Landing Page

1. Scarcity: Indicating that a promotion is only available for a limited time is an excellent way to create a sense of scarcity and urgency to buy a product or service immediately. Consider using a bright color like yellow or red to highlight that copy and ensure landing page visitors know that the offer ends soon.

2. A clear CTA/Offer button: The next thing a landing page visitor might notice is a clear “Sign up” or “Buy” CTA button at the top of the page. This CTA is often displayed in a bright color to contrast with the rest of the page.

3. The rule of three: After the first CTA, there is often another section below it with supporting copy and imagery, broken out into three clear and concise sections, which explain why customers should sign-up.

Copywriters frequently use the “rule of three” when selling product or service features or value propositions.

4. Package pricing: CTA buttons at the top of the landing page drive visitors further down to a section that summarizes each package that customers can choose. Those package summaries will highlight the original price (if there is a limited-time only sale) and the new price available through the promotion.

B2B marketing teams typically highlight the “most popular” package using a technique called “price anchoring”. This package is likely the most profitable for the company. 

Always try to limit the number of product options from which a customer can choose. Otherwise, they may get overwhelmed by the choices and leave.

5. More supporting content and/or a demo video: If prospects need further information about what the B2B product or service does, and how it will help them grow their business, the landing page provides further details to help close the sale.

Again, this information is often grouped into three sections – each with a small graphic, a short headline, and a brief description. Product demo videos in these cases are also brief and walk prospects through core product or service features and opportunities, while also demonstrating the user interface.

6. Social proof: Finally, many ecommerce landing pages provide social proof, or evidence that similar customers were pleased with their purchase, at the very bottom. B2B ecommerce businesses will frequently include a testimonial or review from a happy customer, along with their headshot, name, title, and company. 

Customer testimonials and reviews also help to build trust on some of the most successful B2B landing pages that convert browsers into buyers.

7. Final “Buy now” or “Signup” CTA button: Finally, when customers click the signup button at the bottom of the page (if they didn’t do so earlier), they are sent to a page that asks for their payment information.

After a customer completes this page, they will receive a confirmation page, which marks the end of the user journey for the ecommerce or conversion landing page process.

The layout and design of a landing page help visitors quickly understand the business’s offer and why they should care. It should be uncluttered and visually appealing without confusing prospects about why they are there.

Remember that a balance of imagery, offers, and copy is more powerful when generating new leads or sell througha landing page. The landing page should also help prospective customers achieve their end goal as quickly as possible.

For example, if the user wants to request further information about an online course they saw promoted in an ad, they should be able to do so without ever leaving the landing page. They should also be able to fill out the B2B lead capture form immediately after the landing page loads.
The design should be simple, making the CTA buttons easy to find and understand. Again, CTA buttons should be in good contrast to neutral background colors and images.

Using imagery on landing pages is essential because they create an emotional connection and help users visually learn what the B2B brand represents. Additionally, they help to balance the page and increase a customer’s desire to read the accompanying content.

To help prospective customers reach a support person for further information via phone, email, or chat, there should also be clear and short contact copy and/or links displayed at the top of the landing page.

As a best practice, many “watch the video” links drive users to a pop-up video rather than one embedded on the page. This strategy helps the landing page load quickly, which can significantly boost conversion rates. Be sure to optimize (e.g., reduce the file size) the images on landing pages, as well, to speed up page load times and drive more customer leads.

Finally, well-optimized landing pages should provide social proof via customer testimonials, reviews, or quotes, which help build trust and generate more leads. This copy is often combined with visuals, like headshots to help visitors quickly learn the business’s value propositions.

2. Optimize headlines and copy

It’s essential to have a clear headline and supporting copy when developing B2B landing pages.

How to support headlines with good copy

Like the headline, the supporting copy on a landing page should be brief but also dive deeper into each value proposition or unique selling point conveyed in the headline.
 
Anything more than two or three lines of text will clutter up the page and make it harder for a customer to scan and capture the key points quickly.

Use bullet points to help organize content when necessary, as well when listing key product features and benefits. Bulleted lists will make it easy for landing page visitors to grasp the reasons why they should buy it. Again, remember the rule of three when highlighting value propositions.