What works for others can work for your business, too. But why grasp on to the mundane? Design a landing page that echoes the distinctness of your brand.
The modern buyer prefers a contactless buying experience. Everything’s simple, self-directed, and hassle-free.
But this doesn’t mean the buyer isn’t reliant on a brand. Their expectation boils down to a single atom: obstacle-free and compelling digital experiences. So, it’s quite obvious that marketing’s response is to meet their prospects halfway.
And in the current landscape, marketers have gravitated towards a single solution – adopting technology into existing infrastructure.
Truthfully, this solution is half-baked. Businesses have either chosen to deliver simple and generic experiences or are so hyper-focused on adopting newer tech models that they lose their focus.
The disconnect is significant. Brands are left in a pickle while attempting to bind innovation with the buying experience.
This yields a question: How do you develop closeness with customers and deliver unique experiences?
After COVID-19 hit the marketplace, decision-makers and stakeholders have realized what customer experience is actually worth and how it can create value.
Thus, the modus operandi is reimagining customer experience through experimentation.
The primary step to linking value with experience is defining customer behavior that generates quantifiable value for the business. The next step is gauging customer satisfaction to measure the tangible outcomes of each experience.
For B2B, This Means Developing High-Quality Landing Pages.
It’s one of the most necessary and integral components of ensuring a compelling and value-driven experience for potential buyers.
Landing pages follow an acute balance between the value given and the value taken, one that resonates benefits and is enrapturing, simultaneously.
Whenever a user searches the Internet, their queries are obscure. And most of the searches may not even address the pain point, let alone solve it. However, even if some do, it turns out to be a sales pitch that doesn’t even understand them.
What users require is understanding – they want to be heard.
This is where a landing page becomes one of the most appealing aspects of a brand.
It draws visitors in to collect their information and, in return, offers value in the form of solutions. This launching pad takes the user wherever they wish to land – it’s spearheaded, specific, and focuses on achieving a short-term goal.
Landing pages also persuade users that a brand’s website is worth their time.
It’s a whole different ball game for capturing leads.
What is a lead generation landing page?
Lead generation is significant for business growth, irrespective of its size. And when your landing pages are well-optimized and streamlined, it’s simpler to turn mere visitors into leads.
This webpage, designed to gauge visitor details for a single marketing or advertising campaign, is the B2B lead generation landing page.
But don’t mistake it for a website’s homepage. A homepage is more comprehensive – it serves multiple purposes, offers a business overview, and is meant for a broad audience. Meanwhile, a lead capture landing page has a narrower purpose. It helps convert casual visitors into leads by convincing them to fill out a form (provide their contact information) in exchange for a valuable resource (like a whitepaper).
The landing page is often the primary and most essential step in your sales funnel. Instead of closing a purchase right away, it’s more focused on building a relationship first.
The purpose that it serves is directly entwined with its design. A well-designed B2B lead generation landing page doesn’t have any exit routes or navigation menus. Its sole objective is to guide visitors towards a specific action (which might be filling out a form)
The bottom line is that a landing page can make or break your ability to capture leads. So, why do some landing pages do this exponentially well and others don’t – where’s the lack?
The Nitty-Gritty of Designing Lead Generation Landing Pages
A B2B lead generation landing page isn’t about throwing together some catchy phrases and vibrant graphics. Rather, the laser focus is on maximizing conversion rates. To do so effectively, it necessitates:
- An in-depth understanding of your audience
- Following specific design principles
- Regular optimization and tweaks
Remind yourself that marketing isn’t about following a rulebook but rather experimentation. Every strategy should hold space for agile practices and improvements. The same applies to designing B2B lead generation landing pages.
There’s no universal template that each brand should follow. But mere guiding principles that allow businesses to build a framework for their unique landing page that works for their clients.
Landing pages are about disseminating your brand’s story in a way that compels your visitors to take a specific action. You must be clear and professional and make the next step obvious (however, not a sales pitch).
Now, let’s dive into the six components that work as a guiding principle of a well-designed landing page:
Understand your audience base
The initial step in developing any marketing tactic is knowing the audience. Without this tidbit, your efforts are likely to fail because your strategies are just free-floating in a vast sea.
The “let’s see what sticks” formula doesn’t work everywhere.
An aesthetically beautiful landing page is a waste of time if it doesn’t resonate with your audience. So, the content cannot be generic. It has to be spearheaded. To ascertain this, start with:
- The most crucial one – their pain points.
- The language they feel most comfortable with (what would be engaging for them?)
- Underlying motivations and desires that might compel them to take action
- And, most importantly, the objections they might have
Your lead-capturing landing page is not about appealing to the broader market. It has to speak to the audience relevant to your business requirements.
A catchy and engaging headline
The first impression matters. We’ve all heard this before, whether in a personal or professional setting.
