A landing page is a website page specifically designed to convert visitors to leads. It collects and process information on website visitors who identify themselves in return for valuable content.
Studies show that 75-98% of B2B website visitors are performing research. They are looking for content or information to solve a problem or fulfill a need, but THEY ARE NOT READY TO BUY.
Also, for the majority of B2B websites, studies have shown that less than 6% of website visitors will convert to a lead. And of those, Gleanster Research estimates that 50% of leads are not qualified to buy.
So while website traffic is important, what’s even more important is getting the right kind of visitors to RETURN to your website. That’s why landing pages play such a vital role in B2B marketing.
And while there are lots of landing page best practices for lead conversion, there are two which are often overlooked but are vital:
In Adele Revella’s “The Buyer Persona Manifesto,” she offers this definition of a buyer persona:
It’s an archetype, a composite picture of the real people who buy, or might buy, products like the ones you sell.
Understanding your buyer persona begins with answers to questions like:
Many B2B marketers jump ahead with inbound content marketing efforts, including landing page development, without understanding their buyer persona.
Oftentimes, companies are trying to talk to the wrong person. Here’s an example. A software company sells a product for law practices. They assume that their buyer persona is a lawyer, specifically a managing partner.
So, the software company develops premium content like whitepapers and eBooks for managing partners of law firms. The content is placed behind landing pages and the leads trickle in.
After some research into how the sale is made, it is determined that the law firm practice administrator is the linchpin in the sale. She is the one doing the initial research about solving the problem for which the software could be a solution. She is the person that spearheads the buying research and makes the recommendation to management. She even has budget responsibility.
With a better understanding of who the software company’s buyer persona is, they then develop content that is of great interest to law firm practice administrators. The content is a roaring success, leading to a dramatic increase in downloads and sales qualified leads.
While the landing pages might have been blamed for the initial low conversions, it was the misalignment of the content and buyer persona that was the conversion impediment.
The more landing pages you have, the more leads you’ll get.
In a HubSpot study, companies see a 55% increase in leads from increasing landing pages from 10 to 15.
For B2B companies, the increase in landing pages shows an even more exponential increase after they have over 40 landing pages.
Of course, the more landing pages you have, the more content you’ll need. But that is much less of a problem when you have a clearly defined buyer buyer persona.
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photo credit: thematthewknot via photopin cc
landing page graphics courtesy of HubSpot