Summary of this blog
- Three people read a MedTech landing page: a clinician who wants to know what the device changes for a patient, a procurement lead who wants a safe choice, and an administrator who wants the cost of the change. The page that converts answers all three in the first screen.
- Six fixes do the work: the buyer’s words in the headline, proof in the first screen, a yes each reader can give, a story with the cost in it, speed on a phone, and a form the buyer finishes.
- The reading figure is small. Nielsen Norman Group found people read at most 28 percent of the words on an average visit, and 20 percent is more likely. The first screen carries the page.
- Speed is measured, and Google publishes the thresholds on web.dev. Pages inside them keep more of the people the ad budget paid to bring.
- The outcome is commercial: more demo and evaluation requests from the same visits, a first call that starts further along, and a pipeline the sales team can forecast. Optimise your MedTech landing page in this order and the numbers move inside a quarter.
Optimise your MedTech landing page and the same visits return more demo requests, more evaluation requests and a pipeline the sales team can forecast. Three people read the page, often in the same week: a clinician who wants to know what the device changes for a patient, a procurement lead who wants a safe choice, and a hospital administrator who wants the cost of the change. Most device pages speak to none of them. They lead with the platform, hide the proof under a tab, and end with a button that says Learn More.
The figures explain why that fails. Nielsen Norman Group found that on an average visit people read at most 28 percent of the words on a page, and 20 percent is more likely. Google’s Core Web Vitals thresholds, published on web.dev, call a page good when its largest element paints inside 2.5 seconds, it responds to a tap inside 200 milliseconds, and its layout shifts by no more than 0.1, at the 75th percentile of visits. And Google’s guidance on helpful content asks for pages written for people first. A procurement lead on a phone between meetings is that person.
This guide is for the founder or commercial lead at a device or diagnostics company whose page draws visits and returns few requests. The six fixes below are the ones a specialist applies first, in order. Our pillar on HealthTech landing pages covers the page as a whole. This post is the MedTech version, where the reader is a clinician, a buyer and an administrator at once.
A MedTech landing page converts when all three readers find their answer in the first screen: what it changes for the patient, why it is a safe choice, and what the change costs. Optimise your MedTech landing page for those three answers and the demo requests follow.
The three-reader test
Open the page on a phone and read only the first screen. Then ask three questions. Could a clinician say in one sentence what the device changes for a patient? Would a procurement lead find one reason it is a safe choice? Can an administrator say what the change costs in time, training or budget? A page that fails one of the three loses that reader before the scroll, and most device pages fail all three. The test takes two minutes and tells you where to optimise your MedTech landing page first. Run it before you read on. The six fixes below are what a page looks like when it passes.
1. Speak the buyer’s language
The first fix is the words. Device pages are written by the people who built the device, and the headline says so. A clinician does not translate. She reads the headline, looks for the patient in it, and leaves when she cannot find one. The page that converts says what the device changes in the clinic, in the clinic’s words: a result while the patient is still in the room. Nielsen Norman Group’s reading figure means the translation has to happen in the headline and the first two lines. To optimise your MedTech landing page, begin with the first screen and move the mechanism down the page, where the engineer on the committee will look for it.
Good versus generic, in the headline
Generic reads like this: an AI-powered imaging platform for next-generation diagnostics. Good reads like this: a chest scan read while the patient is still in the room. The good line tells her what Tuesday afternoon looks like with the device in it, and that is the line she forwards to a colleague. Under it, the procurement lead gets his own line: in use at named sites, reference available on request. And the administrator gets hers: installed in a day, no change to the record system. Our guide to messaging for HealthTech covers how those lines are found. The page needs them before you optimise your MedTech landing page any further.
What it changes
The change shows in who arrives. When the headline speaks the clinic’s language, demo requests come from clinicians with a case in mind, and the first call starts from the case. If the procurement line is there, the request often arrives with the reference already checked, which takes weeks out of the middle of the deal. With the administrator’s line there, the installation question is answered before anyone asks it. The words are the first thing we change when we optimise your MedTech landing page with you, because the words decide who reads the rest.
2. Put proof in the first screen
The second fix is where the proof sits. A procurement lead’s first question is whether this is a safe choice. Most MedTech pages answer it at the bottom, under a tab called Quality. The page that converts shows the proof in the first screen as four blocks: the certification marks the device carries, the count of sites using it, a named hospital that will take a reference call, and a named clinical lead who reviewed the page. Marks are shown and never explained; a paragraph explaining them tells the lead the page was written for somebody else. Optimise your MedTech landing page by lifting those four blocks under the headline.
