{"id":21397,"date":"2021-04-01T15:47:36","date_gmt":"2021-04-01T19:47:36","guid":{"rendered":"https:\/\/referralrock.com\/blog\/?p=21397"},"modified":"2022-09-28T02:12:10","modified_gmt":"2022-09-28T06:12:10","slug":"high-converting-b2b-landing-pages-expert-zach-goldie","status":"publish","type":"post","link":"https:\/\/referralrock.com\/blog\/high-converting-b2b-landing-pages-expert-zach-goldie\/","title":{"rendered":"Create High-Converting B2B Landing Pages: Secrets From Expert Zach Goldie"},"content":{"rendered":"
About Zach<\/div>
\"ZachZach Goldie<\/a> is a specialist in landing page optimization, specializing in helping B2B tech companies (including Referral Rock). He is an expert at helping companies nail the underlying pitch behind the page. Today, Zach shares his tips and insights on creating high-converting B2B landing pages.<\/div><\/div>\r\n

1. Essentials for high-converting landing pages<\/h2>\r\n

Q. What’s the one essential all B2B landing pages need to be high-converting?<\/strong><\/em><\/p>\r\n

The advice of \u201cdon\u2019t sell the drill, sell the hole\u201d isn\u2019t always true. You\u2019ll need a different approach if you\u2019re talking to a carpenter who already owns an array of drills, compared to a homeowner who hasn\u2019t considered the need for a hole.<\/p>\r\n\r\n\r\n\r\n

That\u2019s why you need to aim your landing page at the right buying quadrant.<\/p>\r\n\r\n\r\n\r\n

Every page already aims at one of these without even realizing it (or in the worst cases, tries to talk to two). Taking a step back to refocus the copy and imagery is a key step that\u2019s usually missed. Here are the four buying quadrants:<\/p>\r\n\r\n\r\n\r\n\r\n\r\n

\"Quadrant<\/figure>\r\n\r\n\r\n\r\n

Hint: if you\u2019re aiming at enterprises, they\u2019re probably in the top right<\/em><\/p>\r\n\r\n\r\n\r\n

Eager 1st-time buyers<\/h3>\r\n\r\n\r\n\r\n

I find companies usually write for this group by default. The page will talk about all the joys of adopting this kind of service. A typical example is a marketing agency describing the benefits of PPC as if the prospect hasn\u2019t considered it before.<\/p>\r\n\r\n\r\n\r\n\r\n\r\n

Actively looking to switch<\/h3>\r\n\r\n\r\n\r\n

If you\u2019re after bigger companies, your page should probably address the headaches they\u2019re having with their current solution. With the marketing agency example, the page would now be more about how they will avoid the issues that prospects have probably come up against with other agencies or freelancers.<\/p>\r\n\r\n\r\n\r\n\r\n\r\n

Have not considered solutions before<\/h3>\r\n\r\n\r\n\r\n

This is the least common in the B2B space, to the point where I\u2019d say be careful choosing it. You may not want to admit it, but you\u2019re probably competing with an existing solution such as Excel.<\/p>\r\n\r\n\r\n\r\n\r\n\r\n

Happily using current solution<\/h3>\r\n\r\n\r\n\r\n

This doesn\u2019t just mean a competing product. It could be tracking a process in Excel, organizing something with pen and paper, or just getting an intern to do it.<\/p>\r\n\r\n\r\n\r\n

The key is to frame why your offer is worth the uncertainty of changing from their current way of doing things. Have a think about your ideal prospects and which of these quadrants they fit in, then check your landing pages to see if they are relevant or if they are talking to a different type of prospect.<\/p>\r\n\r\n\r\n\r\n\r\n\r\n

2. Deciding on your audience and pain points<\/h2>\r\n

Q. What steps should a B2B go through when deciding on the audience and pain point(s) to optimize a landing page for? How should a business apply these audience findings?<\/strong><\/em><\/p>\r\n\r\n\r\n\r\n

First, think about the traffic source. It is possible that your visitors from different sources fit into different buying quadrants, so think through which one this landing page is for.<\/p>\r\n\r\n\r\n\r\n

For example, search traffic from high-intent keywords might be actively looking to switch, while visitors to a general blog post could be happily using their current solution. That means they will require completely different sales points.<\/p>\r\n\r\n\r\n\r\n

If you are writing for a low-intent audience, then it is important to think through whether they\u2019re even aware of the problem or if they\u2019re blissfully ignorant.<\/p>\r\n\r\n\r\n\r\n

Let\u2019s say they\u2019re currently using an open source software to handle a task. They might not realize how much easier things would be if they used a premium product with robust integrations, and the amount of work this would save them. So, start by planning out how you\u2019ll take them through those decision stages, with the questions they might be asking themselves and the relevant info to lead them to your point of view.<\/p>\r\n\r\n\r\n\r\n

3. Other research for landing page optimization<\/h2>\r\n

Q. What other research should a brand conduct before optimizing a landing page?<\/strong><\/em><\/p>\r\n\r\n\r\n\r\n

My go-to is to talk to the sales team. Ideally, listen to some of the sales calls with actual prospects. Heat maps might look pretty, but they won\u2019t have the same depth of insight as actual humans who have spent hours talking to your prospects.<\/p>\r\n\r\n\r\n\r\n

I would recommend having a sit down with a member of your sales team to discuss questions such as:<\/p>\r\n\r\n\r\n\r\n