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How to get better conversion rates from your B2B landing page

You’ve worked hard to create a landing page for your promotion, new product, service or blog. But hardly anyone’s viewed the page, and those that have leave without completing your call to action.


So why isn’t your landing page generating leads?


B2B landing pages computer screen with lots of colour and 6 call to actions

What is a landing page?


A landing page is a stand alone web page that visitors come to after they click on a link. This can be on a PPC ad, email campaign, social media post or other targeted activity.


The main goal of a landing page is a conversion such as an email signup, download, event registration, and of course purchase. In other words, to turn a visitor into a customer.


So how can you create a landing page that engages and drives conversion?


What do you want your B2B landing page to do?


Before you start creating your landing page, you need to have a clear understanding of who you’re trying to reach and what you’re offering. Write for your audience not for the masses. Someone who works in demolition isn’t going to be interested in your new range of bathroom suites.


Keep it simple and focus on just one offer with one goal. Your visitor needs to understand what your page is about as soon as they land on it and what action you want them to take once they've read it.


Write captivating and engaging headlines


People scan a site rather than read it in full, so make sure your headline hooks them straight away. Let the reader know exactly what you’re offering. For example:


  • Enjoy seasonal organic vegetables delivered to your home every week

  • Our new inspirational paint colours will breathe life into your home

  • Hear the latest developments in site safety from industry experts


Try not to make your headlines too long.


According to CoSchedule - Headlines with around 12 words tend to earn the highest number of click-throughs.

Rather than try and cram everything into your heading, you can include additional information in supporting headings.


Enjoy seasonal organic vegetables delivered to your home every week

Sourced from local farms, no subscription required



Our new inspirational paint colours will breathe life into your home Natural hues, soothing blues or leafy greens – what will you choose?


Hear the latest developments in site safety from industry experts

Join the online discussion at 12pm on Friday 26th March


You can also create a sense of urgency with your sub-headings by using phrases such as “Limited time offer,” “Only 4 spaces left” or “Offer ends tomorrow.”


Your page layout


Keep your page layout simple and easy to read.


By keeping your landing page simple you’re more likely to convert as you won’t detract from your messages and CTA. And don’t forget that your design needs to work on mobiles as well.


Ideally, your landing page design should follow the general look of your main company website to reinforce your branding and authority. This means using the same colours, fonts and styles.


But unlike your website, you don’t want to include a menu navigation bar or links to other pages. After all, the aim of your landing page is to convert. The last thing you want is the visitor going to another page or site. Too many links lower the conversion rates, so simple is best.


Plan the different components of your page and the order you want them to appear. Think which ones should be above the fold and which ones below.


Above the fold and below the fold are newspaper publishing terms and refer to when newspapers were printed on large sheets of paper and then folded in half for display on newsstands.


Attention grabbing headlines, images and the main content were on the top part of the page, where they would be seen on the newsstand while supporting or less important information was placed below the fold.


newspaper stand


Landing pages work on the same principle. You want the main engaging information and your hero image at the top, and then the supporting details below the fold, as the reader scrolls down. Below the fold information can include FAQs, social proof, features and a repeat of your CTA.


Clear call to action


This is how you achieve your conversion goal, by prompting the visitor to take the action you want.


Make sure your call to action is clear and isn’t lost on a cluttered page. Think about both above and below the fold CTAs.


While standard call to actions such as “submit” or “click here” prompt some action, they’re uninspiring and don’t tell the visitor what they submitting to or what happens if they “click here.” People are more likely to complete an action if the CTA is inspiring, uses terms they understand and tells them what the button does.


Enjoy seasonal organic vegetables delivered to your home every week

Sourced from local farms, no subscription required


Yes, let me choose my fresh veg CTA button

Our new inspirational paint colours will breathe life into your home Natural hues, soothing blues or leafy greens – what will you choose?



Pick your free sample card and pot CTA button


Hear the latest developments in site safety from industry experts

Join the online discussion at 12pm on Friday 26th March


I want to join the debate CTA button

Finally, make your CTA simple to action. If you link to a form, keep it short. People don’t want to have to fill out field upon field of information or click several buttons as part of the conversion process. These are great reasons for them not to convert. If they’re asked to complete too many actions, they will simply abandon the process.


Include social proof


People need to be confident and trust what you’re saying or offering. One of the best ways to build trust and credibility is through social proof. This can be testimonials, case studies or even just customer logos.


Social proof allows you to show that other people have bought your product or service, signed up to your newsletter or downloaded your white paper.


Start driving conversions from your landing page


Landing pages are a central part of many marketing campaigns. They’re your sales pitch and crucial to lead generation. They’re designed to convert visitors into customers.


Thinking about your design, headlines, CTA and including social proof are just some of the steps that will help you create a page that’s easy to navigate, engages visitors and drives conversion.


Finally, captivating copy is probably the most vital aspect of a successful landing page. But of course, I would say that!



As a freelance copywriter I understand how to write persuasive landing pages and web copy. If you need help writing engaging copy for your B2B landing page, get in touch and let's have a chat.



 

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