I'm going to start this blog with a fact - 97% of visitors who come to your website ARE NOT ready to buy. That means only 3% are ready to email, call you, or submit a contact form on your website.
So what are you supposed to do with this stat? Well, seeing as you clicked on the link to read this blog, you'll already have spotted the need for your B2B website to capture information from visitors who browse but never buy.
Capturing data of some of the 97% means you can build a relationship with your new lead to hopefully turn them into a customer. To do this, you need to create 'landing pages' and make them fully optimised.
Follow this 10 step guide to set up your landing pages to begin capturing data of those B2B website visitors:
1) Create a valuable offer
You must understand that visitors will not give their information without an incentive. To get that precious data, you should offer something that resolves your buyer personas problem's. This could be an eBook, a free product demo, or another form of downloadable content. As long as it is good enough for someone to type in their contact details, that's all that matters.
2) Page headers that match your CTAs
Consistency is key in any website, and landing pages are no different. Whatever your page headers are on your landing page, these should be replicated in the calls-to-actions dotted across your website and blog. This cuts confusion and results in more data being captured.
3) Explain the offer
Landing pages have to clearly explain the benefits of receiving the offer in exchange for their information. It is best to bold the most compelling statements on the page and include an image. A good tip for this step is to imagine you are the visitor and ask "what's in it for me?".
4) Bullets points are brilliant
For the fast readers amongst us, bullet points are a great way to engage their attention. Between 3 and 5 bullet points are enough, and use these to really sell your eBook and tug on your buyer persona's pain points.
5) The contact form
The shorter the contact form, the easier it is to turn a visitor into a lead. Make sure you ask questions, no more than 7, that get the information you need. Name, email and job title are always three good questions to start with, but don't be afraid to ask more - just remember to keep it inline with your offer.
6) Above the fold content
Make sure that your content and form on your landing page is 'above the fold'. What I mean by this is that your visitors can see the whole page when it loads up on their PC, laptop or tablet device - without the need to scroll. This gives you a bigger chance of capturing that data.
7) Remove menu navigation
Menu navigation and all links to other pages of your website should be removed from your landing page. These are distractions to your visitor and the only action they should take is by filling out your form.
8) The blink test
Within 5 seconds, the visitor to your landing page should understand what's on offer and what they need to do to get the eBook. Failure to do this will result in visitors not submitting their data. Test these pages amongst colleagues at first to make sure they get the gist of the page in 5 seconds.
9) The thank you page
After completing the form on your website, you should direct people to a thank you page. This thank you page should include a link for the new leads to download the eBook or a message stating that they will be emailed the eBook directly. Whatever way you choose, keep the message precise and remember to thank them.
Nothing is perfect the first time around, so keep tracking the performance of your landing page to see how many visitors convert into leads. If it doesn't do well, then keep altering the page until the performance picks up.
Follow this 10 step guide and you will begin to see real benefits of putting time and effort into your landing pages. Remember, having just a landing page is not enough.
You need to share the landing page through social media and using calls-to-action on your website to drive visitors to this special page. Get it right, and the data will start to flow in!
Photo Credit: Pixabay