How to Build Effective B2B Landing Pages

Nov 1, 2019 7:03:12 AM

By Cathy Cain-Blank

Even the best product or service offerings can be overlooked or ignored if you don’t have attractive, easy-to-follow B2B landing pages that convince your website visitors to take action.

The key to designing effective B2B landing pages is to make sure they offer your audience value before you expect them to take action. Research shows that you have only 8 seconds to make an impression on a landing page — most people will leave the page within the initial 8 seconds if they’re not engaged. Even if you’ve enticed them to click on an amazing ad or social post, if you bring them to a page that’s bland, unresponsive, or hard to navigate, their interest will quickly wane.

We’ve put together a list of 7 B2B landing page tips to help you add more value to your landing pages and increase conversions.

7 Ways to Make Your B2B Landing Pages Pop

1. Write Clear and Concise Header Copy

Most B2B products and services are complex and it’s not easy to explain them on one page. However, clear, concise, and crisp messaging can improve your conversion numbers.

As much as possible, use words that are easy to understand yet powerful. Incorporate phrases that evoke emotions and resonate well with your target audience. Avoid taking the ‘verbose’ route. Keep it simple! You should be able to succinctly state why the reader should complete the form on your landing page.

2. Build Different Landing Pages for Different Campaigns

According to a recent study by Kissmetrics, 52% of B2B PPC ads direct the ad clickers to a homepage and not a landing page. Don’t make this mistake!

Instead, you should develop a number of landing pages targeting audiences at different stages of the buying cycle. Since they are at different stages, your messaging should be different for each audience. More landing pages are equal to more conversions. B2B companies with 10-15 landing pages increase leads by up to 55%, and B2B companies with 40+ landing pages get 12 times more leads than those with just five or six.

3. Make the B2B Landing Pages Visually Striking

Even the most basic or complex B2B products and services should have landing pages that are visually appealing.

Full screen background images and video backgrounds are the talk of the landing page town. However, make sure they’re optimized for speed and are responsive. According to a Kissmetrics study, even a one-second delay in loading your landing page can lead to a 7% drop in your conversions.

Also, while product/service images should be a part of a B2B landing page, images with people attract more website visitors. Per Chartmogul, 44% of SaaS landing pages have hero images featuring people and not products/services.  

4. Embed a Video

According to a study by Eyeview, you can increase your B2B landing page conversions by 86% by embedding videos. Animations and visuals can help a great deal in communicating the value proposition of your product or service. They also help in keeping your landing page visitors engaged.

5. Get Rid of Header Navigation

If you don’t want people leaving your landing page, don’t include your website’s header navigation.

Header navigation is distracting and draws users' attention away from the B2B landing page. The best way to navigate your landing page visitors to your website or another landing page is to add the navigation links in the footer.

6. Use the Right Call to Action

You can’t assume your audiences will inherently understand what steps you want them to take. Direct them. This is where visual expertise comes into the picture.

Use a call to action (CTA) that clearly indicates the desired course of action and stands out from the copy of your B2B landing page. Research shows that more than 90% of landing page visitors who read headlines also read the CTA copy.

Also, opinions differ on this, but we think it’s ok to use more than a single CTA provided it's for the same purpose. Incorporate secondary CTAs to ensure your landing page visitors take action even if they skip the first CTA on the page. You can place a secondary CTA toward the bottom of your B2B landing page.

7. Don’t Forget to Add an Offer

We’re talking about the B2B world, so by “offer,” we don’t mean deals and discounts. An offer can be anything that can add value and provide your landing page visitors with more information about your products and services. Offering spec sheets for a product, an e-book, whitepaper, or webinar are all great offers to extend.

The general rule of thumb when requesting contact information and answers to questions is to make certain that the information/knowledge you’ll be sharing is equivalent to the information you’re requesting them to provide. What you ask for should vary if you’re offering a tip sheet vs. an e-book. 

Visit our Resource page to see samples of landing pages. For more information about or help creating landing pages, contact us!