Top 5 Landing Page Best Practices for B2B Marketers
In this blog post, we’re looking at the best practices for creating high converting landing pages and optimize landing pages to achieve the best results.
In B2B marketing teams, building high-converting landing pages is a skill that at least one of the marketers on the team must have to successfully run you lead generation programs. When building a high-converting landing page, there are many rules that you should consider. And just like all of the rules, they are meant to be broken from time to time. Over the years of working in demand generation teams, I have concluded that the savvier you are at creating landing pages, the less formal your landing page creation process is. However, there are a few fundamental landing page best practices that apply to all landing pages, regardless of the conversion goal, offering, audience, etc.
1. Omit the website menu
Your website and your landing pages, yet talking about the same things, however very different in terms of audience the intent. The majority of your new website visitors who found your website through organic search on Google or Bing will likely take more time before they make an action than those who responded to your ad and were directed to a high-converting landing page. The “organic” visitors will explore your website, read your blog, check out the “About Us” and other pages that are not only telling them about your products but also about your values, team, management, etc. On the other hand, your paid traffic is far more ready to make an action (if your targeting’s precise), and your goal as a marketer is to give them precisely what the visitors came to your landing page for – nothing more and nothing less. That’s why removing all of the distractions, such as the website menu, is a first landing page best practice.
Give your landing page visitors precisely what they need, nothing more and nothing less.
2. Kill a word
When it comes to the best practices for writing landing page copy, the rule of thumb is the more clear and concise your text is, the higher the landing page conversion rate is. When crafting copy for your next landing page, consider a “Kill a Word” exercise, which is immensely popular among the professional content writers.
One thousand more words will not help you tell a better story any more than ten more words.
Here’s a quick example of the "Kill a Word" exercise in action.
3. Show your product (or service) in action
This is a significant difference between B2B and B2C marketing. In B2B marketing, it is crucial to use product screenshots, videos, and use case examples on the landing pages. You’ve got to be able to show your product in a real-life context. This helps your landing page visitors take a sneak peek into what the product looks like, how simple and easy it is to use. Be sure that your landing page builder allows you to use still images, animations, demo videos, and other visual elements. The best practice here would be to place those elements at the top of your landing page.
4. Match calls-to-action
Make sure your customer journey is consistent from the beginning to the end. If the ad a user clicked on said “Landing Page Builder for B2B Marketing Teams”, the message that your visitors should see on your landing page could be “Are You a B2B Marketer Looking for a Landing Page Builder? Try MARCOM Robot”.
If you’re running many ads with different headlines, consider creating multiple landing page variants or using dynamic text replacement, a popular feature of advanced landing page builders, to ensure your messaging is consistent.
5. Reduce the number of required fields on the form
While it is essential for B2B marketers to collect as much information as possible about the leads through the forms, take it easy when it comes to the number of the required fields that you’re making your visitors fill in. Lengthy and complex lead capture forms is history thanks to data enrichment tools. Not only are those products capable of providing you with the full profile of the organization behind the lead, but they can also help validate email addresses automatically so that you can prioritize great quality prospects and move them down through the funnel quicker.