How to optimise a landing page
A well optimised landing page can be your secret weapon, but making one that works well is far from easy. Here are a few key pointers on how to get the most out of yours:
It’s best practice to strip back everything from your landing pages, other than your company logo. The entire purpose of these pages is to keep a customer’s attention focused exactly where you want it. Having any additional distractions only adds to the potential ways you might lose a visitor. Get rid of everything unnecessary, including the header navigation, and use as simple a layout as possible. Anyone landing there should be able to quickly scan all the information, with no interruptions or distractions.
Use strong imagery
A common mistake with landing pages is not to put enough thought into the imagery used. Think about who you’re targeting and use images that will suit them.
Are they younger creative types? Then something more casual, cool or fun may work well.
Are they an older business owner? Then lean more towards traditional, professional-style images.
Think about whether you want to show off your product, or what people can actually do with it. What is likely to resonate more with your audience?
Using stock imagery will do little for your brand identity. Where possible, always strive to use your own, high resolution images. These will be much more in keeping with your brand and help you stand out from the crowd. Don’t stop at images either, studies have shown time and again that landing pages which feature video content perform extremely well – providing it’s well made and relevant.
Have a clear purpose
Each landing page you create should have a single purpose that you target with pinpoint precision. You need to think about who you are designing it for, what their priorities are and how best to grab their attention. Landing pages, especially those linked to paid advertising campaigns, need to be able to grab the user’s attention instantly. The first thing they see when landing on the page should be exactly how you will solve their problem, without the need to scroll down and read on. Always focus on potential benefits, rather than your product or service. People don’t want to buy a product, they want to buy the result it will have for them.
Tailor every approach
Each point in the sales funnel calls for a different approach. If you’re aiming your landing page at those in the awareness stage, then you should be focused on providing information rather than trying to push for an instant sale. For those who have shown intent to purchase, you should be pushing your product much harder.
In addition to this, you need to think about who you’re aiming the landing page at. Is it for one stakeholder or multiple? What are their priorities? What tone should you take? For maximum effectiveness, you should have landing pages tailored towards each stage of the sales funnel, with bespoke content created for each stakeholder you’re targeting, based on their needs at that time.
Have a clear call to action (CTA)
Make sure you always include a call to action and preferably have at least two located at different points on the page. Your main call to action should be near the top of the page and have a strong sales intent (such as “buy now” or “sign up for a free trial”). It’s quite common for B2B businesses to stop here and stick by the one-CTA rule, but you could be missing a huge opportunity. Instead, make sure you include a secondary, softer CTA towards the base of the page that is tailored towards those slightly higher up in the sales funnel. This might offer them more content or information relevant to their interests. You can then work on them further until they are ready to buy at a later date.
Don’t ask too much
One significant trap that marketers can fall into with a landing page is the design of the contact form. Contact forms are a vital piece of the puzzle for what you’re trying to achieve, but no-one likes handing over their personal details without good reason.
To give yourself the best shot, always keep your forms as short as possible. Don’t ask for any information you don’t absolutely need, especially on pages aimed at those higher up in the sales funnel. Instead, aim to gather additional data from them over time, each time you make contact. If your landing page isn’t working well and has a high abandon rate, the answer could be as simple as removing or renaming some fields.
With any landing page you need to work on building trust with your audience. This can be done in multiple ways simultaneously. Firstly, it’s best practice to always have your website hosted on a HTTPS domain. This security certificate helps users to feel safe and assures them that their details are secure.
Secondly, leverage any social proof you can, such as case studies, social media comments and customer reviews. Unbiased sources can be a hugely powerful tool in the decision making process, especially those that can’t be faked. A huge majority of buyers will research solutions long before ever making a decision to buy. If you can provide the proof of quality they need in one place, it prevents them from abandoning the website to do their own research elsewhere. Selling in B2B is very different to selling in B2C, in that you’re appealing to a buyer’s rational side, not their emotions.
Offer a complete experience
Finally, once a user has handed over their contact details, remember to direct them to a thank you page. This is more than just common courtesy as these pages can be used to offer additional content tailored to them, drawing them immediately further down the sales funnel.
For further information on how to design the perfect B2B landing pages, read our blog: “How to create B2B landing pages that achieve a high conversion rate”
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