The Insider’s Guide to Website Landing Pages

  • By Tobi Alli-Usman
  • •  Sep 07, 2021

Reading time: 3.5 minutes

CcarestockroomHQ talked with the brilliant Tobi Alli-Usman of Smooth Digital, a marketing agency specialising in Care Home and Home Care services.

We asked Tobi how care providers can use their websites to attract potential customers. He let us into his 10 top tips for making a Landing Page your secret weapon. Whether you’re a digital expert or a novice, you’ll find practical things you can do today.


In terms of lead generation, an informative landing page is crucial and unlike a website’s homepage, a landing page only serves one purpose and that is to convert website visitors into leads that ultimately convert into customers for your care service.

What’s the difference between a website Landing Page and a Homepage?

It’s easiest to understand the difference between a landing page and a homepage by thinking about why visitors are coming to that page. Visitors arrive at a landing page after clicking on a link that has promised them something – an offer, an answer. The job of the landing page is to ensure that it delivers the specific thing that visitors have clicked on it for.

On a Homepage, it's a lot harder to know why visitors are stopping by – from first-timers wanting to know broadly what you do, to frequent visitors wanting to check back on pricing. This is why a homepage is heavy on signposts designed to help the visitor navigate to the specific thing they’re looking for.

Before you even get started on your landing page, there are a few factors to consider; determine the goal of the landing page – for most care businesses the end goal is to obtain the contact information of the visitor. Secondly, consider your audience because the relevance of your landing page will increase if you are mindful of your audience and the message you are trying to convey.

To help you create an effective, educational and valuable landing page, here’s my Insider’s Guide to 10 top tips to help make your Landing Page drive conversions and increase the number of leads coming through for your care service.

Why Should Clients Choose Your Care Business?


1. It’s All About Your USP (Unique Selling Point)

Once a user has landed on your site you have only 15 seconds to grab their attention before they click back or close your site. If you haven’t generated enough interest in a quarter of a minute then it is likely that you aren’t going to. You need to think – Why should clients choose your care business? So, you need to have a punchy and attractive USP that’s going to buy you some extra time and turn those visitors into leads.

The first step to grab a visitor’s attention is having the initial headline that will appear 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. This could be in the form of a USP slider.

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.

If the visitor has scrolled all the way down your landing page and still hasn’t converted, then a concluding statement is your last chance to convince them that you are the right care business to care for them or their loved ones.

2. Have a Conversion Goal

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 (CTA). 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 words such as ‘Submit’ or ‘Click Here’ for their CTA which doesn’t work as you might expect. In some cases, visitors are asked to provide personal information which, when asked to ‘submit’ makes could make them feel that they are giving their contact details away without any indication of a follow up from your care business. Now wouldn’t you be more likely to provide that same information if the CTA read: ‘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.

Make Sure You Have a Clear CALL to ACTION


3. The Content Must Match the Ad

The importance of this cannot be stressed enough. If a visitor has clicked on an ad which is highlighting a particular offer/service you are providing – make sure they land on a page which reinforces this deal. We want to engage with our users and not confuse them.

Put yourself in their shoes... If you are looking for a home care service in your local area you might search ‘home care in London’, and an ad appears highlighting that their packages start from £12 but when you land on their page it states that their packages start from £15. The lack of cohesiveness and misinformation would deter any visitor from taking action and they would be more likely to turn away and find another home care business in their area.

Finally, match any CTA you have placed in the ad with the CTA that appears on the landing page. This way visitors are comforted by the fact they are on the right path. Remember, those sites that offer the smoothest path for a visitor to complete the task they came to your landing page for achieve higher conversions.

4. Remove the Ability to Navigate

The aim of the landing page is to encourage visitors to perform your one specific action, not to provide them with an opportunity to explore all your offerings via your (usually very helpful) navigation bar. So, by removing the ability to move away from this page will mean the visitors are left with two options: convert or exit.

However, don’t completely remove your banner, you still wa.nt them to see your care business brand and recognise your colours and logo.

5 Clear and Stylish Layout

The first question a user asks themselves when they land on a new page is – ‘Is this what I am looking for?’ This means that before they even scroll, you have to engage the user with valuable information about your care business which answers any questions they may have.

The easier it is for users to read and digest your landing page’s content, the better your chances of them turning into leads. Avoid having lengthy blocks of text, especially above the fold (positioning in the upper half of the web page so it is visible without scrolling down the page).

