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Facebook Landing Pages for Mental Health Services

Landing pages are an essential part of running effective Facebook ads. That’s true in every industry – including mental health and behavioral health.

But you may need help understanding why they can help you attract clients, how to set them up, and what the best practices are.

After all, you don’t want to start off on a bad foot when pursuing Facebook ads success. That could cost you a lot of money and lost time.

For more about Facebook Ads, check out our Ultimate Guide to Facebook Ads for Mental and Behavioral Health Companies.

What is a Landing Page on Facebook?

A landing page is where someone “lands” after clicking your ad.

If your ad gets people into the door, your landing page is the salesman who closes the deal.

The purpose of a landing page is to get ad clickers into your offer. An effective landing page explains your service or offer, and entices people to give their information, make a purchase, or schedule a consultation.

Without a landing page, you’d be limited to lead-capture ads for your email marketing. But with landing pages, you can convert interested people into clients for your clinic right away.

Now, not all who see your landing page will take the next step. That’s why you’ll need to use A/B testing to improve the conversions on your landing pages. More on that later.

Basic Process to Create a Facebook Landing Page

Creating an effective Facebook landing page for mental health services involves several key steps and considerations. These will help to maximize engagement and conversions. Here’s a detailed breakdown:

Copywriting

The copywriting on your landing page plays a crucial role in communicating your message clearly and persuasively. It should resonate with your target audience’s pain points, convey the benefits of your services, and encourage them to take action. Copywriting is designed to get readers to take the next step, as distinguished from content writing which is mostly informational. Here are some tips:

Understand Your Audience: Research and identify your target audience’s demographics, psychographics, and specific needs related to mental health services.

Craft Compelling Headlines: Create attention-grabbing headlines that address a common challenge or desire your audience has. Try writing 25 or more headlines in one sitting, then coming back later to choose the best one. Use a tool like this headline analyzer from Monster Insights to guide you.

Be Clear: Avoid jargon and complex language. Clearly explain what you offer and how it solves your audience’s problems. Explain any modalities your team uses in short, basic language.

Highlight Benefits: Focus on the benefits of your services rather than just the nuts-and-bolts features. Explain how your services can improve their lives or alleviate their concerns. Show anonymous testimonials if possible, or add a Google Business Profile review star widget.

Create a Strong Call to Action (CTA): Clearly state what action you want visitors to take. This can be something like “Schedule a consultation,” “Download our free guide,” or “call now”.

Visual Design

Visual design enhances the appeal and usability of your landing page, making it more engaging and easier to navigate for visitors. The safest bet for your landing pages is a clear, uncluttered design. Here are some practical tips you can use today.

Maintain Consistent Branding: Use colors, fonts, and imagery that align with your clinic’s brand identity. Just ensure that the colors have enough contrast with each other and the font size is large enough. Both contribute to the ease of engaging with your landing page.

Keep it Clean and Organized: Avoid clutter. Use whitespace effectively to guide visitors’ attention to key elements. Break up big paragraphs of text into individual lines.

Use High-Quality Images: Use relevant and professional images that resonate with your target audience. Avoid stock photos that may convey genericness.

Consider Video Content: Incorporate videos that explain your services, showcase testimonials, or provide valuable information. See if your favorite clients would be willing to talk at length about your services and share their story to a wider audience.

Optimize for Mobile: Ensure your landing page is responsive and looks good on mobile devices, as many (most) users will access it from smartphones or tablets. People on Facebook are very likely to be scrolling their feeds on their phones. So optimize for mobile first.

Video Creation

Videos can significantly increase engagement and convey complex information more effectively than text alone. Video engages users who are visual and auditory learners. And they put a face to your clinic, making your clinic feel more approachable. Here are some video creation tips:

Identify Video Content: Determine the type of video that will best serve your goals. This can look like an introductory video, client testimonials, or service demonstration.

Script Writing: Plan your video script to ensure it communicates your message clearly and concisely. Exchange $3 words for $1 alternatives – making the information more digestible and thus effective.

