Your landing page is designed for a specific purpose, and the main objective is to convert visitors into leads. However, there are a few steps to consider before reaching that goal. If you are looking for solutions to create a landing page that drives conversions for your B2B business, you are in the right place.
Like most digital marketing elements, effective landing pages share several characteristics that help companies increase conversions. For example, lead forms, also known as offers, are commonly included on landing pages and invite users to provide their contact information in exchange for something valuable.
Finding best practices for landing pages can feel overwhelming, but in this article, we will discuss several tips that have proven effective over time.
Start converting by following these tips:
Make your copy short, simple, and precise
The well-known philosophy “keep it simple” also applies to landing pages. Remove any information, images, or links that are not relevant to your offer. Keep your landing page navigation minimal and ensure the most important content appears “above the fold,” meaning it is visible before users scroll.
Use short paragraphs that capture attention immediately. You can increase the likelihood that visitors will click by including “power words,” phrases that evoke emotion and encourage action.
Your copy should be clear, concise, and guide readers toward the desired action. Effective writing often addresses readers directly using “you” and “your.”
Use a CTA button to draw attention
One of the most important elements on your landing page is the CTA button. The CTA connects your offer with the action that leads to conversion. It should stand out visually by using a color that contrasts with the rest of the page.
Use action-oriented language such as “submit,” “download,” or “get it now” so visitors clearly understand what they should do.
Providing too many options can confuse users and reduce conversions. Landing pages generally perform better when designed with a single objective.
A few suggestions to help your CTA stand out:
- Avoid using the same color for the CTA button as the rest of the page.
- Keep the text concise and avoid long phrases.
- Make the button noticeable so it stands out on the page.
- Place the CTA where users’ eyes naturally move, such as below or beside the main copy.
Keep your landing page optimized for mobile
Today, more people use mobile devices than desktop computers. However, many websites still neglect mobile optimization. This can lead to functionality issues and poor user experience when landing pages are accessed from mobile devices.
In some B2B contexts, desktop usage may still be more common. However, this should not lead to ignoring mobile optimization entirely. Ensuring that your landing page works well on mobile devices improves accessibility and engagement.
Remove elements that may create confusion
A strong landing page focuses on a single conversion goal. Any elements that distract visitors from completing the desired action can reduce conversions.
Links that lead visitors to other pages on your website may compete with the primary objective. Removing unnecessary links helps ensure that your call to action remains the main focus.
Landing pages generally perform best when they operate independently and guide visitors toward one clear action.
Increase your chances of conversion with SEO
Using relevant keywords can increase the likelihood that your landing page will appear in search engine results.
Include important keywords in the page URL, headings, and body copy. Begin with keyword research that aligns with your landing page topic. A common best practice is placing the most important keywords near the beginning of the heading.
Then ensure that subtitles, images, and written content are also optimized.
Extra: Explore additional practices in your blog that help optimize landing pages for lead generation.
To sum up: How to create a landing page that drives conversions
Landing pages can be challenging to design, and it is not always easy to predict which elements will lead to the highest conversion rates.
When creating landing pages, remember to consider the buyer’s journey. Your B2B audience has specific needs and expectations, which makes it important to create content that captures interest and provides value.
If you need help improving your conversion rates, our marketing specialists are here to support you. Contact us to learn how we can help you achieve better results.
