For anyone looking to track the performance of B2B marketing campaigns, you may have heard of the importance of website landing pages. You may also know best practices for landing pages. Both are important, especially to improve lead generation.
It is important to understand the benefits of having a B2B company landing page when spending time and effort updating your landing page strategy. By better understanding the benefits and potential results, you can develop strategies that align with your specific goals or KPIs.
Thus, let’s understand the benefits of having a creative landing page for your business:
- Lead conversion-
Landing pages are meant for big conversions which helps you focus on the action that needs to be taken. In this way, you create an opportunity to promote placements that can help you learn more about the interests of the business leader. Featured pages improve conversions as they create a concrete incentive for conversion and potential customers know what they’re getting by filling out the form. Landing pages are great for activities that require people to take the desired action. For example, a landing page is a great goal for an advertising campaign, matching the keywords and conversions you advertise in your ad.
- Moving leads in the funnel-
How do you move leads in the sales funnel now? If you do nothing, you are putting pressure on potential customers to keep learning and come back when they are ready. When taking this approach, if you do not plan, you are likely to lose potentially huge sales opportunities. Similarly, if you follow up the sales call prematurely, you may postpone sales leads and lose sales opportunities. The landing pages played another important role in cultivating potential customers through the funnel. The landing pages can accommodate multiple locations in the sales funnel, depending on the positioning and conversion offer. With offers such as e-books or infographics, you can convert a high percentage of occasional website visitors into new business contacts. By sending targeted emails to new potential customers, you can lead them to a landing page with sales demo videos, case studies, and one-page sales content that will help convert them into sales prospects.
- Positive surge in keyword rankings-
Build many landing pages, adjust them according to your keyword goals, and observe the rise in keyword rankings. This is a simple formula to show Google that you have new content on a topic. The keyword-targeted landing pages are often referred to as SEO pages or “search engine optimization pages”, and this is what they do. Thus, these pages tend to rank higher.
- Understanding Quantitative Insights-
Think of the landing page as an excellent laboratory to isolate the factors to be tested. Split and multivariate testing provide you with insights, and you can launch these insights on all digital assets to attract more business contacts. However, testing on the homepage or large site can be tricky. Many times, you have many obstacles to overcome, and you don’t want to give up a well-designed homepage design or messaging strategy, especially before you know it will work.
Instead, the login page provides you with a perfect test area to gain insights that you can use across multiple channels. Most B2B companies have various announcements, images, value propositions, and conversion offers. By running the test, you can narrow the scope to the one that resonates most with buyers.
Hence, due of these benefits & more, landing pages are a key part of a successful lead generation strategy for B2B companies. By implementing these strategies, fill your sales channels with qualified potential customers.