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B2B landing pages: An almost-silver-bullet guide to improving conversions

By • December 7, 2021

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SEO level: Intermediate, a community post submission.

Are you thinking about designing an effective landing page and how to make great landing pages to boost your website’s conversion rates? We will take you through the process to get fool-proof results. Read on to know!

While designing a landing page can be seemingly simple, there are quite a few tactics to keep in mind to juice maximum conversion. With technology making life much easier, you can create a landing page with the help of a drag-and-drop builder. This means that you do not need to be a professional developer for a specialized page, and this task can be done within a day or two.

What is a landing page?

A landing page is your website’s page that a user ‘lands on’ after clicking a search result, advertisement, email, etc. After arriving on the landing page, visitors are prompted to take an action, like signing up for your newsletter or purchasing your services or products.

Hence, a web page designed for driving conversions (visitors into leads) by capturing data from the user is a landing page. This includes capturing prospects’ details through signup forms, a white paper download, ebook download, webinar signup, etc.

Your homepage can also be your landing page or a separate page fashioned for a precise promotion, deal, or product.

Some people get confused between a landing page and a homepage. It all derives from how visitors discover your page and the purpose of its existence. Homepage to a website is commonly found through social media or word of mouth. However, the landing pages are mostly discovered organically and via paid ads.

Core concepts to keep in mind before building an SEO tailored landing page

1. Your goals

The primary step for developing a successful strategy is to identify the goals you are trying to achieve, to be more precise, what you want your visitors to do. Before you’d be able to track conversions, you need to define them. You should answer the questions such as,

  • Where do you want your visitors to click or proceed after arriving at your landing page?
  • Would they be prompted to purchase something? 
  • Will your visitors sign up for your newsletter?
  • Would they download a brochure?

2. Your in-market and SEO competitors

The second thing you should sort out when designing your landing page is to understand the opportunities gaps by analyzing your competitor/s. Ask yourself who you are competing against, what traits make them succeed, and figure out how you can replicate that success by innovating it further.

Imitation can be at times, the easiest way to beat a competitor that got a tad comfortable in sitting in a high position. 

A few good competitor research tools you can use include the following.

3. Build Trust: Know your audience and their needs

You should be aware of your audience’s needs and what they are looking for. You should know their expectations and common pain points. You will not be able to produce a results-driven web copy unless you are aware of your prospective customers.

Having said that, the set of questions you should answer are as follows.

  • Can your visitors afford your service or product?
  • Are you offering something irresistible on the landing page that your competitors are not? (why should they convert?)
  • Are you solving a pain point, or, have you provided a selectable pain point voice on the landing page? 
  • Where are the users flowing from? (ex: seo, email, paid)
  • Are you capturing non-redundant information? (ex: you don’t need to ask for a location as more CRMs can estimate where the user submitted the form) 

Determining the responses to these questions is essential to decipher what persona you’re working with. 

You can try using different messages according to where your visitors are coming from. A specific message may work for visitors who get to your landing page from Google as opposed to those coming from Facebook or Twitter.

Tip: Companies that have more landing pages – 30 or more, generate seven times greater b2b leads.

Thus, consider having a personalized landing page for every product. But that can be quite cumbersome. So, you can begin with individual landing pages – one for each product and grow from there with time.

The purpose of an effective landing page

1. Get more conversions (app signups, downloads, or email subscriptions) 

The function of a high-converting landing page is to direct the visitors down the funnel more efficiently. People are easily targeted to your call to action (and further headed to subscribe, download, sign-up, or purchase) through your landing page, so instead of wavering your call to action on your homepage, you can direct your visitors to your CTA right away on your landing page. 

2. Getting more people to know about your product or offer

Novice marketers tend to divert their pay-per-click traffic to their website’s homepage. However, this is a common mistake. Precise landing pages personalized for each offer are crucial to providing a valued experience for the visitors as well as having high b2b landing page conversion rates through a directed message that meets users’ needs.

Best landing pages focus on one promotion at a time. While they are outside of your website’s nomenclature, their purpose is to merely transmit a distinct message across. It can be useful in the following ways.

  1. This helps in moving one specific product or offer to the forefront for better conversion.
  2. It helps you solely study the outcome of a specific marketing goal, product, or keywords.

