· 3 min read · Jason Youngjin Koh
One page per treatment
Someone taps an ad about aligners and lands on a homepage listing twenty services. They were interested a second ago. Now they are searching.
Every treatment a clinic advertises should send people to its own page, written for the person who clicked that ad, with one action: book a consultation. A homepage serves everyone, so it converts nobody in particular. A treatment page answers the questions that one visitor has and puts the booking button beside the answers.
Why does the homepage lose ad traffic?
Because it makes the visitor do work. They arrived with one interest and now have to find it in a menu, read about the clinic's history and decide where to click. On a phone, after tapping an ad, most people will not. The page has to continue the conversation the ad started, immediately.
What should a treatment landing page contain?
- A headline that matches the ad, so the visitor knows they are in the right place.
- Who the treatment is generally for, and how the consultation works.
- The consultation fee or how pricing is discussed, stated plainly.
- The practitioners, with names, qualifications and registration.
- The clinic's location, hours and languages spoken.
- Answers to the common questions about process, recovery time and what happens next.
- One booking action, repeated down the page.
How does the page stay inside the rules?
The same way the ads do. In Australia the National Law prohibits testimonials about clinical aspects of care, misleading claims, and offers that encourage unnecessary use of services. Before and after images need to meet AHPRA's guidance, and prescription only medicines cannot be named. Every claim on the page should be supportable, and risks should be presented alongside benefits for surgical and cosmetic procedures.
How many landing pages does a clinic need?
One for each treatment you advertise, and one for each language if you advertise in more than one. A clinic running ads for implants, aligners and whitening needs three pages. They can share a design, but each needs its own headline, questions and booking flow.
How do you know if a landing page is working?
Track the share of visitors who book or enquire, by page and by ad. If one treatment's page converts far below the others, look at the page first: a missing price explanation, a slow load, or a booking form asking for too much. Fix the page before spending more on traffic.
The full list of what the National Law allows in clinic advertising. Advertising inside the rules