Are you still sending your PPC and search engine optimized traffic to your homepage? It is time to create some B2B landing pages to replace the ambiguous homepage where visitors have to guess what to do next! A landing page is any page on a website where traffic is sent specifically to prompt a certain action or result. Having specific B2B landing pages tailored to different offers is essential for providing a quality experience for visitors and driving conversions with a targeted message that matches each user’s needs. An effective landing page can help pull in readers, generate conversions, and ultimately produce the conversions you want.
But how do you get a great landing page with off-the-chart conversion rates? Here are Forward Vision’s tips on creating the most effective landing page:
1. Know your goal, your audience, and your competition
What do you want the user to do on your landing page? Buy a product? Fill out a form? Sign up for a newsletter? The first step for any B2B marketing strategy is always deciding on what your goal is. Next, you must consider, who is my audience? What is their demographic? What are their hopes and needs? How did they get on my page? And what do they want from my page? Understanding your audience is the key to convincing them that you have what they want. But why should they choose you? Many users might have already been on your competitors’ landing page before getting onto yours. So how do you stand out and beat them?
2. Have a killer headline
The most important piece of content on B2B landing pages (or any page, for that matter) is the ten or fifteen words in the headline. So make it big, clear, and strong. It should grab the reader’s attention, inform the reader what the page is all about, and be relevant to why the reader is on the page.
3. Have effective sub-headlines and sub-points
A landing page should offer all the necessary information, but not so much as to overwhelm the visitor. People online have very short attention spans, so provide the essential information that will interest your audience and nothing more. It’s absolutely vital that your visitors can capture the essence of your offer with a quick glance. Make it easy to scan by highlighting your main point in the headline while using sub headings and bullet points for added info. Emphasize key points using bolded text or italics, use fonts and colors to indicate information hierarchy, and keep things as brief as possible.
4. Pay attention to visual aspects
On top of having great textual content on your page, it is also important to look at visual aspects as well. Using complementary and contrasting colors is a great way to call a visitor’s attention to exactly where you want it. Consider adding visual cues to clue the visitor in to what they should do next. You can go the obvious route with arrows, or try something more subtle such as making a bright button the focal point of the page. Also, having bright, eye-catching images can make for a more attractive page and a better user experience overall.
5. Include a picture or a video
Pictures and videos help visitors digest information on a page more quickly. The picture/video should be relevant to your product or service. If you are selling a physical product, it is essential that your landing page contain an image of the product. If you are selling a service, it is helpful to include an info-graphic or technology explainer video to describe the service.
6. Add customer testimonials
Users want to know that they can trust you, and customer testimonials are one of the most important trust signals you can have. Testimonials produce conversions like nothing else can. They are compelling because they show the customer what they will experience if they decide to use your product or service, making them perfect for B2B lead creation.
7. Have a call to action!
Now that you’ve explained your product/service, it’s time to tell visitors what you want them to do. Whether it’s a purchase or a sign up, you won’t get the conversions if you don’t ask for them. Make it big, compelling, easy to find, and easy to do.
See below for a visual example. Also, feel free to contact us for more tips or to have us create ideal B2B landing pages for you!