B2B Sales, Lead Generation and Marketing Blog

Developing Landing Page Content That Results in B2B Lead Generation

Posted by Sean O'Neil on Tue, May 6, 2014 @ 15:05 PM

Design Float imageYou don’t have to have the prettiest landing page in the world, but you do have to have concise, pointed, riveting messaging if you’re going to get people to actually take the time to fill out an online “contact us” form, participate in a survey, or sign up for a free consultation or newsletter. 

Excellent messaging instills in prospects enough trust to make them willing to divulge personal information, even if that personal information consists only of things like a name, company name, phone number and e-mail address.

How do you develop excellent messaging?

Getting Started

To begin developing concise messaging and determine what type of call to action will best help you meet your B2B lead generation goals, ask and answer the eight questions below.

  1. Does the information I'm asking visitors to provide seem like a fair trade for the perceived prize or deliverable I'm offering?
  2. Am I asking for information that relates to the deliverable I'm offering?
  3. Am I asking for more information than my deliverable is worth?
  4. Does my messaging instill trust and assure visitors that their information will be kept safe and secure?
  5. Is the value of my offering clearly stated in my page's headline, and obvious throughout the page?
  6. Have I included a call to action that compels visitors to take a next step beyond simply submitting personal information?
  7. Does my messaging compel visitors to share my offering easily via social media?
  8. Does my messaging give visitors other incentives to market my business for me in other ways, such as by sharing a piece of my news or other items on their blog, or refering a friend?
It might not be possible or make sense to include everything the questions above imply you ought to include in each and every landing page you develop, but by employing different strategies, over time, you can determine what works best for specific target markets or campaigns.

Topics: marketing, content marketing, e-marketing, lead generation

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