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The Anatomy of an Effective B2B Landing Page

March 12th, 2013 ::

Coming in for a landingOne of the best ways to generate leads via your website is with landing pages. Landing pages are hidden pages (i.e., they’re not accessible via your site’s menu) that allow a visitor to download or access content – a demo, ebook, whitepaper, etc. – after they fill out a short form.

Whether you have a landing page or want to add one (or a few) to your site, here are the 4 elements you’ll need to incorporate on your page to make it as effective as possible:

1. Clear and visible messaging

The messaging and value proposition on your page should be written clearly and concisely and positioned front and center on your page.

  • Include the value proposition in the headline
  • List the benefits of acting on the offer
  • If the offer was created by an industry expert, let the visitor know what makes that person so great
  • Make it clear what the visitor will receive

2. Clean layout

Avoid the temptation to clutter the page with graphics, quotes, a laundry list of your products or services, or offers for other content.

  • Keep design to a minimum – lots of white space is good
  • Remove a menu or other navigation tools so the visitor stays on that page
  • Make sure the download button is large and pops off the page

3. Short information-capture form

Decide what information you really need in order to 1) qualify the visitor as a lead, and 2) then contact them. There’s a big difference between must-have and nice-to-have, and the shorter your form, the easier it is for the visitor to access the offer.

  • At the least, ask for name, company, job title and email
  • To qualify them further, you could ask for location, company size, website and/or their biggest challenge in a certain area (a free form field)
  • If an question is optional, make it clear

4. Thank you/access page

OK, so this is technically not part of the original landing page, but I wanted to include it. Once your visitor submits their information, take them to a new thank you page that has a similar look and feel to the landing page.

  • Say thank you!
  • Remind them what they’re getting
  • Provide an access link to the offer, or let them know you just emailed access to them
  • Provide links to other content or pages on your website where they can find more information on the subject
What else should a landing page include?
Image courtesy of the author
The views expressed here are the author's alone and not those of Network Solutions or its partners.

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Posted in Marketing, Web Design | 5 Comments »

  • Anonymous

    Great boots-on-the-ground approach Monika. Before making that amazing landing page live, our agency would make sure there’s analytics in-place to track visits and clicks on the campaign. If a client asks me “how can we improve next time?” I need to check to see who clicked where. (and you can’t beat the price of Google Analytics..FREE!)

    • Anonymous

      Thanks Michael! And yeah, Google Analytics is the best thing since sliced bread – at least for online marketers/marketing agencies!

  • http://twitter.com/SBTelegram Lena Martin

    Quick and simple are the two adjectives that make customers click “continue” instead of “close”. While it is important to get the information you need, it is not advisable to have your customers go through a long tedious process because it is easy to discourage someone who doesn’t want to be troubled. These are very helpful tips. Here is another article on a related topic. http://www.graphicfetish.com/increase-your-income-with-a-landing-page-that-never-goes-viral/

    • Anonymous

      Thanks Lena – great points! Quick and easy are always good!

    • Anonymous

      Thanks Lena – great points! Quick and easy are always good!