Move Underperforming
Web Landing Page
From "Nice Try"
To "Business Booster"

Readying the web landing page kick-off workshop at a health care marketing conference in New York, I met a veterinarian. A dejected veterinarian to boot. This chap posted a gorgeous five-figure Website a year ago. To date not one sale for his new product.

As it turns out, I know something about the market he was after. In fact, I know a LOT about that market.

And you know what? It simply didn't matter how good the deal was on the Web site. The search engine marketing reporting did not matter. Or how easy it was to buy using the online ordering system. It didn't matter that he had a wonderful new product of his own invention.

Irrelevant, all of it, irrelevant . . .

Because there was no market for his wonderfully crafted new product. Don't be this veterinarian. His flop had violated the most basic secret of all in business:

Do the simple stuff first.
Get the right research.
Test. Test. Test again.

Now, you are a veterinarian. You already KNOW you've got a market. You may already have a Web site. You may have hired a health care web site development company just like the veterinarian I met.

Here are three simple tips to dramatically improve the influence of the Web landing page on your practice profits.


Web Lesson - I
Ditch your lollapalooza
computer graphics.

The jaws of computer artist geeks everywhere have dropped and those with beards are tugging. "What, you say? Get rid of my logo dog with the wagging tail and audible yapping? Get rid of the Quicktime scroll of office photographs? But they are so cool!"

Here's the thing. A small library of Web sites pass between my partner Mattie and me every week to assess. And I redesign Web sites and we relaunch them for veterinarian entrepreneurs and health care professionals who see the light. And even though we have computers with so much memory and power they could have muscled-up at Gold's Gym . . . it still takes a full minute for some of these web landing page load ups.

This minute is the equivalent of the Bermuda Triangle for your practice Web site. Your existing clients or prospects have clicked away without a trace. It's like a magazine with the pages housing your ad stuck together.

You are a veterinarian marketer, a health care marketer. You are not in the business of entertaining your prospect or existing client.

As a veterinarian marketer, you are in the business of creating such a compelling need for that client or prospect to your Web landing page, that they are panting to push the button to get what you're offering. Guess what? You don't do that by asking visitors to twiddle their thumbs while you get your act together. And your state-of-the-art "movie" gets loaded and plays.

Web Lesson - II
The most successful Web sites
built to "sell" I know about.

And I know things about building landing pages that glue visitors and other top marketers are clueless to yet - are also the most simple.

Do you understand what this means? Your veterinary...health care...spiritual Web site...is a simple sales letter in electronic form. The net-net for detailed, compelling, passionate copywriting is a win for you and your practice promotes local business...regional...global...tracked directly to eisting clients and prospects through your web hosting service providers.

Web Lesson - III
Stop with all the links
leading off your Web page!

Mattie, my partner, shot me a Web site she was critiquing. It had sixteen clickable-blue links to other sites before the end of the web landing page or first screen. "What's wrong with pointing my visitors to all that useful information about their animals and pets?" you ask.

Just follow the logic for a New York minute. As a veterinarian marketer, you are in the business of tickling the fancy of that client or prospect to your Web site, gently coaxing and attracting them to your offer . . . and then, whoosh, they are abruptly transported to another Web page.

And then that attraction fades away. You have to start from scratch on the new page.

Even worse, in most cases, the linked page doesn't have an iota of relevance to the pitch you were making on the original page.

So you - the veterinarian marketer with the best of intentions - have sent an existing client or prospect careening off a cliff like Thelma and Louise. What's more . . . linking people away from your offer or sales message is like wrenching a magazine out of their hands. It breaks the contact and the concentration on your message.

Look, this isn't the last thing I have to say about the hapless health care professional's Web landing page. Or on website maintenance. Not by a long shot. It's not everything you need to know about this important subject. But ... it is enough. Enough to get you going on a few changes to your Web landing page.

TAKE ACTION today . . . call Bill or Mattie now 973-263-4681 (EST).