B2B Marketing Guide: How to write a great Landing Page
B2B Marketing: Become an expert in Landing Pages
The best way to utilise your B2B Marketing skills is by learning how to write your landing page. A landing page is A.K.A. a ‘capture’, ‘registration’, ‘squeeze’ or ‘sales’ page. Its purpose is simple: to get people to enter their details into a form so they can receive something from you.
A landing page is very different to the homepage on your website, even though you may also have a form there for people to subscribe to your newsletter/other info.
This is because a landing page is usually ‘keyword specific’ (i.e. it is optimised around one master keyword and contains this keyword several times) so that when people type that word into Google:
- Your landing page shows up on the results page—and they see the keyword they used to search, so they know the page is relevant.
- They click and ‘land’ on your page
- Your landing page provides valuable and relevant information
The page should also prominently offer the opportunity to get more information or will offer a gift or incentive such as chapters of an eBook, a White Paper or a newsletter as an incentive.
To receive more information or a gift, the reader will have to enter their details and subscribe to you. Once the potential customer has ‘opted in’ to receive an email from you, you can use the opportunity to build a relationship and, ultimately, market to them.
Remember that the sole purpose of a landing page is to get your HVP’s details and permission to send them more information.
You can have as many landing pages as you want. Each can be designed around a different master keyword or offer a different incentive to subscribe; different pages can even target different groups of your HVPs (Very Important Prospects) using their specific lingo.
Learn more about the complex world of B2B Marketing.
Cheers, Toby [B512c]
Toby leads the team of young international B2B Marketers at Lead Creation.