Have you ever noticed that all successful B2B marketing stories share three things in common: great B2B landing pages that engage audiences, create awareness about the solutions to the pain points identified by the customers and promote the products and services efficiently, resulting in effective lead generation.
One of the most important goals of a B2B marketing strategy is generating high-converting leads, and a lead generation landing page is a prerequisite for this.
If you struggle to create a high-converting B2B landing page, this blog is for you. Let’s explore what B2B landing pages are and the essential things to be noticed while designing them.
What is a B2B landing page?
A B2B landing page is an explicitly designed stand-alone web page that promotes a B2B product or service. This powerful lead-generation tool encourages visitors to provide contact information on the web page’s lead-capture form.
The lead-capture form can be any call-to-action (CTA) form, from sign-ups and registration for webinars to newsletters to free trials or demos. A high-converting B2B landing page will be simple and clear-cut, communicating direct messages about the potential customer’s business needs and requirements.
Lead-generation landing pages are pivotal in gathering information from visitors, and they can be utilized to foster potential customers through strategic communication.
Therefore, a successful, high-converting B2B landing page will be clear and concise in conveying its value and efficient in making the audience understand what they can earn back for providing their personal information.
Improving SEO for landing pages
The key characteristics of a perfect B2B landing page are clarity, conciseness, persuasiveness, and convincingness. The best landing pages are crafted with captivating design, curated and focused content, and compelling CTAs.
Above all, the best B2B landing pages are curtailed to customer needs and business goals.
1. Catchy and unambiguous headlines
The headlines of B2B pages should be apt and suggestive of the company’s product and service. They should also be clear and catchy, leaving a lasting impression on the audience.
2. Lucid and credible value proposition
Communicating the distinctive aspects of the business plausibly helps the audience understand why your services outperform your competitors. To enhance readability, it is also advisable to include bullet points and subheadings.
3. Optimized forms
Be mindful to include only a few fields that ask for personal information. The increased ease of navigation through the form will reduce obstacles to converting visitors to leads.
4. Incorporate significant images
Including high-quality pictures related to the business’s products and services will elevate the user engagement of the B2B landing pages. Images are powerful tools that can convey the message regarding the B2B service more effectively.
5. Testimonials and case studies
Adding testimonials and case studies is an effective method for augmenting customer trust and credibility. Real-life stories enhance the credibility of businesses’ services.
Types of lead generation pages
Landing pages can be classified on the grounds of action they prompt visitors to take and the type of information they gather from them:
- Webinar registration landing pages are meant to attract audiences to sign up for a brand’s online presentations and generate interest towards the brand.
- Free trial/demo landing pages help audiences to try the free solution.
- Consultation/quote landing pages focus on discussing the products and pricing.
- Discount/ coupon landing pages offer benefits like savings to the audiences who purchase or refer to their products.
- Newsletter sign-up landing pages encourage visitors to choose to receive information in their inboxes.
Things to consider while designing high-converting landing pages
- Align ad and landing page messaging
Always mention what the brand promises in the ad on the landing page.
- Use A/B testing to improve performance.
Test and determine which CTA brings better conversion rates.
- Use a simple layout.
Never overdo images on the landing pages. Make it simple.
- Include trust signals to augment credibility.
Include customer testimonials, case studies, logos and security badges.
- Do SEO and speed optimization
SEO and speed optimization increases traffic to the websites.
- Mobile Optimization
Develop landing pages that are fully responsive and easy to navigate on smartphones.
Things to avoid while designing landing pages
- Avoid long and complicated forms.
- Never use disengaging CTAs.
- Slow page load speed.
- Not giving importance to proofs.
- Using too many CTAs.
- Not doing mobile optimization.
Conclusion
A high-converting landing page is undoubtedly a vital aspect of marketing strategy. Though landing pages are used for different purposes, such as new product launches, discount offerings, or lead collection, they have to be well-designed and optimized.
A high-converting landing page that aligns well with the brand message attracts visitors and generates high-quality leads. However, certain common mistakes, such as overcrowded images, two or more CTAs, and complicated forms, must be avoided to prevent customers from not visiting the landing pages.
An SEO and speed-optimized landing page can bring better results to the business.