WebMD, an online health information website many people use to diagnose themselves, is the 2016 People’s Voice Winner in the health category for The Webby Awards. Honestly, I could not agree more. Every aspect of this website is effective. I have convinced myself that my health symptoms indicated some sort of disease, cancer, or impending death, from their Symptom Checker more times than I would care to admit. But seriously, what makes this website so captivating?
Symptom Checker asisde, it all starts with their landing page. Accoriding to Fitness Website Formula’s “Tips for a Compelling Landing Page“, a good website should have the following:
- Catchy Headline
- Compelling offer(s)
- Informative videos and tips
- Strategic placement for subcriptions/sign up forms
- Scarcity Factor
- Social Proof
- Mobile Optimization
- Strong Call to Action
Let me tell you, WebMD might as well win the award for best headlines. Their headlines from their healthnews section alone makes me want to click on every single article.
The website includes tons of informational videos, tips and testimonials from doctors to increase their crediblity. WebMD has information on almost everything you can think of when it comes to health. Making it a perfect spot for advertisers to sneak in. WebMD’s landing page has plenty of spaces for ads and sometimes their placement is embedded to look like they are just another informational tool. The call to action for all of the ads always includes phrases like “learn more” to cater to all of those searching for answers to end whatever symptoms they are dealing with.
WebMD is genius. So, excuse me while I go check to make sure my cough isn’t an indicator of having the plague.