What good looks like: the proof strip
Good looks like a single strip under the headline, the height of a thumb on a phone. Left to right: the marks as marks, with no copy. Sites in use, as a number. One named reference site, with the words reference available. One named reviewer, with a role and a review date. Everything in the strip is a fact the reader can check. At Healthora, we have seen that pages which lift proof into the first screen tend to draw enquiries from procurement leads rather than from students and competitors. The strip is the fastest way to optimise your MedTech landing page for the reader who decides whether the deal may start.
What it changes
Proof in the first screen changes the order of the deal. The reference call happens before the demo rather than after it, so the demo is given to a committee that has already heard from a peer. Quality files are requested less often, because the marks and the reviewer answered the question the file was for. And the clinician, who was never going to read the certifications, sees that a named colleague reviewed the page and reads on. A specialist also checks that every mark shown is current, which is the quiet part of the work to optimise your MedTech landing page.
A specialist’s view on the page
Want us to optimise your MedTech landing page with you?
Book a free consultation with Healthora. We will read your page as a clinician, a procurement lead and an administrator read it, run the three-reader test with you, show you which of the six fixes the page fails today, and share what we would change first and why, whether you decide to work with us or not. Forty minutes, no deck, no follow-up sequence, and you keep the notes either way, so the call is useful even if you fix the page yourselves.
Book a Free Consultation3. Ask for a yes the buyer can give
The third fix is the ask. The button is the page’s question. Book a demo asks a clinician to give an hour of her week to a sales presentation. Learn more asks for nothing and gets it. A page that converts asks for something each reader can say yes to without asking anyone else: see one of your own cases read, or ask for an evaluation at your site. Specific, so the reader knows what she is agreeing to. Low-risk, so she needs no sign-off to click. In the first screen, with one line beneath it saying what happens next. Optimise your MedTech landing page by replacing the generic button with the smallest useful yes.
Good versus generic, on the button
Generic: Learn more, or Book a demo, with nothing beneath it. Good: See one of your cases read in 20 minutes, with the line a clinical specialist, your case, no slides. The good one says what it will cost her: twenty minutes and one anonymised case. For the procurement lead the good ask is Request a 30-day evaluation at your site, with the line no commitment. At Healthora, we have seen a telemedicine brand we support on retainer replace a single generic button with one specific, low-risk ask for each reader. The requests that followed came from people further along, and the first conversation started from a case. The button is the cheapest place to optimise your MedTech landing page.
What it changes
A specific ask changes the shape of the pipeline. Requests arrive with a case, a site or an installation question attached, so the sales team knows which reader it is talking to before the first call. An evaluation request that once came after three meetings becomes the first thing the committee agrees to, because nobody had to approve it. A request that cost the reader something small is a request from someone who meant it. When you optimise your MedTech landing page around the smallest useful yes, the numbers the board asks for move before the ad budget does.
4. Tell the story, with the cost in it
The fourth fix is the shape of the page below the first screen. A feature list asks the reader to work out why each feature matters, and a committee member with twelve tabs open will not. A story does the work for her. The page that converts opens with the problem as the clinic lives it, names what the problem costs in time, repeat visits or findings that come too late, and only then shows the device as the way out. Problem, cost, resolution: three short paragraphs, with the features folded into the third. The cost paragraph is the one the administrator reads twice. Optimise your MedTech landing page by giving the middle of the page a story shape.
What good looks like, for a diagnostics company
The problem paragraph: a result that arrives after the patient has gone home, so the clinic phones and the next decision happens a week later. Next, the cost paragraph: a second appointment the clinic pays for, a patient who does not always come back, and a clinician who starts the next consultation from memory. The resolution paragraph: a result in the room, the decision made while the patient is still there, and the second appointment gone. Features come at the end: the reading time, the link to the record system, the training. Written as a list, the same facts read as a brochure. The story is where we spend the most time when we optimise your MedTech landing page.
What it changes
The story changes what the committee pack looks like. An administrator copies the cost paragraph into the business case, because it is already written in her terms. A clinician forwards the problem paragraph, because it describes her week. A procurement lead reads the resolution paragraph as the specification he will have to justify. One page, three paragraphs, and each reader has taken the one she needed. This article is marketing guidance; what a device does for a patient is for the clinical evidence, which the page links and a specialist checks line by line. Optimise your MedTech landing page in this shape and the features stop being the argument and become the evidence for it.
