In the competitive world of B2B and technology companies, a landing page is key to unlocking higher conversion rates. Data shows that optimising these pages can lead to a significant increase in lead generation and revenue for your business.
What is a B2B landing page?
As defined by Unbounce, a B2B landing page is a standalone, campaign-specific web page created for a single marketing or advertising campaign. Simply put, this is where your visitors land after clicking on an ad or a link. Unlike websites, B2B landing pages are not crammed with navigation buttons and multiple links that encourage visitors to browse around and explore; instead, it is a focused tool designed for one primary purpose: converting prospects into leads or customers.
According to industry benchmarks, businesses that direct their traffic to dedicated landing pages witness up to a 55% increase in conversion rates.
Will it work for my B2B/Tech business?
The definite answer is yes. Landing pages help solve two of the most common challenges you face: getting new customers and growing your business.
A high-converting B2B landing page helps you attract qualified leads by exchanging valuable content or “lead magnets” for visitors’ contact information. It is one of the strongest lead-generation tools for your business.
B2B sales cycles can be lengthy, but data-backed insights reveal that landing pages play a pivotal role in moving prospects closer to conversion. The streamlined focus of landing pages has been proven to expedite the conversion process, reducing lead nurturing times by up to 50%.
Best Practices for a High-Conversion B2B Landing Page
Here are some common attributes shared by high-converting B2B landing pages:
Strong imagery
Create an impactful hero image to get your message across: who you are and what problem you are solving for your customers. Support it with equally strong visuals that help potential customers imagine the benefits they get out of using your product or service.
A visually compelling hero image can increase engagement rates by 30%, and recent statistics show that adding a video to a landing page can increase conversions by up to a whopping 80%. (WordStream, 2020)
Minimal & Focused Call to Action
A prominent and clear call to action (CTA) can improve conversion rates by an average of 22%. Whether it’s visitors signing up for a form, clicking through to a squeeze page or any other objective, let the CTA be easy to spot and compelling to read. Remove any other secondary links or navigation buttons that might distract users from taking action.
Highlight UVP & USP in your Copy
Your unique value proposition (UVP) and unique selling proposition (USP) should stand out in the headline and subheadline of your B2B landing page. In addition, your landing page copy should also emphasise the tangible benefits of your product or service, as opposed to mere features.
Social Proof
It’s been proven and tested: people are more likely to trust a product or service if real people recommend it. Add in those testimonials, reviews, partner logos, or trust badges to build credibility and eliminate potential uncertainties.
The Ultimate High-Conversion Landing Page Framework
Here is a step-by-step framework for creating high-conversion landing pages for your B2B/tech business.
Step 1: Prepare for Landing Page Creation
Before you can implement a high-converting landing page for your business, it’s important to plan and prepare. Establish these before starting anything:
- Carefully gauge whether you need a website or a landing page
- Set a campaign goal: do you want to drive more sales, get more conversions, or generate leads?
- Decide whether to build a landing page from scratch or use a template
Step 2: Write, Design, Build
Once you’ve clearly defined your goals and objectives, and have your sights set on building a high-converting landing page for your business, it’s time to roll up your sleeves and get started. Following the best practices mentioned above, work with your team to write, design, and build your landing page. Here’s a more comprehensive guideline for you:
UVP, USP, and Copy
- Develop a unique and concise value and selling proposition that clearly communicates the benefits of your offer.
- Use data-driven language that resonates with your audience’s needs and desires.
- Test your value and selling proposition to ensure it’s compelling and differentiated.
Visual Impact
- Choose a hero image or video that conveys the essence of your product or service.
- Use data on user preferences to guide your design choices, focusing on visuals that resonate.
- Ensure that the hero section clearly communicates your offer’s value within seconds.
- If you offer packages or plan-based pricing, Digital Squad recommends having this displayed clearly with a comparison of features, along with USPs.
Frictionless Lead Capture Process
- 29% of website visitors abandon a form due to security concerns and 27% due to form length. Generally, shorter forms tend to perform better.
- The average B2B lead form length in 2019 was 5 fields, which usually results in the highest conversion rates.
- Capture only essential information that you need to move the prospect through your sales funnel. This includes details like the prospect’s name, email address, and sometimes company name.
- Non-essential information, such as phone number, job title, company size, and more, can be requested in subsequent interactions or as the relationship progresses.
Call to Action
- Create a prominent and attention-grabbing CTA button.
- Position the CTA strategically to capture the user’s attention without distractions.
Social Proof
- Leverage social proof data, such as customer reviews, ratings, and case studies.
- Highlight specific metrics and statistics that demonstrate your product’s success.
- Incorporate real testimonials and endorsements to build trust and credibility.
FAQs
- Provide clear, informative answers to frequently asked questions as a way of building customer confidence. Adding FAQs to your landing page can establish your brand as an authority in your industry.
- Leverage FAQs and use them as a tool to qualify leads. By asking questions that help you understand the visitor’s needs and budget constraints, you can segment leads and provide more tailored follow-up communication.
Streamline Navigation and Eliminate Distractions
- Simplify the landing page layout to keep the user focused on the conversion goal.
- Remove unnecessary links and navigation menus to eliminate distractions.
- Use heatmaps and user behaviour data to identify and address areas of friction.
Optimise for Mobile
- Analyse mobile user data to ensure your landing page is optimised for various devices.
- Implement responsive design principles to maintain a seamless experience on mobile.
- Conduct mobile usability testing to identify and resolve issues.
Step 4: Technical Optimisation
Incorporating SEO best practices is equally important for landing page success. Keyword optimisation involves strategically placing relevant keywords in the page title, headings (H1, H2, H3), and content. High-quality content that addresses the audience’s needs is key, along with structured data markup to provide additional context to search engines. User-friendly URLs and descriptive alt text for images further enhance the page’s search engine visibility.
When landing pages are optimised both technically and from an SEO perspective, they can positively impact the landing page quality score in Google Ads. Higher quality scores can result in lower advertising costs and better ad placements. Furthermore, these practices also enhance the page’s discoverability in organic search results, attracting more organic traffic.
Step 5: Test for Improvement
- Implement A/B testing to continuously refine elements like headlines, visuals, and CTAs.
- Analyse data on user interactions and conversion rates to make informed adjustments.
- Regularly revisit and update your landing page based on performance metrics and user feedback.
Take your B2B marketing to the next level by implementing Digital Squad’s framework for Crafting High-Converting Landing Pages for B2B and Tech Success.