Lead generation often involves a complex network of interrelated strategies that ultimately aim to create new sales opportunities. Search engine optimization and content marketing are two of the most frequently cited tactics in today's digital marketers' tool belts, but they represent parts of the whole. One of the most important aspects of lead generation that can often get overlooked is the landing page. If a business spends all of its time developing a rock-solid keyword strategy and populating its blog and social media sites with great content, the organization may neglect its landing pages, which play a pivotal role in encouraging customers to take the next steps.
In combination with other online marketing strategies geared toward generating more inbound traffic, B2B organizations should take the time to optimize their landing pages for increased conversion rates. Here are a several variables that marketers should keep an eye on to develop more effective landing pages:
1. Be smart about keywords
Search engines are today's primary research tool for B2B buyers. Google, Bing and Yahoo are the portals through which customers dig for information about specific solution to an issue they're facing. As a result, businesses need to understand which keywords will match their customers' search for knowledge and resolution to a problem. Why? Landing page URLs contain keywords that search engines use to help guide buyers to relevant pages. Marketers can search for new, potentially better performing phrases by looking at competitors that rank highly on search engine results pages (1). While it's not advisable to outright copy the keywords another company uses for its landing pages, researching them can be inspirational. Using Google Keyword Tool, marketers can also discover new keywords that may push a landing page further up on Google's or Bing's SERPs by inputting the landing page URL.
2. Keep an eye on word count
Many B2B companies err on the side of simplicity for their landing pages, keeping content to the bare minimum (2). Depending on the product or service highlighted on the page, this may leave customers with unanswered questions. Because landing pages are truly a resource for persuading buyers to learn more, engage the brand and potentially start a relationship, there needs to be sufficient evidence that the customer is making the right decision. If a company wants someone to fill out a Web form for access to content or contact a sales rep to sign up for a product demo, there should be enough text – about 500 words – that explains the product or solution to the extent that the purchaser has enough information to go on.
3. Answer buyers' questions
In relation to putting enough persuasive content on a landing page, it should also address the target audience's needs. How can marketers find out what customers are looking for? Website analytics tools are indispensable in figuring which landing pages are capturing the most traffic and keeping users on page for the greatest amount of time (3). Resources like Google Analytics can help businesses discover how customers arrive to the site and what type of content they click on. From this point, landing pages can be optimized to address the concerns buyers may have by integrating more data-rich content on pages that are 100 words or less and have high bounce rates.
4. Drive engagement and conversions
Beyond the content included on landing pages, lead generation benefits from smart use of calls to action to direct buyers in a specific direction. For instance, the phrasing used in button text can make a significant difference in the way buyers engage a CTA. Changing the wording from "Free download" to "Show me how to attract more customers!" increased one company's conversion rate by 78.5 percent (4).
1. "SEO: Prioritizing Keywords and Content"
2. "Why Your Landing Page Should Have at Least 500 Words"
3. "4 Strategies for Reestablishing Your Website's Lead-Gen Magnetism"
4. "The Art of Writing Button Text That Can Double Your Conversions"