A well-designed landing page is a powerful tool that can help you generate leads, close deals, and boost your bottom line. But what goes into designing a B2B landing page that actually converts? In this blog post, we’ll explore some of the key elements that you should consider when designing your next B2B landing page.
However before we even address how to lay out your landing page, lets start by addressing the need for speed – or in this case, the need to get your landing page loading rapidly
The Importance of Page Load Speed for Conversions
In the age of instant gratification, website visitors expect a fast, seamless online experience. If your website doesn’t deliver, they’ll go elsewhere. In fact, 40% of web users will abandon a website that takes more than three seconds to load. And for every second that it takes for your page to load, you could be losing up to 7% in conversions. So, how can you ensure that your website is loading as quickly as possible? Let’s take a look.
There are a number of factors that can affect page load speed, including image size, server response time, and code structure. By optimising each of these elements, you can dramatically improve your page load speed—and your conversion rate. Here are a few tips:
Images: Make sure your images are no larger than they need to be. Resize them before uploading them to your site. And use a tool like JPEGmini to reduce file size without sacrificing quality.
Server Response Time: A slow server can drag down your page speed. Make sure you’re using a reliable hosting provider with fast servers. You can also use a content delivery network (CDN) to distribute your content around the world and improve loading times for visitors who are far from your server.
Code Structure: Clean, well-organized code will load faster than messy code. If you’re not a coder yourself, hire a professional to help you streamline your code and improve your page speed.
B2B landing Page Design – 7 Best Practices
- Optimise the offer is the first thing that visitors will see when they land on your page, so it’s important to make sure that it’s clear, concise, and relevant to their needs. Your headline should be specific enough to let visitors know what they can expect to find on your page, but not so specific that it turns them off. A strong offer should be conveyed in the headline to capture intent early. Presenting this in a strong hero image helps graphically to hammer it home
- The body copy needs to hammer home your UVP – the body is where you’ll really get to sell your product or service. This is your chance to explain why your offering is the best solution to their problem. Be sure to use persuasive language and strong calls-to-action throughout your body copy to encourage visitors to take the next step.
- Leveraging micro-conversions to build killer segments, to let you build sub-landing pages that address specific parts of your solution. These are linked to the content, things like opt-ins, trade-offs for the email in return for exciting content and other such enticing angles helps create goals that you can measure in analytics, helping to measure a prospects progression through the funnel. This segmentation is key for driving real results, and the greater the segmentation the more micro landing pages you can build – landing pages which specifically address very precise needs
- Find ways to demo without actually demo-ing – demos take time, cost money and are fraught with no-shows, postponements and re-arrangements. This is fine, and part of the game however you need to catch researchers at their moment of intrigue – right now! – and show them the basics of what they are trying to suss out. A good automated demo on the landing page lessons the burden on the actual live demos, and lets prospects come to the real demo’s with much greater purchase intent. Don’t just chase demos linked to easy to opt-in-to online calendars
- Your page should be highly visual, also include images or videos that help communicate your message. People are more likely to remember information that they see, so visuals can be a powerful way to reinforce your key points. Just be sure to use high-quality images that are relevant to your message. Videos are even better, and tracking users who view these videos opens up powerful performance marketing segments to buy ads against.
- Let visitors see real results and nail social proof – results sell, and real, credible and independently presented ‘reviews’ (I appreciate we’re talking B2B and not some widget being sold via Instagram ads) but this still matters in B2B. Ensure you have social proof and real reviews that present the solution to the biggest challenges that you solve for clients.
- Finally, don’t forget to include ONE strong call-to-action (CTA) on your page. Your CTA should be prominently displayed and easy to spot so that visitors know exactly what you want them to do next. Make sure your CTA is relevant to the rest of your page content and includes persuasive language that encourages visitors to take action. This has to be one action and one action only – a good landing page should be focussed on only one outcome and that needs to be very clear in your CTA’s.
A well-designed B2B landing page can be a powerful tool for generating leads and closing deals. When designing your next landing page, keep the following elements in mind: headlines, body copy, visuals, and calls-to-action. By including these elements on your page, you’ll be well on your way to designing a b2b landing page that converts.