The 10 winners.

The landing pages actually worth stealing from.

Winner #1: americanaddictioncenters.org

americanaddictioncenters.org/verify-insurance

Addiction Treatment landing page example from americanaddictioncenters.org

The search: rehab that accepts insurance

  1. 1

    What works

    First screen is about insurance cover

    A family asking whether insurance will pay sees a form that checks it. The header ‘Step 1/4 Check Coverage’ shows how short the job is.

  2. 2

    What works

    Privacy line under the fields

    The line ‘secure & protected by HIPAA’ is next to the policy number field. A visitor typing a policy number may worry who will see it.

  3. 3

    What gets in the way

    Phone number in small type

    A line under the form offers an admissions navigator, but the number is in small type. A worried reader may scroll past it.

  4. 4

    What works

    Insurance card guide on the page

    The guide is titled ‘Reading Your Insurance Card’. A visitor who is unsure which number to enter can check without leaving the page.

  5. 5

    What gets in the way

    Reviews far below the form

    ‘Hear From Our Alumni’ is after a long list of questions. There is no praise next to the form for a visitor who is deciding whether to trust it.

What to try

First screen covers one question

Pick the one thing your visitor most wants to know, such as whether insurance pays. Build the first screen around only that.

See the original page

Winner #2: therecoveryvillage.com

therecoveryvillage.com/locations/umatilla

Addiction Treatment landing page example from therecoveryvillage.com

The search: drug rehab florida

  1. 1

    What works

    Headline has the town and the care

    The headline is ‘Rehab in Umatilla, FL’. A visitor sees within a second that the page is about a place near them.

  2. 2

    What works

    Google score in the hero

    The score is 4.5 from 955 reviews. It comes from strangers, so a visitor trusts it more than the page's own claims.

  3. 3

    What works

    Bed available today

    The text states that beds are open for same-day admission, and a box next to the call button repeats it.

  4. 4

    What works

    Three next steps under the hero

    The steps are read the reviews, see what to expect or verify insurance. A visitor who is not ready to call has somewhere to go.

What to try

Google score and open beds by the call button

A visitor comparing places sees a stranger's rating and a bed available today without leaving the first screen.

See the original page

Winner #3: gatehousetreatment.com

gatehousetreatment.com/addiction-treatment

Addiction Treatment landing page example from gatehousetreatment.com

The search: rehab new hampshire

  1. 1

    What works

    All-hours promise next to the call button

    ‘We are here for you 24/7’ stays in view with the phone number. Someone up at night knows a person will answer.

  2. 2

    What gets in the way

    Big headline is hard to read

    The headline is dark grey words over a busy photo of a group session, and only one word is easy to see. The first line of the page gets lost.

  3. 3

    What works

    Form is open on arrival

    Name, phone, email and a message box are visible next to a free confidential assessment. A visitor doesn't have to click to find them.

  4. 4

    What works

    Alumni quotes with name and photo

    ‘Matthew O.’, ‘Adam L.’ and ‘Nate S.’ are each under a quote with a photo. A worried visitor sees that real people have been here.

  5. 5

    What gets in the way

    Quality proof only in the footer

    A recovery coalition mark, a gold seal and a LegitScript badge are in a dark strip at the very bottom. Nothing in the first screen can be checked.

What to try

Free offer next to an open form

Describe the free first step in one sentence, and show the form next to it. A visitor can start without a click.

See the original page

Winner #4: transformationstreatment.center

transformationstreatment.center/alcohol-addiction-treatment

Addiction Treatment landing page example from transformationstreatment.center

The search: alcohol treatment florida

  1. 1

    What works

    Strip switches between three towns

    ‘Delray Beach, FL’ is highlighted, with two more towns beside it. Someone who wants care near home sees it at once.

  2. 2

    What works

    Seals and phone line in the header

    Three accreditation seals are visible before any scrolling, next to a call button. A family sees proof of standing first.