Instead information should be displayed in a clear and concise manner where the content is separated with white spaces, backgrounds or use images to provide visual separation. Information above the fold could be displayed as a slider with a rotation of images along with the different USPs your care home or home care business has.

The style of language and the tone should fit your audience and match your purpose. It should be clear, unambiguous and objective. Simplicity is key.

Provide a navigation path and simplify your pages to contain the information that is pertinent to your visitor. This automatically creates a feel of professionalism, resulting in your page having more credibility – something very important to consumers contemplating clicking your CTA.

So, remember: stylish design, clear crisp content and avoid ambiguous language.

6. The Speed of Your Page

Slower loading times are directly correlated to high bounce rates.

If your site is on the slow side, there are some simple steps you can take to try and improve this. Firstly, try and reduce all your file sizes as larger files tend to slow the page load. Secondly, change your web host (this might be pricey, but it is worth doing if you have higher bounce rates and slow loading pages). Having a dedicated host increases the speed of your page dramatically which will only improve conversions.

With mobile being the most used device, your mobile site must also be speedy. In fact, 53% of mobile site visits are abandoned if the page takes longer than 3 seconds to load. That really is no time at all.

3 steps to improve the speed of your mobile site:

  • Reduce the file size - this includes minimising the number of fonts used
  • Alter the loading order of your site - instead of loading all elements simultaneously, prioritise anything that appears above the fold
  • Go through all your service requests and make sure they all provide benefits. For example, are you running too many analytics tools? If so, remove one.


7. Only Ask for Information You Need

When it comes to a form submission on your landing page, we recommend that you only include fields you really require.

The end goal is to get the user to fill in their full name with their contact details which should include their email address or telephone number or both. If the form looks like the one on the left, it is more than likely the visitor will avoid filling in their details.

The image to the right is an example of what a clear form fill should look like. There are less fields for the visitor to fill out and if you do require more information, you can obtain it when you follow up on their form submission.

Mobile ads are effective because they appeal to consumers’ desire to find a care business in their area. This means your mobile landing pages and their forms need to be as easy as possible for them to convert while they’re on the go.

The aim should be to collect the minimal amount of details you need to perform your next action!

8. Include Images

Use Images of your care home to resonate with your target audience. This could be of the bedrooms, dining area and gardens. For home care businesses, images could include staff doing their duties and it is a chance to showcase the different services you offer. Images are more than just placeholders on a landing page to make it look nicer, they play a significant role in provoking visitors to convert.

9. Include a Video

Whether it be via YouTube, Facebook or news sites, users would prefer to be ‘shown’ rather than ‘told’ information. This premise can be recycled and used as an extremely effective tool on your landing page to boost conversions.

On average, people are likely to stay engaged with a video for up to two minutes – they will gain more familiarity with your brand and offering.

Videos also evoke a strong feeling of trust (especially if it is a testimonial) which is extremely important if this particular user has never heard of your brand before. If they don’t know you, why should they trust you - let alone convert? It works by adding a human element to your page. Word of mouth helps create a feeling of ‘I’ll have what she is having’ which dramatically increases conversion rate.

Videos have also been proven to be a more effective persuasion tool than simply reading text. You are able to point the user into the direction of converting in a softer way. This way, by the time they finish the video they will be raring to click your CTA!

3 things to consider when creating your video

  • Never put your videos on auto-play because it is more likely the users will bounce off the page
  • Make sure you highlight the benefits they will receive from converting, not just the features of your product or service
  • Keep it short – no longer than 2 minutes please

The aim should be to collect the minimal amount of details you need to perform your next action!


10. Show Off Your Social Proof

Utilising social proof including testimonials, reviews, social media buttons can evoke emotional triggers for the visitor which will influence their decision and be confident in choosing your care home or home care business.

Social proof is the online version of word of mouth to build trust and credibility which is paramount as website visitors have shorter attention spans.

There are 3 key types of social proof – Testimonials & Reviews, Ratings, and Social Media.

  • Testimonials & 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.

  • Ratings

    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

    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 planning they will browse your website and check your social media.


Once you have applied these 10 top tips to your landing page, don’t stop there! You should never stop testing and the conversion rate can always be improved through small changes that are based on experience and analytical insights. This blueprint will help you figure out what works for your prospects and leads so you can convert them.

Tobi Alli-Usman founded Smooth Digital in 2016. He is one of the hosts of Health & Social Care Club over on Clubhouse, and he’s a past winner of Care Sector Supplier Awards.



Telephone Number: 02033223431

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