Connecting with your customers. The right way.

The Must-Read Guide to Improved Landing Pages

For all marketers, each conversion is important and needs to be treated with significant care and attention. And if we were to consider the B2B environment, things might get even more complicated. B2B customers are not just credit card handlers that can buy products on a whim and rethink their decision later. B2B customers are a package of decision factors that have to consider goals and deadlines and results, all at the same time.

So, they can’t really afford trifle buys. That’s where things start to get a bit complicated for the SaaS marketer who wants to make numerous sales and maintain a stable monthly revenue. Landing pages might just be the solution to this problem. Indeed, greatly made landing pages will help you convert better, turning more visitors into actual subscribers. And as it happens we know the way to a perfectly designed and fully optimized landing page. And we are more than ready to share it with you.

The obvious benefits of creating landing pages

As any element that is used in the B2B world, known for its passion for efficiency, landing pages do have a series of benefits that are worth mentioning. These come to sustain the idea that investing resources of all types in creating and optimizing landing pages is a wise idea.

Eliminate confusion

As mentioned, B2B buyers are the kind of customers that like to research before they make purchases. They need to understand what it is you are selling, understanding whether or not an actual solution is presented. Again, there are no whim buys here.

A landing page offers relevant pieces of information regarding the offer that is displayed before the customer. Thus, before clicking the button, the visitor can get a clear idea regarding the service he/she is purchasing.

However, in order for a landing page to fulfill this role and in order for you to have an educated buyer, which implies certain purchases, you need to structure your copy in an informative manner and provide the visitor with relevant pieces of information in this respect. Explain the product, display the problem and offer the solution. This approach will most definitely eliminate confusion.

Collecting information

Surely you practice email marketing. And if not, you might want to at some point. You need data, right? Otherwise, it might be difficult for you to communicate with your visitors. While setting up a blog and trying to convince visitors to subscribers to give you their names and email addresses is one way of approaching this matter, a landing page can give you that lift in terms of subscribers you were hoping to get. And the great thing about landing pages is that the wave of subscribers might be coming pretty fast, faster than through a blog. Going for the reward model (eBooks, study cases, reports and so on) landing pages can gather customer data and help build mailing lists.

Great marketing & testing tool

It is important to understand the true nature of a landing page. We need to mention that your landing page and your website are actually nothing alike. Your website thrives on visitors, on the amount of time your visitors spends on your website. It focuses on building brand awareness and offering all customers the information they need. On your website, you are selling different services/products for different target audiences. Your landing pages, on the other hand, is independent and it serves specific purposes focusing on a clear target audience. Here is an example that might give you something to think about.

Let’s say you are planning to extend your list of services by adding a new one. However, you are entirely sure how this will function. So, you are considering setting up a marketing campaign, but you are not yet ready to link it permanently to your website, at least not until you are sure that it is worth the trouble. A landing page with a customized design, a customized content that speaks directly to your audience, to a specific audience that might be completely different than your regular one, will most certainly do the trick. It will provide you with the means to test the market for as long as you like.

Experience an SEO boost

You need to get buddy-buddy with Google because it holds control over who sees you. All your efforts in terms of content marketing, design, email marketing, customer service and so on, all can be in vain if Google doesn’t think you are worthy of display. So, you need to make sure that your SEO efforts are successful. One way to do that, more specifically to enforce your SEO strategy, you can make use of landing pages, as these help you gain favors in the eyes of the big, powerful Google. You need to remember that apart from keywords or PPC campaigns, search engines value relevancy and authenticity. And that’s exactly what landing pages offer. You won’t find a greater amount of relevancy elsewhere than in your landing pages. They are designed in a manner that appeals to a specific audience, right? Also, the content you are displaying is also customer oriented. So, you have relevancy at its best, as well as authenticity.

The anatomy of a landing page

Independent structure

As mentioned before, your landing page needs to be independent. A website is designed to ensure facile navigation and a satisfying customer experience. On the other hand, the landing page is designed to provide visitors with as many details as possible regarding a product, service or campaign and to make them click on your buttons. Given this purpose, the landing page is independent and it is not linked to other pages. Plus, the landing page can be temporary. It stays live as long as it needs to fulfill a purpose.

The landing page is much like a mini website that offers presents an offer, displays a suitable design with the purpose to convince and convert and it has a compelling button.

The headline

The headline is of a huge importance on any landing page, just like your CTA buttons. This is the element your visitor sees first on the landing page and if this fails to grab his attention, then all your efforts are lost. Surely you know that the modern eCommerce shopper doesn’t have that much patience. He cannot focus on you 100% due to the shopping environment which is filled with all sorts of other suggestions. So, you need to do something to help him focus on your offer, on your product. The headline is your first chance to do that. So make sure you take full advantage of it.