Professional Production: Consider hiring a professional videographer or using high-quality equipment for production.

Embedding on Landing Page: Integrate videos seamlessly into your landing page to enhance engagement and convey credibility.

Adding CTAs

Effective CTAs guide visitors toward the desired action and are critical for converting clicks into leads or clients. You want to have multiple CTAs on your landing page. It’s essential to have at least one CTA “above the fold” and one at the bottom of your landing page. Here are some great tips for CTAs:

Placement: Position CTAs strategically throughout your landing page, including prominently near the top and bottom. All users will see the CTA at the top, and most will scroll all the way down the page and see the bottom CTA. This helps capture people where they’re at.

Clarity and Urgency: Use clear and actionable language for your CTAs. Try “Sign Up Now,” “Book My Consultation,” or “Get Started Today” to prompt immediate action. Experiment with different CTAs to see what works best for your services, demographics, and area.

Design: Make CTAs visually appealing with contrasting colors and clear buttons that stand out.

A/B Testing: Test different variations of CTAs to determine which ones generate the highest conversion rates.

Importance of A/B Testing for Optimization

A/B testing (or split testing) allows you to experiment with different elements of your landing page to identify the most effective combination for achieving your conversion goals. Here are some best practices:

Identify Variables: Test different headlines, images, CTAs, layouts, and other elements to see which ones resonate best with your audience. Always test the headline first, as that’s the first thing to grab attention. Then test your images, CTAs, and other elements.

Set Up Tests: Use A/B testing tools provided by platforms like Google Optimize, Unbounce, or Facebook Ads Manager to set up experiments.

Monitor Results: Track metrics such as conversion rates, bounce rates, and time on page to evaluate the performance of each variation.

Iterate and Improve: Based on the results, implement changes to continuously optimize your landing page. You should see your performance improve over time.

By following these steps and emphasizing the importance of continuous optimization through A/B testing, your mental health or behavioral health clinic can create compelling Facebook landing pages. They will effectively attract and convert visitors into clients.

Each element—copywriting, visual design, video content, CTAs, and A/B testing—plays a crucial role in maximizing the impact of your Facebook ad campaigns. Adjusting and refining these elements based on data-driven insights will help improve overall conversion rates and drive success in your marketing efforts.

Now let’s look at some examples.

Facebook Landing Page Examples for Mental Health

Here are 5 examples of landing pages for mental health. You’ll find some commentary on what works and how they can be improved.

No Limits Hypnotherapy

The No Limits Hypnotherapy ad on Facebook takes you to this landing page.

You can see that they want your email in exchange for a free webinar about quitting porn, something their target audience struggles to do.

The headline works because it speaks to the frustration and challenge that many viewers may feel. 

The bullet points sum up some of the actions that may have proven unhelpful for viewers, further enticing them to sign up. 

Lastly, the sign up form contrasts with the background and stands out, urging people to sign up.

Where this landing page could improve is in the writing, presentation, and testimonials.

The writing seems a little bland and is in a small font, making it hard to read. Plus, research shows that white text on a black background is the worst in terms of readability.

People just aren’t used to it like they are black text on a white background.

Finally, the author claims to have helped over 2,000 men overcome their struggles with porn. Where are the testimonials?

I’m not doubting him at all, just pointing out a huge missed opportunity. Using client testimonials will convince others to sign up much more than anything you could say.

Better U Care

A great landing page example comes from Better U Care. In their landing page, they explain all about their ketamine services.

But that’s not it. They also show social proof with their “as seen in” section. This helps potential cilents feel safe scheduling a session or reaching out for more information.

Other positives from this landing page include:

  • Multiple calls-to-action throughout the page
  • An explanation of what it’s like to get started
  • Their scheduling widget for those who are ready to start right away
  • Two package options with the pricing for each
  • Multiple payment options to make it easy for visitors to say “yes!”

You’ll also notice video testimonials on this page that help sell new clients on their at-home ketamine services.

