It doesn’t matter how hard you’ve worked to drive traffic to your website or how well designed your marketing campaign is — at the end of the day, it is up to your landing page to convince potential clients to take the next step.
When designing high-converting landing pages for your B2B, you have to find a balance between inspiring business minds on an emotional level first and then following up by appealing to their more logical side.
Here are six tips to help you find this balance and help you develop high-converting B2B landing pages.
1. Create a landing page for each campaign message
A recent study by Kissmetrics shows that 52% of B2B PPC ads point towards a homepage, not a landing page. This is a mistake that B2B’s make because most homepages are designed with a general, exploratory purpose in mind. They are not necessarily designed to convert.
On the other hand, a landing page has a singular purpose: converting your website’s visitors into leads.
Each ad campaign your B2B runs should be targeting users at various stages in the buyer’s journey, with targeted messages that motivate them to convert based on their needs at the time. By having a landing page for each campaign that backs up this messaging, your potential customers are more likely to convert.
2. Provide clear and concise messaging
Many B2B products and services can be complex and challenging to explain in simple terms. Having a clear value proposition with meaningful and direct copy can drastically improve conversion rates.
Ask yourself what your visitors want and how are you going to deliver. Make this clear from the moment they come to your landing page with a solid headline, strong subheading and a clear call-to-action.
When it comes to landing pages, first impressions count. Take a look at Slack’s landing page:
This landing page conveys what the company does with a bold and direct headline, strong supporting subheading, clear call-to-action and an attractive hero image — all above the fold.
3. Give your customers something in return
If you are requesting information from your potential customer such as email and phone numbers, you need to offer them something in return. This can be anything from a white paper, e-book, webinar or even a free trial. Regardless of the method, make sure the content you provide is an equal exchange for your B2Bs knowledge or expertise.
A great example of this is HubSpot’s Website Grader:
In exchange for your email address and website, this tool analyzes the performance of your site. It provides immediately actionable advice as well as the benefits of using HubSpot to fix those issues.
4. Focus on product benefits, not features
When it comes to copywriting, you are taught to ignore product features and instead sell customers on the benefits of using your product or service instead.
Features describe what the product does, setting it apart from the competition. In contrast, benefits are the outcomes or results that customers will experience using your product or service. These are the very reasons why a potential customer becomes a paying customer.
You need to know your target audience’s needs, what’s getting in the way of those needs and how your product can remove those barriers. An example of this is the landing page for HubSpot Academy’s social media course. Instead of listing the classes’ features, it lists out career and business benefits instead.
5. Include trust factors
To help win over the logical side of your B2B customers, include trust factors. These can be testimonials, reviews, case studies and examples of your existing clients that help reassure your potential customers that your offer is the real deal.
Take a look at the LogMeInRescue landing page:
On this landing page, they display a collection of business logos from companies that use their product. This creates trust by illustrating to potential customers that other trusted businesses in their industry use this product, so it must be legitimate.
6. Remove header navigation
In most situations, you will want to remove or minimize the header navigation from your landing page. When you link from a call-to-action to a gated offer on your website, you don’t want people to get distracted by other content.
You want your landing page’s first view to have no distractions except for the strong messaging and call-to-action. You do not want to contribute to choice fatigue. You can place secondary call-to-actions and links in the footer to lead to additional content if needed.
Take a look at this landing page for DocuSign:
This landing page is clean and easy to navigate. Users are not presented with unnecessary distractions as there are no navigation menus on the page. The only exit link is the header logo, which opens in a different tab.
When it comes to optimizing your landing pages, these six tips will work better for some B2Bs than others. So, be sure to A/B test your landing pages to see what works best for your audience and generates the most conversions.