On your landing page, the headline creates the first impression. And you only have mere seconds to make it count. Remember that elevator pitches, where you only have a few minutes to sell your brand?
The landing page headline follows the same concept. They need to grasp your visitor’s attention and express something valuable – something that’s integral to your brand.
So, in simple words, an impactful headline delivers your unique value proposition while addressing the visitor’s pain points. It should highlight the benefit of downloading the whitepaper.
To-the-point copy and clear CTA
After you’ve grabbed the visitor’s attention through your headline, they will move on to the copy. This particular segment addresses what your brand will deliver differently from the competitors.
It’s all about offering insight into how your solutions work in practice- it’s your hero shot.
For example, Apple’s copy for its MacBook: “Light Years Ahead.” This spotlights the futuristic design and lightweight nature of the product.
The brand’s USP is underscored through a single sentence, which is clear and to the point. This could easily be the first thing that catches the visitor’s attention (after the headline) and becomes a successful copy for future ad campaigns.
Along with this element, the differentiating factor is also the CTA. From the headline to the copy and now on to the CTA – it’s the final moment of truth. Will the visitor take action or bounce off?
This CTA should stand apart on the page, instill a sense of urgency, and urge the visitor to take action. But it shouldn’t be too pushy. It should assert what happens next if the visitor clicks on it, ensuring the user they are on the right path.
Visual appeal – the graphics and design framework
While text is a crucial aspect of the B2B lead generation landing pages, images are another. What’s the point of relaying a story when no visuals are involved?
A picture is worth a thousand words. When the content is minimal and concise, the rest of the narrative can be delivered through appealing graphics. A quality landing page, in short, should sell your brand, services, and hidden ideas.
But remember not to be generic. Several organizations use stock images visible on other websites as well, hampering the webpage experience in one shot. So, be professional and unique.
Understand cinematography – which images tell your brand’s specific story.
The fancy and aesthetic design may work in countable cases, but minimalism has become significant, too. Because brands want potential customers to find their services easily. Rather than being a sloppy mess, the design framework should highlight the benefits.
Understanding how this click or form-filling benefits them will drive the visitors. The priority should be what the customers care about, making it more customer-centric.
Additionally, the landing page should also entail a hierarchy that helps the visitor progress toward conversion. This is only possible when the page:
- It is less cluttered and clean, i.e., it leverages white space smartly.
- The size, color, and contrast align with the brand and create a flow.
- High-quality images reflect your brand messaging.
- The branding is consistent throughout the page.
Ascertain that these aspects are also true for your page’s responsiveness across all devices. Because in this digital landscape, mobile responsiveness isn’t optional but imperative for brand building.
Lead-capturing elements that also spotlight the benefits
To ensure conversion, capturing leads is the primary function. This is possible only by persuading your website visitors to take action, which could include filling out a form.
However, how will visitors take this action if the steps are unclear?
This is why a B2B lead generation landing page requires a form that stands out. It must have a strategic placement with different background coloring and font so it doesn’t merge with the rest of the landing page. You can also put it in a box.
But this action has to entail a specific benefit (tangible value, such as a whitepaper or eBook that addresses their pain point) for the visitor. What value will they receive in return for filling out this form? It’s like a reward or incentive they get for attributing their time to the brand.
Social proofs
Social proofs are trust signals.
The online world has become a means to execute fraudulent practices, resulting in widespread skepticism. But with reliable and authentic proof, prospects understand that others have already benefited from your brand solutions.
It works just as word-of-mouth marketing, hence why including social proof in your B2B lead generation landing page is vital. These could potentially be:
- Case studies
- Client logos
- Certifications and awards
- Client testimonials
Ensure the proofs you include are honest because fake ones can do more harm than good. However, if done correctly, these trust signals can effortlessly build credibility and maximize conversions.
This section dove into the elements imperative to stand out from the mundanity of B2B landing pages. But make no mistake, because we’re not offering you landing page templates.
Our purpose is to assert that playing it safe will not get you those leads, and neither will a dull B2B lead generation landing page.
To understand this better, let’s take a glimpse at some of the B2B brands doing it right concerning their landing page designs.
5 Examples of Brilliantly Designed B2B Lead Generation Landing Pages
1. ActiveCampaign
Source: https://www.activecampaign.com/free-marketing-tools/marketing-strategy-template
ActiveCampaign‘s landing page focuses on a significant aspect: addressing and solving the pain point your visitors care about.
Most often, if a decision-maker ends up on your landing page, they’re trying to find solutions for a particular business problem. So, if they end up on your landing page, they should know they’re in the correct place.
On ActiveCampaign’s landing page for the “marketing strategy template,” it’s discernible that the business is targeting a specific market segment. This messaging is for SMEs starting to develop a robust marketing roadmap.