Last but not least, a subtle note on this landing page. You won’t see any regular site navigation on this page, and that’s a purposeful choice they’ve made.

You see, in Facebook landing pages, the point is to get people to take action right away. That’s why you want to cover all the major points on the same page (so people don’t need to click off the page to get the info they need to make a decision.)

Beacon Media + Marketing

Next up is our own Facebook ad landing page. Who knows, this may even be how you found out about us in the first place!

We’ve A/B tested this landing page over thousands of visits, and it’s highly optimized for conversions.

As such, here are some things any mental or behavioral health clinic can learn from this landing page:

  • Shows two CTA options to engage visitors
  • Effectively communicates a benefit – “make an impact”
  • Displays various metrics for past clients like “16x increase in revenue”
  • Pictures of the team and account managers who look friendly and professional
  • Case studies categorized by marketing channel – SEO, PPC, Social Media, and more

This landing page is highly focused on its target audience, mental and behavioral health practices.

By focusing so clearly on the target audience, your Facebook landing pages will do great.

Spencer Recovery Centers

This next landing page for Spencer Recovery Centers may not have the best design. But it does accomplish a lot.

  • Acknowledges the biggest hurdle: insurance coverage for eating disorder treatment
  • Contact info in multiple locations on the page where visitors are likely to look for it
  • Includes office hours which shows credibility and trustworthiness
  • Tells people that a “trusted advisor” will answer the phone when they call
  • Disqualifies candidates who rely on insurances they don’t accept

The benefits section in the bullet points is also very strong. It covers exactly what people may be experiencing, which builds trust and connection.

Implement a few of these in your Facebook landing page and see conversions go up.

NeuroStar

This landing page from Neurostar is pretty genius.

It funnels visitors into finding a provider near them. By asking for a zip code and a visitor’s insurance plan, they recommend the right location. That makes it incredibly easy for new clients to reach out.

Here are a few lessons from this landing page:

  • When a treatment isn’t well understood by the general public, explain it simply and with images. This landing page uses the depressed vs nondepressed brain to show (not tell) about the benefits of TMS.
  • Handle objections right in the deck copy. “NeuroStar TMS (transcranial magnetic stimulation) is a non-invasive, non-drug treatment that reawakens the connections in your brain.” Drugs and invasive treatments are a big concern of depressed clients, so this landing page tackles these concerns head on.
  • Animated video showing how TMS works to help cure depression.
  • Points out that TMS is FDA-cleared technology and is covered by most insurance. This shows credibility and accessibility.

If you’re marketing a service like TMS, be sure to address the most common concerns in your landing page copy.

You got Facebook users to click your ad. Now address their concerns in a helpful way and guide them toward the best treatment option.

Best Tools to Create a Facebook Landing Page

Some great tools can simplify your landing page creation. Here are five landing page builder apps to try:

  1. PageModo. It can help you design, write, and upload your landing page.
  2. Unbounce. One of the most popular landing page builder apps.
  3. LeadPages. Another popular tool focused on Facebook landing pages.
  4. InstaPage. This is a landing page creation tool with AI integration.
  5. Landingi. A no-code tool helping you build effective landing pages.

At Beacon, our Facebook ads experts use these tools to create a Facebook landing page for mental health clinics.

Try them yourself, or contact us about working together. We’ll send you a free growth plan just for reaching out.

How to Create a Landing Page for Your Clinic

Now let’s get into the nuts and bolts of mental health advertising. Here’s how to use your Facebook ad campaign and Facebook ad landing page to get conversions.

  1. Write your landing page in a Google Document or other blank sheet. Weave in your audience’s pain points, desired benefits, your offer, and what sets you apart. Always include a call to action.
  2. Add testimonials and reviews, and the 5-star widget or emojis.
  3. Double-check the spelling and grammar with Grammarly or another editing software.
  4. Create a Facebook landing page design that’s visually appealing. Use one of the tools above.
  5. Link your landing page to your Facebook Ad campaign in Facebook Ad Manager.
  6. A/B test your dedicated Facebook landing page with statistically significant volume. Do this every week your landing page is live.
  7. Continuously work to improve the performance of your ad and landing pages to drive down the cost to acquire a client (CAC). If it takes $30 to get a lead and 1 in 10 leads become paying clients, it takes you $300 to acquire a client. CAC=$300. AIm to lower this over time.