  3. 3

    What gets in the way

    Form panel cuts off the headline

    ‘This is where healing begins and hurting ends’ loses its last letter behind the form. A warm opening line looks unfinished.

  4. 4

    What works

    'Confidentially' next to the phone number

    ‘call us confidentially’ is right under the headline, with the number. It answers the fear of someone finding out.

  5. 5

    What gets in the way

    Long text before any next step

    Two dense sections on philosophy and history fill the page below the form. A worried reader may stop long before they reach the facts.

What to try

Say the call is confidential

Put the word next to your phone number in the first screen. It answers the fear of who will find out.

See the original page

Winner #5: sandstonecare.com

sandstonecare.com/locations/maryland

Addiction Treatment landing page example from sandstonecare.com

The search: rehab maryland

  1. 1

    What works

    Four facts to check if it fits

    The facts are residential, 30-90 days, ages 13-18, and the town. A parent can rule the program in or out in seconds.

  2. 2

    What works

    First line is for the parent

    ‘You can love your teen completely’ matches what a worried parent already feels. It reads as understanding and not as a sales pitch.

  3. 3

    What gets in the way

    Results have no study details

    ‘48% decrease in anxiety symptoms’ is a strong claim, but there is no date or group size. A careful parent may doubt it.

  4. 4

    What works

    Three staff named with their jobs

    Each has a face, a name and a role such as Director of Nursing. A parent sees who will care for their teen.

What to try

Four facts in the hero

List level of care, length of stay, age and town. A visitor knows in seconds if the program fits their family.

See the original page

Winner #6: addictioncenter.com

addictioncenter.com/rehabs/florida

Addiction Treatment landing page example from addictioncenter.com

The search: drug rehab florida

  1. 1

    What works

    Three boxes narrow the list

    Place, type of rehab and insurance carrier are in one row. A visitor picks a filter such as ‘Choose a Carrier’ before looking at a single centre.

  2. 2

    What works

    Every card has the facts to compare

    A photo, a town, a 4.8 score, a phone number and an insurance badge are on every card. A visitor doesn't have to click to compare.

  3. 3

    What gets in the way

    Top places all marked as paid

    Every card above the fold has a small Ad tag. A visitor who wants a fair comparison can't tell which centre ranks best.

  4. 4

    What works

    Option for travelling to rehab

    ‘Interested In Traveling For Rehab?’ links to centres across the country. It is for someone who wants distance from home.

  5. 5

    What works

    Town links for the visitor's own city

    Under ‘Largest Cities in Florida’ there are links such as Tampa, Jacksonville and Tallahassee. Each goes to a list for that town.

What to try

Insurance and phone number on every listing

A visitor with a card in their wallet can see who takes it and call without opening anything.

See the original page

Winner #7: mcleanhospital.org

mcleanhospital.org/treatment/addiction

Addiction Treatment landing page example from mcleanhospital.org

The search: alcohol rehab massachusetts

  1. 1

    What works

    Known hospital name in the logo

    ‘Mass General Brigham’ is above McLean in the header. A family may trust the place from the name alone.

  2. 2

    What works

    Warm headline and one big phone button

    The headline is ‘We Don't Just Treat Addiction, We Treat People’. The button has the number 978.354.7709, so a ready visitor needs no form.

  3. 3

    What works

    Ranking with a named source

    ‘top-ranked psychiatric hospital’ is credited to U.S. News & World Report. A doubtful family can check it.

  4. 4

    What gets in the way

    Seven paragraphs in one dense column

    A worried reader must work through long text to learn what McLean offers, before the short summary of care.

What to try

One warm line and one big phone button

Write the line in words a person would use, then give the number its own large button. Add the proof second.

See the original page

Winner #8: cumberlandheights.org

cumberlandheights.org/admissions

Addiction Treatment landing page example from cumberlandheights.org

The search: drug rehab tennessee

  1. 1

    What works

    Two phone lines and online start up top

    A visitor can call, ring the office or start online without scrolling. Each kind of visitor has a way in.

