5 Tips On Optimising B2B Landing Pages For Lead Generation

Optimising B2B landing pages is a strategic process that can bring a whole host of benefits to your business. One of these benefits, and perhaps one of the most fruitful, is the opportunity to boost lead generation. So, without further ado, here are 5 tips for optimising your landing pages to generate more leads. 

1. Make sure it is relevant, concise, and straight to the point 

When optimising B2B landing pages, remember your audience is busy professionals. If it takes too long to understand what it is you are selling, or how your products and services can assist their business, chances are they will go elsewhere. 

Keep the copy short and sweet – get to the point straight away, and use clear, easy-to-understand language. Only use jargon if your industry requires it in order for your brand to be seen as an expert, such as with specialised technologies and financial services, for example. 

2. Understand its purpose in the sales funnel 

The purpose of a landing page is to provide further information about a specific product or service. Potential clients may arrive at the page through inbound links posted on your blog, social media, or whilst navigating through your website. In this sense, the landing page is crucial for generating leads, converting leads, and much more. 

3. Include SEO keywords 

In order to generate leads from your landing page, businesses will need to be able to find it first. The best way to do this is by naturally and organically incorporating relevant SEO keywords into your copy. In doing so, your landing page will be more easily found if someone is searching for what you provide. Not only this, but it will also boost your search engine results page rankings. As the nearer the top of the page you fall, the more likely people are to trust you, this can only boost leads and brand reputation. 

4. Optimise for mobile, tablet, and computer

In 2021, there were an estimated 53.58 smartphone users in the UK alone. With an increase in the popularity of flexible and hybrid working models, it is only logical that more and more business is being done on mobile devices like smartphones, tablets, and laptops. Therefore, you cannot take for granted that B2B buyers will view your page on a computer; it is more important than ever before to ensure that your landing page is optimised for all devices, including phones and tablets. 

5. Utilise CTAs 

If you are looking to convert leads, it is important to include compelling calls to action (CTAs) throughout your copy, which will typically lead users to where they can purchase the products. However, for generating leads, and for B2B companies, in particular, this may not be possible, such as if you sell a service or software as opposed to a tangible product. 

If this is the case, you should still utilise CTAs instead of asking B2B buyers to contact your company. You might do so by allowing users to simply click a link to send an email, or fill out an online form. In doing so, this allows you to follow up on the leads and nurture them until they are purchase ready. 

And there you have it – just 5 tips for optimising your B2B landing pages, generating leads, and thus potentially boosting your sales.