Marketing Landing Page Requirements

The Marketing Landing Page header option is reserved for pages built to receive traffic from a specific marketing campaign, such as paid search, print advertisements, social ads or billboards. It is not intended for ordinary content pages.

This article lists what a marketing landing page must include before it can be published.

Use the Template Only for Campaign Pages

Apply the Marketing Landing Page header option only when the page exists to serve a campaign. A departmental page, a service description or a general information page should use a standard header, even if it is new or promotional in tone.

If you are unsure whether the page qualifies, contact Web Services before applying the template.

Include One Call to Action, Placed Last

A landing page carries a single call-to-action bar, placed at the end of the page. Everything above it should move the visitor toward that one action.

Do not add a second call-to-action bar. Competing calls to action divide the visitor’s attention and make the page harder to measure, because there is no longer a single outcome that defines success.

Write the button text as a brief, context-specific action phrase. Do not use “Click Here.” Capitalize according to AP Style title case.

If the page has no defined action, it is not ready to publish. Return to the requester and establish one.

Link Into the Clinical Ecosystem

A landing page that promotes a clinical service must connect to the content that answers the visitor’s next question. Before publication, the page must link to:

• The governing expertise page
• At least one location profile where the service is delivered
• At least one provider profile for a provider who delivers the service

Where relevant, also link to the clinical resources, conditions and treatments the page describes.

A landing page is an entrance, not a destination. The campaign brings the visitor to the door. The page should hand them to the content that answers what they came to find out.

Place these links in the body of the page, before the call-to-action bar.

Link to the Right Conversion Path

Not every landing page converts through the site. Some campaigns route visitors to an external application or request form.

Where a campaign has its own conversion endpoint, that link is required, and it takes the place of the standard call-to-action destination. A page built to feed an external request system must link to it.

Confirm the conversion path with the requester before publication rather than assuming the standard scheduling path applies.

Requirements for Sub-Pages

A page nested under a parent landing page must satisfy both of the following.

It provides something the parent does not. If the sub-page only restates what the parent already says, it should not exist, and the campaign should drive to the parent instead.

It links back to the parent. The sub-page covers one narrow subject. For everything outside that subject, the visitor needs a route to the parent page. Include that link.

A sub-page that fails either test creates a dead end.

Check Indexing and Canonical Settings

Confirm that the robots and canonical settings for the page agree with each other and with the intent for the page.

A page set to index while declaring a different URL as its canonical will not rank, and its signals will consolidate to the wrong destination. If a campaign page is intentionally excluded from search, set it to noindex deliberately rather than leaving contradictory settings in place.

Note that a page excluded from the sitemap will not appear in site inventories or audits. If the exclusion is intentional, record why.

Record the End Date

Every marketing landing page carries an end date or review date, recorded at publication. See Requesting a Marketing Landing Page and Landing Pages for Time-Limited Agreements.

Add the Page to AI Wayfinding

Once published, add the page to the AI Wayfinding index so that AI assistants can see it alongside the rest of the UAMS Health content. A landing page absent from the index is invisible to tools that increasingly sit between the public and the site.

See the AI Wayfinding section for background.

Checklist Before Publication

• The page serves an actual campaign
• Exactly one call-to-action bar, placed last
• Button text is specific and follows AP Style title case
• Links to the governing expertise page
• Links to at least one location profile
• Links to at least one provider profile
• Links to the conversion endpoint for the campaign, where one exists
• Sub-pages link back to their parent
• Robots and canonical settings agree
• End date or review date recorded
• Added to the AI Wayfinding index