3. Achieving high SEO ranking for your webpage

Landing pages are designed to focus on a particular set of keywords or search terms. They can be marketed through Google Adwords as well as other paid promoting methods, helping to thrust the landing page up. This way your product or promotion gets in front of individuals making similar searches.

What makes a landing page effective?

The best landing page designs are simple and speak to your audience. Take your pages to the next level with these 9 tips on landing page design. This guide will show you how to leverage color, placement, headlines, and copy to create the perfect landing page.

1. Optimize your landing page

What does optimize actually mean when it comes to website content? It means to design your web copies including landing pages the best they can be, including copy, imagery, and keywords. Hubspot offers a detailed insight about optimizing landing pages that you can read here.

2. Present an excellent offer

While it seems so, but it’s not always true that anything “free” is eligible to be “good”. What’s our opinion is that your offer should not only be free when it comes to sales pages but should also be “good enough” to prompt a visitor providing you their personal data. You are already aware that your competitor companies are also looking for your viewers’ response, requesting their information and importuning them through email. So, how are you going to stand out from the crowd? Your outstanding offer is going to do that for you.

The following questions can determine if you have a compelling offer or not:

  • Is your offer resolving a pain point for your target audience?
  • Do you have a distinct benefit for a lead to be gained from your offer?
  • Can your offer outdo the competition?

4. Knowing what your buyers need

When bringing in traffic, you should be aware of your buyers’ journey.  What this means is that you have a clear idea of whether they are trying to make a diagnosis to a problem – awareness, hunting for an answer to their problem – consideration, or are considering to finalize (decision). It is like meeting your audience where they are and your landing page promotions should show this for conversions.

5. Creating a consistent and useful landing page

Your landing page should not be a surprise for your visitors, rather reflect exactly what it advertised for. In other words, your copy should be consistent. The words that you use to drive people to your landing page should be the ones used on your landing page too, be it a social post, a paid ad, email, or blog CTA. Remember to avoid clickbait and wanting to convert at all costs if you wish to retain your visitors around.

5. Your path to conversion should be distinct and preplanned

Your landing page navigation should not involve any guesswork. When a visitor finds your landing page, you should be clear about what your goal is – to direct them to enter their data into the lead generation landing page.

  • You can direct your visitors for a conversion in the following ways.
  • A contrasting CTA can draw visitor’s attention
  • Image gazing or pointing to your form
  • Arrows pointing to the lead form
  • Anchor text brings visitors to the form after being clicked
  • Using outline or bold colors for lead

6. Incorporate a high-demand factor

If you add the high-demand factor, you’ll let your audience know that your product or offer is soon to run out. This is the emotional marketing tactic to give them the fear of missing out (also called FOMO).

Buyers generally don’t want to miss the ability to choose. When you convey that your product is “limited”, more people are likely to buy. This psychology of scarcity marketing is shown in a cookie jar study. Moreover, this technique is useful because people are more inclined to buy things that are difficult to obtain as this denotes their scarcity and value.

Using terms such as “ending soon”, “limited time offer” and “last call” can help. But, remember not to be too fake, so use only tricks which are true to your product or sale.

7. Add a video for a positive ROI

Video marketing is one of the great ways to promote your product or offer. This is so because customers find it easy to watch a video to get an idea about themselves than to read. According to Hubspot, 88% of marketers state that videos bring a positive ROI. Just keep in mind that the video should be effective and does not distract the audience from the main goal – the call-to-action.

Here are some merits as to why you should definitely go over the edge to do video marketing.

  • Improves conversion rates
  • It is an amiable way to propagate your message and connect with your audience
  • It is more engaging as compared to images and prompt prospects to click
  • Can be helpful in decreasing the amount of support calls and tickets

8. Don’t use stock imagery that is not relevant / too generic 

The images you add to your landing page can serve as the making or breaking point. While the copy is important for your landing page, the images also carry great weight in determining your conversions. So, use customized images rather than just picking up the stock images that are too generic or irrelevant. Your images should be personalized and unique and not the ones the prospect would see elsewhere also – that sets you apart.

Furthermore, remember to employ visual communication wherein, your image will show what’s unique about your offer – at a glance.

