How I designed an emotionally optimized landing page
A targeted behavioral marketing website
Marketing Website
Presidio Pain Relief
Designers
1
Developers
1
Duration
(weeks)
2
UX Artifacts
3
Presidio Pain Relief is a new pain management concierge actively looking for new patients since 2024.
To establish credibility, address objections, and leverage neuromarketing techniques, I employed a strategic approach that aligned with the Limbic® model and the principles of fast and slow thinking.
By contrasting our direct care model with traditional healthcare practices, I aimed to resonate with patients' emotional needs and values, tapping into their 'slow thinking' processes. I emphasized the patient-centric approach, including flexible scheduling, extended appointments, expedited access, and telemedicine, as key advantages that align with modern healthcare needs.
This approach emphasized the tangible benefits of our services, such as flexible scheduling, extended visits, expedited access, and telemedicine, ultimately fostering trust and building a strong patient base.
Objectives and Key Results
01
Increase website traffic
Increase organic search traffic by 15% within the first quarter post-launch via localized SEO targeting
02
Engagement & Objection Handling
Increase average time-on-site by 12% and achieve a 30.8% interaction rate on the FAQ and safety-assurance sections.
03
Convert traffic into patients
Boost inquiry and booking form submissions by 8% within the first 60 days of the new landing page launch.
Decision-making is emotion-driven. Consumer behavior varies based on their unique emotional spectrum, encompassing motives, values, and desires.
In the late 1990s, renowned neuromarketing expert Hans-Georg Häusel developed the Limbic® model, a framework that categorizes consumers into distinct personas based on their dominant emotional drivers.
Inspired by KonversionKraft's case study demonstrating a 79% higher conversion rate, I used the Limbic® model to supplement my patient interviews and identify the emotional systems within the patient's brain for targeted marketing and social proof strategies.
Traditionalists, Harmonizers, Performers, & Disciplined
Patients feel vulnerable when placed in their doctor's care, especially when it comes to pain management and injections. They want to feel safe, heard, and valued.
After conducting 4 patient interviews, I designed Limbic® personas centered around:
Traditionalists (safety and performance)
Harmonizers (patient-doctor relationship and care)
Performers (quality, success, and status)
Disciplined (hygiene)
"Thinking fast and slow"
Coined by Nobel prize winner Daniel Kahneman, "Thinking, Fast and Slow" explores how humans often rely on intuitive, emotional thinking (System 01) rather than deliberate, rational thinking (System 02), leading to both cognitive biases and insightful judgments.
Guided by the patient motives from the Limbic® personas, I separated the key value touch points into System 01 and System 02 on a mind map. The home and contact page catered to System 01 for cognitive ease while the about and service page gave more detailed information for System 02.
The headline is the promise value.
Patients care most about how the business will help or benefit them. Instead of highlighting Presidio Pain Relief's services, accomplishments, and stating we are the best in the pain management industry, I opted for appealing to empathy.
This was supported by supporting evidence explaining our services and problems it solve while objection handling through imagery and copy. To minimize the barrier to commitment and follow HIPPA requirements, the call-to-action is to search for the nearest location or call for inquires/bookings.
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