  2. 2

    What works

    Offers help even if the answer is elsewhere

    The team will help a family ‘find the right care’ even when that is not here. That builds trust before any ask.

  3. 3

    What works

    Offer is a free private assessment

    ‘Take a Free Private Assessment’ is free, private and an assessment. It is a lower-stakes step than a sales call.

  4. 4

    What works

    Short quiz for an unsure family

    ‘Not Sure What Kind of Care You Need?’ is a yes or no self-check. It is for a visitor who is still deciding.

  5. 5

    What gets in the way

    Form asks for insurance details up front

    Carrier, member ID and group ID come before a person has spoken to anyone. A visitor in a hard moment may stop at the first number to look up.

What to try

Free private assessment, then a quiz

Give the family who is not ready to call a gentler first step. Link the quiz to the same assessment.

See the original page

Winner #9: mountainside.com

mountainside.com/admissions

Addiction Treatment landing page example from mountainside.com

The search: drug rehab connecticut

  1. 1

    What gets in the way

    Page title is a small menu word

    ‘Admissions’ is no bigger than the paragraph under it. A visitor who searched for drug rehab gets no promise to hold on to.

  2. 2

    What works

    Call button and virtual tour side by side

    A family can call now or look around first. The ‘Main Campus Virtual Tour’ is a gentle step for someone not ready to talk.

  3. 3

    What works

    Cost has its own block

    Under ‘Paying for Treatment’, the text is that most major plans are accepted and help with financial aid is available. The money worry is answered directly.

  4. 4

    What works

    Warning about copycat sites

    The page says ‘mountainside.com is our official website’ and lists the email domain to trust. A family afraid of being tricked can check before they call.

  5. 5

    What gets in the way

    Notice lists a different phone number

    The buttons use 855 724 1902, but the notice lists 860-824-1397 as the main number. A visitor may not know which one to trust.

What to try

Virtual tour button beside the call button

A family weighing a stay can look around first, with no pressure to talk. Put the tour right under the phone button.

See the original page

Winner #10: sierratucson.com

sierratucson.com/treatment

Addiction Treatment landing page example from sierratucson.com

The search: luxury rehab arizona

  1. 1

    What works

    Banner for veterans and first responders

    ‘Veterans & First Responders’ is above the headline with its own link. That group can see at once that there is a unit for them.

  2. 2

    What works

    Named ranking next to the opening text

    The ranking is ‘3rd consecutive year’ first in Arizona by Newsweek. A visitor can look it up.

  3. 3

    What gets in the way

    Only form is folded shut

    ‘Sign Up for More Info’ is behind a plus sign, so no fields show. A visitor ready to act must find and open it first.

  4. 4

    What gets in the way

    Tall empty column beside the right rail

    Below the two buttons the left side is only white space. The page looks unfinished before the reader gets to the proof.

  5. 5

    What works

    Free assessment with two options

    The options are substance abuse or mental health. A visitor unsure which problem they face can still start.

What to try

Ranking a visitor can look up

Give who ranked you, for which year and in which state. A claim that can be checked is easier to believe.

See the original page

What the 10 winners do.

  1. Show a phone number on the first screen

    10 of 10

  2. Back claims with a name or a source

    5 of 10

  3. Mention insurance on the first screen

    4 of 10

  4. Offer a free, private first step

    3 of 10

Wildcards.

Pages that break the playbook in interesting ways.

Wildcard #1: therecoveryvillage.com

therecoveryvillage.com/insurance

Addiction Treatment landing page example from therecoveryvillage.com

The search: rehab insurance verification

  1. 1

    What makes it work

    Whole page is one form

    The provider and policy number come first, so a visitor starts with the thing they came to check.

  2. 2

    What makes it work

    Headline matches what the page does

    The headline is ‘Verify Your Insurance Online for Free’ with ‘no obligation’ below it. It matches what the visitor searched for.

