A landing page pertains to a standalone web page that is separated from its main website. It is created to serve a particular objective. In the business world, that objective is ultimately conversion. In B2B marketing, B2B landing pages are optimized for lead generation and have been helping in trickling B2B prospects further down the conversion funnel. Creating a highly effective one for your email campaigns can certainly pay off.
Your landing pages should be visually appealing (great images and organized layout) without compromising its uniformity with your business website as to avoid brand inconsistency.
Given that there’s a variety of market a business targets, the personalization card will still be at play. Create landing pages with content, images and call to actions that are relevant to each of the target market you sent it to. Customizing it will drive better response rate.
Headlines should not beat around the bush. Be straight to the point in telling your prospects what service/s you offer and its advantage/s. Say this in a brief but powerful phrase or sentence.
Your landing page should be something that is not confusing and distracting. That is why an ideal landing page only serves a single purpose. It enables prospects to spiral down the specific conversion path without being sidetracked by unnecessary navigation bars and hyperlinks. In addition, as much as you want to gather many information about your prospects, it is not a good idea to have them fill out too many fields in the form of your landing page. Aside from the possibility that it will discourage prospects who are expecting a convenient process, it can also make these individuals who are all about keeping their guards up for security and privacy, anxious. You don’t want them leaving your landing page for that reason.
Design a strong CTA for your B2B landing pages that can help you be apparent on what you want your prospects to do.