Without the proper tools, landing page creation and optimization can be a time-consuming process. Between copywriting and coordination across your marketing team, landing pages require equal parts creativity and project management.
With so many different elements that go into creating a single landing page, we’ve created a B2B landing page checklist that you can use to streamline your process and improve your landing page performance.
Whether you're running a robust account based marketing (ABM) program or building pay-per-click (PPC) landing pages, the seven elements outlined provide a strong structure for any B2B landing page.
Identify a Goal
A high-converting landing page starts with a clear goal. Before the page-building process begins, you need to decide what the goal is. Is the landing page you’re creating part of your larger ABM program? If so, what would you like prospects to know about your brand after engaging with the landing page? What action do you want them to take after landing on the page?
On the other hand, is the landing page you're creating part of a PPC campaign? If so, what action would you like the landing page visitor to take—signing up for a virtual event or requesting a demo?
Once you have the answers to these questions you’ll be able to think critically about everything from the tone of your landing page copy to the type of social proof you’d like to include.
Remove the Navigation Bar
Regardless of the goal of your landing page, you should decide whether you want to incorporate your website's top navigation or not. Landing page building best practices suggest you should remove the top navigation to increase the likelihood of conversion on that single page visit.
By removing the top navigation, you will reduce the likelihood that visitors will navigate away from the landing page and see parts of your site with a less streamlined ask or offer. However, there might be certain use cases where you want to keep the top navigation or offer a more limited choice. Either way, this is something that should be thoughtfully considered when building your page.
Write Bold Yet Simple Copy
What do all effective landing pages have in common? Compelling copy, of course! Start by thinking about how to connect your headline back to the goal of your landing page, while keeping your brand voice in mind. Only 20% of folks will make it past your headline, so there’s no need to beat around the bush.
Additionally, consider leveraging plain language across the copy on your landing page. Studies show that regardless of literacy level, people prefer simple writing they can understand the first time they read it. While it can be tempting to use jargon, especially when writing about complicated B2B topics, do your visitors a favor and simplify your writing.
Compelling Social Proof
Logos, case studies, customer testimonials— all of these can be used when creating a compelling landing page. You’ll need to think critically about which kinds of social proof you think will resonate best with those visiting the page.
While the logos of your most recognizable clients may pack a quick punch, a meaningful quote from a user of your product or service can leave a lasting impression. Take this one step further by showing logos all from one industry for an ABM page or a quote about a specific feature that ties into your ad copy for PPC. Take time to think about which form of social proof will most closely align with and support the goal of your landing page.
Depending on the type of landing page you’re creating, you’ll more than likely need a form on the page to capture visitors’ information. Think about what information you’ll need to follow up with those who fill out the form. Information like phone numbers and email addresses are a no-brainer, but maybe company size or even t-shirt size may be appropriate fields to add depending on the goal of your page.
That said, no need to throw in the whole kitchen sink when creating a form as 27% of visitors tend to abandon forms that are too long. The key is to be thoughtful about the information you’d like to collect while still being choosy about what fields to include.
There’s nothing worse than clicking a CTA button only to find that the copy on it was misleading. When writing CTA copy be sure to select a phrase that clearly conveys what visitors can expect when they click.
From a design perspective, also make sure that your CTA stands out on your landing page. If visitors can’t easily find a way to submit their names and email addresses you’ll likely lose out on a ton of valuable information.
If you’re part of the 75% of business leaders that believe personalization is “table stakes” — then you’re probably not surprised that personalization is key to a great B2B landing page. Leveraging an AI-driven optimization solution like Intellimize, you can experiment with personalizing each of the landing page elements outlined in this article.
For instance, you should think about personalizing the social proof that appears on your landing page based on the visitor's vertical. If a visitor works in ecommerce, the social proof they see should be of your ecommerce clients.
While social proof is an obvious place to start, using AI-driven optimization you can personalize everything from your landing page headline to the color of your CTA button. Each visitor will see the version of your landing page that’s most likely to lead them deeper into your sales funnel.
Landing pages are a critical component of any B2B marketing strategy. We hope this checklist serves as a helpful guide the next time you’re tasked with building a B2B landing page.