Creating a quality B2B lead generation landing page design is both simple and difficult. Here are the top “Do’s” for creating a best practice campaign lead generation funnel:
Landing page “Do’s”
1. Less detail usually equals higher conversion rates: If you give all the information necessary to make an informed decision, you will send a potential client into “pondering” mode. Let’s put it this way. Pondering mode is bad. They will get a cup of coffee, think more about their needs, look at other competitors… etc… You don’t want to become a bookmark in someone’s browser that they never visit again. Push features and benefits. Explain that your product or service solves their problem! Don’t worry about explaining how. That is why they will request more information. After all, the goal of a landing page is to get a potential client’s contact info into the hands of a sales rep.
2. Build credibility through visuals: If you get a big player to your landing page, they will want to know they are in the right place. Seeing client logos of top companies will tell them “yes, we work with companies like yours… you are really missing out.” The same can be done with a few short and sweet testimonials floating around the site. Don’t have any recognizable clients? Find a friend that works for a great company and ask him for a quote that is ambiguous (ex. These guys really know their stuff).
Also, credibility seals/awards can have the same effect. It helps ease the mind of a potential customer, even if they do not understand what the seal is for.
3. 1 Simple form… not 4 tiny “call to action buttons”: We get it. John is pushing his webinar. Sally is pushing her trade show. Mike is pushing his free assessment. Pick one and roll with it. One strong all to action is the key to success. Include the form right on the page, and do not have your conversion point a click away. This is the easiest concept in landing page design, but the hardest for a large B2B company to embrace. Keep it simple!
Follow these tips and watch the leads roll in! If you have questions, be sure to touch base.