One of the biggest lead generators in B2B digital marketing today is high-quality content. B2B companies invest serious resources to produce the most engaging content and offers possible to attract customers, build trust, and be considered by search engines to be a great source of information.
A landing page is one step in that process. When a user clicks on a Google ad or social post advertising your content, he or she is taken to a landing page, separate from your website’s navigation. There are several different types of landing pages on the web, but the two we’re focused on here are gated content landing pages and PPC landing pages:
- Gated Content Landing Pages: A short page where the user provides their contact info in exchange for an email or link to a unique piece of content.
- PPC Landing Pages: A long and informative page that provides detailed information and accolades on a specific product, service, or offer, encouraging visitors to fill out a form for more information.
Digital marketers put a lot of effort into perfecting ads, content, and landing pages. But the best marketers, dissect every single solitary aspect of a campaign, which can be found on the Checklist: Marketing Campaign Planning & Execution.
Today, we’re focusing on 5 ways you can optimize your landing pages to generate more leads.
1. Make Your Calls-to-Action (CTAs) More Engaging
I’ve made it to your landing page and want to know more, so what do I do now? Suppose your landing page ends with the CTA, “Contact Us,” and links to your website’s contact page. Is “Contact Us” enough for me to click? The answer to that depends entirely on the context of the situation, but let’s try and push the “Contact Us” CTA further to try and make it more effective. Think about your prospects’ interactions, how you communicate with leads, and what types of questions your sales team regularly gets asked. Is a consultation more descriptive of that initial interaction? Some basic ideas to try could be “Request a Consultation” or “Get Your Free Consultation.”
But we can take things a step further by thinking about where the real value comes from your product or service. A commercial security company could change a CTA of “Contact Us” to “Upgrade Your Security Today.” The new CTA tells people several things:
- The type of product or service they’re getting
- That it’s better than what they currently have
- That it’s available now
All with only a little tweak and two more words!
As you’re writing your CTAs, make sure they are: clear, action-oriented, above-the-fold (which means a user sees the CTA on the landing page before they have to scroll down on the page), and finally, they stand out (carefully consider the color, font, and placement of your CTA button).
2. Inject Compelling Copy Into Every Offer
Compelling copy tells a story, paints a picture, and engages readers from beginning to end.
Short landing pages for gated content need a clear introduction to the content, service, or product the user will get beyond the landing page and the value they’ll find. Longer PPC landing pages provide prospects with a comprehensive look at a product, service, or offer, without the distractions of a full website.
Writing compelling copy requires a firm knowledge of your audience. Who are you talking to, what do they care about most, and how do you solve their problem or make their lives better? The answers to these questions will help you refine the tone of your messaging and get more people to download your content or take the next step with your company.
3. Capture Attention & Lead Eyes to the Important Stuff
What makes a compelling landing page design? It should be well-balanced and have a natural flow of information that the reader’s eye can follow. Landing pages should be informative yet easy to digest, with the most important pieces of information front and center. Your design should also be responsive, so whether it’s on a phone, tablet, or computer, all the page elements are in the right order and easy to understand.
4. Gauge the Response to Creative or Copy Changes With A/B Testing
To get started with A/B testing, break down the elements of your landing pages and identify those that could be easily changed, such as your CTA or form fields. Then, make one adjustment at a time, analyze the results, and make an informed decision on what worked best.
Maybe you’ve taken a step back, and the overall design of your page feels bland. The background image is fine but doesn’t necessarily describe your service, and it certainly doesn’t POP! An insightful, professional adjustment to your photos or graphics can make a world of difference and is easily demonstrated through A/B testing.
5. Make Adjustments Based on User Heatmaps
Heatmapping is a great way to visually analyze precisely how users are interacting with your landing pages. Users may be clicking on an element that gets mistaken for a button, or perhaps some critical bullets are too far down the page, and nothing says to the reader, “Scroll down! There’s more!” Your landing page may be visually appealing but suffer from simple UX issues that hurt results. With heat mapping, those issues often stick out like a sore thumb and are easily fixable. Hotjar is a heatmapping tool that our team loves. Need help analyzing your user’s experience? We can help.
Take Your Optimized Landing Pages Further
Effective landing pages are just one part of a complete and well-rounded B2B digital marketing campaign. Download our new Checklist: Marketing Campaign Planning & Execution today to learn more about all the aspects. B2B companies need to consider when strategizing and executing their campaigns. If you want professional assistance optimizing your landing pages, content, ads, or any other part of your digital marketing campaign, we’re here for you.
