Business to business SEO landing pages are an integral component to any online marketing plan. Search engine optimization (SEO) marketing is consistently shifting in the direction of inbound and content-based solutions like B2B SEO landing pages, which should be included in any content-creation strategy with an eye towards web lead generation.
B2B organic landing pages are the intended destination for any visitor who clicks on a link. The link usually advertises an offer of some kind, typically for a desired piece of content like an ebook or whitepaper. The landing page where the prospect arrives should contain several key elements that indicate a) that this is the page where the offer is available, and b) what action the prospect needs to take to in order receive it.
In this case, organic landing pages are tailored to serve two important strategic marketing purposes:
1. To drive organic search engine traffic to your website.
2. To convert that traffic into sales leads using SEO website forms.
Qualified traffic and qualified leads result in the best opportunities for sales teams to successfully close a sale. Attracting and converting traffic into web leads is the goal of any successful SEO landing page strategy.
In a recent SEO case study, it was discovered that nearly 93% of all online experiences began with a search engine. Clearly, a vast majority of customers and other interested buyers still use search engines as a primary means to find companies and services in B2B industries. To capture that web traffic, companies need to make extensive use of landing pages that feature exclusive and original content that targets company key words.
This traffic should then be converted to B2B SEO leads by way of a web lead form. SEO web forms ought to be tailored to request the right amount of information to qualify the lead. However, the form should also be kept as short as possible so it doesn’t frighten away potential buyers.
Sprint Marketing has created hundreds of successful landing pages for B2B clients. Due to our experience in SEO landing page design, we’ve identified a few critical steps we recommend to any B2B company intent on implementing an SEO strategy that includes landing pages:
1. Hire an expert firm to produce MQLs. There is a steep learning curve when it comes to building high-converting landing pages. Hiring an expert firm helps you to quickly capitalize on web traffic and subsequent marketing qualified leads (MQLs).
2. Identify good B2B keywords. The first step an expert firm must take in its approach to SEO lead generation is to identify and select strong B2B keywords that will generate quality traffic to your website.
3. Create SEO lead capture forms and calls to action. After identifying the keywords, the next step in a solid B2B strategy is to create website forms and a CTA (call to action) that is optimized to convert quality website visitors into leads for your sales team.
4. Testing and B2B landing page optimization. Your expert firm should then proceed to test these landing pages in order to refine them. Testing your landing pages should be an ongoing process. An expert firm will make periodic changes (usually one change for every 100 form submissions) as a means of SEO landing page optimization. This is done in order to produce the maximum ROI (return on investment) for the client.
There are several elements to consider when creating landing pages. Sprint Marketing, however, has identified four key page elements to focus on—and not only when building landing pages, but also when testing them.
1. Headline. As a rule, visitors to a landing page will initially be drawn to the headline. The headline helps visitors recognize that they are in the right place, it emphasizes what the offer is, and it explains to visitors exactly how they may access the offer.
2. Call to action. This outlines what direct action you expect from the visitor before they can receive your offer. Most companies will draw attention to their CTA by turning it into a button located near or under the web lead form.
3. Page design. A clean, uncluttered design helps visitors to focus on the headline and the CTA. You should remove any potential distractions like the navigation menu, videos, too many images, or other offers. Keep each page focused on one specific offer.
4. Thank-you page. This is the page the visitor arrives at once they have filled in the web lead form and clicked the CTA button, thereby completing the form submission. The thank-you page is where you thank the visitor (now a lead) and remind him or her about the value of your offer. It also provides an opportunity to share a link so that your lead may check out other offers available on your website, located on yet another of your optimized SEO landing pages.
As one of the most pivotal elements on a landing page, an SEO CTA has to accomplish much with just a handful of words. A call to action must urge visitors to complete a particular activity while at the same time emphasizing the value that accompanies the performance of that action.
A standard mistake is to create a CTA button that simply says: “Submit.” This draws too much attention to the fact that the visitor is exchanging personal information for your offer. The offer and its value must remain foremost in the visitor’s mind: “Download your FREE Whitepaper NOW.”
Of course, a CTA can take many forms, including a
1. Website form
2. Phone number
3. Email link
Testing will only help you optimize your B2B landing pages if you understand which metrics will enable you to identify your most successful landing page. At Sprint Marketing, we use the following key performance indicators:
1. Number of visits. By measuring the SEO click-through rate of each landing page, you can gain insight into which of your offers attracts the most traffic.
2. Bounce rate. This is the number of visitors who arrive on the website and then leave within a few seconds. A high bounce rate can mean elements of your landing page are drawing in too much unqualified traffic, or something about the page is causing qualified traffic to leave your website without exploring other pages or filling out the web lead form.
3. Time spent on the page. Measuring how long or little a prospect remains on a page before they fill out the form, or how long they remain before bouncing, can give insight into how well the page is performing.
4. SEO conversions. The SEO landing page conversion rate, compared to the number of website visits, can often reveal whether a landing page is performing well or if it requires improvement.
5. Traffic sources. Understanding where your traffic is coming from can also help you identify those sources that provide you with the most qualified traffic.
Sprint Marketing increases clients’ web leads through the creation of dynamic B2B SEO landing pages. Designing high-performance B2B website forms and landing pages doesn’t have to be a hassle. Let us show you how with our B2B SEM landing pages and our selection of B2B landing page examples. For more details, contact us today for your free leads analysis.