Let’s face it: B2B marketing can sometimes feel like aimlessly throwing ideas at a wall and hoping something sticks. B2B lead generation is a lengthy process that starts with positive customer engagement. Fear not, we’re here to break down features that make up the best B2B landing pages so your marketing sticks and produces conversions.
What is a B2B Landing Page?
Your B2B landing page is a campaign-specific and standalone webpage that your potential customers will land on when they click on your marketing collateral (i.e. an ad, social media post, or email campaign). B2B landing pages have a specific goal: To get customers to take your call to action (CTA) and convert visitors to leads. Oftentimes, this is by way of a contact form or a demo schedule for your offering – more on that later.
Why use a B2B landing page?
You may be thinking ‘But I just spent all this time crafting a great homepage… why can’t I just use that?’
Great question! In short, landing pages eliminate distractions. Excellent marketers know that it’s all about capturing attention within the first few seconds of a user landing on your website. Landing pages remove any other links competing for your lead’s attention, navigation away from the page, or different options, so you can capture your customer’s undivided attention.
Many businesses are not tapping into the power of the landing page. In fact, landing pages are the least popular signup form, but maintain the highest conversion rate (23%, to be exact) for brands. So, let’s dive into what makes a B2B landing page stick.
Tips to make sure your B2B page sticks the landing
- Compelling copy is a must. You need to cover five main things when crafting your copy:
The Pain Point Your visitors want to know that their needs are understood to consider signing on with your product or service. Empathising with their pain point will build trust and encourage them to seek your solutions.
The Solution You have the remedy – make it known by drawing a clear journey for them from their pain point to your solution.
The Features Highlight your best features so your potential client knows exactly what they are getting when engaging with your brand.
The Benefits The user is there for the benefits, so don’t skimp on bragging about what your brand can offer. Paint a picture for them about how your product or service will make their life better.
References Social proof is the best way to convince customers that you are the ideal choice to address their needs. You can give social proof through logos of past clients, testimonials or reviews.
Choose relevant imagery. A picture says a thousand words; relevant imagery lets your potential customer know what’s on offer, what you do and how you can be of service to them.
Tip: Make sure your image represents your desired audience profile. If people see themselves in your imagery, they’ll see themselves using your product. - Optimise your landing page for search. Though you should be optimising every aspect of your online presence, your landing page is a particularly valuable place to hone optimisation if it will be a long-standing offering page. For any campaigns or organic searches, your page should use keywords that are important to your intended audience, but not take traffic away from your business' homepage.
- Don’t waste your customer’s time. Make sure the page fits in a single screen and there is no endless scroll with information that distracts. The CTA and form should be in plain sight, following the key selling points of your product or service. The customer doesn’t need the nitty-gritty right now, and you don’t want to give too much away. The sales lifecycle in B2B is a long, winding road, so keep the page simple to spark a desire to learn more.
- Get specific with your call to action. Personalisation matters! Research shows that visitors on a webpage are more likely to take action if the CTA is personalised, specific, and compelling. Rather than the generic “Sign Up” or “Tell Me More” buttons, make your CTA appealing and align it with your brand.
- Remove unnecessary navigation. If you provide extra buttons, menus or call-to-actions for your visitors, you’re encouraging distraction. Keep everyone on track with a clean, one-track page with one clear call-to-action.
- Don’t forget manners! After your visitor fills out the form or takes an action, they are potentially a new customer. Make sure your page thanks them for being there and reminds them that you will be in touch (in a timely manner!).
How to avoid the click out
We’ve covered what makes a B2B landing page effective, but it’s important to keep in mind some key design mistakes that could ruin your lead generation. Let’s take a look at what to avoid in order to keep your page visitor on track to becoming a customer.
- Too many call-to-actions. If more than one CTA exists on your landing page, you may want to consider what the desired action from your customer is and narrow it down to one CTA.
- Ineffectively placed text. Don’t weave a web of misaligned text – your text should be uniform or complementary and streamlined to guide the reader’s eye through the desired journey, ending with a form submission.
- Distractions. We’ve said it once and we will say it again – don’t distract your visitor. Keep it clean and straightforward; after they take the desired action, you’ll get the chance to speak with them more, but we have to get there first.
- Poor design choices. It goes without saying that strong branding is the silent key to effective marketing. When visitors are satisfied with your page layout, branding, colours, etc., you instil a sense of trust in your abilities and commitment to positive perception.
Conclusion
A landing page is a crucial part of your B2B marketing that let’s your business speak for itself with clear and concise information. Remember the key objective of landing pages is to take a potential customer from point A to B in the most efficient and empathetic way possible. Your landing page should act as an extension of your ad, email, or social post so that you can grow your customer base through simple forms. Don’t overthink it: Master marketers know that if you can convince a potential customer that you know their problem better than anyone else, with the perfect risk-free solution, it would be a seamless conversion.
About Novicell
At Novicell, we are not just another digital consultancy. We seamlessly integrate into your team like an extension of yourself. We understand your goals and challenges, then apply our diverse expertise to craft bespoke solutions that propel your business forward. Our team are experts in all things digital, from front end to back end, and we are ready to become your ultimate strategic partner. Ready to ditch the conventional and embrace exceptional? Together, we can stick that landing page. Contact us today.