B2B sales and marketing professionals are constantly looking for ways to increase their qualified website leads.

In fact, 85% of B2B marketers say lead generation is their most important content marketing goal (source). Yet, a staggering 80% of marketers also say their lead generation efforts are only slightly or somewhat effective (source).

So we’ll pose this question: How can marketers quickly and easily improve their lead generation efforts? We say, go straight to the source—your lead generation landing pages. With just a few small adjustments, you can increase your conversion rate and generate more leads overnight.

Improve and optimize your lead generation landing pages with these seven tips.

Tip Number One: Be relevant and targeted.

Each landing page you create should focus on a single promotion or product. Think about where users are coming from, who they are, and what they’re expecting to gain from your landing page.

Use your buyer personas to assess whether or not your landing pages speak directly to your ideal customer. Do your lead generation landing pages use language that resonates with your buyers? Do they use imagery that your buyer will respond to? Are they in line with your best buyer’s purchase preferences? These are all important questions to ask when you evaluate your landing page marketing.

Learn how to create your buyer personas here: The Beginner’s Guide to Buyer Personas.

Tip Number Two: Avoid competing headlines and CTAs.

For each new campaign, it’s important to craft a unique landing page with only one goal, one message, and one call-to-action.  When your messages compete, it leads to confusion, lower quality leads, and ultimately it leads to lower conversion rates. In fact, landing pages with multiple offers get 266% fewer leads than single offer pages (source).

Tip Number Three: Be consistent.

This may seem like a no-brainer, but consistency is easy to overlook when implementing a new marketing campaign. Double check that corresponding ads and landing pages match up. This includes design, messaging and most importantly, the offer.

If you send an email offering a free trial, but your CTA links to a content download, for instance, your visitors will likely leave without providing any information. Similarly, if the design and overall tone of your landing pages don’t match your ads or emails, visitors will think they ended up in the wrong place.

Tip Number Four: Be concise.

According to Interactive Marketing, you only have eight seconds to capture visitors with a compelling headline (source). So while it may be tempting to stuff each landing page with information, it’s better to keep things short and sweet.

Make sure your title is easy to understand and that you focus landing page copy on a few key messages. Test different versions of your lead generation landing pages to see what combination of page elements work best Then, refine your page until you no longer have elements vying for visitors’ attention.

Tip Number Five: Facilitate a conversation.

Lead generation landing pages are typically short—too short to convey everything your prospect needs to know about your offer. Instead of trying to overload the page, incorporate just enough information to get the buyer interested and asking questions.

Lose the “marketing speak” and focus on what the visitor actually cares about—customer testimonials, product/service benefits or relevant statistics.

Tip Number Six: Shorten your forms.

Research shows that shorter forms lead to higher conversion rates. In one example, a company increased conversions by 120% just by reducing their form fields from 11 to 4 (source). Identify which form fields are absolutely necessary and eliminate the rest. If you’re not sure, A/B test alternate versions of the page to find which combination of form fields works best.

You can also work with a B2B data provider like ZoomInfo to help fill in any gaps that occur in your data as a result from shortening your forms.

Tip Number Seven: Keep your design simple and easy to navigate.

A landing page’s main purpose is to persuade interested visitors to fill out a form. It makes sense then, that the form should be the main focus of a page’s design. If a visitor can’t figure out what they’re supposed to do, you’re going to lose them.

Similarly, if your main goal is lead generation, get rid of the navigation bar on your lead generation landing pages. If users have the chance to wander away from your landing page, they will.

Key Takeaways for the Best Lead Generating Landing Pages

Once you begin to audit your lead generation landing pages, be sure to track the changes you make and any results you see. This should be an ongoing process of testing, experimenting and retesting. If you feel like your landing page content is getting stale, it’s likely that your visitors feel that way, too.

Interested in further improving your B2B lead generation strategy? Our marketing contacts database is just the resource you need to take your campaigns to the next level. Contact ZoomInfo today!

About the author

Ryan Hadfield

Ryan Hadfield is a content marketing director at ZoomInfo, the leading B2B contact data solution.

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