  3. 3

    What it gets wrong

    Left half of the screen is empty

    There is navy space beside the form where proof could go. A visitor sees a form and no reason to trust it.

  4. 4

    What makes it work

    Note about spam calls under the phone field

    Under the phone field the note reads ‘only call you if we need additional information’. It answers the top worry about handing over a number.

  5. 5

    What it gets wrong

    Birth date and location asked late

    A visitor who only wants to know if insurance pays must give a birth date and pick a location first.

What to try

Own page for the insurance check

Send visitors who search for insurance help to a page that is only the check. It matches what they came for.

See the original page

Wildcard #2: gatewayfoundation.org

gatewayfoundation.org/locations

Addiction Treatment landing page example from gatewayfoundation.org

The search: drug rehab illinois

  1. 1

    What makes it work

    Insurance and all-hours line in the top strip

    ‘ALL MAJOR INSURANCE ACCEPTED’ and a 24/7 phone number are the first things on the page.

  2. 2

    What it gets wrong

    Page title is Locations

    The title is a directory label, and a visitor looking for help wants a reason to call. The long headline below carries the message.

  3. 3

    What makes it work

    Headline counts centres and has the state

    ‘16 Drug and Alcohol Treatment Centers in Illinois’ is concrete. A visitor in Illinois knows there is likely one near them.

  4. 4

    What makes it work

    Licence and accreditation in first paragraph

    The opening text says ‘licensed and accredited by the State of Illinois and JCAHO’. It is not left for a footer.

  5. 5

    What makes it work

    Every centre has address, hours and phone

    A visitor can find the nearest centre and its opening hours without leaving the page.

What to try

Centre count in the headline

Put the number and the state in one line. A visitor then knows you are close before they read on.

See the original page

The copy bank.

Headlines

Offers

Buttons

Trust and next steps

3 pages that waste the click.

  1. drug rehab colorado

    Drug rehab search goes to a packet download

    The one big button offers a PDF admissions packet. A family in a hard moment wants to talk to a person and doesn't want a brochure.

    • Wrong buttonThe main button says ‘Download Admissions Packet’ instead of calling or checking cover.
    • Chat covers textA chat box covers the right side and hides the end of the opening paragraph.

  2. drug rehab near me

    Rehab near me search goes to state map

    The page is a directory of seven states with town links. A family who needs help today must pick a state, then a town, before they reach anyone.

    • No first stepThe only call to action is a ‘Get In Touch’ button in the menu.
    • Company speak‘adapting our overarching clinical beliefs to the needs of local residents’ means little to a frightened family.
    • Tiny linksTown names are small orange links in grey boxes, so the first step on the page is the hardest to see.

  3. addiction treatment

    Friendly headline, no next step

    The headline is ‘Life is about to get better.’ It has hope but no action. A family who searched for addiction treatment must read down to find how to start.

    • Chat covers panelA chat box covers the top of the side panel.
    • Process instead of answers‘Three simple steps’ describes how the company works. It doesn't say whether the company can help the visitor's family.
    • Tiny insurance link‘Check Online If We Accept Your Insurance’ is in small type in the top corner.

What we learned.

  1. Answer the money question first

    American Addiction Centers builds its whole first screen around checking insurance. Sandstone Care puts ‘Payment Plans Available’ under its opening facts.

  2. Make the first step small

    Cumberland Heights offers a free private assessment and a short quiz for families who are not ready to call. GateHouse puts its free assessment form open beside the headline.

  3. Show who is behind the page

    McLean names its hospital group and cites a U.S. News ranking. Sierra Tucson points to a Newsweek ranking, and Sandstone Care shows its staff by name and job.

The bottom line

The winners put a phone number and the insurance question where a worried family sees them first, and they show who is behind the page. The losers open with a brochure download, a map of states or a friendly headline, and leave the next step to the visitor.

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