Medical Practitioners
FOR MEDICAL SERVICES, “HARD TO READ” IS THE NORM (AND IT WORKS)
Medical Practitioners
According to a 2019 PEW study, four in five Americans have searched for health-related topics online. (That’s a whole lotta people asking Google about a weird growth on their foot.) Marketers working in medical fields of all kinds use landing pages to connect with potential patients, showcase services, and offer personable, anxiety-free consultations.
- The median conversion rate for this industry is 2.4%. But the best landing pages in this industry convert at 20.4% (based on the top 25th percentile).
- In this industry we see that mixed conversion goals perform best. In short, it may be good to A/B test a combo of click-through, links, and click-to-call CTAs on medical pages.
- Below, we’ve broken the industry down into 4 subcategories related to healthcare and wellness.
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Medical Practitioners
A note on COVID-19. These aren’t normal times for vulnerable industries like medical practitioners and dentists. These benchmarks show what you can expect in stable periods, and they provide insights about how your visitors typically behave (and why they convert). We hope they’ll help you set up your digital campaigns for success—and inspire your rebound. If you’re facing uncertainty, though, we’d like to offer our support. Please take a look at the COVID-19 Small Business Care Package for useful resources to help lessen the impact on your business.
Medical Practitioners
Landing pages for medical services convert below the overall
industry baseline.
Medical Practitioners
When copywriting for medicine, challenging language doesn't impact conversions negatively.
What’s this mean? When it comes to reading ease, medical landing pages have a sweet spot (at college-level difficulty) beyond which conversion rates begin to decline only very slightly. This is probably due to the fact we want our doctors to know their stuff. See our methodology for more details.
Medical Practitioners
Medical pages by the numbers
62.4%
More Negativity than Overall Baseline
Landing pages for medicine generally tend to use more negative language than other industries in this report. But pages for alternative treatments were even more negative (80.6%) than the medical baseline. (We don’t see compelling evidence that this correlates to higher conversion rates in either case.)
28.9%
More Words than Overall Baseline
Generally speaking, pages for medical practitioners tend to be longer. For pages of more than 200 words, this doesn’t appear to have a strong relationship with higher (or lower) conversion rates. Our advice? In this industry, go ahead and use the amount of words you need to make your point and persuade.
61.8%
More Surprises on Dental Pages
The last place you want to be surprised is at the dentist. But our machine learning found that pages for the dental industry use surprise-related language (like accident, gawk, and pop) way more often than other medical practitioners. There’s no evidence this improves conversions—but it explains a lot about dentists.
Medical Practitioners
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