The Forward Observer
Sales and Marketing Insights
for Growth-Focused Manufacturers

A blog where growth-oriented manufacturers find expert advice on marketing and sales.
Our goal is to help you generate better leads and close sales faster.

All Posts

Two Landing Page Tips To Make You Look Like A B2B Marketing Genius

B2B marketers can dramatically boost their lead conversions by researching buyer personas and increasing the number of landing pages.

B2B LANDING PAGES resized 600

A landing page is a website page specifically designed to convert visitors to leads. It collects and process information on website visitors who identify themselves in return for valuable content.

Studies show that 75-98% of B2B website visitors are performing research. They are looking for content or information to solve a problem or fulfill a need, but THEY ARE NOT READY TO BUY.

Also, for the majority of B2B websites, studies have shown that less than 6% of website visitors will convert to a lead. And of those, Gleanster Research estimates that 50% of leads are not qualified to buy.

So while website traffic is important, what’s even more important is getting the right kind of visitors to RETURN to your website. That’s why landing pages play such a vital role in B2B marketing.


conversion rate1 resized 600


And while there are lots of landing page best practices for lead conversion, there are two which are often overlooked but are vital:

  1. The buyer persona
  2. The number of landing pages

Buyer Persona

In Adele Revella’s “The Buyer Persona Manifesto,” she offers this definition of a buyer persona:

It’s an archetype, a composite picture of the real people who buy, or might buy, products like the ones you sell.

Understanding your buyer persona begins with answers to questions like:

  • What problems is she facing in her job? 
  • What questions about and perceptions of your industry does she have?
  • Who does he report to at work?
  • What kinds of thing does she do for fun?
  • How much control of the budget does he have?

Many B2B marketers jump ahead with inbound content marketing efforts, including landing page development, without understanding their buyer persona.

Oftentimes, companies are trying to talk to the wrong person. Here’s an example. A software company sells a product for law practices. They assume that their buyer persona is a lawyer, specifically a managing partner.

So, the software company develops premium content like whitepapers and eBooks for managing partners of law firms. The content is placed behind landing pages and the leads trickle in.

After some research into how the sale is made, it is determined that the law firm practice administrator is the linchpin in the sale. She is the one doing the initial research about solving the problem for which the software could be a solution. She is the person that spearheads the buying research and makes the recommendation to management. She even has budget responsibility.

With a better understanding of who the software company’s buyer persona is, they then develop content that is of great interest to law firm practice administrators. The content is a roaring success, leading to a dramatic increase in downloads and sales qualified leads.

While the landing pages might have been blamed for the initial low conversions, it was the misalignment of the content and buyer persona that was the conversion impediment.

Quantity of Landing Pages

The more landing pages you have, the more leads you’ll get.

Landing Page Inreases resized 600

In a HubSpot study, companies see a 55% increase in leads from increasing landing pages from 10 to 15.

Landing Page Conversion Increase resized 600

For B2B companies, the increase in landing pages shows an even more exponential increase after they have over 40 landing pages.

Of course, the more landing pages you have, the more content you’ll need. But that is much less of a problem when you have a clearly defined buyer buyer persona.

What do you think? Please join the conversation below. And if you found this helpful, please share it with your network.

photo credit: thematthewknot via photopin cc
landing page graphics courtesy of HubSpot
Douglas Burdett
Douglas Burdett
The Principal and Founder of Artillery, Douglas Burdett is a former artillery officer and Madison Avenue ad man. He also hosts The Marketing Book Podcast, where he interviews authors every week about the latest in modern marketing and sales.

Related Posts

How to Find More Qualified Sales Prospects and Stop Chasing Your Tail

Not all sales prospects are created equal, and the better you’re able to quickly spot the differences, your prospecting and sales efforts will become more efficient and pay greater dividends.

Of the 3 Sales Prospecting Attitudes, 2 Guarantee Failure. Which One Do You Have?

The number one reason for failure in sales is the failure to prospect. And the most important ingredient for success is having the right, realistic, practical attitude about prospecting.

Your Customers Are Calling You. Are You Picking Up?

  In today’s world, there are many easy ways to connect with others -- you can text, email, or video chat someone on your phone all with a click of a button. Even with all of these easy ways to communicate, old habits die hard when people want to reach a company. Believe it or not, people still pick up the phone and call companies ... but not all companies have someone there to answer their calls.