Many salespeople think that the only tools available to them when selling are phone and email. While these are two great ways to get in touch with your prospects and start the conversation, your efforts shouldn’t stop there. You should always be thinking of ways you can take your B2B appointment setting efforts to the next level. One way you can enhance your messaging in a sales program is with B2B lead generation landing pages.
In this blog, we’ll cover the following topics:
What Is a Landing Page?
Landing pages are a single web page that appears in response to clicking on a search engine result, marketing promotion, a link in a marketing email, or an online advertisement. Landing pages look like a page on a website. However, unlike a web page, landing pages generally have little to no navigation on them. This is because landing pages are designed to convert visitors into leads by capturing information about the visitor through lead gen forms.
How Do Landing Pages Work?
You can build a landing page through third party tools or even within your internal website. However, the best one for your business depends on your company’s short- and long-term goals, needs, and budget.
It’s important to remember that a landing page should be driving a user to accomplish a goal, so you must make the landing page as specific as possible so they understand what to do with the information you’ve given them.
If they see the value in what your landing page has to provide, they can submit their contact information to schedule a sales meeting, receive more marketing materials, or purchase your company’s product or service offering. This is often in the form of a call to action (CTA) that appears toward the end of the landing page. If design permits, you have additional CTAs in your page, but it’s important to consider how the user interacts with the landing page and what the overall goal of it is.
How to Use a Landing Page for Sales vs. Marketing
Landing pages serve different purposes for sales and marketing teams. For example, while your sales team is looking to collect lead information, your marketing team is looking to ensure the correct leads are submitting their information.
Ideally, your sales team is getting quality information that fits your company’s ideal customer profile (ICP), allowing them to follow up on that lead, nurture and qualify them, and eventually convert that lead into a sale.
On the other hand, your marketing team is looking to determine which campaigns are generating the best leads through your landing page. They ask questions such as:
- Is landing page sales copy good?
- Is the CTA clear to the user?
- Does the user understand the page’s intent?
Of course, there are more questions they consider. However, these are just a few questions worth investigating. Understanding low- vs. high-quality leads gives the marketing team the insight they need to help deliver better, higher-converting leads to the sales team.
For users that need a bit more “selling” to convert, this is where the copy and content of your landing page comes into play. Landing page content should explain the product or service you want to provide and what its main selling points are. This could be in the form of testimonials, case studies, etc. It’s also important to observe what content generates the most conversions so you can continuously improve your landing pages.
A landing page can also act as a way to “educate the unfit” away from your sales team. A great landing page converts the right users and helps turn away the wrong users, saving time and money from chasing leads that have little to no impact on your business growth.
Sales and marketing teams can use other tools to get even deeper insights about your landing page visitors. For example, some tools empower marketing teams to see exactly when a lead converts and what other interactions they’ve had on the website. By knowing this information, SDRs can nurture leads better because the content being sent to them is much more targeted towards what they’re searching for.
Nurtured leads become qualified leads faster, too. So when you qualify leads, you have the opportunity to move them through the sales funnel faster, enabling your sales team to sell more.
Lead Generation Landing Page Best Practices
While there is no tried-and-true way to ensure landing page conversions, there are some tips you can follow to optimize your landing page for lead generation. Here are a few lead generation landing page best practices your sales and marketing teams can use to boost conversion rates:
Make a User-Friendly Design
You only get one chance at a first impression, right? Well, the same could be said for your landing page, so it’s important that you make it count. A landing page is one single page—no navigation, no pop-ups, and no external links. You have one chance to impress potential customers, and design is a huge part of this. A great landing page that converts starts with a user-friendly design. If the design doesn’t immediately catch the eye of users, visitors will lose interest quickly. Here are a few tips for creating a landing page with a good design:
- Create a layout that’s easy to follow, flows well, and is easy to digest.
- Use theme-specific colors throughout the page for brand consistency.
- Use design elements to organize, connect, or separate content.
- Take advantage of white space—let your text breathe.
