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The Secret to B2B Landing Page Construction: Foundation and Framing

With the right supporting infrastructure and framework, landing pages can help B2B marketers increase the number and quality of leads.

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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.

Landing pages are instrumental in B2B lead generation today.

When building landing pages, there are 4 foundational elements critical to increasing the landing page’s submission rate. As with constructing a building, if the foundation is not solid, even the best framing will be of marginal value.

  1. Buyer Persona – In “The Buyer Persona Manifesto,” Adele Revella describes a buyer personas: “It’s an archetype, a composite picture of the real people who buy, or might buy, products like the ones you sell.” Many B2B marketers jump ahead with content marketing and landing pages without a clear understanding of the goals and motivations of their buyer personas. When this happens, the landing pages tend to have lower conversion rates.
  2. Buying Process – The content residing behind your landing pages needs to be properly aligned with the buying process. If your prospect is doing research in the early stages, you’ll want to offer information to help with that rather than say, a product demo or a free estimate that should come later.
  3. Offer – The offer needs to be sufficiently helpful, relevant and valuable so that your prospect will be willing to share their contact information in return for it.
  4. Call-to-Action (CTA) – As the CTA button is what brings a visitor to a landing page, this needs to succinctly entice them to click on it or they won’t discover your landing page.

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Once a solid landing page foundation is in place, it’s time to start framing it out. Here are 9 elements of a successful landing page:
  1. Use headlines that are clear, concise and compelling. The visitor needs to instantly understand the value and importance of the offer, and how they will benefit by downloading it. 
  2. Use Bullet Points – Readers are drawn to bullet points because it makes text more easily digestible.
  3. Use just enough form fields, and not any more. Consider the value of the offer versus the information that people are willing to provide. And with progressive profiling found in the landing page software, you can avoid asking for the same information repeatedly and instead get new information.
  4. Clear the decks! Remove all site navigation and links in order to minimize distractions.
  5. Include A Relevant Image – The easiest thing to do is to take a shot of the cover of your eBook or whitepaper, or for a webinar, a picture of the presenter.
  6. Add Social Media Share Icons – While this does run the risk of distracting the visitors before capturing their contact information, it can help to share your content offers through the visitor’s social networks.
  7. Use A Video – In some instances video can work better than text at explaining a complex issue.
  8. Use Testimonials – If the testimonial is directly related to downloading and benefiting from the content behind the landing page, it can aid in conversion.
  9. Mention/Show Industry Awards And Recognition – This is a form of social proof to convey that the content is valuable and/or the company offering it is credible.
Once your landing pages have a solid foundation and are perfectly framed out, how will you know you are getting great results?

Landing page success is typically measured by submission rates, which is the percentage of views that result in a form submission. An average rate is approximately 10%.

Beyond that, watch the analytics of your landing page software to determine which landing pages are doing well and which ones need some foundation or framing renovation.

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

photo credit: @yakobusan Jakob Montrasio 孟亚柯 via photopin cc
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.

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