9. Reducing page loading time

Even a delay of one second in the loading time of your page can reduce your conversions by 7% and page views by 11%. Sluggish page load times can likely lead to customer frustration and disengagement.

Hence, you should pay attention to your landing page loading time as an important factor that should be taken seriously.  For Better Lead Generation: Think outside the box

10. Have an optimized Thank you/Next step page

Do you know a Thank you Page can work wonders to boost up your business sales online? It works as an invisible relationship with your prospective customers. But the problem is, most SEO marketers don’t completely understand what worth it holds for them.

Visitors, leads, and customers should see a thank you page after joining your email list, submitting a form, or making a transaction. Consider a thank you page as a tool for converting new visitors into warm leads and returning consumers into repeat customers.

For your better understanding, here I have jotted down some of the key points to add to your thank you/next step page. And see the magic.

  • You may ask for referrals at this step and it can serve as a constant source of profit. The great number of consumers getting influenced by word of mouth is a fact that cannot be denied.
  • Secondly, you may ask for sharing on social media websites like LinkedIn, Facebook, Instagram, etc. It makes you achieve those results based on specific demographics and the psychology of people over there. Let me explain it. If you already know that most of your consumer’s time is spent on Facebook, then ask them to ‘Like’ your page and share it. It’s better than asking for Referrals.
  • Acting on a discount strategy never fails. Do it more often and expect fruitful results coming out of it. Such as, if you subscribe to our newsletter, get a free sample of our best-selling item/free gift/ +25% off your first order. It could be anything.

11. Be a guide along your B2B buyers’ journey

The buyer’s journey plays an important role in converting a decision into a prospective sale. It is a detailed process of becoming aware of the decision, considering it and evaluating its pros and cons, and moreover deciding to go for it or not.

The buyer’s journey usually comprises of three main steps:

  • Step #1: The awareness Stage
  • Step #2: The Consideration Stage
  • Step #3: The Decision Stage

You must have a close understanding of the buyer in order to read his/her mind. Gear up your sales process to have a high-value return from the buyer’s journey.

In between all this, don’t try to be salesy, instead educate them along the entire journey of buying.

Provide them with the desired resources they need to help them define the problem.

Identify your USP (Unique selling proposition) and set your game on the basis of it. It will set you apart from the competitors. Be like a guide to your consumer, helping them all the way.

12. Build a relationship

Engaging your consumers is the key to developing good customer relationship, regardless of the size of your company. It all starts with these seven tactics which are as follows:

  • Start writing killer emails. Try your best efforts to make the full value of every email you sent. Every single email should help you build a connection with your prospective customer. It should help your customer that you’re providing value and personalize his/ her preferences. Keep your customer updated with the latest happenings and offers i.e. valuable information.
  • Surprise your audience with your exceptional customer service. Your attention to detail, active listening power, empathy, and care towards each client should be at a par level.

Converting landing page best practices

A/B testing elements (such as headlines, call-to-action-buttons, and more/less fields etc.)

Was that a lot of information? We’ll go over these landing page best practices in more detail below.

1. Craft a headline that grabs the attention

Your headline should entice the visitor and grab his/her attention by showcasing the product or service in no time.

Some key points to remember while crafting the headline are:

  • Don’t forget to mention the perks. Use sub-heading to elaborate the concept more. People love to discuss about the benefits.
  • Call out your targeted readers directly especially in the headline.
  • Sometimes longer headlines can also be used such as 10 words or longer.
  • Differentiate yourself from the competitors.

2. Create a clear image of what you’re offering

Building an image is one of the most crucial aspects. It should talk to your target audience. You are building a relationship and conveying your emotions to them. The visitor should get convinced and feel how it would create a change after they accept this offer. So, work on this part.

3. Write killer copy

Don’t waste all that effort developing the perfect headline and selecting the perfect image only to have your call-to-action fall flat when it comes to the words that will actually sell it. Your material should be concise and clear, and it should direct your visitor to the action you want them to take. To make the visitor feel involved, compelling copy uses “you” and “your” to communicate directly to them.

4. Add a precise and clear call to action

The call-to-action (CTA) is one of many aspects that stimulate conversion on your landing page, and it’s perhaps the most crucial. The CTA button should stand out, so use a color that contrasts with it. Use an action verb that states out what you want visitors to do, such as “submit,” “download,” or “get it now,” to make it obvious what you want them to accomplish.

