How to select the bidding landing page for the promotion of hospital bidding rankings

The landing page design in the promotion of hospital bidding ranking is very important! Many bidders often encounter such a situation when they are in statistical data: through some key in the flow is very large, but the site or site page bounce rate is very large, patients in the site is also very short stay time, many times the invitation can not be invited to invite, not to mention can be with the creation of consultation appointment. The main problem is that your keywords do not meet the needs of patients, resulting in a very large jump rate. The user demand is that your site or Site page to show the content is not the user search for the Content-landing page.





1, what is landing page?





Landing page is referred to as the user first capture page (including the homepage, section page, topic page, article page, etc.). This is mainly when a potential user clicks on an ad or uses a search engine to display the page to the user. Typically this page will display the extended content associated with the clicked AD or search results link, and the page should be SEO-optimized for a keyword (or phrase).




Several designs for
general landing pages.


1, homepage, 2, topic page, 3, article page, 4, Direct dialog box


1, ask the hospital: special


2, asking for treatment: targeted topics or highly organized and persuasive articles


3, asking fees: highly organized and persuasive articles


4, How to do: Guide strong article page


5, asking for symptoms such as stool pain: Extremely inductive topic


6, some obviously is a quasi-patient keyword, but a lot of promotion methods are not good, the last move: Make Direct dialog box page








2, landing page is like a sign, to specify the route for the patient





If your keyword is for a particular disease, for example, the cause of a disease, symptoms, treatment, expenses, etc., do not set the landing page of such keywords as the first page or list page, a site's homepage, like a disorder line map, all patients can be here according to their own starting point to find their own way, But every patient who visits only wants to know his own way to start. So if the patient clicks on the hospital site, but does not see the relevant content on the landing page (his own way), the patient will be disgusted with the site, thus directly shut down. Because the homepage is not a good landing page, its content is too broad (too many routes), Directory page is the same truth, the home page and table of contents can only provide a "site Directory", will only waste the patient's time to find the required content, but not every patient has no time concept.





is not to say that the home page can not be used as landing pages, but should be based on the needs of patients search words to reasonably choose landing page. The words of the hospital class can choose the homepage as landing page, because most hospital's homepage all can display the hospital brand, the expert, the technology, the equipment, the environment and so on the related information fully.








3, landing page important information should be at a glance (clear theme)





for patients, there is some information they want to know most, but also to hold a potential patient important information, such as disease symptoms, treatment, treatment costs, these needs can be directly derived from the patient search keywords or a little speculation analysis. For example, the "treatment of uterine fibroids" in gynecology, the landing page of such keywords must be elaborated on this content, the title and the main content should be as consistent as possible with the search term, and should focus on the treatment and lead statements that can lead to patient counseling, lest because of too much text content, Causes the patient not to obtain the first time the need.





4, landing page do not cause distress to the patient





said the site's homepage should not be used as landing page, the reason is that the site's home to provide patients with too many choices. Just imagine, if the landing page is full of links and picture buttons, then the patient is either overwhelmed or involuntarily clicks on them, so that the patient is getting farther away from the information he needs. Therefore, landing pages should not contain too many links, especially in various ways of consulting pictures or text. The best way to do this is to give the Patient a choice: By analyzing the patient's appeal, take the patient directly to the page where the information is needed, or link to the page that can best persuade the patient to consult.





Landing page to do well, but also to improve the patient's brand awareness of the hospital, improve the image of patients in the eyes of the site, improve the authority of the hospital and promote the influence of hospital brand a good hospital activity marketing can not only attract the attention of patients and potential patients, but also can convey the core value of hospital brand, and then enhance the brand's influence. So, how to let the hospital brand's core value for patients to identify with it? The key is to put the hospital brand core value (medical technology, human environment, etc.) into the theme of activity marketing, so that patients contact with hospital activity marketing, naturally by the hospital brand core value of infection, and caused the emotional resonance of patients, And then enhance the influence of hospital brand.





Baidu bid to promote the focus is the data analysis, through data analysis can optimize the promotion of keywords, followed by keyword Design landing page, the focus is to let the patient search into the corresponding landing page after the information content is in line with his demand direction, Instead of letting the patient feel like you're advertising or anything else that isn't relevant to your needs.





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