B2B landing page best practices Archives

Most B2Bs know that their website is the most important asset for converting leads.

Despite this, analysis from Forrester Research shows that most B2B websites fail engagement tests.

With much longer buying cycles, converting visitors into buyers isn’t exactly a realistic goal in B2B. A high converting landing page looks a little different.

Instead of focusing on conversions, focus on converting visitors into leads and initiating the nurturing process all through a single landing page. Here’s how with the B2B landing page best practices for 2020.

B2B Landing Page Best Practices for 2020

Forrester’s analysis is pretty bleak: B2B websites are uninteresting, unengaging, and unrelatable. What do the best B2B landing pages have in common? They’re empathetic, personalized, and filled with interesting content.

Businesses need to focus on creating an Amazon or Netflix-style experience through their B2B website. Your leads have come to expect a hyper-personalized experience – whether they subconsciously realize it or not.

Like Justin Shriber writes for Harvard Business Review:

“B2B buyers have slowly been conditioned to expect the same personalized treatment that they get while shopping on Amazon. They want to be approached with relevant offers at the right moments, not when it’s convenient for a sales rep. They have little to no patience for ill-timed, generic pitches.”

Consider these best practices for creating a high converting landing page and use these B2B landing page examples to get started.

Lift the Blockade On Your Content

When a lead magnet form pops up as you browse on a desktop, it’s annoying. Chances are, you spend a few seconds weighing the pros and cons of handing over your professional life story in exchange for the material behind it.

When the same form pops up as you browse a website from your phone, it’s a total deal-breaker that sends you running for the back button.

Here’s the problem: your leads conduct 70% of research from their mobile devices. Landing pages absolutely must be optimized for mobile browsing.

That’s why holding your best content hostage behind a blockade (form) is completely killing your lead conversions.

You don’t have to give away everything. Give your visitors a sample and let them provide their email address if they want to download the whole piece.

By the time leads feel comfortable enough to hand over their details, you’ll already have some data collected about their browsing behavior, too – perfect for optimizing your personalization and retargeting strategies.

Give Your Leads the Resources to Nurture (at Every Stage)

The best B2B landing pages include multi-segmented content.

Between six and seven people are involved in the average B2B buying process. A high converting landing page needs comprehensive content for all of them.

Consider this: buyers complete anywhere from 57% to 90% of the sales process before reaching out to your sales team. That means you only have control over 10% to 43% of the sales cycle.

Your landing pages and website absolutely must answer any potential questions. The words “we don’t need to include that; they can just call or email us” should not be part of your vocabulary.

Self-nurturing landing pages are the solution because an algorithm removes any of the guesswork.

Instead of assuming your visitor’s intent and including static links to relevant content, an algorithm analyzes their behavior on your site and provides personalized content.

Here’s what it looks like in action:

Source

Ditch Dead Ends for a High Converting Landing Page

When a visitor reaches the bottom of your landing page, what happens? Do you hit them with a CTA and hope for the best?

96% of people who visit your website aren’t ready to buy and 80% of leads will never convert, on average. Everyone knows the B2B buying cycle is complex and long, but almost no one is taking proactive measures to encourage nurturing through their website.

A high converting landing page doesn’t send readers on their way after a single piece of content. Look at how Netflix, Amazon, and Facebook function by providing an endless stream of content.

Even if you don’t plan to spend money on Amazon, you still might spend 20 minutes scrolling through their lightning deals “just to see.”

Adding hyper-personalized content bingeing to your website is essential for nurturing leads before they even provide their contact information.

Here’s what it looks like:

Source

Create an Effective Abandonment Strategy

There’s a huge abandonment strategy trend in B2B right now that involves throwing a form at every visitor as they prepare to leave the website.

If someone was trying to click away from your website because they want to read something else, why would they want to fill out a form and hand over their personal details?

While it’s important to employ an abandonment strategy – and exit-intent popups have plenty of effective potentials – asking visitors to fill out a form isn’t the answer. In fact, it’s driving your leads away.

Instead of presenting visitors with an intrusive form as they try to leave, give them more of what they came to your website for in the first place: high-quality content. An algorithm monitors which blogs, eBooks, and case studies your visitor consumed while browsing your site and picks related pieces of content to help keep them on.

You can still collect lead information but in a less aggressive fashion.

Here’s what an exit-intent popup could look like if you designed a high converting landing page based on what your leads want:

Design Your High Converting Landing Page Now!

Forms are intrusive and they throw a wrench in the entire lead nurturing process.

Why start your relationship with a lead with a bad first impression?

Hushly’s unique exit-intent strategy (and other key features) help you go formless so you can personalize each lead’s experience and give them more of the content they crave.

Don’t worry, you can still collect verified business email addresses – after your leads have spent time consuming your content and decided you’re worth staying in touch with.

Ditching forms can help you skyrocket lead conversions by 51%. We guarantee it. See Hushly in action now.

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.