Goalie35

I'm setting up my 1st landing page. Seeing as how this is my 1st one, I'm using a friend's chiropractic business to experiment with this on & was hoping you guys could offer a few critiques. Here's the details:

1) My goal is to book appointments for a free chiropractic exam. I'll be advertising this offer via facebook specifically to users in a certain mile radius of the town my friend's office is located. My goal would be to charge for each lead I bring in.

2) I will be advertising this on facebook, using the following ad (the "deposit photos" watermark will be removed. This is only a mockup): http://chiropractorscotchplainsnj.co...chplainsnj.jpg

3) The fb ad will redirect to this landing page: Scotch Plains Family Chiropractic | FREE Chiropractic Exam (A $240 value).

4) Once on the landing page, the user can either fill out the form to book the appointment, call the phone number, or subscribe to the newsletter. The ideal method is they submit via the form. I track each appoinment booked via the form. For phone calls, I'm using a tracking number, which I log. The number then redirects to the chiropractor's office with a "whisper" informing them they have an incoming lead from me. Lastly, I have a newsletter signup. If I can't get them to book an appointment, hopefully, I can at least get their email.

Thanks for any help you can provide

smaddoxjr

Now your cooking with oil! Phenomenal . Please keep me posted on your success. Email addresses are golden nuggets. I am very curious on the "whisper" on the phone. How is this done? Thank you for your post, my brain is going a zillion times a second with ideas.

Goalie35

There's quite a few companies offering phone tracking software (https://www.google.com/webhp?sourcei...cking+software), but for this one, I just programmed a quick tracker & whisper using Twilio.

peekay

Goalie35

Your initial plan looks good, same as your FB image ad and Landing page.
Having said that I will pick you up on 3 things actually:

1. You are jumping the gun somehow.
You have not identified the exact problem people have, you have also not built any kind of relationship with them,
yet you are already asking them to book a Chiropractic appointment.

It is like going for a kiss on a first date (pls don’t do that, you’ll get slapped a lot).

This leads to my second point.

2. Your offer and landing page, does not speak to people with specific problems.
It is too broad and does not speak to individuals with specific needs.

Imagine yourself on a busy London underground station platform on a Monday morning at peak hour with a megaphone.
Imagine shouting into the Megaphone
What reaction do you think you will get?

Then imagine shouting into the megaphone
I bet you will get quite a few men turn round and pay attention to you.

3. Take it a step backward and segment your target even further.
You have already segmented by Geographic region, which is good.
What would be even better, further segment by :
· Age
· Sex
· Type of condition i.e. neck pain, back pain, arm pain, leg pain etc…
· Profession, like athletes,
· Etc

Then offer something (a lead magnet) which will make your ideal prospects step forward and raise their hands.
After you have given them the lead magnet, then offer them the opportunity to book a free appointment to be examined for their specific problem.

Find out free how CRO can double or triple your conversions, sales & profits in the next 60 to 90 days...

Goalie35

Thanks PeeKay.

Great advice

Goalie35

These are all excellent segments & I should have no problem doing these, with the exception of "Type of condition". I know facebook can segment on the other categories but I'm not sure how I'd go about finding out their condition or if they even have a condition at all.

Do you know of a way I could do this? This seems like it would be an excellent segment. Even if it's not feasible on facebook, I'd be open to other advertising options if it provides the ability to target these conditions.

Thanks again.

peekay

I suppose you will have to use symptoms.

One of the most common symptoms often manifested by your client’s patients would be stress.
Potential patients know they are stressed, although they may not know the cause of the stress.
You could have a lead magnet on say - dealing with stress, coping with stress, how to live stress-free, etc. for that group of prospects.

For the straight forward conditions like back or neck pain, your lead magnet could be a free information report about the 5, 7, 9, … things everybody needs to know about dealing with back (neck) pain but most people don’t.

So on Facebook you will only be advertising your lead magnets, which you give away free in exchange of a name and an email.

Your client should provide you the demographic information of typical neck & back pain sufferers and you can target that demographic on Facebook with the information lead magnet.

The client should also tell you the demographic of people who frequently come in stressed out and you can target that demographic on Facebook.

Hope that makes sense.

Find out free how CRO can double or triple your conversions, sales & profits in the next 60 to 90 days...

Goalie35

Makes sense. Thanks for the tips Peekay!

David Rosa

Pretty good man!

The only thing I would do is make the examination a 7 dollar offer. Or a tripwire so they don't feel as if they are getting a total hack job.

Would you take a free banana from someone, or a deal for 5 bananas for a dollar?

Actually, I'd also call it something different. Not a generic examination or consultation, maybe an initial "Pain-Away Treatment" maybe not as cheesy, but you get the point.

Selling your Expertise & Knowledge... Here's a better way

DavidGold

From a design perspective, flip the woman on Lander so her elbow and eyeline are pointing towards Headline & CTA. Push headline and CTA up on the page so that they are above the fold and so the reader doesn't have to scroll down at all to view. Push woman up as well so user can see she is holding her back. Chiro bio is a bit long in my view.

seekdefo

Remove the word "initial" from the copy. It won't do any good for conversions. Remove "a" from a $240 value.

Brevity is the soul of wit

seekdefo

Yes she is unnecessarily directing attention towards the desk and you have nothing there. The photo does describe the problem but if it's possible use a photo that looks at the CTA

Brevity is the soul of wit

seekdefo

I won't agree with that. Tripwires work best for I.M products. I am familiar with this industry and healthcare as a whole. Free consultation is the best way to get leads in this profession. You don't have anything to lose. For that matter, I have back pain and I'd have called him for a free consultation if I lived in the States.

Brevity is the soul of wit

drmurray

This is all outstanding advice! Especially from peekay.

I would add this small nit: There is no use for social media buttons on a landing page...that is a distraction. You want to drive all attention to one CTA. I would delete all the stuff you have in the upper right : appointment, feature, doctor contact us and the social media icons.

Please let us know what kind of results you are getting!

AdsWorkshop

An old post I know, but that ad will get nailed due to the 20% ad text limit for images.

tarpontim1138

post results when you get them.
good luck
a lot of great advice given

elevatingyourbusiness

One of the things my chiropractor does is offer initial consult with xrays for $20 and then donates the $20 to a local charity of their picking.

Maria Marsala,
Financial Advisors Coach, Author, Speaker at http://www.ElevatingYourBusiness.com/

Talanexor

The page itself looks good, but I think you may really want to consider your marketing strategy.

Try setting up an ad + landing page combination for various different targeting options:

E.g.
- men over 50 with lower back pain
- women over 50 with lower back pain
- women 25-35 with back discomfort due to pregnancy/post-pregnancy
- men and women 18-40 with sports injuries

On each landing page the heading will be something like "Do you suffer from...?"

If you do that, you'll see much higher conversions than if you use a generic ad to drive generic traffic to a generic landing page.

moncon

This is fantastic. I am very new to this and I want to build a lead generation business. How would I do this for a different medical service provider?