10 Tips for Improving B-to-B Landing Page Conversions
4. Triple-check landing pages. Triple-check your copy for grammatical or spelling errors and make sure the links work and forms submit. Many people are turned off by mistakes, and that alone will cause them to click away. You'll not only miss out on contacts, but you could damage your brand reputation as well. If your landing page isn't correct, what does that say about your products or work processes?
5. Shake off the clutter. Design clean, open pages. Use big, easy-to-read fonts and plenty of white space. Show visitors exactly where to look — i.e., at your value proposition and offer. You may be tempted to cram as much as possible on the page, assuming more information is better. Resist the urge to overexplain. If your offer is too complicated to articulate in a single page, either rethink the offer or add a couple of pop-up links that provide extra information without requiring the visitor to navigate away from your page.
6. Skip navigation. Don't include your main website navigation on your landing pages. Doing so only invites your visitors to click away from your offer, which will likely cost you a potential contact. You say you want to give them options just in case your offer doesn't entice them; it's not worth it. You'll lose other would-be prospects because some visitors can't resist clicking around, never to return. Stay focused on your offer. Remember that logo you added to the landing page? Have it link to your homepage if you want.
7. Keep it concise. Write as little copy as possible to put forth a compelling value proposition that visitors will act upon. Focus copy on the benefits of accepting your offer. Use bold headlines, bullet points and short sentences and paragraphs. Remember that people skim read on the web. There are times when longer, more detailed copy is appropriate, but it should be written keeping in mind that many people will merely scan what's written. Getting right to the point will get it done.