How to Optimize B2B Landing Pages

Thursday 19th, May 2016

business photo

A landing page is a landing page – how does it matter if it’s B2B or B2C, right?

As it turns out it does matter!


Well, to start with, most B2B companies don’t have a huge inflow of traffic unlike B2C companies – where the landing pages have a direct impact on the revenue and conversions.

In B2C cycle, the decision is made by a single person (buyer); however in B2B, decisions are made after consulting with multiple people. B2C has a shorter buying cycle whereas B2B has a long decision process of buying a product.

In addition to these, B2B sales typically involve complicated funnels that include invoice, contracts and accounting, making the process really complex.

Therefore while creating a B2B landing page, you need to take different emotional triggers and nuances into account before you can close clients.

In this article, we’ll discuss some techniques that need to be followed while developing landing pages.

You’ve Got 3 Seconds – Use Them Wisely

People don’t read landing pages for long – they scan. If they find something useful they’ll take some action, else you’ll be ignored.

You literally have 3 seconds to catch their attention and make them stay – which you can achieve, by placing a strong headline and powerful imagery.

It’s often been mentioned that the headline is important and it is not without any reason. Your visitor needs to know that the headline is relevant to them and they’ll find what they are looking for and assure them that your product will solve their problems.

Use emotional targeting strategy for the headline and images which will make the user go – ‘Yes. This is the right product for my company’. Your landing page should possess strong emotional triggers to evoke such a reaction.

Design Your Registration Form Carefully

Your form needs to be visible in the page without having to scroll down.  Also it should be designed appropriately depending on where your user is in the conversion funnel.

If your visitors are early researchers, you can consider designing a simple form to receive blog posts, free e-books, signing up for a webinar or a free consultation.

Your visitor needs to get an incentive for signing up the form. Therefore, if one is in the lower stages of the sales funnel, you can consider offering a free trial. It all depends on how much value you can give to your potential customer for a conversion.

Your form should be simple and easy to fill. If you consider including social logins – choose a professional network such as LinkedIn to ensure you’re targeting the representative of a company.

Choose Links and Buttons Sensibly

Placing links and buttons act as distractions and exit points than being useful. And your aim should be to reduce distraction.

A landing page is designed to make the user to take the only action in the page which is your Call-To-Action(CTA). You need to focus all the attention to achieve it.

Your landing page should be devoid of any unnecessary links and buttons so that you don’t confuse the visitor. It should not have a navigation bar at all.

Your CTA should be prominently visible and actionable.

Develop a Solid Strategy

Given that you are targeting businesses, you might assume you don’t need any emotional targeting. It’s not true!

In B2B marketing, your landing page visitor is someone responsible for finding a solution for the business you’re trying to convert. Just like you, he is someone looking to grow and expand his business. And just like you, he influenced by emotions. A powerful emotional appeal through your landing page copy and images should do the trick. Develop a strategy that attracts his attention, triggers his emotions and converts him.


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