How to create the perfect B2B campaign landing page

A helipad to illustrate the concept of a B2B landing page

Landing pages act as a lynchpin in the B2B buying journey, giving your potential buyers a meaningful destination to complete a specific conversion or goal.

They can be informational, purposeful and even transactional – but it’s crucial to get your landing page right otherwise you risk ending your prospective buyer’s journey then and there.

But with so many different kinds of landing pages, each fulfilling different campaign functions, how can you know which landing page you need to create? Read on to find out…

  1. What a landing page is
  2. What kinds of landing page there are
  3. How to design your landing page

What is a landing page?

It’s a dedicated page on a website where people ‘land’ after clicking through from a marketing asset.

For example, if a prospective customer gets an email from a business for a campaign, and they click the link in that email, it will almost always bring them to that campaign’s landing page.

It will often present more information about your product or service, and it can feature a form for prospects to fill in if they want to access other assets.

What types of landing pages are there?

There are two major types for you to consider: awareness pages and lead generation pages.

  • Awareness pages are designed to provide more information about your business, product or service often supported by additional content pieces. They present key brand or campaign messaging, acting as educational pieces to expand on the content of the linking asset.
  • Lead generation pages are designed to capture a prospect’s key information of the prospect when they click on the link. There will be some content to reinforce the campaign messaging, but the majority of the page is taken up by a data capture form or a similar device for the user’s engagement. These pages require a lot of optimisation to improve your chances of converting the page visitor. This is why personalisation is often key to grabbing and keeping a prospect’s attention.

How do I design an effective awareness landing page?

Make it long form

Whatever asset has driven your prospect to the landing page, it won’t have given them the whole picture. The landing page is your opportunity to fully educate your curious prospect about what your product, business, or service does and why they need it.

Think about SEO

Awareness landing pages are bigger than their demand-gen cousins, and that means there’s more opportunity to score some SEO points. Making your landing page search engine-friendly gives more people more pathways to learn more about your business and campaign – so you might as well take advantage of the opportunity.

Keep the content concise

Whislt awareness-driven landing pages are often more long-form, that doesn’t mean you ought to stuff them full of every product benefit you can think of. Stay on point, on brand, and use your campaign messaging to decide on a format that gets the point across neatly and consistently.

How do I design an effective lead-gen landing page?

Make it short form

You want your landing page to generate leads, so hopefully your asset has done the upfront selling for you by this point. Your prospect doesn’t want to be confronted with more information – there is such a thing as talking past the sale. Keep your lead generation landing page concise, with just a quick reminder of the key messages.

Index it

Indexing your page means making it discoverable by search engines. If you’re restricting access to your landing page and the guide, eBook or exclusive information it contains behind a sign-up form, you don’t want anyone who searches the landing page to find it – you want to make it only available through the campaign/ads.

Make your forms quick and easy

The last thing you want to happen is for your prospect to make it all the way to your landing page, only to be turned off by a cumbersome form with one too many fields. Keep things neat, simple and to the point – you want to include name, company and email address as a definite. For anything else, if you’re certain you need the info, keep it – anything else, bin it off.

Keep it to one CTA

Call-to-actions are a must on any landing page. But for lead gen in particular, it’s essential to keep it down to one CTA. Your prospect has made it all the way through your marketing assets, they know what they’re there for. Have a single big CTA that they can go straight to, and make sure it lines up with what they’re expecting from your other assets. This should be visible at all times while on the page to make it easy for your prospect to complete the process.

Did you know 52% of B2B ads just go straight to the business homepage? We’d never let your ads do that ♥️

Get in touch with us today and find out how we can help optimise your landing pages for success .