Looking for more B2B leads? Create more website landing pages
Build more landing pages to generate more leads.
The concept of a ‘landing page-first’ website is nothing new, but landing pages continue to play an important role in B2B lead capture and generation. According to research from HubSpot, businesses with over 40 landing pages generated 12x more leads than those with fewer than five landing pages.
This is not surprising – more landing pages mean you have more opportunity to put content in front of potential leads and convert them, while strengthening your competitive advantage.
By definition, a landing page is a webpage designed solely to convert visitors into leads. A landing page will usually be created as part of a marketing campaign with the aim of driving traffic to the page and, once on the page, encouraging visitors to take a particular action.
If you want to attract more B2B leads and improve lead generation, we suggest creating more landing pages, with each landing page optimised to help convert a specific audience for a specific campaign.
When it comes to creating and optimising your landing pages, here are some tips to keep in mind.
Focus on solving a problem
If you know your target audience (and hopefully this is the case) you’ll know what makes them tick. This means you can focus on why they need your product, service, or solution in their life. Don’t focus on the product, service, or solution you’re trying to sell them, focus on the prospect (visitor) and their needs. This is the first rule for any copywriter tasked with writing copy for a landing page.
Streamline the design
Streamline the landing page design, avoid clutter, and leave white space. No landing page should be ‘busy’ or give visitors multiple options as to what they can do when they land on the page. Keep the design sparse but engaging so visitors can focus on the copy and the call to action (CTA).
Push the benefits, not the features
This ties in with the need to focus on solving your audience’s problem, but it’s important to sell the benefits of your product, service or solution and not discuss the features. Highlight the deeper benefits – how will your offering make their life better or easier? How is it life-changing for them?
Landing page copy often consists of an attention-grabbing headline, a subheading, a little copy, sometimes expressed in bullet points, and all of it leading to one, specific CTA. Throughout your copy, focus on the deeper benefit to the visitor. By focusing on the benefits, you’ll increase the chance of conversion.
Clear the path to conversion
Present the conversion copy above the fold, so visitors don’t have to spend time scrolling down the page to find the information they’re looking for.
Keep your message and the way in which the page functions simple and clear any obstacles to encourage conversion. For example, do you need to present the visitor with a long form to fill in or paragraphs of text to read before they get to the CTA? Remove any content that isn’t necessary for conversion.
Optimise for search
To maximise conversions, make sure each landing page you build is optimised for search. Focus on one or two long-tail keywords per page, depending on what is most relevant to your audience. To fully optimise the page, make sure you write a meta title and description, focus on user experience, and check load speed.
As with any new landing page, always A/B test what works and what doesn’t. This valuable data can be used to guide future marketing campaigns and will reveal even more about your target audience.
1. The Key to More Leads? Create More Targeted Conversion Opportunities! [Data], by Pamela Vaughan. Available here.
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