B2B landing pages for better conversions

A B2B landing page cannot afford to be generic. What might seem to be simple might end up being boring. One should not lose sight of the fact that it is the landing page that convinces visitors to take the next step. When it comes to a business, it has to be kept in mind that a business mind will be more careful than individual customers while making buying decisions. Given below are certain elements that would help to create high-converting landing pages.

Focus on the unique value proposition

The unique value proposition or the UVP should clearly communicate the benefit that a business promises to deliver to its customers. The visitors should know that the value proposition is what differentiates a brand from others. There is an art to writing a great UVP. A visitor comes to a landing page with a particular pain point. A goal of the value proposition should be that the pain point is addressed and the visitor finds a solution to their pain point. For instance, Alkami, a digital banking solutions provider, simply states that it is the gold standard in digital banking. This simple aesthetic tells all about its service. A bold statement used as a heading would attract the attention of customers. Since a landing page has about 8 seconds to capture a visitor’s attention, it is wise to get straight to the point. A claim characterized by clarity will help visitors to visualize the benefits.

The call to action is a critical element

The CTA or the call to action has to be direct and clear. Instead of writing what steps a visitor should take, it is a better idea to include a demo video. Business owners are busy. They will not have the time to go through a lengthy form. It is better to choose a simple way to gather information. Animations and visuals can communicate clearly how a product can be used and how it would benefit customers. An effective design can also create effective cues that would help a  visitor to understand what steps they should exactly take.

Highlight the features of products

Visitors on a landing page might feel overwhelmed if they have a ridiculous amount of information thrown at them. It is better to highlight what a product has to offer and how it can benefit a business. The best features can be highlighted so that the information can be easily digested by the visitors and they have a good idea of what a business has to offer. For instance, there can be a subheading ,’See all features here’ which would help them to get all the details.

Add social proof

Real results will help visitors to put their minds at ease. Feedback from other customers, testimonials, and reviews, will reassure visitors that they are making the right decision in choosing a business.

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