11 Tips To Write A High-Converting Landing Page For Your Direct Primary Care Practice
Running ads isn’t the issue—wasting money on ads that don’t convert is.
You’re bidding on keywords and driving traffic, yet sign-ups remain low.
The problem? Your copy is likely not doing its job.
A vague, generic page won’t cut it. Messaging like “Quality Healthcare You Deserve” means nothing if visitors don’t see clear value.
This guide will show you 11 tips to craft a landing page that turns clicks into actual conversions.
Tip #1: Spend 80% of Your Time Researching Your Target Audience, and 20% Actually Writing Copy
Spend 80% of your time deeply understanding your ideal patient and only 20% writing the copy. Doing this will help you craft the core offer of your copy.
How do you do this? You need to know exactly where your prospects are, what they’re saying about the healthcare system, and what truly matters to them.
What are their frustrations with traditional healthcare? What do they hope to gain from a more personal, membership-based model? What transformation are they looking for—affordable care, better doctor-patient relationships, convenience, or fewer insurance hassles?
Here are some great places to start gathering insights:
- Healthcare or DPC Facebook Groups – See what people love about the DPC model and their expectations. What concerns do they voice? What are they hoping DPC will fix for them?
- Reddit: Dive into discussions about healthcare frustrations, particularly with the insurance-based system. Are they frustrated with denied claims, long wait times, or confusing medical bills?
- Twitter (X): A simple keyword search like “healthcare nightmare,” “doctor won’t listen,” or “insurance denied” can reveal real-time frustrations people have with the current system.
- Google Reviews of Local Clinics and Hospitals: Check the lowest-rated reviews of traditional healthcare providers. You’ll likely see patterns—high costs, impersonal service, rushed appointments, and a general feeling of being treated like just another number.
- Real-Life Experiences: Tap into your own experiences. Have you ever dealt with the nightmare that is traditional healthcare? The long wait times, the rushed visits, the surprise bills that make no sense? If those things frustrate you, there’s a good chance they frustrate your ideal patients, too.
Taking the time to deeply understand your ideal patients gives you an edge. Instead of writing generic copy that blends in, you’ll craft messaging that speaks directly to their pain points and aspirations to make your copy more compelling.
Tip #2: Position Your Best Offer in the Headline
When writing a high-converting DPC landing page, your headline is the single most important element. It’s what determines whether visitors stay and keep reading or leave within seconds.
A strong headline immediately grabs attention, hooks the reader, and compels them to read the next line, and then the next.
To make your headline effective, it needs to clearly communicate your best offer while staying compliant with healthcare advertising guidelines. The key is to craft a message that speaks directly to your audience’s pain points and offers a solution they actually care about.
Identify the top frustrations people have with traditional healthcare and flip them into compelling, benefit-driven statements. Here’s a simple framework to guide you:
Your headline should highlight the most relevant and compelling transformation your DPC practice offers.
When potential patients see what your service will do for them already at the topmost, most prominent section of the page, then they’ll be far more likely to stay and take action.
| Fear or Frustration | Your Offer |
|---|---|
| Long wait times | Get immediate care in the next 24 hours after you sign up |
| Expensive medical bills | Pay a low membership fee and receive unlimited primary care as long as you need it |
| Lack of personalized care | Work with a physician who listens and truly understands your health concerns |
| Surprise medical bills | Transparent, upfront pricing with no hidden costs |
| Feeling rushed in appointments | Longer visits with a doctor who takes the time to focus on you |
Tip #3 Write Like You Talk
Which of these statements resonates with you more?
Option 1: "Our healthcare services are designed to optimize patient outcomes through a comprehensive, multi-faceted approach to primary care."
Option 2: "Get high-quality care from a doctor who actually listens and takes time to understand you."
The second one, right? That’s because it sounds natural, like something a real person would say.
When writing your landing page, avoid robotic, jargon-heavy language that feels cold or confusing.
Your ideal patient isn’t looking for complicated healthcare filled with fine print and technical terms. They just want straightforward, hassle-free care.
They engage more with personal content, which makes them feel as if they’re having a natural conversation with someone who understands them.
Here are some tips to further refine the wording of your copy:
- Use simple, everyday phrases that you’d use in real-life conversations. Imagine you’re writing copy as if talking to a dear friend.
- Write in the second person. Use personal pronouns like you and your as frequently as it makes sense. This makes your message feel more personal.
- Read your copy out loud. If it sounds unnatural when spoken, change it until it flows more naturally.
- Cut the fluff. Skip unnecessary words and get to the point.
Tip #4: Specificity is Key
Ever read an ad and thought, "What does that even mean?" or "This sounds too good to be true—how are they actually doing that?"
When writing landing page copy for your DPC practice, clarity is everything. Vague, generic claims won’t cut it. Your prospects need specifics.
