You’ve just launched a major new marketing initiative designed to bring potential prospects to your website. So don’t blow your big opportunity – you need to be using your website landing page as a B2B lead generation tool. Here are a few important things to keep in mind:
#1: Make your value proposition clear
Too many B2B messages are complex and overly convoluted. When prospects arrive on the landing page, they may be puzzled as to what they are actually supposed to do, or what your company actually provides. Even worse, some B2B messages are so filled with jargon and industry lingo that it’s very hard to determine what exactly they are trying to say. So make their job easier by making your messaging as clear and concise as possible.
#2: Provide a “downloadable”
You have to assume that any prospect who visits your website is only going to spend a few seconds looking at your website, so you need to capture their attention as quickly as possible and then help to educate them about your product or service. One way of doing this is by offering a “downloadable” – such as an e-book, case study or whitepaper that they can download and read later. In exchange for offering this free downloadable, you can ask them to provide their email address or other information. That way, your free e-book or case study becomes an effective lead capture tool.
#3: Make video a centerpiece of your page
Visuals are the key to making your page “pop” and one way of doing this is with video. And not just a tiny video on the side of the page, either. You need to make a video that people can enjoy both on a desktop and a mobile device. If people are viewing your website on a mobile device, then this video is the most important asset on the page.
#4: Include testimonials
One way of building trust with potential prospects – especially those that have never heard of your company before – is by including customer testimonials on your website in a very visible place. At a minimum, you should be using text testimonials (i.e. a quote from a customer), but you can also use a video testimonial as well.
#5: Feature a clear call-to-action
Your prospects shouldn’t be confused when they visit your website. What are they supposed to be doing? If you want them to sign up for a newsletter, make that your CTA. If you want them to register for a webinar, make that your CTA. Since most B2B offerings are complex, you can’t expect that a first-time buyer will respond to a “Buy Now” CTA.
By following these five basic steps, you can boost the ability of your website to work as a strong lead generation engine. The goal should be capturing the emails of potential prospects, and giving them enough information to encourage them to take the next step on the B2B buyer’s journey.
IMAGE: Designed by Freepik
Dane
Dane Cobain is a published author, freelance writer, book blogger, poet and (occasional) musician from High Wycombe, UK. Before going freelance, he worked as a social media marker, now specialising in writing about publishing, technology and marketing.