Most importantly, never have visitors backtrack in order to click a button — CTA buttons should appear in strategic locations that complement the user’s experience. For example, a “sign up now” button should be placed after a user has read about your offer or product, not before, because it makes no sense for a user to sign up for an offer they haven’t read about!

5. Remove unnecessary navigation

Your landing page has a single and sole purpose: to convert visitors into leads. Any competing links, including internal links to other pages on your website, will take attention away from that purpose. To direct all of your visitors’ attention to your call-to-action, remove any other links from your page.

When you include navigation links on a solo page, you link it to other sites on your website, which diverts visitors’ attention away from the offer at hand and, as a result, lowers the post-click landing page conversion rate.

6. Turn your landing page into responsive, if it is not

Your landing pages must be responsive to support all viewing experiences. On mobile devices, the last thing you want is for your form to disappear. Give your visitors every chance to convert, regardless of how they’re seeing your page. Here are some effective tips for you.

  • Begin small and broad. The widest conceivable image use cases may be found in the landscape smartphone viewport. In this viewport, begin designing and previewing.
  • Check your smartphone’s landscape viewport against your portrait viewport on a regular basis. The portrait format is the smallest and has shortest headline lengths.
  • Always preview and scroll. Scrolling all the way down to the bottom of your pages will help you keep the page’s integrity across all viewports.
  • Pay attention to how your forms scale, fit, and scroll, as well as their field kinds, button behavior, and how hints and errors are presented.
  • Use visuals that are highly communicative. Observe how your images are perceived in different viewports as they change position or size.
  • Make wise navigational decisions. Determine the maximum number of navigation tabs that responsive design can accommodate. This is dependent on the length of the words.
  • Ascertain that video and other third-party media are also responsive. 

7. Optimize the landing page for search

It is true that email blasts, social posts, and other marketing strategies will drive traffic to your landing page, but it should also be optimized with target keywords for paid ads and organic search. Your landing page should come up when someone searches for your keyword phrase. Similarly, if you use sponsored ads to target a keyword, those phrases should appear on your landing page.

 

Top 5 SaaS examples of effective landing pages 

When you’re dealing in a SaaS business world, your site is critical for lead generation. Having a wrong choice of font, or mismatch of color palette, or a bad scrolling experience can turn off your customers’ expectations (aside from search engine penalties).

For this factor, the best is to design a killer SAAS landing page that maximizes every visit into a potential customer.  Here are the Top 5 landing page samples to get your creative juices flowing.

1. Eventbrite

In some cases, the straightforward approach is the best where you exactly know what you do and how to project it. And that’s what Eventbrite has done. It is one of these best b2b landing page examples to have.

Their website’s tagline is “The destination for experience makers”. How beautifully they have summed up all of their services in a gist instead of selling their services directly. They have projected that the company is more people-oriented and cares about their experiences rather than the event itself. Their branding game is top-notch and is quite successful in grabbing people’s attention.

Key Points to Note:

  • The entire website doesn’t involve you in too many things, which makes it quite simple, cleaner, and user-friendly.
  • Everything is quite easy to read and visitors can be quickly prompted to take the next steps.

2. Anaplan

If there’s something that matches a clean and simple example of call-to-action that is Anaplan’s website. It leads you to request a free demo on the very first visit.

The landing page is designed so well that you will enjoy exploring different case studies through video versions or in text. And it would help you gain an insight into how they found the desired success formula.

One thing more to note here is you will get these two buttons on each of your browser windows i.e., Get Demo & Contact us. These buttons have been used very wisely and take you on a successful journey. Apart from this, easy navigation and immediate access to the resources make it quite a delight for consumers.

Key Points to Note:

  • The color usage here is quite clever. The bright neon colors help you navigate the site easily.
  • Distraction is quite limited due to the easy navigation process. The entire website is divided into different sections, pages, etc. which saves you from information overloading.

3. Marketo

If you don’t want to go further in the multiple images option, see Marketo’s landing page for reference. The landing page’s comprehensive support is unmatchable. Whoever signs up for this website gets the freebies along with it as we discussed earlier.