Let’s say this is your headline:
“Get Immediate Care from a Dedicated, Professional Physician.”
Sounds decent, right? But when a potential patient reads it, they’ll have questions:
- How immediate? 15 minutes after I call? An hour? Same-day?
- ‘Professional’—okay, but what’s their experience? Why should I trust them?
See the problem? If your copy is too vague, people won’t feel confident enough to take action.
The fix? Quantify your claims and make them crystal clear.
Here’s a stronger, more compelling headline:
Headline: “Schedule a Consultation with a Physician the Same Day as Signing Up — Guaranteed.”
Subheadline: Get 1-on-1 care from a licensed physician with over 15+ years of experience.
Clear, specific, and credible. When prospects know exactly what to expect, they’re far more likely to take action. Plus, this approach doesn’t just build trust but makes your practice stand out.
While others rely on vague buzzwords like “professional physician”, “quality care”, or “elevated healthcare experience,” your precise, results-driven messaging will actually resonate with potential patients.
Tip #5: Add Legitimate Social Proof to Your Copy
Your awards, certifications, licenses, and media features are powerful trust signals. If you’re not showcasing them in your landing page copy, you’re missing out on a huge credibility boost. All of this is part of establishing social proof in your copy.
What is Social Proof?
Social proof is a psychological concept that states people look to others for validation when making decisions.
In copywriting, prospects are more likely to trust and engage with a business if they see that others, whether past customers, media outlets, or industry professionals, have “endorsed” them.
Examples of social proof include:
- Patient testimonials that feature positive feedback from real patients who have benefitted from your care.
- Features in media, like news articles, podcasts, or healthcare blogs.
- Logos of board certifications, medical licenses, and industry recognitions.
- Logos of reputable medical organizations that you’re affiliated or partnered with.
- Google reviews or Yelp ratings.
Pro tip: Establish credibility immediately by placing social proof right after your headline. A common mistake is burying it too far down the page, but you want visitors to trust you from the start. The sooner they see proof that others trust and recommend your DPC practice, the more likely they are to keep reading
Tip #6: Don’t Forget the Features and Benefits
When writing your landing page, it’s easy to focus on what your DPC practice offers. But here’s the thing: What you offer isn’t always the same as what it does for your patients. In short, features tell, but benefits sell.
Your prospects don’t just want a list of services; they want to know how those services improve their lives. That’s why every feature you highlight should be paired with a clear, compelling benefit.
The difference:
- Feature = What’s included in your service
- Benefit = Why it matters to the prospect or what it can do for them
Here’s how this can play out in practice:
| Feature | Benefit |
|---|---|
| Unlimited primary care visits | See your healthcare provider whenever you need without worrying about long wait times. |
| Same-day or next-day appointments | Stop waiting weeks to see a doctor. Get treated fast, when it actually matters. |
| Direct access to your physician’s phone number | Speak or text directly with your physician anytime you need care. |
| Longer, unrushed appointments | Your physician does not treat you like a number. Instead, they actually listen, understand, and take the time to focus on you. |
Notice something? Sometimes a feature alone is strong enough to be persuasive, but specifying the benefit makes it even more powerful.
When you clearly define why something should matter to your prospect, you reinforce
Tip #4: Specificity is Key. The more precise and outcome-driven your messaging, the more compelling your entire landing page will be.
Go ahead and try this exercise yourself—take any feature and ask, "Why does this matter?" to me?”. You can even practice with everyday ads you see. The more you train yourself to think in benefits, the stronger and more persuasive your copy can become.
Tip #7: Don’t Make the Mistake of Using Weak CTAs
Selling a new healthcare model isn’t an easy task, especially when most people are only familiar with the traditional insurance-based system. That means you need to reduce friction at every step of the journey, especially when getting prospects to take action.
A weak and generic call-to-action (CTA) like “Contact Us” or “Reach Out” doesn’t inspire confidence or urgency. It feels vague, transactional, and ultimately unmotivating.
Instead, your CTA should be specific, low-risk, and action-oriented.
Don’t make your prospects feel like they have to commit to something outright; invite them to learn more about your DPC practice in a way that feels safe, informative, and pressure-free.
Here are some examples:
- Book a Free 30-Minute Discovery Call to Learn How DPC Works
- Get a Free DPC Assessment—See If It’s Right for You
- Claim Your Free 15-Minute Discovery Session With A Licensed Physician
Shifting from generic CTAs to helpful, informative, and confidence-building invitations helps reduce hesitation and makes it easy for potential patients to take the next step.
Tip #8: Attach a Guarantee So Good, Your Prospects Will Not Be Able to Refuse
Selling is all about minimizing risk to the buyer. In marketing, this concept is called “Risk Reversal,” and one of the ways to do this is to remove hesitation by offering a guarantee that makes your prospects feel secure in their decision.
