Every B2B company should be utilizing a number of different landing pages.
Despite the fact that they’re arguably one of the simplest marketing assets available, landing pages are also among the most powerful.
However, that’s only true when you understand B2B landing page best practices.
4 B2B Landing Page Best Practices to Implement Right Now
Given how simple they are, it shouldn’t be too surprising that there are only four B2B landing page best practices that you have to understand to turn them into one of your most reliable marketing assets.
1. Start with a Clear and Concise Header
B2B buyers tend to be a lot savvier than their B2C counterparts. If nothing else, this is because B2C buying involves individuals, whereas B2B buying involves teams.
That’s why B2B content sometimes has a reputation for being boring copy. Witticisms and clever expressions don’t work as well when you’re targeting B2B buyers who have so much more on the line.
Of course, that doesn’t mean your writing can’t have a personality. However, it doesmean that the header on your landing page shouldn’t rely on a funny quip or play-on-words to get prospects down the page.
Instead, make yours as benefits-focused as possible. Make it clear in your header what your CTA has to offer in terms of benefits. If you can make it clever, great, but be sure it’s clear.
2. Let a Video Do the Talking
Similarly, B2B buyers have a lot less time to wade through a landing page full of copy. They generally aren’t searching on the weekends or during their personal time. Instead, they’re at the office, up against deadlines, and juggling one-too-many priorities.
If your landing page greets them with big, bulky copy, you’re going to see a gigantic bounce rate.
However, if your landing page is utilized as a simple lead magnet – like a free eBook – keep the copy concise.
If the landing page is for an actual product you sell – even if the page is advertising a free trial – go with a video. Offering the important information this way has increased conversions for some companies by as much as 86%.
3. Leverage Trustmark’s for Proof Your Offer Works
Another way to make the most of the time you have with a B2B prospect is by placing trustmarks above-the-fold of your landing page. Trustmarks are just the logos of companies you’ve successfully helped in the past. They’re called trustmarks because they build immediate trust.
Check out our homepage, for example. Without having to scroll down, you can see that our list of satisfied clients includes well-known names like Intel, Symantec, and Unisys. We know that those trustmarks aren’t enough to win over leads immediately, but it does spark their interest.
“If those companies trust Hushly, it’s worth learning more.”
Always put trustmarks on your landing page. Even if your current list of clients doesn’t include huge, impressive names – yet – they’re still a subtle reminder that your company isn’t new to success. Then, as time goes on and your landing page starts bringing in more and more business, keep updating those trustmarks to show off how great you are.
4. Always Test Different Versions of Your Landing Pages
We’re big fans of A/B testing your marketing funnel.
It’s extremely simple these days to go in and switch out one image for another, or try a new header, or even create a new video in many cases.
Yet, the upside could be a double-digit increase to your conversions.
You should really never stop testing your landing pages, even long after they’ve surpassed your original expectations. Making one simple change could give you a whole new perspective on how your market likes to be engaged and transform your whole approach.
Also, unlike your website or other marketing assets, it’s easy to change a landing page and then update it right back if you’re not seeing better results.
Turning Your B2B Landing Page Best Practices into Immediate Conversions
Once you have the above B2B landing page best practices in place, you’ll enjoy much greater results from this powerful marketing asset.
Still, you can do even better.
At Hushly, we’ve created a platform solely to help B2B companies convert more of the leads who visit their websites.
It’s by no small amount, either. Our platform will increase your conversions by 51% – guaranteed.
Would you like to see for yourself? Contact us today and we’d be more than happy to offer you a free demo to show you why so many B2B companies from across numerous industries rely on us.
