Landing Pages and URLs – The First Impression of Your Medical Website

A laptop next to a ceramic piggy

The landing page is one of the most important aspects of your medical business, especially when you are just beginning your medical online marketing efforts. There is much more to consider than simply choosing a name and hoping for the best. With a bit of strategy, you can use your landing page, your URL and your brand to bring real customers into your practice. Here are the aspects of the landing page and the URL that you should consider from day one!



Search for Medical Doctor


Search engine optimization is the most important aspect of your online marketing strategies because Google and the other major search engines control anywhere from 80% to 90% of the web traffic online.

Many people think that your headlines or your meta tags are the most important aspect of your optimization, but Google, Yahoo and Bing actually look at your URL first. If your URL is relevant to the keywords that you have chosen for your practice, then you gain even more visibility than you would from an optimized landing page.

If you are choosing a URL for your site, try to include one or more of your keywords in the title. This is a great way to ensure that your website landing page and deep pages show up in the search listings for that keyword. Google is especially good at indexing a site according to its URL.


Although you should try to include a keyword or a keyword phrase in your URL, your URL should still be accessible and easy to type in. Your URL should not be extremely long or full of special characters or dashes. It is OK to put words together in a URL as long as the phrase makes sense to the average Internet user and relates to the particular type of medical service that you provide.

If you are having trouble choosing a URL, use Google Trends and the Keyword Finder for suggestions. You should look for keywords and keyword phrases that have a long trend of being used – do not focus on the latest trends in the medical field. Your practice is not a short term trend, so your URL will lose traction in the long term if you introduce short term keywords into it for short term gain.

It is also quite alright to populate your URL using your brand if you cannot find a space for the appropriate keywords or keyword phrases. Your landing pages will help to connect that brand to the keywords that you choose so that your site can be properly indexed by the major search engines.

Your Landing Page


Landing Page Optimization for Medical Office


After your choice of URL, the organization of your landing page is the most important aspect of your search engine optimization. Your landing page is usually the page that most people will start on as they click through your search listings and ads. The bounce rate as well as the click through rate on your landing page will determine the popularity of the other pages on your site.

You must brand your landing page in the same way that you brand your URL. This will help the major search engines to more easily index the entire site. If you use a keyword or a keyword phrase in your URL, that should also be the keyword or keyword phrase that is prevalent in your landing page.

Your First Impression

Although you should try to brand your page with the right keywords, you must be sure these efforts do not get in the way of the site’s readability. One of the metrics that the major search engines use to determine trust is the ability of your site to keep potential customers. Your bounce rate is very important, and you should reduce it at all costs. However, this is also an advantage: Good writing on your landing page is better than simply repeating keywords from your URL.

Your keyword use should hover between 2% and 3% of the total words on your landing page. You should also use synonyms for your keywords – the search engines are great at picking these up. You can actually get suggestions for synonyms from Google itself through the Keyword Tool.

Your landing page does not need to have huge amounts of information on it – the main purpose of your landing page is to generate interest in the rest of your website. As you attract attention to the rest of your site, you will build up your click through rate and reduce your bounce rate for the entire site. This allows for a ubiquitous presence within the major search engines, giving you more opportunity for visibility.

Your Deep Web Pages


Webpages for Medical Website


You can include keywords in the extended URL of your deep web pages. If your landing page gives people the first impression that it should, they will click through to the other pages in your site, giving those pages trust within the major search engines.

Make sure that all of the keywords for each of your deep web pages is slightly different, yet related to each other. Also, make sure that you have a navigation bar at the top of all of your pages with links to each of the other pages. Not only does this help a potential patient to find medical solutions more quickly, it also helps the major search engines to index your content more precisely.

Your Next Move

Make the first impression of your medical website a good one for the customers you attract and for the major search engines. As a medical website, you will need both of these marketing tools working in tandem with each other in order to succeed.

Make sure that you completely understand your audience before trying to decide on the keywords to include in your URL and on your landing page. Make sure that the keywords within your URL and on your landing page are related. Finally, make sure that your landing page is quick and to the point – you do not need to saturate your landing page with content. This is what the rest of your website is for.