The Key Components to a Professional B2B Landing Page
It can be challenging to fully capture your B2B products and services on a landing page. You often deal with longer sales cycles, various decision-makers and complex offerings. These factors can make it tricky to explain without overwhelming the user with loads of information.
However, excellent B2B landing pages do exist. It just takes a better understanding of all that goes into a high-converting landing page.
Here are the key components to include in a professional B2B landing page.
1. High-Quality User Information
Data is a powerfully persuasive tool you can use to share with potential customers. When users land on your page, the goal is to try and make a compelling case for them.
Show visitors why they should try your product by letting the numbers do the talking. For example, you can showcase results previous customers achieved with your offer — such as 35% increase in sales or 44% increase in marketing ROI.
Of course, it helps if you place the most important numbers at the top to grab attention and impress the user.
You can truly persuade customers with the right information since seeing those numbers informs them that they’re making the right decision.
2. Competitor Keyword Strategy
When business leaders are investing in B2B tools, they rarely purchase based on the first landing page they’ve seen. In most circumstances, professionals want to research all their options before making a final decision.
That’s why competitor landing pages are trending. You can use Google Ads to bid on competitor keywords or brand names. Then, you can create a landing page that directly competes with a product or service your visitors search for on Google.
For example, if you search for “Mailchimp,” competitive results like ActiveCampaign show up.
Though you can’t boost your ads with competitor names, you can include them at the top of your landing page. That’s what ActiveCampaign does an excellent job of — to keep their page relevant and increase the quality score.
Some companies that use this approach will even bid on their own brand names to keep the competition at rest.
Lead generation is the most common goal for B2B landing pages. Often, they require personal details in exchange for further information, a demo, a call, etc.
For best practices, a CTA (call-to-action) button tells the lead what action to take on the landing page. If you have visitors at various stages of the buyer journey, multiple CTAs can also be a smart choice.
This decision is best if you’re targeting a wide audience. The visitors who are in different stages of awareness may be looking for additional next steps in their journey.
However, this best practice doesn’t always work, especially when targeting one type of audience. Therefore, you should be strategic in creating your landing page and CTA buttons.
4. Unique Selling Proposition
A USP (unique selling proposition) is crucial for your messaging on your B2B landing page. It’s the core promise or benefit of your product or offer — and it’s what differentiates you from your competition.
Incorporating a USP starts with the main headline and supporting headline at the top of the landing page. Headlines are a key part because it’s the first and potentially the only element your user will see.
When users visit your landing page, you have less than a few seconds to influence engagement. Therefore, your headline should summarize the USP in a few words.
Presence’s landing page headline is a great example because it uses differentiation as part of its value proposition. They use keywords like organic, leading and independently-owned to distinguish their company.
The headline and subheading give users a concise statement with enough information to keep learning more about their services.
5. A Hero Shot
Many B2B businesses offer products and services that solve complex problems. Therefore, a landing page design should be so simple that potential customers can easily understand the features and benefits.
One way to incorporate this into your landing page is visualization. Elements such as videos, images or animations can help users quickly understand what you’re offering and how it benefits them.
As a result, visualization can help you drive more conversions.
For example, you can greet viewers with a large video player as soon as they land on your page. Once the user presses play, they launch a high-quality video explaining the products or services.
In essence, the video does the talking for you and can quickly request the action you want visitors to take.
Keep in mind that it’s helpful to reiterate the key points from your video in the body copy. Doing so ensures prospects can learn about the offering without clicking play.
6. Contact or Registration Forms
On a lead generation landing page, you can always benefit from placing a submission form on it. However, you should test the position of the placement and form field elements.
In a submission form, you can experiment with the length and number of form fields to get the best results. While the results don’t translate into the number of conversions — the key metric you should follow is the number of quality or qualified leads.
In most cases, a simplified form can be your best method. It can be tempting to ask every possible question your sales team needs to know about the lead.
However, Shopify proves that less is more in this scenario. Rather than intimidating prospects with a large form of questions, the company makes it easy to get started with a free trial. The only information the user has to enter is their email address and that’s it.
Yet if cutting out various form fields doesn’t work for your business, you still have time to collect more information later in the sales process. Using a form like this is another way to get the user’s foot in the door.
7. An Offer
The most challenging part of creating something your company can offer is something truly compelling, valuable and for free.
The main purpose of creating a lead magnet is to gain potential customers. That way, they can learn more about your offering and become leads — and eventually convert into a sale.
Various types of lead magnets B2B marketers can use include:
- White papers
- Case studies
- Analysis reports
- Email newsletters
- Company updates
- Podcast subscriptions
- Premium content
The offer is what will lead visitors to buyer-specific details. However, you’ll need to grab their attention by describing the benefits of what your product contains. Often, people confuse the benefits with features — which explain what your product does.
Instead, it helps to focus on the pain points of what your offering solves or allows them to achieve. Consider ordering your benefits in a straightforward way. To incorporate this best practice, you can list them in the form of bullet points or icons for quick understanding.
8. Social Proof
With numerous B2B offerings available online, how would the prospect know which companies are most respected? More importantly, knowing which product or service proves to work well is a key factor for B2B professionals.
That’s where social proof comes into play. If you have previous clients, testimonials can build the right kind of credibility your company needs to establish trust.
DocuSign is the perfect example since they show a few different social proof elements. First, they give you real testimonials from satisfied clients. Then, it includes some well-known brands, like Yamaha, Linkedin and American Airlines to help seal the deal.
Including a couple of testimonials can be helpful, of course. Yet when you include this amount of social proof, you create an effect that’ll make others want to join.
9. Personalization With Dynamic Text Replacement
Some marketers think personalization doesn’t matter as much in B2B. However, it’s always best to be as specific as possible on your landing page. That way, the decision-maker is convinced that this is their product.
This is where DTR (Dynamic Text Replacement) can offer you these benefits. DTR and Google Ads Keyword Insertion allow you to switch out ad text based on a user’s search query.
For example, suppose you include a headline targeting users of a specific location. You can replace a generic word with city names.
When using this tactic, you can target one landing page across your nation and create a personalized experience simultaneously. As a result of this method, you become efficient and can reach better outcomes.
Do you have more than one type of customer? Many SaaS companies face the challenge of targeting different audiences and use cases. This part can be difficult since it takes up much space to explain every crucial point for individual users.
That’s why segmenting your leads can be helpful in this situation. Rather than going into a deep explanation of how different segments can use a software, you can create one short landing page. From there, you can lead each group to their personalized demo.
Even though it would be short and simplified, you won’t be bombarding your segments with various details. As a result, you can keep leading the potential customer down their buyer journey and get the job done more efficiently.
Create a Highly Effective B2B Landing Page
Incorporating these landing page components is the key to maximizing your results. But don’t forget to test each element to see the impact you can make. Landing page optimization will happen over time — and you can measure each factor to see how each one performs.
About the Author!
Eleanor Hecks is editor-in-chief at Designerly Magazine. Eleanor was the creative director and occasional blog writer at a prominent digital marketing agency before becoming her own boss in 2018. She lives in Philadelphia with her husband and dog, Bear.