How to Optimize Your B2B Healthcare Landing Page

B2B messaging is tricky.

B2B healthcare messaging is even trickier.

You have HIPPA, technical complexity, legal requirements, jargon language, long sales cycles, and a constant balance between writing an emotional and logical message.

As a healthcare copywriter, it’s my job to know all of that trickiness and smoothly glide through it.

Yet, for so many B2B healthcare companies, the messaging falls flat. There’s no smoothness. It feels fake and generic instead of empathetic and story-driven. If B2B healthcare companies want to stand out, they need to humanize their messaging.

This requires:

  • Identifying personas
  • Listening to customer data
  • Understanding the stage of awareness
  • Testing traffic sources during a short period of time

Let’s look at an example of a healthcare landing page.

We Need More Data-Driven Copy, Scotty!

If you’ve watched Star Trek, you understand that reference. If not, you owe me a coffee.

Back to the issue at hand. Let’s look at an example of Marani Health’s landing page, which is actually the website homepage.

Let’s ban “redefined” from all healthcare messaging.

What does redefined even mean? Sure, it’s different. But it’s so bland that even a cup of sugar couldn’t sweeten it up.

In case you can’t read it because it’s a bit small, here’s the text:

Headline: Pregnancy Care Redefined

Subheadline: Marani Health is an AI-powered maternal healthcare platform delivering individual insights through connected devices to improve patient outcomes and enhance clinical workflows.

CTA: Explore More

I believe it can be better. It will be better. And it shall be better.

Step 1. Gather Information

The first step was to gather as much information as possible about customer data.

  1. Look at testimonials and customer data (hint: there was none)
  2. Review Product Pages, About Pages, and existing content
  3. Review personas and different audiences (employers, patients, providers, and health plans)
  4. Review pitch deck
  5. Competitor analysis
  6. Review M•care product specifications and benefits

The most helpful part was looking at the pitch deck for further information that wasn’t found on the website. It’s the starting point from which everything abounds.

Step 2. Extracting Gold From the Pitch Deck

Pitch decks have to be precise. They need to be hyper-specific because everything flows from the pitch deck, at least originally.

I worked with Tomorrow Health this year on its pitch deck, and it required constant collaboration and talking to their team about their features.

With Marani, we can gather these insights from its pitch deck:

  • Revolutionary technology built around AI-driven software (feature)
  • Removes barriers like only getting access to care at the hospital
  • Benefits included delivering confidence to parents and providers having better access to healthcare

Step 3. Give Yourself Options

Let’s rewrite the headline based on what we know from the pitch deck, using these keywords (care, pregnancy, prenatal care, remote care, healthcare), and then use the framework AIDA – Attention, Interest, Desire, and Action.

Here’s what I came up with:

  • Instant Prenatal Care Wherever You Are. Exceeding Patient and Provider Outcomes
  • The 9-Month Labor of Love Without All the Labor
  • Delivering Better PreNatal Care: One Mom at a Time
  • It’s Like Having Your OB With You Literally Everywhere
  • Taking Peace of Mind Pregnancy to Mean Peace of Mind
  • Taking the Hospital to Your Home to Improve Every Pregnancy Journey
  • Pregnancy Care at Your Fingertips
  • We Took the Waiting Out of Prenatal Care
  • Pregnancy Care That’s as Fast as the Internet. And as Virtual and Reliable
  • Imagine Pregnancy Care Without Ever Waiting to Get Your Questions Answered
  • Replacing 20-Minute Waiting Rooms With Instant Virtual Pregnancy Care
  • Ask Your OB Doctor Anything. From Anywhere. Anytime.

These headlines were from idioms and common phrases, tying together benefits and features and putting together keywords. While they are a draft, they helped me figure out some new ideas.

Step 4. Rewriting the Subheadline

Now that I have a draft of headlines, I can start working with something that looks better than the original.

Let’s work on the subheadline:

Original Subheadline: Marani Health is an AI-powered maternal healthcare platform delivering individual insights through connected devices to improve patient outcomes and enhance clinical workflows.

New Subheadline: Marani Health empowers expectant mothers with instant care and insight from anywhere with an AI-powered maternal healthcare platform. With Marani’s connected devices, providers improve clinical outcomes and an expectant mother’s peace of mind.

Step. 5 What I Do With More Information

Granted, this is a draft, but I wanted to show my process for writing something that takes hours to craft.

It’s far from perfect, but it’s getting me somewhere, especially for a company that doesn’t have a lot of information. If I had more information, I’d also include this research:

  • Interview sales teams
  • Interview founder and marketing team
  • Listen to sales recordings
  • Gather information around best-performing content
  • Look at Google Analytics to evaluate anything that’s trending
  • See if there’s a heat map on the website
  • Use Lyssna for user testing.

Conclusion: The (Almost) Final Product

While I can’t make the perfect headline and subheadline, here’s an image of the before and after of my process.

It’s a draft and an improvement.

This Is Copy