Land Here! The Ultimate B2B Landing Page Conversion Guide

Your prospective business-to-business (B2B) customers are taking to the skies in search of products or services that will increase their revenue. It’s time to give them a comfortable landing place.

A landing page is a touchdown point for an online customer. It signals that you have what the searcher hopes to find and provides a runway to it.

The companies you want to reach are online, and more than 70% of your prospective clients use Google to start their buying process. A landing page can tell a prospect if the company has what they need. Your business can use a landing page to target specific portions of your audience and convert a prospect into a lead.

You can learn more about reaching B2B customers online by downloading our free marketing guides.

4 tips for optimizing B2B landing pages for conversions

Since the landing page’s end goal is a lead conversion, each aspect of the page must contribute to that mission. There are various ways you can optimize your landing pages to achieve the maximum conversion rate.

These strategies will level up your landing page’s content, design, and search engine optimization (SEO) appeal, so that the conversions come flying in.

1. Front load important information

Internet users spend an average of 37 seconds reading an article, so your time to catch their attention is short. Show the reader as soon as possible that you have their solution.

The landing page needs to answer a few questions for the reader to know it offers a solution — what’s the deal, why should the reader be on board, and how can the reader take action? Answering these questions early on — above the fold — ensures readers see them immediately. Include an early CTA above the fold to encourage a conversion.

2. Clarify your value proposition

A landing page must communicate value for a conversion to occur. Mastering your value proposition is essential.

A value proposition explains your unique selling points (USPs). To identify your value proposition, determine what is unique about your business and your offerings.

For example, the reader should understand that a newsletter will provide helpful tips for their business, that your logistics management platform will improve lead times, or that industrial printers will produce sharper colors.

Combine the benefits your offerings will provide with the qualities that define your brand — your experience, quality, rates, or whatever you decide.

You can provide testimonials or examples of past projects to communicate the ways other businesses have benefited from partnering with you in the past. Tangible proof is a value proposition’s jet fuel.

3. Refine the call to action (CTA)

The landing page’s CTA should take the reader the final mile from passive viewer to bona fide lead.

You can streamline the reader’s journey by asking that the reader take one action. The action you choose should be the most useful to the customers and your sales team.

The CTA gateway

Think of the CTA as a gateway at the start of a path. The customer has a problem. Your solution awaits at the end of the path. Passing through the CTA gateway starts the reader’s journey toward the solution.

There should only be one gateway — a link to a contact page, newsletter signup, quote request, or another ideal action. Too many gates could distract the reader.

You can point to the gateway more than once on your landing page, but be conservative. Sparse CTA placement at impactful moments will naturally usher the reader toward the action that converts them into a lead. Try a CTA button above the fold and another at the bottom of the page.

4. Design the page to convert

A landing page’s content is as effective at converting readers as the design allows. Pages with an engaging, SEO-friendly layout drive conversions. Businesses find tons of compelling ways to communicate their value through intuitive design strategies. Try to weave your value proposition into the page with some SEO design best practices.

Readability

Many B2B readers skim through pages to see if they contain the information they need. You can stand out to skimmers by breaking up chunks of text with headings and subheadings.

Images are effective readability tools. A photo from your project portfolio can say a thousand words about the quality of your work. An infographic with key bullet points can blast your USPs off the page.

Under the hood enhancements

SEO design also comprises many under-the-hood elements the reader may not see. What goes on under the hood has a significant impact on the page’s speed.

Your landing page must load quickly. Around 40% of readers leave the page if it takes more than three seconds to load. You can improve load times through efficient website-building strategies.

From caching systems to load deferral, code optimization and content delivery networks, there are many solutions and resources available that can improve load times.

Coding your landing page with HTML and CSS will provide more flexibility than Flash sites, allowing you to optimize your page’s efficiency. Other elements like an image’s file size contribute to a page’s load speed — smaller files load faster.

Mobile optimization

A mobile-friendly design is essential for any landing page. Smartphone browsing accounts for 70% of Internet time, meaning candidates are likely to find you on mobile devices.

Smartphones also bridge the gap between the reader and the action you want them to take. Double that when you want prospects to call your business.

Always follow mobile design best practices to provide smartphone users with a smooth landing page experience. Adaptiveness is one of the most important qualities for a mobile site. Your landing page’s layout should adapt to complement the device that loads it. This way, your site will look great whether the potential client is on their computer, phone, or tablet

5. Write amazing content

You can boost conversion rates through savvy copywriting that provides the right information in a way that elicits the response you want.

Content converts when the writer finds a balance between the business’s brand voice and the tone that will resonate with the reader.

B2B customers often seek a professional, informative tone. Some may want to know if your business is one they can trust, while others want to work with a thought leader in the industry.

Understanding your potential leads is important, so research and refine your target audience before, during, and after building landing pages.

Build your B2B runway with WebFX

Landing pages are such important conversion tools, so professional support can work wonders. At WebFX, we provide B2B SEO services and technology that drive landing page conversions. Our web design, SEO, digital advertising, and revenue acceleration capabilities will help you land more leads.

Our team would love to help! You can connect with us online to start a conversion strategy conversation.