More than 93 percent of B2B purchases start with an online search. If those searches drive a prospect to your landing page, you need to convert them to a lead or you'll likely never see them again.
It's not enough to add an opt-in form to your page and hope for the best - you need to optimize your page to get visitors' attention.
Let's look at how to optimize your lead capture landing page for better conversions so you generate more leads.
Lead Generation Landing Page Design
The design of your lead generation landing page is the first thing visitors see when they click through the search results. If the design turns them off somehow, they'll more than likely click the back button and try another site.
They may not even realize why they did it.
You have less than 15 seconds to grab their attention or you'll probably never see them again.
Make sure your landing page design suits your industry. A B2B site generating leads for heavy equipment has a much different demographic than one generating leads for a web-based software tool. A design that works well in one market won't necessarily be successful in another.
Use trust logos on your landing pages whenever possible. If some of your customers are market leaders in your industry or you've had positive press in industry publications, add those logos to your page to build social proof.
Make the content on your landing page scannable. 79 percent of people on the web scan the content instead of reading every word.
Hit the key points you want to get across in the headings and subheadings on your page. If a visitor reads nothing but those headings, they should understand what your offer is about.
Create Customized Landing Pages
When a prospect clicks on a search result or an ad to get to your landing page, they're starting a conversation. The lead gen landing page needs to continue the conversation where the search description or ad copy left off.
If you're running more than a couple of ads, there's no way a single landing page can connect the dots with every one of them. The solution is to set up customized landing pages for every ad and search engine optimization (SEO) campaign.
Think of the ad or search result as being similar to a cliffhanger episode of a TV show. It should make the reader want to know what comes next and your landing page gives them that closure.
You can also create customized landing pages with different lead magnet offers. Some prospects might be more interested in a webinar while others might prefer a white paper or case study, for example.
You may also want to consider using remarketing to customize your landing pages based on other pages your prospects have visited, ads they've clicked, or other factors. This lets you speak even more directly to the person reading the page.
Include a Strong Call-to-Action
The call-to-action (CTA) on your landing page is what closes the prospect and turns them into a lead. It needs to convince them to take whatever action you want them to take, in the shortest time possible.
Several strategies will help.
Keep It Short and Simple
Your CTA should make it clear what action you want the prospect to take and how to do it. Try to keep it between 2 and 5 words. Something like "Get Free White Paper" is more effective than "Click here to get your free copy of our latest white paper."
Explain the Value
The biggest question in a prospect's mind is "What's in it for me?" The CTA on your landing page should make that clear.
Something like "Request a free analysis" is more powerful than "Contact us to learn more."
Don't Hide Your Call to Action
The CTA should stand out whether a prospect reads every word on the page or just skims the headlines. Set it off from the content itself and use effective colors to grab the reader's attention.
Keep an Eye on Your Competition
If your competition uses landing pages for lead generation, you may be able to leverage their time and effort for your use.
Keep an eye on what they're doing with their landing pages. Watch their ads and click through to see what the landing pages look like.
If they use the same landing page for a long time, there's a good chance that it's performing well. If you see a page change regularly, it's probably not as effective.
Leverage that research in your landing page design to shortcut the testing process.
Testing is Critical
And speaking of testing, it's a critical part of the optimization process. If you're not testing different landing page designs, you'll never know if you could be getting a better ROI on your ad spend.
Look at it this way. Even if your landing page is perfect right out of the gate, you won't know that unless you test it against alternative designs. If you test a change and your conversion rate drops, you can always change it back to the more effective version.
But if you change the page and your conversion rate goes up, you're getting more leads for the same amount of money. And possibly even less since better conversions and a lower bounce rate may help your pages rank higher in Google.
Where to Turn for Help With Your Lead Capture Landing Page
Creating and optimizing your lead capture landing page can take some time. Not only to create the page itself but also to keep up to date with the latest changes in Google and other traffic drivers.
You'll find lots of helpful information about B2B marketing on our blog that will help you generate more business.
And if you don't want to take on a second job as a digital marketing expert, ProSales Connection has you covered. We can help you grow your business through inbound marketing, sales development, and email and social media marketing. Get in touch today to schedule an introductory call.