How To Build A Lead-Generating Landing Page

1. Title or Main Headline

Your landing page title or main headline must be carefully thought-out because you only have 5 seconds to capture your reader’s attention. It’s one of the first things they see: so keep it simple, clear, and engaging. Make it something they can’t resist: choose powerful, meaningful words that would invoke emotions and resonate with your personas.

Choose headlines that clearly communicate the benefit of your offer: “Decrease Your Time Production by 40%,” not “Migrate to Cloud-Based Services for Higher Time Efficiency”. Most B2B products have a complex, technical idea, and explaining the way they work can be difficult. A clear value proposition with meaningful, direct, and specific headlines can drastically improve both your conversion rates and lead generation rates.
‍

2. Subheading

Use subheads to provide further context surrounding your offer/product/service.

Sometimes this subhead could also be your product’s secondary value proposition. The main purpose of a headline is to grab your reader's attention, whereas a subheading can provide further details (or benefits) about your service. For instance, “Our cloud-based automation platform allows tech companies to improve productivity and cut costs, which leads to greater profits.” 
‍
‍

3. Use of images or videos

More often than not, B2B products/services can be tricky to explain everything clearly, while still maintaining the technical value of your product. Videos and images allow you to convey ideas that copies and animation cannot. It helps visitors understand your offer with very little effort on your part. For a product-based landing page, an explanatory video with different use cases allows visitors to grasp the concept behind the product and visualize how it can fit in their work life. 

Keep in mind: Your main image or video should complement the landing page’s title. So, don’t scrimp with a cheap, low-quality image here. The best images use nearly the entire computer screen and often show people that your prospect can easily relate to  - like customers using your product or service. These portraits build affinity, trust, and credibility with your prospects.

Plus, more B2B companies are using videos/ images on landing pages to help content stand out from competitors. Videos also extend the time viewers stay on your landing page, compared to static content.

‍

‍4. Testimonials and Case Studies

Testimonials in the form of customer citations and case studies have proven to have a powerful effect on landing page readers. So, make sure you have two or more testimonials in video or text format on the page. If possible, use photos of customers along with their quotes to increase affinity and the credibility of your company name. 

‍

5. Lead Capture Form

All the effort you have put into crafting a landing page - is to guide visitors toward the lead generation form. This is where the lead generation funnel ends - and you don’t want your prospect to leave without submitting that precious form. 

Keep your forms neat, and as simple as possible. Don’t ask for more information than you need: standard fields include name, company, telephone number, and email address. Of course, not everyone who gets on your landing page is an ideal customer for your business, but you definitely don’t want to lose one just because you are asking for information that a lead might not feel comfortable sharing.

Be careful: In B2B, data like company revenue, size, and budget play a big role in lead qualification. To speed up this process marketers usually try to gather this info through lead capture forms. Well, that’s not a good idea. 

If you need this data, you can ask for it at later stages  - further down the funnel when the prospect shows interest in purchasing your product.

‍

6. CTA (Call to Action) Button

The whole purpose of a landing page is to make your visitors take a specific action that would lead to conversion. That’s where call-to-action buttons come into the frame. Some of the common call-to-action buttons for B2B landing pages are:

‍

• Request a demo
• Get a Free Trial
• Book a demo
• Schedule a free consultation

‍

The goal of a CTA button is to get visitors to click it and complete a conversion. To achieve this goal, you have to ensure that the button is clearly visible and captures the attention of your prospect.

As always, you can experiment with colors or design elements to see how they can affect certain responses from your readers. You can get creative and descriptive with the copy within the button. The only requirement is - always use verbs to suggest action. Avoid using generic, boring terms like Submit or Click, opt for more specific phrases like Sign Me Up! Start a Free Trial! Read the White Paper Now. 

‍

7. Privacy Policy

We are all concerned about what companies and websites do with our data. A line or two addressing your company’s privacy policy can assure your B2B prospects you’re not going to do anything unethical with their information. With a well-articulated privacy policy notice, you automatically lower the risk of form incompletions.

‍

‍8. Thank you pages

Not using the redirect from your thank-you page is a lost opportunity.

A thank you page is a page you redirect visitors to after they submit the lead capture form on your website. Often, its purpose is to reintroduce the main header and subheader information and give your prospect instructions to the next key step.

‍

9. Trust marks

Building trust and affinity with your client - is one of the most important responsibilities of a B2B marketer. A great way to build trust through a landing page is by using customer logos and testimonials. A high-converting landing page is one that builds credibility and demonstrates your industry expertise. So, consider using the right trust marks on your webpage:

• Quotes from industry leaders
• Awards and certifications
• Client logos
  ‍

Final Thoughts

Landing pages are one of the most powerful tools in your digital marketing toolbox. They’re infinitely customizable, which means you can use them to support your marketing efforts in any industry. An optimized landing page will motivate prospects to subscribe to your newsletter, download a whitepaper, schedule a call, or sign up for a webinar, thus increasing your conversion rates and driving revenue.