Creating a high-converting landing page can be a challenge, especially for B2B customers, because you have to strike a balance between providing enough information to persuade the visitor to convert, without overwhelming them with too much text or too many options. However, with a little planning and some careful design, you can create a landing page that will help you to achieve your desired results.
Optimizing Landing Pages for B2B Lead Generation
If you’re running a lead generation campaign in paid search, then you know how important landing pages are. Your landing page is the first thing that potential customers see when they click on your ad, so it’s crucial that you make a good impression and encourage them to express interest in your offer. A landing page for PPC can be your homepage or it can be a lighter version of your home page. We’ve seen with our clients that both can work really well.
Here are our Top 10 Tips on how to optimize your landing page design:
1. Include a Strong & Captivating Headline
Your headline should be attention-grabbing and make it clear the product or service that you are offering. You should be solving a problem for your target customer or showing that you have a quality product that they can't resist. The headline should be in the top left side of the page in large font - i.e. 40 or higher size.
2. Meta Title should Match Headline
Google likes to know exactly what your page is about, so make sure the headline is the same as the meta title plus your brand name. Example: If your page title is "Best XXX Software" then your meta title should be: "Best XXX Software | {Brand Name}"
3. Use Images
Images can help to break up the text and make your page more visually appealing. Use an image of a person who is your target customer. By adding the human element to your page, it makes your company much more personal and trustworthy.
4. Use Bullet Points
Highlight your benefits and features using keyword phrases that you'll use in your paid search campaigns. Explain to your visitor all of the great reasons why they should fill out your form and submit their interest.
Bullet points are best used after the headline and main message to highlight the features and benefits of your product. Give your potential customer multiple reasons why they should complete your contact form.
5. Include a Clear Call-to-Action
Your call to action (CTA) should be impossible to miss. Place it above the fold so visitors can see it as soon as they land on your page, and make sure it’s big and bold. Use persuasive language to encourage visitors to take the next step, whether it’s signing up for a free trial or downloading a white paper. Make it easy for people to take the next step by including a clear call-to-action on your landing page.
6. Capture Visitor Information
Only ask for the absolutely necessary pieces of information - like Name, Email, Company. The fewer fields to complete, the more likely the user will submit their information. Consider an email address only submission to start and later in your workflow, ask for additional information.
7. Include Social Evidence
Showing your visitors that other companies like them use your product or service is essential to making your landing page convert at a high rate. We highly suggest using a variety of social proof. Testimonials or quotes by a current customer carry a lot of credibility and build trust with your prospects. Also, we suggest a sampling of client logos on the page that displays the types of customers that use your service or product. Also, customer reviews or displaying the number of stars in reviews can help show that you are highly rated by their peers. Humans want to know that they can trust your company so if someone else trusted you already, then the probability is higher that they'll complete the form and express interest.
8. Ensure Mobile Responsiveness
It's easy to forget, but always look at your landing page on desktop screen in multiple browser types and on your mobile device. Make sure no elements are overlapping and all of the fields can be completed. So many times we find our clients' landing pages have a terribly low conversion rate because they haven't tested it properly. If important elements are missing from the mobile view or if the order of the elements is all scrambled and doesn't make sense, your chances of getting high conversion rates are low.
9. Use High Volume Searched Keywords
In the copy of the page, you must include keywords that have high search volume on Google. If you want to be ranked organically or get high quality scores for keywords in your Google Ads campaigns, make sure your most valuable keyword phrases are integrated in the landing page copy. This is key to a landing page converting at a high rate versus a lower rate. We've seen customers add new keywords that we've recommended to their pages and almost immediately the landing page conversion rate improves.
10. Keep It Simple
Your landing page should be clean and concise. Don’t try to cram too much information onto the page – you want to make it easy for people to digest the information and take action. Make sure there is some white space, no text is too close to anything else, and that all of the elements are in large enough font for everyone to read.
By following these tips, you can optimize your landing pages and make them more effective and well-optimized for lead generation on paid search platforms like Google and Bing.
Call To Action Button Color
There is no definitive answer when it comes to what color your call-to-action button should be on your landing page. However, some colors are more likely to result in a conversion than others. For example, orange and green are often used because they are eye-catching and easy to spot. Blue is also a popular choice because it is associated with trustworthiness.
Ultimately, you should experiment with different colors to see what works best for your business. In our experience at Data Bid Machine, we have seen that using Orange buttons for call to action are the highest converting. We recommend using contrasting colors on the page - but only a few so you can focus the visitor’s eye on
A/B Testing
A/B testing is a method of testing in which two versions of a landing page are shown to users at random, and the version that performs better is selected as the winner. This method can be used to test any number of variables, including headline, copy, images, and CTA buttons.
We find that testing the call to action phrase is essential in B2B. Are your prospects aware of your brand? Does a demo or a download make more sense to your visitors? Trying out different ways to get your visitors to give their information will help you find the best optimized version of your landing page design.
Landing Page Examples
Here is a Landing Page template to follow for the top of the landing page. Ensure you have all of the elements listed in our list, but this example outlines the most important items that should be above the fold in order for the landing page to be a high converting page.
Creating a high converting landing page takes some effort. We know that B2B Landing pages can be tricky and difficult to convert at a high rate right away. There are some good examples of landing pages that focus on B2B conversions on this landing page examples blog post. Look at 11-14 examples on this landing page list. These company examples offer a downloadable asset and then collect the lead information. We’ve seen a simple ‘book demo’ contact form also generate a lot of conversions if the landing page has the elements that are listed above. You can see more examples of B2B landing pages that convert.
Summary
We have seen our clients create the best landing pages that have very high conversion rates by following our above recommendations. Digital marketing allows for endless possibilities in how you market your product or service online. We highly suggest you test out messages by creating different web pages and experiment with reaching target audiences.
About Data Bid Machine
Data Bid Machine helps digital and growth marketers improve performance of paid search campaigns on Google Ads. Grow your reach, drive more conversions and increase revenue potential.
If you’d like a consultation on how to improve your landing pages for online advertising, please reach out to the Data Bid Machine team. Contact us today!