DPC is a relatively new model for many, so potential members or patients may be uncertain about making the switch. They might wonder: What if I don’t like it? Will this really save me money?
A strong guarantee eliminates doubt and makes the decision feel safe.
Here are some guarantees you can try in your copy:
- Try Your First Month, Risk-Free: If they’re hesitant about committing, offer their first month with a money-back guarantee if they’re not satisfied.
- No Hidden Fees—Guaranteed: One of the biggest frustrations with traditional healthcare is surprise billings. Reassure them that your pricing is transparent and predictable every month. And if there are any additional costs, they will be clearly outlined before they even use avail of the service.
- Cancel Anytime, No Long-Term Contracts: Make it clear that there are no lock-in periods and that they can leave if it’s not the right fit.
- Same-Day or Next-Day Appointments—Guaranteed: If quick access to care is a selling point of your DPC model, promise them timely appointments that traditional clinics can’t match.
Tip #9: Include FAQ Sections to Address Your Prospect’s Objections
Beyond just providing information, your FAQ section plays a crucial role in overcoming objections.
Think about it—if a prospect leaves your landing page to find answers elsewhere, you might lose them for good. Your FAQ section should reinforce trust and give them everything they need to feel confident that your DPC practice is the right choice.
To create meaningful FAQs, draw inspiration from real questions your past patients asked before becoming members. Craft responses that are clear, reassuring, and focused on the benefits of your practice.
Here are some common questions your prospects may have:
- How is Direct Primary Care different from traditional healthcare?
- Do I still need health insurance if I join a DPC practice?
- What if I need to see a specialist?
- Are there any hidden fees?
- What happens if I need urgent care?
- Can I cancel my membership at any time?
Don’t be afraid to repeat key points from earlier in your copy. People skim content, and they may miss or forget important details.
If something is critical to their decision-making, it’s worth stating again in the FAQ.
Tip #10: Ditch the Stock Photos, Use Real, Personalized Visuals
Nothing turns people off faster than an obvious stock photo or an AI-generated image where something just feels off.
Your audience can spot inauthenticity from a mile away, and when they do, it creates distrust. If your landing page is supposed to make potential patients feel safe, reassured, and confident, the last thing you want is for them to second-guess whether your practice is the real deal.
So, this tip is all about using real images to build connection and trust. Go on and create a folder and upload images of:
- You and your team
- Your actual clinic space
- Real patient interactions (with permission)
Real images reinforce the importance of social proof (mentioned in Tip #5). What is more convincing: Just saying your care is personal or actually showing it?
Real images also serve as a visual form of social proof. When prospects see authentic photos of happy patients, your clinic, and your staff, it reassures them that you’re a real, legitimate, and trustworthy provider.
Tip #11: Offer Something of Value, for FREE
To get your prospects willing to let go of their hard-earned money, you must give before you ask. When they feel like they’re getting something valuable with no risk or obligation, they will be compelled to take the next step.
A free offer works in two ways:
- Reduces hesitation: People are naturally skeptical. A freebie lowers their guard and makes them more open to learning more about what you do and the services you provide.
- Provides an easy entry point: Not everyone is ready to commit to a monthly membership, no matter how affordable it may be compared to the healthcare they know. A low-commitment offer helps them get familiar with DPC without feeling pressured.
Ways to Offer Value for Free
You can incorporate your free offer directly into your CTA or as a dedicated section on your landing page. Here are a few options:
- Attach it to the CTA: (See Tip #7) of this guide.
- Offer a Free Resource (E-Books, Checklists, Online Workshops, Webinars)
- “Download Our Free Guide: How DPC Saves You Money & Stress” (Great for educating skeptics)
- “Get a Free Checklist: What to Look for in a Primary Care Provider” (Builds authority & trust)
- “Watch Our Free Webinar: How DPC Works & Why Patients Love It” (Perfect for those who prefer video)
- Make it a No-Risk Trial
- “Not Sure About DPC? Try It for a Month, Risk-Free” (Takes away commitment fears)
- “Get Your First Consultation Free—No Insurance, No Hassle” (Encourages prospects to experience DPC firsthand)
The key is removing risk and giving something meaningful upfront. Whether it’s a free consultation, a downloadable resource, or a limited trial, the goal is to make it effortless for prospects to take the first step.
And sometimes, the CTA serves as the free offer in itself. Instead of a hard sell, it’s simply an invitation to learn more and explore more about DPC.
Conclusion
A well-crafted landing page isn’t just about looking good but getting results. When everything from the headline to the CTA is optimized, your page does the selling for you.
Amplify DPC is a marketing automation software that gives you all the tools to craft good landing pages in minutes. Our platform comes with done-for-you templates optimized for DPC practices.
Want to see it in action?Claim your free 60-minute demo today!
