Regardless of how hard you've worked to increase your website visits or how complex the campaign was that generated visits to your landing page, when push comes to shove that landing page needs to be great for a visitor to actually convert.
Here are seven essential elements of high-converting B2B landing pages that you should incorporate into your design, copywriting and tactical execution.
7 B2B landing page best practices to adhere to
1. Provide clear and concise header messaging
More often than not, B2B products are complex, which can make explaining them difficult. A clear value proposition with meaningful and direct copy can drastically improve conversion rates.
One of the best ways to do this is by using powerful words or invoking emotions that will resonate with your personas. Just take this example from WhenIWork:
This landing page clearly conveys what the company does (employee-scheduling software) and why it's valuable (ease of use and time savings) immediately.
2. Provide a valuable tool or offer
There are many different ways to deliver a valuable offer to a site visitor—from a whitepaper, e-book or webinar to a more developed tool. Regardless of the methods, ensure that the content you are providing in exchange for any information from a visitor is an equal exchange for your knowledge or expertise.
One of the best examples of a great offer that has withstood the test of time is HubSpot's Website Grader, which has been a backbone of its lead generation for the entire life of the company to date:
The additional benefit of an offer like this is that it invokes immediate action from the user, since it gives both a personalized grade on the performance of his or her website and an immediate list of action items that can be improved.
3. Include a video
It's true, solutions and products within the B2B sphere can be complex. Use visuals and animations to your advantage to help clearly communicate the "aha" features or value proposition. Unbounce released this study that showed that including video on a landing page can increase conversion rates by up to 100 percent. Here's a great example (from that same study) from Vidyard:
4. Use trust marks
Building trust is one of the most important responsibilities of an inbound marketer, and landing pages are a great medium to do so. Incorporating customer logos, customer testimonials or partner testimonials are all great ways to do this. A great example is how BaseKit was able to increase its pricing page conversions by 25 percent just by including a customer testimonial at the top, seen here:
5. Provide clear calls to action
Wouldn't it be nice if your site visitors knew exactly what you wanted them to do next? Unfortunately, you can't expect site visitors to infer what steps you'd like them to take. You need to show them. This is where great design can become an asset in helping create the visual queues that will show a visitor the exact next action preferred.
Look at the use of contrasting colors on the CTA from WorkflowMax that draw attention and provide a clear next step for the page visitor:
(Also commendable for the great use of reviews and testimonials as trust marks!)
6. Remove navigation elements
Now this one is nuanced, but in many situations you will want to remove the additional header and footer navigation from your landing page. There are some use cases, especially when using paid tactics, where this might not always apply. But when linking from a call to action to a gated offer on your website, you don't want people going elsewhere.
Here's a great example of a Bizible landing page housing one of its content offers. You can see that all the additional navigation has been removed, leaving the visitor a clear conversion path via the form.
7. Use thank you pages to your advantage
Finally, not using the redirect from your thank you page is a significant lost opportunity. The thank you page allows you to reintroduce the main header and footer navigation and give your prospect some key next steps, such as following through on the expectation and delivery of the promised content and having the opportunity to share your offer.
Here is a great example of an effective thank you page from HubSpot that allows the visitor to:
- Download the offer
- Share it with a colleague or via social media
- Engage further by learning more about the product in a webinar
There you have it: seven great ways you can increase your landing page conversion rates. As with any optimization campaign, these tactics won't work for everyone, so be sure to carefully test your pages to see what will drive the best results for your business.