5. Load fast on the phone in the corridor
The fifth fix is the phone. A clinician reads the page between patients, on hospital wifi. The procurement lead opens it from an email on the train. Pages built to look good on a desktop lose both of them in the first three seconds. Google publishes the thresholds on web.dev: a page is good when its largest element paints inside 2.5 seconds, it responds to a tap inside 200 milliseconds, and its layout shifts by no more than 0.1, at the 75th percentile of real visits. Outside those numbers the page is slow in the reader’s hand, whatever the lab score says. Optimise your MedTech landing page for the corridor, and the desktop version follows.
What good looks like on a phone
Good is a first screen that holds the headline, one line for each reader, the proof strip and the button, and nothing else. A hero image shows the device in a room, sized for the phone, and does not push the headline down as it loads. Nothing jumps when the marks arrive. The button is a thumb’s width and sits where a thumb rests. None of this is visible on the desktop in the sales office, which is why most device pages fail it. A specialist checks the page on the phone the reader uses, on the connection the reader has, because that is the view from which to optimise your MedTech landing page.
What it changes
Speed changes the arithmetic of the page. The visits cost the same, but more of them reach the ask. A page that paints inside Google’s thresholds keeps the reader who would have left during the load, and that reader is usually the busiest person on the committee. Requests from a fast page also arrive while the reader is on it, between two patients, rather than later from a desk, if at all. Our guide to conversion rate optimisation for healthcare covers how the speed work sits beside the copy work. When you optimise your MedTech landing page for speed first, the other five fixes get seen.
6. Build a form the buyer finishes
The sixth fix is the form. Most MedTech forms are written for the sales database rather than the reader: eleven fields, a dropdown for hospital size, a compulsory phone number, and a consent paragraph that reads like a contract. Each field is a reason to stop, and the reading figure says most readers were looking for one. A form that converts asks for a name, a work email and the one thing the sales team needs to prepare. The browser fills the first two. One step, and a line beneath the button that says what will happen and when. Optimise your MedTech landing page by cutting the form to what the next conversation needs.
What good looks like: three fields
Three fields. Name, work email, and the case type, the site or the question, depending on which ask the reader clicked, as one free-text line. Autofill works, so the first two complete themselves on a phone. One step, no progress bar, no second page. Under the button, one line: a clinical specialist replies within one working day, and there is no slide deck. Nothing on the form asks the reader to describe her organisation, because the sales team can look that up. The form is the last place a page loses a request it had already earned, and the last place we check when we optimise your MedTech landing page.
What it changes
A short form changes the count and the quality at once. More of the readers who reach the form finish it, which is the number the ad budget is judged on. Requests arrive with the one thing the sales team needed, so the first reply is prepared rather than a request for more information. And because the form said what would happen, the reply is expected and opened. Our guide to auditing a HealthTech landing page covers the form among the other checks. The outcome is more evaluation requests from the same spend. Optimise your MedTech landing page end to end and the form is where the gain is counted.
Optimise your MedTech landing page in practice: the first 90 days
A specialist changes the page in a known order. The first month is the first screen: the three-reader test on the live page, the headline and the three reader lines rewritten, the proof strip built and lifted up, and the generic button replaced with the smallest useful yes for each reader. Nothing below the first screen is touched until the first screen is right. Optimise your MedTech landing page from the top down and the first month pays for the second.
The second month is the rest of the page: the story shape in the middle, the page measured on a phone against Google’s thresholds and fixed until it passes, and the form cut to three fields. Month three is the count: requests by reader, requests by ask, how far along the first call starts, and the two changes the numbers point to next. By day 90 the page returns more demo and evaluation requests from the same visits, and the sales team can say which reader each one came from. A quarter is enough to optimise your MedTech landing page end to end.
The recap below lists the six checks a specialist runs to optimise your MedTech landing page, in the order they are fixed.
- Speak the buyer’s language. A headline that says what the device changes in the clinic, and one line each for the clinician, the procurement lead and the administrator. The first check when you optimise your MedTech landing page.
- Put proof in the first screen. Marks, sites in use, a named reference and a named reviewer with a date, in one strip under the headline, shown and never explained.
- Ask for a yes the buyer can give. One specific, low-risk ask per reader, above the fold, repeated after the story and the proof, with a line that says what happens next.
