Landing Pages Best Practices
Based on the frequency and expertise of the companies researched, the following five best practices have been identified for the creation of successful landing pages. The business to business (B2B) best practices are social proof, simplicity, call to action, reducing distractions, and target strategy. Below we discuss these topics in more detail.
To grasp what the top or best practices are for a B2B landing page we first investigated what these are typically. There was an abundance of credible information sources to draw on to help set a baseline of understanding identifying what to look for.
Very few articles, white papers, and reports specifically talked about B2B landing pages. However, there were many credible B2B Tech companies sharing their views on what or what not to do on a B2B landing page. Cross-referencing this information thoroughly with the information found on top/best B2B practices, a brief was developed to meet the requirements. Assumptions about top or best practices were identified by the frequency of their occurrence throughout the credible sources.
Marketing expert Angie Schottmuller said that to persuade a customer you need to understand their concerns. Once you understand them, follow up with suitable social proof to allay those concerns. The aim is to convince the customer you have the answers to their needs.
The goal of social proof is transparency, the more detail you display about your client the more transparent you become. Transparency develops trust. Social proof on landing pages adds credence to the marketing message, without it the landing page merely looks like a bragging page. Any Testimonials, reviews and the like have far more of an impact than a landing page with details of your abilities alone. List high-profile clients, places where your brand has been featured, numbers of clients, client logos and anything else that can prove your standing to persuade customers to use you.
The landing page should be succinct and simple. However, your description does not have to be short, but it must be relevant to the customer’s needs. Studies have shown longer pages tend to lose customers. A customer rarely scrolls all the way to the bottom of a long page because they have a need and want to see if you have the solution immediately.
Employ the rule of three to split testimonials, relevant points, and contact access. This helps a landing page be memorable, easy to use and more likely to be explored further. A picture is worth a thousand words is so true on a landing page. Use a video and pictures to portray your company’s abilities. A video possesses the potential to increase your conversion rate by up to 80% and use stunning, high-quality imagery to draw your customer's attention to your salient points. Layout your landing pages in the order of your sales cycle to draw your potential customer into a sale and one step further into your page.
Call to Action
The goal of a B2B marketing page is a call to action (CTA). Once a customer can see you will address their needs, the very next step you require them to take is a CTA, a call to action that speaks to the benefits of doing so. For example, a call to action can take the shape of a subscription, starting a free trial, filling out a lead/intake form, buying a product or even a download. Have a floating call to action button that scrolls with the client as they move down your page. This makes you always available and easy to engage with.
To ensure your customer stays focused on your relevant points, follow these guidelines:
- Make sure your page tells the customer what you do before why you are doing it.
- By using imagery of people looking at your headlines, you naturally focus your customer's attention on those headlines.
- Making use of the correct colors on your website is crucial. For instance, blues can keep a person on the page longer, reds and yellows encourage a person to make a decision.
- Use bold subheading, short paragraphs, and bullet points and numbers to break up the content. This will make the page flow more easily without too many distractions.
- Make sure your companies’ offerings are at the top half of the landing page. If place your company’s products at the bottom, your customer may click away from the site without identifying your solutions. Around 57% of visitors’ time is spent on a page above the fold and 74% is spent on the first two screenfuls.
Develop a specific "buyer persona", as mention previously knowing your client is critical to reaching your audience. Categorize their needs and challenges in relation to your business offerings as this will aid your customer in relating to your landing page. Designing your landing page around your buyer’s persona will convince the customer they need your product and feel their needs are understood.