Care Home and Home Care Website Design Advice – Landing Pages
Care home and home care website design must be approached with the end goal in mind. The goal of a website’s homepage is to give visitors a flavour of the website, by providing useful information and a means of navigating to the relevant sub-sections. Unlike this, care sector landing pages should be designed with the sole aim to convert visitors into leads.
To help you create an effective, educational, and valuable landing page, we’ve summarised 5 things that will help drive conversions and increase the number of leads coming through.
01 Showcase the USP (Unique Selling Point) of Your Care Services
Once a user has landed on your site you have only 15 seconds to grab their attention before they click back or close the window. If you haven’t generated enough interest in a quarter of a minute then it is unlikely that you are going to. You need to think – Why should clients choose your care business? Then, create a punchy, attractive USP that’s going to buy you some extra time and keep them on the page.
The secret in care home and home care website design is to grab a visitor’s attention with an initial headline at the top of your site in big bold letters. Try and make this part as concise as possible as it helps create a wow factor for your USPs. The USP’s could be in the form of a slider with rotating headlines.
Below this – normally in a smaller font is the supplementary headline which will allow you to provide complementary information. Don’t get carried away in this section, one to two lines should be the absolute maximum.
If your landing page allows the visitor to scroll then don’t give them the opportunity to forget what you are offering and why they are there in the first place. This is where the reinforcing statement comes to play. This should appear around halfway down your page and its purpose is to serve as a mid-experience message that drives home your USP – I guess you could call it a second headline.
02 Have a clear conversion goal with a call to action(CTA)
The conversion goal is another way of saying ‘the purpose of the page’. What action do you want those who land on your page to take? For example, you might want them to fill in a form submission, make an enquiry, engage in live chat or download a brochure.
Make sure you have a clear call to actions present throughout the page. This way you are effectively holding the visitor’s hand through the process, ensuring they are only leaving your site via your conversion goal.
Now, many sites you see opt to use call to actions such as ‘Submit’ or ‘Click Here’ which don’t always work on care websites. For example, visitors are sometimes asked to provide personal information and if asked to ‘Submit’ it might make them feel that they’re giving their contact details away without anything in return. Wouldn’t they be more likely to provide that same information if the CTA stated a clear reason for doing so: ‘Request a Visit from X Care Home Today’ or ‘Download our Free Brochure’?
The placement of the CTA is important and studies show that the first CTA should appear in the top right-hand side of the page as this is the first place we look upon visiting a site. One final thing to note about your CTA is that you need to make it as easy as possible for your visitor to convert rather than turn away. If the landing page has a scroll bar then the CTA must be present on every scroll – don’t let it out of your visitors’ sight.
03 Remove the Ability to Navigate to Another Page
The aim of a care business landing page is to encourage visitors to perform one specific desired action. It’s not to provide them with an opportunity to explore all your offerings your (usually very helpful) website has to offer. So, smart care website designers will remove your menu bar from landing pages, leaving visitors with only two options: convert or exit.
However, don’t completely remove your top banner, you still want them to see your care business brand and recognise your colours and logo – it’s just the menu links to be removed.
04 Show Off Your Social Proof
Utilising social proof including testimonials, reviews and social media buttons can evoke emotional triggers for the visitor. Good care website design sees these items strategically placed in areas where you need to build extra trust, giving people that extra bit of confidence to take the plunge and choose your care home or home care business.
Essentially, social proof is the online version of word of mouth, building trust and credibility for your brand, which is paramount as website visitors have shorter attention spans.
Types of social proof:
Testimonials and Reviews
From a customer’s point of view, having testimonials and reviews aids their decision-making process. They are a reflection of a person’s experience with your care home or home care business. People use reviews and testimonials to decide whether your care home or home care business is worth the investment. Make sure you ask your past care home residents or home care clients to leave a review or testimonial of their experience using your care business. Provide them with a link for them to write a testimonial and make sure it is clearly visible and accessible on your landing page.
Adding your CQC rating and any other awards and accolades on your landing page will help to boost your credibility and validate your business without forcing visitors to leave the page and go to another source to find that information.
Social media proof has a powerful effect on your website It helps to increase brand awareness and exposure to your care business. Would you choose a care home business if they weren’t active on social media? Nowadays people are getting more tech-savvy and before making a decision they will browse your website and check your social media.
Once you have applied these 5 changes to your care home or home care landing page, you should see more conversions coming through. However, don’t just do this once, there is always room for optimising so play with the layout and constantly test things until you find the optimal website design for your care business.
If you would like more information on how to utilise Digital Marketing and the importance of landing pages to contribute to the continued success of your care business or you are looking for instant results for your care business from paid seach, call or email our team today.