B2B marketers should always look for ways to employ search engine marketing with their website while simultaneously capitalizing on business leads. This is where optimized landing pages come in to play, so potential clients can find company pages and begin building a business relationship.
In order to capture prospects' attention and information from the start, here are three aspects of a well-optimized landing page:
1. Clear, simple form elements
Website visitors should have an easy and enlightening first experience with a company, so make calls to action obvious but not overbearing. Search Engine Land suggests going with a less-complicated form design so as to slowly but thoroughly build a relationship, as opposed to bombarding visitors with inquiries.
2. Attention to conversion
Landing pages aren't the place for fluffy content or overwhelming distractions. Instead, use the space for lead nurturing and sales conversion. Search Engine Land suggests creating buttons of specific sizes and colors that lead visitors to take the next step in contacting the company.
3. Visitor engagement
B2B marketers should use landing pages to directly talk to a potential customer. Speaking directly to a visitor can make them feel comfortable, especially when it comes to privacy lines that tell visitors the business won't sell their personal information, says Search Engine Land.