Five Questions to Ask About a Healthcare Landing Page Before It Ships

After seven years marketing in healthcare (CVS, Elevance, GoodRx), I've watched a lot of landing pages go live. The ones that get a marketer in trouble usually read fine. They convert fine. What's wrong with them is the stuff a CRO checklist was never built to see.

This isn't legal advice, and a blog post can't tell you whether your page is compliant. That's a conversation for your counsel and your regulatory team. What I can do is point you at the questions I learned to ask before a healthcare page ever shipped, so you know where to look and who to bring in.

Why the usual audit misses this

A landing page audit tool checks your headline, your CTA, your load speed. Useful for the technical floor. But a healthcare page carries a second layer of risk that has nothing to do with conversion rate, and the people who get burned are usually the ones who never knew to look.

So before you optimize the headline, here are the questions worth raising with the people who actually own the answer.

Question 1: What are your tracking pixels collecting?

Open your landing page, then open browser developer tools (F12). Look at the Network tab and filter by "facebook" or "google-analytics" or "gtm."

For every tracking request, the question to raise is whether the URL carries a health condition, a drug name, a symptom, or any string that could indicate a visitor's health status, and where that data is going. If you're not sure, that uncertainty is itself the finding. Take it to your privacy or legal team rather than guessing.

This is a question for counsel, not a CRO call. But it lives on your landing page, so marketing is usually the first to see it.

Question 2: What is the reading level of your body copy?

The average American reads around a seventh- to eighth-grade level. A lot of healthcare marketing copy lands several grades higher than the team assumes.

Paste your body copy into the Hemingway Editor (hemingwayapp.com). The grade level shows at the bottom right. If it's high, the people you're trying to reach are skimming past your key points, whatever the regulatory picture. Lower is almost always better.

This check takes three minutes and it's worth doing on any page.

Question 3: Are your claims substantiated?

Every claim that implies clinical efficacy needs either backing or careful qualification.

Read your headline and subheads. Look for anything that implies a clinical or regulatory stamp. The question to ask yourself, and then your regulatory team, is simple: if someone asked you to back this up, what would you hand them?

If the honest answer is nothing, the claim needs to change. "Trusted by 4,000 patients" is the kind of thing you can stand behind. A sweeping "the leading solution for X" usually isn't, unless you have the data to prove it.

Question 4: Does your message match the actual patient experience?

If your ad or email says "same-day appointments available" and the next real slot is six weeks out, the page is making a promise the operation can't keep. That's a marketing problem before it's anything else, and it generates the kind of reviews that follow you.

Check your active campaigns against actual scheduling availability. If providers on your page are at capacity, update the copy. The page should reflect operational reality.

Question 5: Do required disclosures need to be on the page?

If you're marketing a prescription drug or a cleared medical device, there may be required safety disclosures that belong on the page, in a form that's genuinely present and readable, not buried in tiny font or hidden behind a scroll.

Whether your specific page needs one, and what counts as adequate, is a question for your regulatory team. The point here is to make sure it gets asked before the page goes live, not after.

Where a diagnostic actually helps

To be clear about what JulieDx is and isn't: it is not a compliance tool. It does not check HIPAA, it does not clear FDA requirements, and it can't tell you whether your page is legal. Anyone who sells you software that promises that is overpromising.

What JulieDx does is grade the marketing asset. It reads a landing page, email, or piece of direct mail and gives you a letter grade, names the single biggest reason it isn't converting, and hands you a ranked fix list. Under two minutes. On a healthcare page it will flag the marketing-side things, copy that's hard to read, a claim that overreaches, a message that doesn't match the offer, but the regulatory call always belongs to your counsel and your regulatory team. The diagnostic tells you where the marketing is weak. It doesn't replace the people whose job is compliance.

The short version

Before you optimize the headline or A/B test the CTA, raise these five questions on your healthcare landing page, and bring in the people who own the answers:

1. Tracking: what are your pixels collecting, and where is it going? (privacy/legal)
2. Reading level: is your copy easy to read for the audience you're actually talking to?
3. Claims: can you back up every efficacy or superiority claim? (regulatory)
4. Message match: does the page reflect real scheduling availability and capacity?
5. Disclosures: if required safety information applies, is it present and readable? (regulatory)

None of that is something a blog post or a piece of software decides for you. It's where to look, and who to pull into the room.