Content axis
All four layers present, in order.
Medical-tourism guide
Medical Tourism Landing Page Checklist
A landing page in medical tourism answers four questions in order: does this apply to me, who performs it, how does the process work, how do I begin. This checklist verifies that all four layers are present and that none of them carries regulatory risk.
The list can be narrowed by institution type, but the order does not change. A broken order is the most common cause of loss we see on landing pages.
It was written for pre-publication review, and works equally well for auditing a page already live.
What does each layer do?
A landing page has four layers, and each has exactly one job. When a layer is skipped, the visitor does not move to the next one.
The table sets out what belongs in each layer and what happens when it is missing.
| Layer | What belongs here | What happens when it is missing |
|---|---|---|
| 1 · Suitability | The advertising promise repeated verbatim, and who it suits | The visitor assumes the wrong page and leaves |
| 2 · Trust | Institution name, authorisation, physician detail, facility imagery | Interest forms but no enquiry arrives |
| 3 · Process | Duration, steps, accommodation and companion detail | Enquiries arrive but fall apart in the first call |
| 4 · Action | One short form or direct messaging | The visitor cannot tell what to do next |
What must not appear on the page?
Excess damages results as much as omission does. The items below both lower conversion and carry regulatory risk.
On most pages, removing these makes a larger difference than adding anything new.
What does not belong on a landing page
- Success rates, recovery percentages or implied outcomes
- Before-and-after images and patient testimonials
- A fixed price and a discount countdown
- Form fields asking for health status, diagnosis or treatment history
- Image or document upload fields
- A full menu and multiple links back to the corporate site
- Autoplaying video that slows the page
- Tracking scripts running before consent
What is checked technically?
In medical tourism the visitor is often on a slow connection and a mid-range device. A page that opens quickly on your desktop may not open in the target market at all.
So we run technical checks under constrained network and mobile conditions rather than on our own machines.
Pre-publication technical check
- The page produces no horizontal scrolling on mobile
- Text and background contrast clears the WCAG AA threshold
- Touch targets are at least 24 pixels
- Images are served in modern formats and sized to the screen
- The form is keyboard-operable and error messages are explanatory
- On Arabic pages, direction, alignment and icons follow right-to-left
- The privacy notice is attached to the form and legible
- A destination is defined for when the campaign ends
Compliance axis
No implied outcomes and no data collected without consent.
Technical axis
Opens under the target market’s real network and device conditions.
Frequently asked questions
What institutions ask most about this
How many fields should the form have?
Field count depends on response capacity. Few fields bring more enquiries at lower quality; many do the opposite. Decide knowing how many enquiries a day you can genuinely answer well.
Is a WhatsApp button an alternative to the form?
Not an alternative — a different audience. In some markets messaging is the only real channel; in others a form reads as more serious. Having both makes sense if your response capacity supports it.
Can we publish a price range?
We advise against fixed prices and discount emphasis. Publish scope instead: what is included, what is not, and what changes the price. It is both safer and more useful.
Should we display the authorisation number?
Verifiable institutional detail works as a trust signal. Make sure it is current; leaving an expired detail live has the opposite effect.
Can one page serve several languages?
Each language needs its own URL, linked with hreflang. Mixing languages on one page misleads both the visitor and the search engine.
How often should we update the page?
When the campaign message changes, and when physician, scope or process detail changes. Beyond that, frequent edits corrupt measurement; we recommend holding it stable for at least four weeks.
Can our own team run this checklist?
Yes, that is what it was written for. The technical section may need a developer; the content and compliance sections can be done internally.