Marketo outperforms many other sites when it comes to using post-click landing sites to enhance their automation. This significantly enhances conversion rates.

Key Points to Note:

  • The best thing about this landing page is its ‘to-the-point’ structure. There is no necessity to visit multiple pages and get distracted. Everything is displayed in front of you.
  • Attractive, simple, and highly aesthetic designs are essential. You can’t deny its fact. Look at this website and you will know what I am talking about.

4. Xactly

Xactly’s landing page is all about navigating through multiple options in a fun way. All the entire processes linked with it such as lengthy videos, motivational posts, lots of reading texts, etc. are set in such a way that you don’t get bored at all. It is a clear example of simplicity and transparency. It doesn’t look dragged or vague at all.

It is a one-page website, having one form only. No irrelevant questions at all. Xactly’s choice of design does the opposite. It’s one page. One form. All of these attributes make the entire process quite easy and user-friendly for you.

Key Points to Note:

  • Both the name and the branding are incorporated into the design. It’s straightforward, uncomplicated, and, like the following phases, precise.
  • This type of open-ended question added in the form encourages both parties to have a greater understanding of one another. It is mutually beneficial. The more the form-filler fills out, the more time sales and marketing have to contextualize communication before it starts, saving time and energy on figuring out what path future interactions should take to be useful.

5. Domo

The thing that Domo is unique in, is stressing the value of the client. The wording on the page is all directed at the visitor, with a lot of ‘you’ viewpoint and information about what you can accomplish in a short period. It’s not only a terrific approach to demonstrate their Proof of Concept, but also to frame their free trial and overall offering. They also urge trial customers to continue exploring later to ensure that they obtain first-hand experience finding out how and why Domo can address many of their current problems.

Key Points to Note:

  • Domo creates an everlasting impression through its exceptional landing page.
  • Secondly, it showcases the diversity of its clients wisely.

Frequently Asked Questions on Landings 

1. How much does a landing page cost?

If you want services from a digital agency to construct a landing page, you should expect to pay anywhere between $600 and $3,000. A strategic landing page can cost anywhere from $1,500 to $2,000. A dynamic landing page might cost anything between $2,000 and $3,000. It totally depends on what your requirements are.

2. Do I need a website to create a landing page?

A landing page can be part of a website, but it is also possible to create one without one. The ability to focus your visitors’ attention on the action you want them to take is the major distinction between the two.

A sign-up form is always included on landing pages to capture subscriber information such as email addresses, names, interests, and location.

3. What is the difference between a landing page and a website?

Landing page vs Website

  • Websites have navigation, whereas landing pages do not. A page with no navigation links is solely focused on one purpose, which is exactly why visitors are drawn to it. Navigation links not only divert visitors’ attention away from the conversion goal. They have the potential to cost you money.
  • Ads drive traffic to landing pages; traffic to the homepage originates from a variety of sources.
  • Website homepages are the front page of a company’s website while landing pages are different from it.
  • Website homepages stimulate website browsing while landing pages have a specific objective.

4. How long does it take to build a landing page?

It all depends on the level of complexity. 1-2 days is quite fast and possible for a simple landing page. Otherwise, 1 week is enough to make a complicated one, with quite a few revisions too.

5. Is the landing page the same as the home page?

A landing page and a homepage should both offer a lot of relevant and appealing material. The purpose of homepage content, on the other hand, is to educate and speak to your leads’ value and pain concerns. A landing page, on the other hand, is designed to convert visitors into b2b leads for a specific offer, such as a demo or case study download.

6. Can a product page be a landing page?

A product landing page is a post-click page designed to persuade visitors to take advantage of a product-related offer. It is one of those landing pages that convert and resembles a standard landing page in terms of design. To entice visitors to click the CTA button, it includes conversion-focused components such as a compelling title, benefit-oriented language, hero photos, social proof, and more. The only thing that sets it from other landing pages is that it is exclusively used by businesses that sell goods.

7. Are landing pages bad for SEO?

Landing pages aren’t disliked by Google; in fact, they’re considered critical to a successful sales funnel. The point is, creating landings helps you increase your keywords base and create internal relevant links to support your key pages. This directly helps increase the flow of organic b2b sales leads.

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