Capturing leads and improving conversion rates are two of the most critical but demanding tasks. So, this targets the crowd facing difficulty in converting leads.
Also, observe how the headline “Want to grow your business and future-proof your career?” is focused and clear, instantly attracting the visitor’s attention. The landing page is clear and concise, with its value and benefits highlighted under the “what you get” section. The form is designed into a box and is easy to navigate, making it highly user-friendly.
Overall, ActiveCampaign’s landing page is easy to perceive. It’s clean, follows brand consistency, and is user-centric, elevating visitor experience.
2. Shopify
Source: https://www.shopify.com/in/free-trial
Shopify is keeping its landing page simple.
The above trial landing page isn’t too cluttered with text. Through minimal bullet points, Shopify highlights the top-notch quality of its products to visitors, addressing the “Why should they start this free trial?”
Shopify gives users the answer – it’s an all-in-one platform and trustworthy.
Two significant reasons why this landing page works well: a clean interface and a to-the-point CTA. The headline is very user-friendly, concise, and catchy. The space around it has also been meticulously used to convey the free trial benefits and tidbits.
This landing page doesn’t steal much user attention, i.e., easy on the eyes. And uses a consistent color palette throughout, one that also aligns with their minimal graphics.
Additionally, the CTA is crystal clear and straightforward. Visitors (and potential customers) have to fill out their email addresses, and then they can start selling using Shopify’s features.
How easily navigable is that!
3. HubSpot
HubSpot‘s marketing automation landing page entails a winning edge.
It’s clear and concise but also comprehensive, outlining the tangible value in simple details. The visual appeal isn’t much different than its actual branding, but it relays what it needs to.
HubSpot, known for marketing software, knows its game.
But a visitor landing directly on the “automate your marketing” page might not exactly know what they do. So, HubSpot’s landing page has made it simpler. They have instilled a top-to-bottom flow into their landing page, which is strategic.
Rather than the visitors facing confusion on where to go, the landing page framework guides them through the crucial aspects of the services:
Value-focused headline => benefits (tangible value) => social proof (case studies)
This is why we know HubSpot’s landing page gets the job done. They’ve laid their solutions bare and covered all the integral components of what goes into a well-designed landing page.
4. Salesforce
Source: https://www.salesforce.com/ca/form/demo/sales/demos/?d=pb
Salesforce believes in letting numbers do the talking. This landing page from the sales powerhouse illustrates that text and visuals aren’t everything.
They are all about no-nonsense. There’s a logo, benefits, a catchy headline, social proof, and a clear “Watch Now” CTA below a clean form. What more does a visitor need to tell them what they need to know?
This is designed to instill curiosity within the right audience – SDRs who are looking to close more deals and elevate the efficiency of their sales processes.
Salesforce, through this simple yet effective landing page, gives its potential customers a compelling case to watch the demo. Especially the headline: “How can you unleash growth now with the #1 AI CRM for Sales?”
The headline demonstrates Salesforce’s industry leadership and relays that it’s AI-driven, two birds with one stone. The copy is persuasive and builds trust and credibility, so the customers know they’re making the right decision.
5. Wise
Source: https://wise.com/us/business/
Wise is a popular money exchange platform used across different countries and currencies. The best part of its landing page is that it’s divided into two customer bases: customer and business.
You’re directly notified which service is for you and which isn’t. And since the platform involves money, it offers a demo option and a video on its landing page. This helps customers from the get-go and improves the overall experience.
Two of the other essential features illustrating how Wise does landing pages right are its fundamental focus on the benefits and differentiators:
- It highlights safety and security at the center in case a potential customer is hesitant. The message assures them that the platform is safe to send and receive money.
- Through different types of content formats on the landing pages, Wise showcases its cost-efficiency compared to traditional methods and competitors.
This landing page, as observed, highlights safety and value, two significant facets of fintech.
Let Your B2B Lead Generation Landing Page Do the Talking
The truth is that in the current landscape, people are gravitating towards less. It could be creative and artsy, but minimalism continues to shine through.
A well-designed and optimized B2B lead generation landing page promises to transform prospects into long-term buyers. So, it has to be entirely user-centric – delight, cater to, and understand them.
However, marketers are conscious that consumer psychology behind decision-making is tricky to gauge. This is where A/B (or multivariate) testing sweeps in as a hero. A customer can surprise you in unimaginable ways.
Hence, it’s better to experiment with different types of landing pages – from form placements to CTAs. Doing so will give you a comprehensive idea regarding which landing page offers the most value: more lead capture and higher conversion rates.
From compelling aesthetics to social sharing options, remember, less is more. So, plan, design, and execute your landing page through a structured framework that aligns with brand guidelines.
Let it shine through the content noise and change how your potential customers perceive you.