Increasing lead volume can be one of the most difficult tasks any B2B business faces. Even more discouraging is when your website drives heavy traffic, but doesn’t convert any visitors into leads.
Usually, this doesn’t have to do with your B2B product or services. Rather, a big issue we see is that B2B landing pages aren’t built with conversion in mind. You can see our ranked Landing Page Analysis by clicking on the linked image below.
Too often, the landing page best practices are unknown or ignored by businesses. These mistakes can end up costing them conversions.
To avoid these mistakes and more, we’re going to go over the landing page best practices for design. These practices ensure your landing pages will not only look amazing, but convert at amazing rates as well.
Here are three landing page crash courses to get you started.
But for those of you who already know what a landing page is, let’s dive into how to optimize yours for more qualified leads.
Keep Calls to Action Above the Fold
The sole focus of your B2B landing page is to get your users to convert. To this end, your call to action should receive primary focus on your page. Even if it’s not the first thing your user looks at, it still should be above the fold. Take a look at one of our landing pages below. You’ll notice that our CTA stands out without the visitor needing to scroll.
One Call to Action or Goal
Landing pages have much higher conversion rates than standard website pages. This is because once a user lands on your landing page, they should only have two options; convert or leave. Further, there should only be one incentive per landing page. For a live example, check out this B2B landing page offering a free 5-minute demo video.
As you can see, once a user lands on this page, they can only submit the form to get the video or they can exit the page. This is ideal because it gives them what they should have come to the page for straight away.
The goal here is to limit the amount of distractions for your potential lead. Including links to other pages can take your user away from the page. When that happens, the chance of them converting to a lead decreases.
Most importantly, you want your B2B landing pages to be specific and focused. It may seem like a good idea to offer multiple giveaways, but landing pages with too many promotions can distract your visitor. Keeping it simple with a single call to action per landing page can increase conversions.
Include Social Proof or Testimonials
Another vital aspect to include on all B2B landing pages is some sort of testimony, or social proof. This can come in the form of a quote from a current or previous client, or reviews from third party sites.
Including social proof should give your users that extra boost of confidence needed to continue down your sales funnel. A user won’t give you any of their information if they don’t think you’re trustworthy. Social proof helps ease that uncertainty. The more positive reviews you have, the more comfortable a user feels. They’re more likely to trust you with their information, and (hopefully) their business.
According to Forbes, “88 percent of consumers trust online reviews as much as a personal recommendation.”
For ecommerce companies, tools like YotPo can help you get reviews from previous customers. These reviews are then integrated into your B2B landing pages.
If you’re in the software industry, you can use a review site like Capterra. For more service industries, use Yelp or Google My Business pages. For software development or digital agencies, a site like Clutch.co works great for building reviews.
For B2B companies, you should always include a list of partners and previous clients. This is an effective way to add social proof to B2B landing pages that the average user can get excited about. While online reviews are great, online reviews from known and respected partners are even better.
Using a testimonial from a previous or current client is another essential aspect to include on your landing pages. If you can, include a picture of the client along with the testimonial. For example, the small business CRM company, Highrise, started adding client images with their testimonials and saw their conversion rate rise by 102.5%.
Take a look at the landing page we built for one of our B2B software clients. You can see it includes social proof, reviews and the logo of businesses who use their software. This helps build trust with anyone who lands on that page, even if it’s their first time hearing about this company. We’ve added examples from our own site as well.
Align Your Landing Page Forms With Your Offers
You can use landing pages for many different campaigns and offers. For example, a visitor who lands on your page from a Facebook campaign is usually in a different stage of the buyer’s funnel. In comparison, someone actively searching for your service on Google is in another funnel stage entirely.
With this in mind, if you’re using landing pages for your PPC campaigns and someone is searching for SEO services, you could offer a free assessment of their current search campaigns. Having a form that includes their website URL,phone number, and their marketing budget is appropriate for that giveaway.
As part of the B2B landing page best practices, you should know when to ask for certain information, and when not to. For example, if you’re advertising an ebook or guide on Facebook, a visitor should only need to give out their name and email address. Asking for too much information can hurt your conversion rates. People are protective of their personal information. Your offer needs to be as valuable as the information that you’re requesting. Keep this in mind as you create each landing page, campaign, and form for best results.
Use Directional Cues to Draw More Attention to Your CTA
Your call to action (CTA) should be above the fold and should stand out. However, adding subtle arrows or other directional cues can help bring even more attention to your CTA. It also can help with design and look of the B2B landing page.
In the above example, the CTA stands out because of the color and shading of the button. For one, the arrow adds extra design that makes it more aesthetically pleasing. For another, it draws the eyes up from the B2B landing page examples right to the CTA to start now.
Gifs are another great way to draw your visitor’s attention to your CTA. The gif can be subtle, but again it’s a little detail that can make a big difference.
Include Important Information About the Details of Your Offer
Imagine you’re in a restaurant and the only thing on the menu is Dinner #1, Dinner #2, and Dinner #3. You’re going to be pretty skeptical to go ahead and order, without fully knowing what comes with what that restaurant is offering.
This is similar to your landing page. Your visitor wants to know exactly what they’re going to get before they hand over any of their information. That being said, you need to find the right balance of providing enough information, without overwhelming your visitor with a wall of text. The best way we’ve been able to do this is by providing 4-6 bullet points that explain exactly what comes with our offer.
Use software like HotJar to analyze user recordings. With HotJar, you can watch actual users and how they interact with your page. If your landing page isn’t converting at the rate you’d like it to be, the recordings can give you insight on where the hiccups in your design are. Maybe visitors are falling off at a particular part in your form, or maybe they’re getting confused with a misleading image that looks clickable.
It’s hard to strike a balance between B2B landing pages that are visually appealing while still converting at a high rate. Simplicity is the key here. We don’t want to overwhelm our visitors with multiple offers or walls of text. Our call to actions should be easy to find, and they should align with where our lead is in the buyer’s journey.
It’s also important to test different things! While we’ve seen these best practices work well, things change amongst industries. You’ll never know just how high your conversion rates can be unless you’re consistently testing.
Let us know in the comments if these changes helped your conversion rates, or any additional best practices we missed!
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