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How to optimize a B2B landing page

Nearly every B2B company based in ecommerce or digital marketing requires an effective landing page for their website. Many companies choose to showcase their brand personality on each page. For example, a software development agency may show their company is fun and creative on the page with photos of coworkers smiling and decorating the office. However, another company that also offers software for financial B2Bs may show a more serious and professional tone. Landing pages for B2B company websites must be optimized with the correct programs, analytic tools and online forms to entice viewers and turn leads into conversions. Follow these six steps for a fully optimized landing page that will aid in inbound marketing efforts:

1. Effective Web design
The first thing a landing page should have is an effective and responsive Web design, particularly for mobile platforms. It is important to the consumer and to a brand's reputation that a website looks sleek and professional. For example, a brand may not be taken seriously if it uses fonts and pictures that are outdated, visually unappealing or inappropriate for the type of business being conducted. According to Insightera, some visual cues a targeted and branded landing page should include are a logo, brand offer and strong image (1). Include all three of these elements for a solid start to an effective landing page that will aid in lead generation.

2. Limit top navigation bar 
According to Social Media B2B, a top navigation bar may distract your viewer from the purpose of the landing page (2). For example, say a landing page has a strong visual appeal but the top navigation bar is boldly colored. A lead will be more likely to move toward that navigation bar than discover the exclusive offers a B2B organization may have. Instead of using a top navigation bar, lead a visitor directly to the form they should fill out to inquire about services. Although the website layout will not be traditional, putting a form or contact information first will help aid in turning leads into conversions.

3. Remove all distractions
A landing page should be clean and easy to understand. As such, B2Bento recommended deleting unnecessary hyperlinks and extraneous distractions (3). According to a study conducted by the University of North Carolina, an increased amount of hyperlinks on a webpage led to an increased page view count, but not a higher conversion rate (4). Because of this, marketers should be wary of how many hyperlinks they include on a page, instead using clickable buttons that entice a viewer with short animations or exclusive offers. This will ultimately help optimize a page for SEO and conversion.

4. Limit CTAs
Although calls to action are an important way to gain viewers and turn leads into conversions, too many CTAs on a page can be confusing. It's important to tailor the use of CTAs to fit the page's intent and speak directly to the type of visitor who will view it. For ecommerce or paid advertising pages, it's typically a good idea to utilize one.

5. Optimize your mobile page
No company should have a landing page without a mobile website. As technology advances, mobile marketing efforts prove to be equally effective at raising brand awareness as desktop websites. To optimize and successfully design a mobile landing page, Search Engine Watch recommended making your website accessible on all platforms and using small files to speed up page load times (5). Instead of including a large graphic that is typically featured on the desktop website, opt for smaller brand elements such as logos or headlines to entice the viewer.

6. Test your website
A landing page cannot be optimized without being run through rigorous tests, including digital advertising A/B testing, according to Marketing Profs (6). A/B testing takes a multivariate approach and offers visitors and testers the opportunity to explain what they liked and disliked about a product. Run your landing page through multiple A/B tests and ask for feedback. After incorporating the needs and wants of your visitor, a landing page will be ready to show to the public.

In order to fully optimize a page, a company should follow the seven steps above. Companies should also consult with a design or marketing agency to make sure the page will turn leads into conversions.

(1). Optimize Your B2B Advertising with Targeted Landing Pages 
(2). How to Optimize Your B2B Landing Page
(3). 10 Tips for B2B Landing Page Optimization for Better Conversion
(4). Effects of Hyperlink Density on News Web Page Reading: An Eyetracking Study
(5). Mobile Landing Page Optimization – 10 Best Practices for Success
(6). The Most Effective Tactics for Optimizing B2B Landing Pages

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.