The perfect business-to-many (B2M) landing page is challenging on many levels. The design must speak to both your business-to-consumer (B2C) and your business-to-business (B2B) customers. At the same time, you have to grab the user’s interest, provide clear direction and keep the person engaged so they don’t bounce away. You may wonder if you’re hitting all the points needed for conversion rate optimization (CRO).
Recently, the GoDaddy Global Entrepreneurship Survey polled 4,505 small businesses in 10 markets globally. They found 79% of companies with a strong online presence expected at least a 25% growth in the next three to five years. One of the best things you can do is come up with the strongest landing pages possible. A website without the focus needed to drive sales is a waste of your resources. If you want to beef up your landing pages, here is where you should focus your attention:
1. Add Reviews
BrightLocal’s Local Consumer Review Survey 2019 uncovered that 82% of consumers turn to online reviews when looking for local businesses. Reviews are a powerful trust indicator for those visiting your site for the first time. They highlight what others liked about your brand. However, you can also use negative reviews to your advantage to make changes and respond with the improvements you’ve made. This shows potential customers you’re responsive to concerns. Add reviews directly to your site so people can see what others think about you.
2. Create Multiple Pages
Don’t feel pigeonholed into only having a single landing page. If you’re meeting the needs of multiple buyer personas, you may need several landing pages to fully address the concerns of each. You can, of course, have a single main page and then split your users into individual ones based on their needs. In fact, the more pages you have, the better you can segment your audience and speak to their specific concerns.
Lulu services both writers who want to get their work into the hands of readers and the general public who wishes to purchase books. It also sells wholesale to bookstores and libraries. Because its audience is varied, the home page splits into several different landing sites, including how to create and sell your book, professional services and bulk discounts. Click on any of the choices, and the landing pages address the specific needs of that target audience.
3. Add Strong Calls to Action
Your calls to action (CTAs) can make or break conversion rates. Driving traffic to your page is fine, but if visitors simply bounce away again, it does you little good. A CTA should pull the reader in and make them want to take action. You can provide an incentive, such as a quote, information or some other freebie. The key is to move the user through the sales funnel as smoothly as possible.
Some people will say you don’t need navigation on a landing page, but others believe you do. The issue with not having it at all is that some people may be looking for a specific page on your site or a different offer. If you provide a way for them to navigate elsewhere, you won’t lose their attention. You can do this with a hamburger menu, sidebar listing, traditional navigational bar or a drop-down feature.
Markham Garage Doors serves both residential and commercial clients and offers several different services, from installation to repair. To satisfy the needs of a range of clients, it provides different areas on the site detailing each service. Note the drop-down menu at the top of the page. The user simply hovers their mouse over the main category and can easily see the different types of products and services, as well as whether they are for residential or commercial customers.
Do you have a presence on social media? Gain the trust of all your clients by sharing reviews and comments from your page feed. For example, if you are on Facebook, you might want to highlight a few reviews from your different types of customers. Share a link so people can read more about you and the variety of products you offer. Social proof adds additional credibility to your website and lets leads know there is more than one way to connect with you online.
6. Highlight Benefits
Your landing page should highlight the benefits of doing business with a brand that offers services to both businesses and consumers. Business owners are also customers, so offer them additional discounts for their loyalty. Customers sometimes start businesses, so point out the advantage of sticking with your brand as their startup grows. Figure out what key benefits are shared by all your clients and use your headlines to indicate these pros of doing business with your company.
Khan Academy caters both to schools and to individuals and parents. Its services are free and based on the idea that training aligns with trusted standards. Note the landing page and the headline “Why Khan Academy Works.” It then goes into the benefits for the different segments of its audience. Students receive personalized learning, and parents care about the content and why it is of high quality. It then segues into its tools to empower teachers and how it meets the needs of students in a variety of educational institutions.
7. Know Your Objective
Take the time to write out the purpose of your landing page for each segment of your audience. What end result do you want for consumers and business owners who visit your page? Once you know the objective, it is easier to create a sales funnel that guides each type of buyer through the process without any stumbling blocks.
Your objectives may be vastly different, depending on who you are trying to reach. You should divide the page further and direct visitors down the right path for their needs.
Tweak Your Landing Pages
Landing pages are not set-it-and-forget-it. You should tweak your page over time as you learn more about your customers and what drives them. Make small changes, test them with your audience and adjust as needed. Over time, your conversion rates will slowly rise, and you’ll wind up with landing pages that match your goals as a B2M entity.