- Use big, bold text for your titles and calls to action.
Take a look at this lead generation landing page example we use to drive leads:
Write to Convert—Not for SEO
For someone with a lot of experience writing web content, sacrificing SEO may sound crazy. But the purpose of a landing page is not to rank for keywords. Writing a landing page is about conversion-focused copywriting. On landing pages, you can sacrifice your content’s SEO value because you’re directly trying to get users to convert right there on that page.
Here are three tips for writing conversion-focused copy for a landing page:
- Focus on your CTAs. Landing pages shouldn’t have large sections of text; instead, small text should be broken up by several CTA buttons. The purpose of a CTA is to trigger an action, like subscribing to a newsletter, signing up for a free trial, buying a product or service, scheduling a meeting, etc. No matter what the intention of a CTA is, it should be short, attention-grabbing, and to the point.
- Include case studies and customer testimonials. Case studies and client testimonials from existing customers help you build brand credibility and establish social proof. Using these assets on a landing page will only intrigue visitors to contact you more, so make sure to highlight your biggest successes on your landing page.
- Highlight the main benefits of your product or service offerings. Landing pages allow you to focus on a particular product or service and highlight the main benefits of that offering. Many companies make the mistake of over-explaining what they do on their landing page. Rather, focus on writing about how your product or service solves a problem your customers have, encouraging them to submit their personal information in the form fields.
As you create and optimize your landing pages, you may see that some content resonates better with some users than others. A/B testing different content can help you improve your marketing campaign and convert even more leads through landing pages. A/B testing typically occurs over the same timeframe, allowing the potential user base to be more controlled. This can give you better comparative results than if you ran your landing page with one CTA in January and a different one in June.
Analyze Results and Make Adjustments
Implementing changes based on performance is a good thing. When you launch a landing page, make sure that someone is constantly monitoring its performance. Here are some of the most common landing page metrics you should be tracking:
- Landing page views
- Sessions by source
- Goal completions/conversions
- Visitors-to-contact ratio
- Average time on page
- Bounce rate
- Pages per sessions
- Top pages by pageviews
Tracking these metrics will help you measure the success of your campaign. From there, you can determine if you need to adjust your landing page to drive more conversions.
Write Conversion-Focused Lead Gen Forms
While a landing page should have conversion-focused copy and user-focused design elements, the lead gen form has to be appealing too. If it’s not, users won’t feel compelled to input their information and contact you.
As you craft your lead gen forms, it’s important that you create a form that:
- Stands out from the rest of the page
- Uses eye-catching colors (while still matching your brand theme)
- Gives a clear or interesting value proposition (such as “book a meeting to learn more,” “sign up for a free demo,” etc.).
Lastly, it’s important that you only ask for the minimum information needed. Asking for too much might discourage a user from wanting to fill out the form. A good form only asks for what is needed to contact the visitor: an email address, phone number, and first and last names.
Here’s an example of a good form fill versus one that may be a little too lengthy:
Have a Streamlined Follow-Up Process
No matter how much you focus on nailing down the perfect content, CTAs, page design, testimonials to include etc., your landing page will only be as effective as your follow-up process.
If you don’t have a process in place for how a lead becomes a customer, it won’t matter how many leads your landing page generates. When a lead comes in from your landing page, who is it emailed to? Then, how does that lead get into the hands of a sales development representative? Who takes the meeting with the lead to determine if they want to buy your product or service offering?
All of these are questions you need to ask yourself before you start a landing page campaign.
When done properly, a great landing page can help do the work of a single cold caller and helps to deliver more warm leads consistently. Once you get the hang of how to create landing pages and how to create copy that converts, you’ll be amazed out how well they complement your sales efforts.
At Abstrakt Marketing Group, we have a full team of experts, including designers, professional copywriters, and sales development representatives, who can help make this process easier. We have found that creating successful landing pages can be a game-changer for small businesses involved with our program. Reach out today to learn more about how we use landing pages in our efforts to grow your business!
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