A good landing page is key to a successful marketing campaign – it’s what will convert your visitors into leads, after all.
But a B2B landing page can often be tricky to create due to a lack of understanding of the wants and desires of your audience. B2B consumers are often driven by a real need for a product and have more pragmatic purchasing habits than their B2C counterparts.
Knowing how to build an attractive and effective landing page for these consumers will lead to higher conversion rates, a better reputation for your business, and more sales. It’s invaluable knowledge to have, and we’re going to share our top tips with you below.
The biggest landing page turn-offs
A business may have the best offering on the market, but without a good way of communicating it, the sales simply will not come.
A poor landing page will do more harm than good for a business’s reputation, in addition to being a waste of money and time for both business and consumer. Often these problems come about from not understanding what appeals to B2B consumers and what kind of content should be included on the page.
Common issues leading to poor landing page design include:
Being unable to communicate the offer in an easy and concise manner
B2B offerings are often complex and need to appeal to multiple decision-makers. It’s no wonder so many businesses have a hard time communicating when so much information has to be included to explain the product or service.
Unfortunately, this leads to landing pages that are too long, too complicated, and too much effort to continue reading.
Not enough focus on the audience
It can be easy to fall into the trap of describing what the business does or how good its products are (hey, we all enjoy a pat on the back!) and forget to focus on what the buyer gets out of it.
But unless the buyer is at the very bottom of the funnel (which is unlikely), this method of communication means that the audience doesn’t get to understand how they will benefit from purchasing a product or service or how it solves their problem.
Poor page journey
Landing pages should be hyper-focused on one product, service, or topic and lead the audience on a journey with only one logical conclusion: clicking the CTA.
Having too many offerings on the page, being unable to articulate the call to action properly, and poor page design will lead to confusion and a high bounce rate.
Five features of a high-converting B2B landing page
There are so many elements that make a great B2B landing page that we’d run out of time to list them all. So, we’ve chosen our top five to help you get started on creating a great landing page:
1. Be consistent and truthful in your messaging
Ensuring your messaging stays consistent from email to ad to the landing page is important for building trust with your audience. Don’t be afraid to sound repetitive because your audience will be reassured that they’re in the right place.
Additionally, ensure that your messaging matches what you’re promoting. Be truthful about what it is you’re selling or giving away. Try to remember the last time you clicked on an ad and got taken to the wrong page or were misled about the offer. You probably didn’t want to do business with that company after that, right? Make sure that you don’t make this same mistake yourself.
2. Write benefit and action-driven headlines and copy
Your audience is more interested in what the product or service can do for them than they are in reading a long description about what it is. So, when writing headlines or copy, your approach should centre around answering the questions of “What can it do for my customer?” and “How will my customer benefit from it?”
Take, for example, our own Funnel Plan. While we know the software to be powerful and globally proven, we also know potential users are more interested in what it can deliver to them. So, that’s where we focused our copy: “Fuel world-class results faster”.
Your CTA should also be action-driven and should always sell the next step. For example, if you were sharing an ebook, an appropriate CTA would be “Download your copy” rather than a plain “Submit” button.
3. Utilise design elements to further your objectives
The importance of landing page design should not be underestimated. Good design will allow your audience to better focus on your offering rather than be confused or intimidated by a page that’s too bright or flashy.
Some basic design principles that should be followed are:
- Allow for white space – give your content room to breathe, rather than crowding in as much as you can and overwhelming your reader
- Make it glaringly obvious where your audience should look and click – no one wants to feel lost
- It shouldn’t be too easy to leave – whilst you’re not holding your audience hostage, you also shouldn’t give them too many options to click away during their time on the page. You can just include a button navigating to your website’s homepage.
- A single focused CTA – make sure that you’re only promoting one offer. This doesn’t mean you need to have a single button on your page, though. Instead, you can include the CTA throughout different sections of the page to make it easier for your audience to find.
4. Include social proof
We often look to our peers for recommendations or assurance, and it’s no different when it comes to B2B consumers. So if your business has worked with large or well-known organisations, see if you can put their logos on your page as social proof.
No logos? No problem. Another way to include social proof is by sharing reviews or testimonials from happy customers.
Adding logos or testimonials will help ensure that your audience isn’t worried about being scammed, which is becoming more and more common every day.
5. Optimise your lead form
The whole purpose of your landing page is to capture leads and use the information they provide to further engage with them and hopefully move them along the buyer’s journey. So, it’s understandable that you’d want to get as many details as possible from them. But asking for more than a name and email address may not be appropriate if you’re not offering a lot for it.
Consider how much information you would be willing to share for a similar offer, and let this dictate the length of your lead form.
Your landing page should have only one logical ending
We’ve talked about all the ways that you can make sure that your audience isn’t confused, overwhelmed, or annoyed. All of this is about ensuring that the reader gets to the end of the page and has only one obvious conclusion: they want to click the CTA.
Your landing page should demonstrate that you have the perfect solution to their problem so that they want to click that button.
Just remember: a great B2B landing page doesn’t have to be boring – all it needs to do is understand the needs of its audience and wants and take them on a compelling journey from start to finish.
While there are some key must-do’s and major no-no’s when it comes to building landing pages that convert, the beauty (and difficulty) with landing pages is they are always different depending on the offer, business, and prospect. So if you want to make sure you get it right, we suggest you leave it up to the experts.