can be instrumental in making a strong first impression.

3. CREDIBILITY

One of the most important elements in creating a high-converting landing page is building trust and Credibility, because when someone is searching for care for a loved one, trust is everything. Establishing trust starts with showcasing what we call Trust Factors. These elements can significantly influence potential clients’ decisions. Key factors include your CQC rating, written testimonials from families, and positive reviews. Don’t forget to include your food hygiene rating, any awards you've received, and your years of operation. Additionally, highlight the extensive experience of your leadership team. This is your opportunity to present your credibility, so don’t hold back. By putting your best foot forward, you give potential clients ample reasons to trust your care home.

4. CALL TO ACTION

The Call To Action is a critical component of your landing page, yet many care providers often overlook its importance. You'd be surprised at how many get this aspect wrong, leading to missed opportunities for conversion.

Visible Telephone Number

First and foremost, ensure your telephone number is prominently displayed in the top right corner of your website. This position is crucial, as it allows users to easily find it while scrolling. Since 60% of traffic comes from mobile devices, consider implementing a sticky bar at the top that features a click-to-call option. This makes it incredibly easy for potential clients to reach you as soon as they’re ready.

Email Form Submission Box

Instead of simply listing your email address, incorporate a form submission box. Many visitors will access your site from mobile devices, where entering an email address can be cumbersome. A submission form is not only user-friendly but also trackable, allowing you to gather valuable data.

Downloadable Brochure

Offering a downloadable brochure is another effective strategy. Instead of linking directly to your website, provide an easy access point for the brochure that also captures user information. This allows potential clients to download the material while giving you a chance to collect their details—an effective way to facilitate inquiries.

24-Hour Live Chat

Finally, consider integrating a 24-hour live chat feature. This micro-commitment option allows users to engage with you at any time of day, seven days a week. It provides immediate support and answers to any questions they may have, enhancing their overall experience.

Having all four of these elements on your landing page can significantly increase your chances of converting visitors into inquiries. By making it easy for potential clients to reach out, you're not just inviting engagement—you're actively facilitating it.

5. CULTIVATE

Lastly, it’s essential to continuously test, monitor, and improve your website to enhance its effectiveness. Small changes, such as swapping out images or relocating your call-to-action, can significantly impact inquiries. For example, you might find that improving website speed reduces your bounce rate, leading to more engaged visitors. Remember, your website is never a finished product; there are always opportunities for improvement. Regularly reviewing performance quarterly allows you to assess what strategies worked well and identify areas for further enhancement. This iterative process ensures your site remains effective and responsive to the needs of your users.

To conclude, you've now learned the 5 C’s of High-Performing Landing Pages, equipping you to audit your own pages and ensure they meet these crucial criteria. By implementing these strategies, you can enhance user experience and drive more inquiries. 

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FAQs

1. What is a high-converting landing page?
A high-converting landing page is a web page designed to encourage visitors to take a specific action—like calling, submitting an enquiry, or downloading a brochure. It goes beyond looking good; it’s built to drive results and generate leads.

2. Why are landing pages important for care providers?
Landing pages are crucial because families searching for care need fast reassurance and clear information. A well-structured landing page can make the difference between a lost lead and a new resident or client.

3. What are the 5 Cs of a high-converting landing page?
The 5 Cs are:

• Confirm: Show users immediately that they’re in the right place.
• Convey: Communicate what makes your care home or service unique.
• Credibility: Build trust with testimonials, reviews, ratings, and years of experience.
• Call to Action: Make it easy for visitors to reach out or engage.
• Cultivate: Continuously monitor and improve your landing page for better results.

4. How can I build credibility on my landing page?
Showcase your CQC rating, years in operation, team qualifications, testimonials, food hygiene rating, and awards. These elements reassure families that your care service is trustworthy and reputable.

5. What’s the best way to display a call-to-action (CTA)?
Ensure your CTA is prominent and user-friendly. Use a click-to-call phone number, form submission box, downloadable brochure with lead capture, and consider adding 24/7 live chat for convenience.