Stop sending your ad traffic to your homepage—it's costing you patients (and how landing pages can fix it) | Ep. 121

Stop throwing money away on ads that lead nowhere! In this episode, we tackle a common question that could be costing your clinic thousands in wasted marketing dollars: What's the difference between website pages and landing pages, and when should you use each?

Episode webpage and show notes: https://propelyourcompany.com/landing-pages-for-promos/ 

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Episode Transcript

Speaker 1 (00:00):
Hey there and welcome back to the Clinic Marketing
Podcast.
I'm your host, darci Sullivanfrom Propel Marketing and Design
.
Today, we're diving into aquestion that came in from one
of our listeners, and it's allabout understanding the
difference between a landingpage and a website page, what
the differences are and whenshould you use a landing page

(00:24):
over a website page.
And listen misusing these twocan tank your conversion rates,
so stick around for the next fewminutes and you'll know exactly
when to choose which option andhow to make both work harder
for you.
Now, before we dive in, as Imentioned, this question came in
from one of our listeners and Iwould love to hear from you Now

(00:45):
, before we dive in.
As I mentioned, this questioncame in from one of our
listeners and I would love tohear from you.
If you have a question that youwould like answered on this
show, please send in yourquestions.
You can find us on Instagram atPropel your Company.
Okay, let's dive in.
Let's look at the differencesbetween what a website page is

(01:09):
versus a landing page.
So when you think about awebsite page, you think about
pages like home or about, or theservices that you offer.
They live in your mainnavigation, your navigation at
the top of your website.
Their goal is to educate andthey should link to other pages.

(01:34):
They serve both a first-timevisitor and a returning patient,
and one of their goals is toboost your search engine
optimization and help you getfound online.
Now, this differs from alanding page.
A landing page is a single,focused destination built around

(01:58):
a campaign.
Usually it's an ad campaign.
It sits outside of your mainmenu navigation.
It has one clear call to action.
Usually it's book now or claimoffer, and again it's usually
tied to ads, email blasts or QRcodes ads, email blasts or QR

(02:26):
codes.
It prioritizes conversionstoday over SEO longevity.
So when do you use a websitepage versus a landing page?
Well, you use a standardwebsite page, again for those
core pages on your website.

(02:47):
They're your forever contentyour homepage, your about page,
your specific services orconditions pages, your contact
page.
You use these when you want torank in Google for ongoing
traffic and answer commonquestions.
Google expects thosetraditional pages to include

(03:12):
internal links.
Typically, they're included inyour main menu and again, it's
going to help you withrankability in the long run.
So when would you use a landingpage?
Let's look at some examples.
When you're running ads this isone of the biggest ones.
If you're spending money onGoogle ads or Facebook ads, you

(03:35):
do not I repeat, you do not justwant to send them blindly to
your homepage.
I see so many clinics justthrowing money out the door by
sending ads to their homepage.
Instead, you want to send themto a specific landing page that
mirrors the ad's promise, thatloads quickly and again, does

(04:00):
not have any of those leaks likemenus or guides that are going
to get people distracted.
You also want to make sure thatyou are tracking your
conversions separately from yourcore website.
For those and they could alsobe that maybe you're signing

(04:21):
somebody up for an event right,it could be an event, it could
be a downloadable.
There are many reasons outsideof your traditional ads that you
might want to use a landingpage, but again, the core
difference is is it's somethingthat you want somebody to take
an action with right now, today,to book, to download, to take

(04:42):
that action, versus long-termSEO core elements that should be
on your website forever andlike an example right, you could
have a PDF or you could book adiscovery call.
There's, again, so manydifferent options for reasons

(05:04):
why you would want to use alanding page, but they're very
different in their outcomes.
And so let's talk about some ofthe common mistakes.
One again and I've already saidthis, but, oh my gosh, it just
breaks my heart that I have tosay it again and again and again

(05:24):
Sending paid traffic to yourhomepage.
Do not do that, please do not dothat.
Instead, create a landing pagethat matches the campaign that
you're running for your ads.
The problem with sending adtraffic to your homepage is
there are too many paths and itequals decision fatigue.

(05:47):
So instead, build a landingpage that continues the ad's
story and journey, ending withthe action that you want them to
take.
Choosing between a website pageand a landing page isn't
guesswork.
It's a strategic call that canmake or break conversions.
Use website pages for evergreen, authority-driven traffic and

(06:12):
landing pages for those focusedcampaigns that'll guide your
patients exactly where you wantthem to go.
That's it for this episode ofthe Clinic Marketing Podcast.
If you found today's breakdownhelpful, share it with a
colleague and leave a quickrating on Apple Podcasts.
It helps other clinic ownersfind actionable tips just like

(06:35):
these.