Building B2B Marketing Relationships: Quick Tips For Landing Pages


A landing page is your company’s digital representation in the speed-dating atmosphere that is online digital display advertising. You only have a few moments to forge the closest thing you can to a relationship with the objects of your desire. Plus, never forget: This is a competition – there are other suitors – so your landing page can be your greatest asset. It must be clear, and it must be concise.

What are best practices for leading your user from “click to customer”? In this article, we discuss how you can make the most of your digital marketing efforts with landing pages.

Time is of essence

The Internet is a fast-paced environment. Numerous people scan over, scroll by and pan past your landing page without caring, stopping or noticing. So it’s important that when you are able to draw traffic to your page, you work quickly.

Now is not the time to bore your potential client to death by waxing philosophical about your hopes, dreams and goals; instead, keep things to the point. Keep things punchy.

According to Business 2 Community writer Sunny Popali: “Grabbing the visitor’s attention is important in the first 5 seconds. You need to open with a statement idea that connects to everybody. This could guarantee the viewer staying on the page and, if you’re lucky, possibly lead to a conversion [from viewers to clients].”

It’s also a good idea to keep things simple and concise. While talking about yourself ad nauseam can seem pretentious, as long as you keep things direct and to the point, you can still talk about yourself without overwhelming any potentials.

“When writing important details, break them down into points. Articles with bullet points and subheadings are easier to read and comprehend than never-ending paragraphs. You don’t want to bore your potential clients, you want to engage their attention instead,” Popali continued.

When you’re in the midst of a speed dating round robin, you don’t have a lot of time to make an impression, so every moment counts.

Importance of design

A landing page’s design can go a long way toward accomplishing conversion goals. Sorry, it may sound superficial: Looks matter.

When it comes to landing pages, looks matter a lot.

When it comes to things like ease of navigation, call-to-action and contact information, design is very important.

As far as navigation, while on your landing page, you don’t want visitors to feel confused and disoriented with an unnecessary assortment of elements, fonts and graphics. Therefore, a simple format tends to work better.


A great example of a landing page – clear, concise and to the point.

Secondly, the next most important thing you want to ensure is that your potential clients don’t navigate away from your page.

According to Zac Johnson, online marketer for and, “The important thing to remember is that the ONLY thing you want visitors to your landing page to do is take action. This means you should remove any and all distractions from your landing page that could be an outlet for them to leave your page, such as your navigation bar, a clickable logo or any other outbound links. This is one of the [more simple] ways to increase conversions …”

As far as a call-to-action, Johnson noted that there is an opportunity many marketers miss, “Every landing page has a call to action, but not all of them brings a sense of urgency like a countdown clock or offering only ‘a limited number of supply,’” he stated.

“It’s a silly tactic, but it still works extremely well. This is such a simple way to increase conversions on your page, yet so many marketers and brands neglect to implement such structure into their landing pages.”


Non-profit organizations provide examples of landing pages with strong CTAs

Final tips

Along with using time wisely and improving your landing page’s design, there are still are other ways to use your page to its fullest potential in your quest to make that connection:

  • Understand your target: Using data from analytics and sales can help you create personas for a company’s most promising and best clients. This helps draw in clients, as well as celebrate loyal customers.
  • Video or images of product in action: In the digital medium, providing videos and images are always a great compliment to text. The elements are easily digested and work on multiple formats, providing an opportunity to show off your product or service in a visual manner.
  • Measure effectiveness: Lastly, it’s important to know how your landing page performs. This is the best way to weed out inefficiencies. The point for your page is conversions; converting visitors from clickers to clients. As experts point out, “The bounce rate, conversion rate and time on page are the most accurate metrics to analyze whether a landing page is performing, but these only provide a snapshot to the effectiveness.”

Everything taken into account, as long as you focus on your presentation, your landing page could lead to multiple, solid – and above all – profitable relationships.

Want to learn more about B2B marketing best practices? Check out the MultiView Resources page. 

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