It can be anything, but it must be powerful. It has to make an impression.

The design

Words carry a lot of meaning, of course, but you need to strengthen your message in a visual manner as well. This is the generation that responds in a positive manner to visual effects. It thrives on it. What we are trying to say is that design is just as important as the copy.

The design is, of course, your choice, but a few tips could come in handy. Try to keep it simple, yet attractive. It has to make an impression, so you either impress through its simplicity or go crazy. There’s really no middle way around this matter. Also, make sure the design serves the copy and, in the end, both of them serve the product.

And as the last tip, consider the option to incorporate video in your design. A live video of how your product functions could be useful.

The copy

Long or short? Simple or hiding behind the bush? Cheeky or respectful? How will you choose to communicate with your customers? This is a bit of a challenge, we’ll give you that, but it’s not impossible. You just need to choose a side and make the best of it. It’s super important to be constant.

In the SaaS world and recently in the entire B2B market, the trend is to get rid of some of the excessive respect. You don’t have to go as far as to be rude to your customers, that’s not something you want. But you want to be more personal in your approach. While we cannot tell you where you draw the line between personal and rude, we can tell you this: be relevant!

You are launching an offer on video games, for instance. You want to draw as many clients from this market as possible, so you need to spice up your vocabulary, or better said, game-up your language. When addressing a specific market, you could really make use of a few key phrases used by people in that market. It gives your audience a real sense of familiarity and makes you look like an expert. So, it can’t hurt, right?

Also, try to be concise, as your landing page does have limited space. Make sure you point out the aspects that matter most and organize them adequately. Make use of design, of course, but structure them by means of catchy headings.

The links? What say you?

Well, if you were to ask us, we would say a big fat NO, because you do not want to jeopardize your landing page traffic and conversion rate.
Adding links to your landing page might capture the eye of your customers, send them to different pages and it would cause a break in the process, which will defocus your visitor and in the end, the conversion rate would be completely ruined which is exactly what you don’t want right?

And yes, your links could open in a new page, but are you sure that your visitors will come back after that? We actually aren’t and nor should you. Plus, it’s actually irrelevant what they would or wouldn’t do. The bigger question here is: Are you willing to take that risk?

The Call-to-Action

So, this is the trigger, this is a big moment. The reaction your customers are having to your call to action says if you’ve done a good job at convincing them or not. This is when all your efforts in terms of copywriting and design are going to be weighted. A bit of pressure, right?

Your CTA should be convincing as well and it should tell the customer his next move. What is expected of him? Should he make a purchase, set up a meeting, provide you with his contact details, subscribe?

Now, let’s talk details, color, tone, voice, text. You need to make your button noticeable. Choose a color that stands out in the overall design but it’s from the same story. Keep the tone that you’ve used in your copy. And if possible, see if you can find an expression fits the frame. Instead of saying start for a gaming landing page, go for a Game On button. Be creative and try to make an impact. Think of your goal and say it in the language of your customers.

Best practices

1 The length of your landing page

As you can imagine, the question regarding the amount of text one should have on their landing page. Long or short form? Which are the winning options? While searching for the right answer and thinking of the fact that customers have limited time to offer you, remember that this the B2B world. This is the world that favors reports, study cases, eBooks, white papers. These customers need to motivate their decisions. So, let us ask you again. Long form or short form?

Indeed, the winner is the long form, as you have sufficient opportunities to explain to your customer why it’s a good idea to invest in your service.

2 Structuring your customer’s journey

If possible when thinking of what content to add to your landing page as well as when planning your design, try to map their journey. Introduce yourself, introduce your product, offer a solution to an existing problem, pitch your product and then end their journey with the call-to-action button. Make your customer go through the entire purchase flow.

3 Don’t get lost in your own web

We’ve said that long form is the right approach, as it gives you plenty of room to tell your customer all about your business. However, if your landing page is about one thing, then keep it that way. Don’t get lost in offering your customer details regarding your entire product range. Keep the focus on one element instead of all of them. If you are trying to advertise a new service, try to speak about that service, thus keeping the customer focused on your offer.

4 Don’t be afraid to test landing pages

There is no rule saying you have to get it right the first time. You can test and test and test your landing page as many times you like. There is only one condition and that is to collect as many insights from your testing as possible and put them to good use. If you are testing just for the sake of testing, it’s your choice, but it won’t serve you any purpose.