Now you have a Facebook ad landing page and are ready to link it to your ad. Go into your Meta Ads manager and link them together. Then set it to “live” and you’re in business. See, it doesn’t have to be hard to create a facebook landing page that converts.

Facebook Landing Page Rules

When creating Facebook ad landing pages to promote mental health services, it’s crucial to adhere to Facebook’s specific guidelines and regulations, as well as comply with relevant local, state, and federal laws.

These rules ensure that your ads and landing pages meet ethical standards and provide a safe and trustworthy experience for users. Here’s a breakdown of the key considerations:

Functionality and Transparency

Functional Pages: Facebook requires that landing pages linked from ads must be fully functional websites with clear navigation. They should not lead to PDFs, JPEG images, or secret groups. That includes private Facebook groups.

Content Alignment: The content on your Facebook ad landing page must align closely with the content of the ad that drives traffic to it. Misleading or deceptive claims are strictly prohibited. Facebook’s algorithm can see if your landing page aligns with your Ad and will penalize poor alignment.

Prohibited Content

Sensitive Content: Ads and landing pages must not promote sensitive topics related to mental health in a sensationalized or exploitative manner.

Illegal Products or Services: Content promoting illegal products or services, including unauthorized pharmaceuticals or treatments, is strictly prohibited.

Discriminatory Practices: Ads and landing pages must not discriminate against or exclude individuals based on personal attributes or characteristics, including mental health conditions.

Data Collection and Privacy

Data Collection: If your landing page collects personal information, ensure it complies with Facebook’s Data Use Policy and obtain the necessary consent.

Privacy Policy: Include a clear privacy policy on your landing page that discloses how you collect, use, and protect users’ information.

Compliance with Local, State, and Federal Laws

HIPAA Compliance: Ensure that any information collected or stored complies with the Health Insurance Portability and Accountability Act (HIPAA), especially if handling sensitive patient information. You can create landing pages that convert and align with HIPAA regulations.

State Regulations: Familiarize yourself with state-specific regulations governing the advertising and provision of mental health services. These may include licensing requirements for healthcare providers.

Truth in Advertising: Adhere to advertising standards set by the Federal Trade Commission (FTC), ensuring that all claims made in your ads and landing pages are truthful and substantiated. Don’t promise any miracle cures; show the complexity of treating mental and behavioral health conditions. Never promise a specific outcome that you can’t substantiate.

Professional Standards: Abide by professional standards and ethical guidelines established by relevant healthcare associations and boards.

ADA Compliance: Ensure your landing page is accessible to individuals with disabilities, in compliance with the Americans with Disabilities Act (ADA).

You must understand and adhere to Facebook’s guidelines and regulations. Also, you must comply with local, state, and federal laws. Your mental health clinic can create effective and ethical landing pages for your Facebook ad campaigns by doing so.

These rules protect users and ensure the credibility and effectiveness of your advertising efforts. Prioritize transparency, compliance, and user safety to build trust and attract clients through Facebook ads.

Final Thoughts on Facebook Landing Pages for Mental and Behavioral Health

Facebook ads are one of the most effective ways to attract clients for MH and BH clinics.

So don’t shy away from them. Give it your best effort, and always A/B test your ads to improve their conversions.

Also, give it 3 months to dial everything in. Ads don’t always succeed on first try. So it’s the A/B testing that really brings the value.

By keeping Facebook’s rules in mind and following best practices, your Facebook Ads have the power to fill your practice with clients and grow your success.

Want help with your Facebook Landing Pages? Contact Beacon Media + Marketing todayfor a free growth plan.

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