Landing pages may seem simple, but as any experienced B2B marketer will tell you, those web pages can also be incredibly powerful.
Many B2B marketing strategies would be in serious trouble if landing pages were suddenly no longer an option.
And yet, many are in more trouble than they realize because their landing pages are actually a major source of unnecessary overhead.
Their marketers may follow most B2B landing page best practices, but they’re dropping the ball when it comes to those meant to protect their budgets.
As a result, those pages generate qualified leads who eventually convert, but they also do so by cutting into profits.
3 B2B Landing Page Best Practices to Drop Your Overhead
As we all know, “It takes money to make money.”
Landing pages are no different.
You do need to spend some money on creating, deploying, maintaining, and improving them.
That doesn’t mean letting them run wild with overhead, though.
Instead, implement the following three B2B landing page best practices to keep these powerful pages cost-effective and successful.
1. Never Take Your Eye Off Your PPC Ads
Like most B2B companies, you probably use PPC ads to help generate qualified leads.
Also, like most B2B companies, you may have long since stopped revising your ads because you’re satisfied with the results.
Even if you’re seeing a positive ROI, you could also be spending far more than necessary, which means bloated overhead and fewer profits.
That’s why one of the most common B2B landing page best practices marketers focus on is regularly reviewing your ads.
For example, every month, you should check for new keywords – either those that are actually brand-new or those that are now within your budget.
You should also be using “similar audiences” and revising them constantly as you learn new things about your prospects.
2. A/B Test Your Landing Pages
Using more cost-effective ads to bring qualified traffic to your landing pages is definitely a good start, but all of that effort will be wasted if those pages don’t actually convert. Every lead you pay for who doesn’t convert lowers your ROI, contributing unnecessary overhead.
That’s why another very common B2B landing page best practice is to constantly A/B test them for where you need to improve.
Now, it’s important that you don’t get caught up in A/B testing meaningless minutia.
For example, does the size of the images you use matter? Could they help lead to greater conversions?
Yeah, probably.
But at some point, a dozen pixels here or there is not worth testing and you’re actually increasing your overhead by doing so.
Stick to the major elements. Fine-tune them and continue doing so on a regular basis.
3. Verify the Information Before Beginning Your Marketing Campaign
One of the most notorious silent killers for B2B marketers is bad information.
It can seem like a relatively benign issue if you’re not generating a lot of leads and can manually remove them from your funnel.
However, if you generate a large number of leads – which is great – it’s impossible to go through each to remove the frauds – which is bad.
The problem might spring up by convincing yourself that your ads are attracting unqualified leads. You could also begin to second-guess your corresponding email campaigns. At the very least, you’ll have to send out reengagement emails before you can be sure those false names really have no intention of ever responding.
That’s why the last of our B2B landing page best practices for decreasing overhead is to use software that denies this false information from ever being submitted.
Speaking of which…
The Most Important of All B2B Landing Page Best Practices
All of the B2B landing page best practices we covered above are worth implementing ASAP.
But what if there was one more that would drop your overhead right away?
In fact, what if it could drop the amount you pay per lead by 1/3? What if, at the same time, it verified the information those leads provided to your landing page, so you weren’t wasting any more money sending emails to “Donald Duck”?
And what if it also increased content engagement by 305% and landing page conversions by 51%?
Would you agree that would be the most important landing page practice to follow?
Well, that’s exactly what we offer at Hushly. Our platform is actually able to do all of the above – and more – without forcing your company to change anything else on its site.
Contact us today and we’ll show you exactly how our platform will help your B2B business.
