7 Easy Tips to Improve Your B2B Landing Page

April 9, 2019


7 Easy Tips to Improve Your B2B Landing Page

The landing page is an entrypoint into conversation: in images and words, headers and subheaders, and in the smallest details of layout and design.

It’s no wonder, then, why the dominant orientation of landing pages today is the vertical scroll.  That’s how we have conversations these days. The feed in your social media apps, the chain of emails in your inbox, the text message screen on your smartphone.  

Your landing page is the crucial first step towards building your brand’s online presence.  Below are some tips, to help you get it right and convert more customers that end up visiting your page:

1. Your Landing Page Should Be Different Than Your Home Page

“Landing page” and “home page” are often used interchangeably, because they’re often used interchangeably in practice. However, best practice in converting customers should be to create distinct pages.

Consider physical businesses: any store in the world has a storefront, and a floor.  Your landing page (storefront) should be distinct from your home page (the floor), because the way you present your brand should be distinct from the way customers interact with it.

2. Guide the User Experience

The landing page, more so than any other component of your website, is where you have the power to dictate your brand’s narrative.  You may show off what you want, and deemphasize what you don’t want. This is unlike anywhere else:

  • Content platforms dictate how people receive your ads.
  • Search engines dictate how likely they are to show your brand over others.
  • Your website is subject to interpretation, because any visitor can visit any part of the site, in any order, as they so choose.

Not so with a landing page; here you have full control.

Use your director’s eye. Guide users to see what you want them to see, in the order you want them to see it.  Here are some initial ideas:

  • Clearly explain your product or service up top.
  • Include a call-to-action (CTA), or a download/sign-up link both at the top and bottom of the page.
  • Ditch the navigation bar.  You can recreate the functionality of a navigation bar through links strategically woven into the body of the page, without giving up control over user experience.

3. Be Concise

Your landing page is an argument.  An effective argument is based in a clear, concise thesis statement.  A sentence, two max. Convey your message boldly with larger font at the top of the page.

The body of your work should support your thesis, without complicating or straying from it.  As your visitor scrolls down your landing page, each new section they read should demonstrate that argument you’ve established up top.  

 Try including sections dedicated to:

  • Notable Clients  Demonstrating that serious folks have bought what you’re selling lends credence to the argument that others would be well to do the same.
  • Awards you’ve won (This is an easy one, if you have the awards to show off in the first place.)
  • Testimonials from satisfied customers.  Even better if those customers happen to be notable people in their own right.
  • Data and visualizations supporting the benefits you describe elsewhere on the page.  We all know how words can be chosen, twisted and arranged in such a way to make anything sound good.  Data is the same way, but numbers trigger the part of our brains associated with business, and so we read them differently. For example, “over half of middle-aged women” versus “53% of women aged 35-54”.

4. Write Straightforward Copy

Those already familiar with your brand aren’t visiting your landing page. It’s new people, who haven’t yet heard much, that you’re targeting.  Data, graphs, numbers, technical specs and features are all great ways to convey the best aspects of what you offer.

So keep sentences quick, ideas simple, and don’t feel you have to explain every little thing.  An effective way to avoid becoming redundant is to present information in various forms.

  • Graphs and charts can offer easy visualization of complex ideas.
  • Numbers can become confusing in volume, but in moderation will assist the goals of your copy.
  • Images help visitors build a mental picture of what you’re trying to describe to them.

The various ways you present your information should all tie in together, cohesively, with your brand identity. This leads us to our next topic.

5. Present a Focused, Consistent Brand Identity

Every component of a landing page is a decision, from the layout of the page to the spacing between letters in words.  With all this control, it’s important to make the page speak the language of your brand.

We discussed above the importance of keeping your messaging short and simple. That rule does not hold for brands in certain industries. Think data analytics, regulatory compliance, cyber security. If the idea you want to get across is “we can do impressive things with numbers” or “we stamp out threats better than they do”, you’ll want to mix straightforward messaging with more high-level, technical discourse.

6. Use Brand Identity to Inform Design

Your brand identity should match your landing page design. Here’s an example from a cupcake website to illustrate the idea:

If the idea you want to convey is “try our cupcakes”, then every corner and crevice of the page should be cupcake-friendly.

  • Font: a softer letter might look friendlier than a sharper one.
  • Color: browns, grays, and black don’t say “yummy” like pinks, blues and yellows do.
  • Size: if your cupcakes look irresistible, feature large pictures of them right away on the page.
  • Shape: the difference between a sharp corner and a rounded one may seem like nothing, but cumulatively, it all builds towards the texture, the feel of the page.

One other, big way to establish the character of your brand is to use what’s called a “hero” image.

7. Consider a Hero Image

Not every image we see causes us to take notice, or feel something.  In 2019 we’re inundated by images that don’t even penetrate the conscious mind: social media posts quickly scrolled past, billboards driven by.

All of these images do, however, influence our subconscious.  It’s why corporate logos are so ubiquitous; why it’s even profitable to post those same images – which we all know already – in the magazine pages we skip over, and the sports sidelines we never take a second look at because we’re focused on the game.

In a landing page, the same principle of subconscious influence is best utilized by “hero” images: whole-page-spanning, high resolution pictures at the top of your page.

Rarely do these images have any literal connection with the brands and products they’re used for.  What these images do, however, is influence visitors to view the contents of a page in a certain light. 

You don’t have to use a hero image on your landing page.  If you do, consider how you want your audience to feel when viewing your page, how you want to portray your brand, and how any given image you can find license to online will meet that goal.

Your landing page is the opening argument to a conversation, between you and the next person that follows your link. Keep these tips in mind, and your website visitors will begin converting at a much higher rate.