What mistakes do tech firms make on B2B ad landing pages? What rules define a good B2B landing page? Should a landing page have more than one CTA?
By Erik Garcia
Marketing Specialist, Screenfire
On a discovery call with a B2B tech company, they showed us a $100k ad campaign that failed simply because of a single landing page mistake.
Lots of design on the Ad. Not much thought on the landing page.
Yes, the company’s product was interesting, and the audience targeting was very precise because of the ICP. But that landing page? A long list of features, beloved by the developers, but expressing no overall value. Too much technical jargon, no clear positioning, no testimonials. An endless scroll with multiple CTAs–but nothing quite clear.
Needless to say, we had plenty of work to do.
Here is what that client learned the hard way about B2B tech landing pages:
1. Clear Headlines
Clarity beats cleverness. If your headline isn’t easy to find and understand, folks will just bounce. See The Half-Second Rule.
2. One CTA. One.
It’s one page, so one goal. If you are asking for someone to schedule a demo, do not also offer a whitepaper to download. Focus converts, not confusion.
3. Social Proof
This is not optional. Logos, testimonials, or even a single customer quote can tip the scale. Make every page visitor feel late to the party.
4. Page Speed Matters
Slowness kills. If your landing page takes longer than three seconds to load, your prospects are gone and they are not coming back.
5. Concise Forms
Forms should be short. Short! Every extra field is a conversion killer. Name, email, company, comment section (but not required entry). That’s it. Don’t ask them too many questions.
6. A/B Test
Test everything to see if it’s converting over time. Headlines, creative assets, CTAs, even button colors. No one gets it right on the first try. Iterations will help you identify the perfect combination of every aspect of your landing page.
Because it’s just as important as the ad itself!
A properly designed landing page can turn a campaign around overnight. Unfortunately, the opposite is true as well.
What is the worst landing page mistake you have seen?
Use the form to the right or email us at info@screenfiremedia.com.
