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How to build an effective B2B landing page using a simple structure?

  • Reading time:11 mins read

A landing page is a powerful asset

Visitors arrive at your B2B landing page, but after a while they leave without making any action. Sounds familiar? It is a common challenge for many B2B companies. Your landing page creates awareness, however something has to be improved to become effective.

When you intend to convert a website’s visitor into a lead or a client, a well-designed B2B landing page can be the most powerful asset of your digital marketing strategy. It is essential part of the conversion funnel. Creating one might seem complex, but actually it isn’t. By using a simple structure you will be able to create effective B2B landing pages and increase your conversion rate.

What is a landing page?

Let’s quickly touch upon the topic of what a landing page is. Landing pages are pages on your website with one objective: convert visitors into leads or clients. Often these specific web pages are part of a larger project such as a marketing campaign.

Visitors arrive (or land) at the page when clicking on an advertisement or social media post. It is basically the subsequent step in the conversion funnel. In order to guide the visitor further, you need to provide relevant information so they can make a solid decision about your solution.

This is particularly important in B2B environments, where buying decisions are complex and involve high responsibilities. Conversions aside, landing pages also contribute to your B2B company’s brand awareness.

The basic principles for an effective B2B landing page are:

  • Make visitors aware of the problems you solve
  • Create an engaging experience
  • Promote your offer clearly
  • Use a structure e.g. the AIDA model
Landing Page design for the company Shipmaterials. Developed by Teqqam.

Image: landing page designed for Shipmaterials, including a clear CTA and subscription form.

The page is built up in three sections

Technically every page of your website can be a landing page, however not every page is designed to generate leads or sales. An effective B2B landing page has a simple structure and is built up in three sections: the head, the body and the call-to-action.

1. The head

The head provides a brief description of the main challenges faced by your target audience. In order to backup the story, you should include data from reliable sources. Basically the head tells the visitor why they have a problem and why they need your product to solve it. It has to trigger them to read on.

2. The body

In the body you describe how your products contribute to solving these challenges. Conducting market research and developing buyer personas will get you a clear picture about their specific needs. Put yourself in their position, it enables you to approach the needs in a way they can relate to.

Another important element is to demonstrate how your clients feel before and after using your product. Show them how it will make their life easier and more successful. Always remember your product isn’t the hero of your story, your clients are!

3. The call-to-action (CTA)

The objective of your B2B landing page is to let the visitors make an action after reading your story. This action can be different, but often it is related to leaving their contact details in a subscription form. It allows your sales team to contact them at a later stage. 

Be sure to include a clear call-to-action, without it even the best landing page is not going to serve your goals!

The correct layout of a landing page. Created by Teqqam.

Image: design of the Industrial Talents landing page. The page is build up in three clear sections.

Which elements should be included in the landing page?

There are many elements that can support the decision making of the visitor and guide them through the funnel. Try to include the ones mentioned below in your landing page, however be careful not to use too many.

Use an attention grabbing title

Since you only have a few seconds to capture the attention of your visitors, the main title of your B2B landing page is extremely important. This is where their journey starts and it helps them to understand what they can expect from your page. Be clear and concise, this isn’t the place to be abstract! You want the visitor to continue, so make them understand that continuing will pay-off. You can do so by using specific keywords in the title that your target audience is searching for.

Introduce the challenge and the solution

In this part you tell the visitors a story they can relate to. It is an opportunity to show how their problem is costing them valuable resources, such as time and money. If you relate to them in a language they understand, they will feel that you know their necessities. Eventually this will generate authority and trust. The introduction should include the problem, how your products provide a solution and the benefits for the client. Keep it short.

Demonstrate that your offer solves their problems

Once the visitor knows you understand their challenges, you can add more details about your products. Think about specifications, infographics or real-life examples.

Try to demonstrate how your product is better than alternative solutions. You want to reinforce the way you will solve their problems, so consider every obstacle or objection that they can have and address them.

Try to include prices (if possible)

Showing prices is a great way to improve your conversion rate. Unfortunately this isn’t possible for every B2B company. Some companies simply don’t want to show their prices or they can’t because every product is custom made. Your sales team needs to talk with the lead first in order to calculate a price based on the specific needs. In this case the prices can be left out of the page.

However you can include other actions such as scheduling a meeting with your sales team to talk about the details.

Use testimonials and social proof

Testimonials are a great way to demonstrate your offer is reliable. A testimonial reinforces the benefits for a potential client and is always told by a B2B client that already has worked with your company. Another form of social proof is to demonstrate certificates, acknowledgments and awards. However be aware not to send them of your page with external links (Neil Patel).

Time for action

The call-to-action (or CTA) is the most important element of your B2B landing page. Often the CTA is a subscription form. It is important to make it stand out from the rest of your page. Make clear to your visitors what will happen when filling in the form and keep it concise. Often only a name, email address and phone number are enough to ask for.

If you want additional (non essential) information, you can do so afterwards on the ´thank you´ page. Always use A/B testing (frequently change text, colours and images) to find out which option works best.

Additional elements for your B2B landing page

The previous mentioned elements are the pillars to build a landing page. Without these your page is incomplete and will not work the way you have intended. However, there are some additional elements that could be included to make it more effective.

  • Visual content (images, illustrations and screenshots)
  • Logos of existing clients
  • Trust seals such as certificates, partner logos and awards
  • Explanatory videos
  • FAQ section (frequently asked questions)
  • Short description of your company

What should NOT be included?

There are also specific elements you should not put on your page. Remember a landing page serves just one objective. Diminish all distractions that allow your visitors to leave. The things you definitely should avoid are:

  • Complex and extensive forms
  • Announcements and advertisements
  • A navigation menu (a homepage button is the only exception)
  • Links to your social media channels
  • A sidebar with links to other pages on your website
  • Additional forms e.g. to subscribe to a newsletter

Always analyse your data!

Data analysis is an essential element to determine if your B2B landing page is effective. A page with many visits but few conversions means that something works well, however there is room for improvement. For some reason the visitors decide not to take the next step in the conversion funnel. You have to figure out what that is. This can be because there is no clear match with their needs or because the copywriting is not done right.

Google Analytics is an essential (and free) tool to analyse your data. By connecting it to your website you get insights to a lot of relevant data about your visitors. Another great option is to use software such as Hotjar. Hotjar is a user feedback tool that helps you to understand the behaviour of your visitors and provides feedback through heat maps, surveys and session recordings.

A more personalised way to get feedback is to contact the people that actually did convert on your landing page. Ask them a few simple questions about what made them decide to convert.

Everything considered

The landing page is a powerful (and essential) asset to increase the number of leads or clients through your website. Remember that every element on this page serves only one objective! Keep your text concise and the number of elements on the page to a minimum.

Use a simple structure. Build your B2B landing page up in three sections, the head, the body and the call-to-action. The call-to-action is the most important part of your page and should stand out from the other elements. Don’t forget to use the AIDA model, to guide the visitors through the process of becoming a lead or a client.

With a bit of planning and putting in place the structure explained in this blogpost, your B2B company will see an increase in conversions!

Let’s connect!

Have you been successful with your landing pages yet? Does it help achieve your company’s goals or do you need to do some additional tweaking?

If you are interested to talk about how we can implement or improve your B2B landing pages, get in touch!