10 Tips for Improving B-to-B Landing Page Conversions
8. Make the sale. Whether you're offering a whitepaper, webinar registration, free product sample or other valuable content, your goal is get visitors to accept your offer. Create a clear call to action and place it prominently near the top of the landing page. Use an action button: "Download Now" or "Register Today." Repeat the call to action as text links on other parts of the page.
9. Create continuity between your ad and landing page. Use graphics and copy on your landing page that's similar to your ad so visitors know they've come to the right place. A B-to-B professional sees an ad that grabs their attention and clicks to learn more. You'll also be repeating the image or offer that motivated them to click in the first place, further increasing their desire to get what they came for.
10. Brand it. Your company logo and name should be visible on the landing page so visitors immediately know who is responsible for the content. This is important whether your company is widely recognized in the industrial sector or not. Visitors want to know whose site they're on; it increases their comfort level and trust.
Chris Chariton is senior vice president, product management and supplier marketing, for GlobalSpec, a provider of digital media solutions designed to connect industrial marketers with their target audience of engineering, technical, industrial, scientific and manufacturing sector professionals. Chris can be reached at firstname.lastname@example.org.