How to Design and Optimize B2B Landing Pages for New Leads
When it comes to raising leads for a B2B business, almost everyone accepts that the task is far more difficult when compared to a B2C one. This makes many in the B2B business ecosystem to assume that lead generation through digital platforms is not something which should be tried.
However, B2B marketing and sales experts point out that it is imperative that B2B businesses go for lead generation through digital marketing. Using landing pages and creating well-crafted marketing and ad campaigns can help in improving sales conversions.
Any B2B business looking to grow in terms of customers and revenues needs to perform on the conversion front. In the following sections of the article, we are going to focus on optimization for landing pages for B2B businesses.
B2B Businesses and Landing Pages: Why is it Important?
The sphere of Digital Marketing is complex and interconnected. The maze of different processes, paths, and strategies might seem to overlap. The Landing Page, one which captures the details of potential customers or leads is the last step of the process of lead generation.
Before the same, a B2B business needs to focus on the following, which ultimately leads potential leads to reach the landing page-
- The storyline of the ad campaign
- The purpose of the marketing campaign
- The digital platform of choice- social media or search engines
- The kind of information required from the customer
The above-mentioned four points come before a landing page in the user’s journey. Care should be taken to ensure that the above is done in an intelligent and strategic manner.
List of 5 Ways to Design and Optimize B2B Landing Pages
In this section, we take help from one of the world’s leading B2B landing page service agency and ask them about the top five ways to help design and optimize a landing page.
1. Simple, Clean, and Minimal Design-
B2B businesses and their agencies need to understand that when it comes to landing page conversions, simpler and minimal designs work best. The intention behind using a minimal design is that the users should not get confused in terms of the design or the experience. The highlight or the hero should be the headings, text, and the product/service on offer.
2. Strong and Direct Headings and other Textual Communications-
Unless the users are able to understand what, you are asking them to do, they will not feel confident about filling out the final form. B2B businesses should ensure that the headings are clear and direct. In other words, if you want them to rent heavy machinery, you need to use the words ‘rent’, ‘periods of rent’, ‘pricing for rent’, and so on.
3. Offer something of value to the Users-
In this day and age of offers, discounts, and freebies, digital users have developed a habit of the same. This stands true for B2B Landing pages as well. If you are a digital agency looking to work with brands, you can offer them something like a Free SEO Audit, or a Consultation, etc. This is what will help increase your conversions and create probable leads.
4. Use Trust and Credibility Signals on Landing Pages-
Anyone who comes to the landing page of a B2B company does not want to be the first one. This means that if they see that other companies in their niche are working with the brand, they feel encouraged to do the same. Having customer testimonials, listing logos of other B2B businesses, which work with you, etc. can go a long way in acting as a confidence booster.
5. Work with a Specialized Landing Page Building Agency-
Creating highly optimized landing pages that deliver on performance is not an easy task. Digital marketing agencies, which offer tens of services, might not be experts at creating landing pages. If you really wish to gain from your efforts, you need to start working with an agency, which specializes in the micro-niche of landing page lead generation conversions.
The Final Word
Once you have the above issues and areas sorted, it would be a good idea to run some A/B testing on the same. This will allow you to understand which landing page is performing better. It is not difficult to raise qualified leads through well-designed and optimized landing pages for B2B businesses.
Paying attention to the above-mentioned points in the article will help you make the most out of your lead generation campaigns. If you wish to know more or have any specific questions in mind, make sure to drop them in the comments section below.