- Tell the story, with the cost in it. Problem, cost, resolution, in three short paragraphs, with the features folded into the third. The middle of the page when you optimise your MedTech landing page.
- Load fast on the phone in the corridor. Inside Google’s thresholds on a phone, a first screen that holds still as it loads, and a button where a thumb rests.
- Build a form the buyer finishes. Three fields, one step, autofill, and a line that says who replies and when. The last check to optimise your MedTech landing page end to end.
The six checks can be run by the in-house team, by a specialist agency, or by the two together. Our services and case studies show what the first-screen rewrite, the proof strip and the form work look like in the engagements we have run. Optimise your MedTech landing page once, properly, and it keeps paying for the visits you were already buying.
A specialist in health understands that a MedTech page is read by three people with three different reasons to say no, that the proof has to be shown and never explained, and that the clinician reads it on a phone in a corridor. Speak her language, put the proof where she can see it, ask for a yes she can give, tell the story with the cost in it, load fast and keep the form short. Then the page does the first half of the sale before the sales team picks up the phone, which is what it means to optimise your MedTech landing page.
Ready to optimise your MedTech landing page for all three readers?
HEALTHORA SPECIALISES IN HEALTH
Book a free consultation with Healthora. We will read your page as the clinician, the procurement lead and the administrator read it, tell you which of the six fixes it fails and the order we would make them in, and share the three-reader test so you can run it on every page you publish, whether you decide to work with us or not. The consultation is free, the notes are yours, and the first change to optimise your MedTech landing page is usually the headline.
Book a Free ConsultationFrequently asked questions
How do I optimise a MedTech landing page for conversions?
Fix six things, in order. Rewrite the first screen in the clinic’s words, with a line each for the clinician, the procurement lead and the administrator. Move the proof into the first screen. Replace the generic button with a specific, low-risk ask. Give the middle of the page a problem, cost and resolution shape. Pass Google’s speed thresholds on a phone. Cut the form to three fields. To optimise your MedTech landing page, start with the first screen, because that is the part most readers see.
What should a MedTech landing page include?
A headline that says what the device changes in the clinic, and a line for each reader. Then a proof strip with certification marks, sites in use, a named reference and a named reviewer, and a specific ask above the fold. Below that, a short story of the problem, its cost and the resolution, and a three-field form that says what happens next. Clinical evidence is linked and never summarised in the marketing copy. With those in place, the work to optimise your MedTech landing page is mostly the first screen.
Who reads a medical device landing page?
Three people, usually within the same week. A clinician who wants to know what the device changes for a patient, and reads the page on a phone between appointments. Then a procurement lead who wants to know the choice is safe, and looks for proof before features. And an administrator who wants the cost of the change in time, training and budget. Optimise your MedTech landing page for all three, and the committee forwards it to one another.
Should a MedTech landing page show certifications?
Yes, as marks in the first screen, with no explanation beside them. The procurement lead knows what each mark means and reads a paragraph about them as a sign the page was written for someone else. Show the marks, the count of sites in use, a named reference and a named reviewer with a date, and let each reader take the reassurance each block offers. That is how to optimise your MedTech landing page for the reader who decides whether the deal may start.
What is the best call to action for a medical device landing page?
The smallest useful yes for each reader. For the clinician, see one of your own cases read, with no slides. The procurement lead gets request an evaluation at your site, with no commitment. And the administrator gets see what installation involves. Each is specific, low-risk and above the fold. Learn more asks for too little, and Book a demo asks for too much. Optimise your MedTech landing page around those three asks and the requests arrive with a case attached.
How fast should a MedTech landing page load?
Inside Google’s published Core Web Vitals thresholds on web.dev, measured on a phone: the largest element painted within 2.5 seconds, a response to a tap within 200 milliseconds, and a layout shift of no more than 0.1, at the 75th percentile of real visits. The clinician reads the page in a corridor on hospital wifi, so a lab score on a desktop tells you little. Optimise your MedTech landing page for that phone and the other fixes get seen.
How much does it cost to optimise a MedTech landing page?
Fees depend on scope, from a first-screen rewrite with the proof strip and the ask to a full engagement covering the story, the speed work, the form and the 90-day measurement, and are agreed for the engagement rather than billed by the hour. The consultation is free. In it we read your page as the three readers do and say what we would change first, whether you work with us or not. That is where the work to optimise your MedTech landing page begins.
Keep reading
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