Landing pages are a vital element of the conversion funnel, yet most convert poorly. In fact, the average landing page conversion rates for all industries are only 4.02 percent.
So what’s the reason behind these low conversion rates? The thing is, there’s no one size fits all solution for the perfect landing page. Instead, it combines best practices and principles that require constant testing.
Related: How to Improve Lead Generation with the Help of AI.
What is a B2B Landing Page?
What is a B2B landing page? At its core, it’s a page on your B2B business site that provides information about a specific product or campaign. B2B companies can bring in traffic to these pages, persuading visitors to take a specific action. Here’s how you can refocus your efforts from sales to marketing.
You can develop various B2B landing pages for different things- the services you provide, the webinar you’re hosting, and the features your customers are looking for. They help you rank for specific terms that they’re optimized for and will ask people to do something related to the topic that you’re discussing.
Here are the nine elements of a B2B landing page that actually converts:
1. Simple landing page design
The simpler the design of your page, the better. That’s because simple sites are also easier to load and use.
So, make sure you place global navigation at the top of the page with the search box in the upper right corner. If you place this elsewhere, users will leave your site dissatisfied.
2. The hero shot
The hero shot is a visual representation of your product or offer. Whatever you’re selling, visualization allows the users to see what it is and how it will help them. Are you selling software? Then make sure that a photo of the interface is included.
Furthermore, videos that show your products in action are also an excellent option for your hero shot. However, your content needs to be easy to digest and can easily comprehended.
3. Strong Call-to-actions (CTA)
Call-to-actions (CTAs) are short statements that are specifically designed to give your readers an instant response. One of the most common examples includes “Join our Newsletter” or “Sign Up Today!”
Ideally, the best CTAs don’t include confusing language. Instead, they’re straight up and have clear, concise wording that compels users to take action.
You also have to be precise with the placement of your CTAs. It should immediately be in front of your visitors. Don’t allow them to scroll through text folds without letting them take action.
Ideally, avoid misusing CTAs since they’ll only push away users and eventually hurt your sales.
4. Concise lead form
A lead form is vital since some users won’t be willing to convert without getting more information about your products and services. Moreover, getting lead information is a win since you can use it for your remarking and email campaigns. It’s another conversion form for your end, and you shouldn’t miss out.
So, make your lead forms short and to the point. Make sure to place it above the fold- place it as high as possible on your page to help maximize your conversions, and only ask for the information you need.
Finally, social proof on your lead forms persuades more people to take your desired action and boost your conversions.
5. Attention-grabbing headline
When prospects land on your landing page, they might wonder whether they should stay or hit the back button.
Most landing pages fail to capture the attention of your prospects because they try to do everything at once. Your headline has only one job that it needs to do, and that is to capture your reader’s attention.
Thus, you must develop a compelling argument for your prospect to convert. Your headline will make readers stop whatever they’re doing and then focus their attention on it. If you’re not able to this entirely from your end then you can take help from a headlines generator for creating compelling and attention-grabbing headlines. It helps to brainstorm and generate multiple options for headings by providing suggestions based on the input provided.
So, how do you create headlines that entice them to stay?
Here are some tips:
- Base your headline on a question
- Base it on a statistic or interesting fact
Base it on a deep-seated desire, hope, or what they want to hear. It should be something that you know your readers are struggling with yet can’t put the words themselves.
6. Clear and compelling copy
Your landing page isn’t your entire site. That’s why there’s no reason to tell everything about your business on a single page. What you need to do is to say to readers precisely the thing that they want to know and then highlight your credibility.
You should also narrow your page’s content in a way that captures the reader and then engage them to follow through with a conversion. Ideally, you only have a few seconds to convince readers to convert before they close a landing page.
Ensure you use compelling visuals, a clear headline, and subheadings to maximize your content’s skim-ability. It would help if you also used bullets to get your message across quickly. If you provide more text than that, there’s a high chance visitors will leave.
7. Compelling social proof
The internet is already filled with products and offerings. Most B2B professionals know that the products they choose are well respected and are already proven and tested products in the industry.
Social proof reassures them, especially if it comes from well-known companies and individuals in the same industry. So, put a section on your landing page highlighting reviews, quotes, and custom logos.
8. Thank you page
A thank you page is another essential component of your landing page because once users submit their info, you want to show what they have to do next to look for the resource.
Including a thank you page will redirect them after they’re done submitting the lead generation on your site. This primary purpose is to provide visitors a link to the link magnet they opted for, help them with the next step, or thank them for opting in.
9. Quick load landing pages
A slow-loading site affects not only your conversion rates but your search engine rankings, too. So, if you want a fast-loading B2B landing page, stay away from oversized images.
You can compress your images using tools like ImageResize or TinyPNG before you use them on your landing page.
Now that you understand the importance of website speed optimization let’s discuss how to optimize your website for speed. Here are some ways to improve your website’s page load speed:
Use a Content Delivery Network (CDN): A CDN is a network of servers distributed across multiple locations that deliver content to visitors from the server closest to their location. This can significantly reduce the load time of your website by delivering content quickly and efficiently.
Minimize HTTP Requests: The more HTTP requests your website makes, the longer it will take to load. To reduce the number of HTTP requests, you can minimize the number of images, scripts, and stylesheets on your website.
Optimize Images: Large images can slow down your website’s load time significantly. To optimize images, you can compress them, reduce their size, and use appropriate image formats like JPEG, PNG, or WebP.
Use Browser Caching: Browser caching allows your website’s visitors to store frequently used resources like images, scripts, and stylesheets on their browser cache. This can reduce the load time for returning visitors to your website.
Enable Gzip Compression: Gzip compression compresses your website’s files before sending them to visitors’ browsers, reducing the file size and improving load time.
Reduce Server Response Time: A slow server response time can significantly impact your website’s load time. To improve server response time, you can use a dedicated server, upgrade to a higher hosting plan, or optimize your website’s code.
Over to You
So, there you have it. Make sure you keep learning about these essential elements and apply these best practices to help maximize your leads and landing page conversions.
Focus on building powerful landing pages that are conversion-focused, and build lasting relationships with customers and leads. Good luck!
Alexe works as an Outreach Community Specialist from California USA. She works with different companies, and when she’s not working, she’s at home reading books and sipping the best local wine. Her goal is to drive awareness to people through her writings.