Landing pages have to meet many requirements to convert visitors into leads successfully. The B2B lead generation goal itself also plays an important role. But both factors alone do not do much if the visitors are absent. Therefore, the website must even rank well in Google. Yet how can conversion and search engine optimization be incorporated, and what is the essential success aspect?
In the B2B segment, in particular, leads generation company is significant, as purchasing processes can sometimes take a long time. The acquisition of new customers is only possible if the course is set early, and decision-makers are convinced right from the start. Companies have to be present in all phases of the buying process and offer the desired content. Because behind every website visit, there is a need that needs to be satisfied. Only with the optimal landing page can interested parties be enthusiastic about and convinced of the services piece by piece. But what factors are required to convert traffic into valuable leads via landing pages? And is it even possible to optimize websites for a higher conversion rate and search engines at the same time? We will tell you the central stations.
Station 1: The need behind the keyword
Great touchdown web pages with an outstanding conversion rate only cause success if the website traffic is right. Given that B2B decision-makers mostly use an internet search engines for research study, touchdown pages should be enhanced for Google. This is the only means to get the internet sites ahead in the position. Prior to any SEO, the right keyword phrases are established. The relevant target groups must also seek these. It must always be internalized the intention behind a search query because they all drive a particular need that needs to be satisfied. Incidentally, the goal of the revolutionary Google update Hummingbird was also to understand better user needs and the intention behind a search query 2013. So always keep in mind what conditions are behind which search query and what phase of purchase your target group is in. Only then can you offer suitable content.
Station 2: Appropriate content for the respective target group in their buying cycle
Wonderful touchdown web pages with an outstanding conversion rate just result in success if the web traffic is right. Given that B2B decision-makers mainly use an internet search engine for study, touchdown web pages must be optimized for Google. This is the only method to obtain internet sites in advance in the position. Before any type of SEO, the best key phrases are identified. To make a specific appointment. In this way, your prospective customers can conveniently arrange a telephone appointment via the website, for example, and do not have to clarify this first via a general request and necessary follow-up agreements.
However, if the potential customers are still at the beginning of the buying process, their need for information must first be satisfied. Often your target groups don’t even know about their problem. Then education is needed to reveal the question. For example, analyzes or tests can be used to identify problems, with which you analyze a particular situation and identify issues or optimization potential. Since you provide the solution to your services, you can immediately tie in and arouse specific buying interest in the target groups.
If your target group knows about the problem and is already in the information phase, unique lead goals are also required. White papers, fact sheets, studies, or webinars work well here. If the need is already a bit more specific, demos for software, for example, can be useful. However, these types of lead goals are the common ones that competitors also offer. Here it is then essential to be more creative. Offer lead goals that your target groups can’t resist because they make them feel like they’re missing out on something. Give your users the feeling that the lead goal gives them something unique that they cannot find anywhere else. You can also accompany trade fair appearances online in advance and offer attractive lead goals, such as percentages for trade fair tickets or the like.
Station 3: Solve conversion and SEO optimization in lockstep
In today’s fast-paced world, there are often only seconds left to convince. For landing pages, they have to convey to users in a fraction of a second what advantages are available to them. Otherwise, they will jump off again. It is, therefore, vital that you meet the expectations of the users 100%. On the one hand, the stations mentioned above are essential for this. On the other hand, the website must convince visually and in terms of content and guide the user to the goal without detours and distraction.
At this point, it gets a bit difficult if the landing page is to rank well in Google as well. Because Google loves – especially since the Panda update – relevant and high-quality content. However, we want to market precisely this valuable content for lead generation and thus not offer it freely accessible. To reconcile the two, the user guidance, therefore, plays the most crucial role. Users must be guided to the lead goal despite SEO-relevant content. You must not be bored or even pissed off with insignificant text. The content is often not even new to you, as you are already very deeply involved in the topic, such as a user.
But what does that mean exactly? Offer Google the valuable content, but in such a way that it is still of added value and attractive for your target groups. Google loves it when a website deals in detail with a topic, but a CRM software user does not need to be explained what CRM is. And if that is the only thing the website offers, in addition to a request for the lead goal somewhere at the end of the page, where the user has to scroll down to, it hardly satisfies him. Therefore, you should enhance your content on the landing page – this can happen in formats other than pure, informative text, such as videos, infographics or references, or customer opinions, which again create a lot of trust. This also creates user engagement, which in turn plays into the cards of Google’s RankBrain update. RankBrain relies on artificial intelligence and learns based on user behavior, whether the results selected by Google are relevant and help the user. So if a visitor stays longer on a website and interacts with it – which also includes filling out a lead generation form – this is an excellent signal for Google.
Much varied content contradicts the fact that users must not be distracted to find the lead goal. However, if the user guidance towards the lead goal is optimal and the freely accessible content already makes you feel good, conversion and search engine optimization can be reconciled. Because Google loves it when websites with different content formats provide information. Integrate the landing page into your website and not create a separate landing page. Because only through the other pages of your website can you develop a breadth of content. Also, your website’s previous ranking can positively influence the order of your landing page. Create real topic pages, especially for the information phase. These offer entertaining and attractive content, which are freely accessible and can be optimized for Google. Then market your actual lead goal on the topic page and advertise it in such a way that nobody can resist asking for it. The prerequisite is, of course, that you keep what you promise with the lead goal. Otherwise, you will lose confidence.
Take all hurdles with confidence.
Put the critical content of your website in the visible area without having to scroll. Be concise here and state the lead goal and its advantages. Rely on a dynamic presentation – both in terms of design and content. Avoid the common, purchased stock photos that do not convey emotions. Always allow achieving the lead goal directly without getting in the way of even larger Google-relevant content. Communicate activating and to the point and call to realize the lead goal by using the right call-to-action (CTA). It starts relatively mundane with the title and description of a landing page displayed in the search results.
Program your website SEO-friendly and use the elements relevant to Google. Use meaningful headlines to guide your visitors quickly and without detours to their destination. The latter is also of great importance to Google. Use lists to provide a quicker overview. Create trust via your landing page, because only those who trust a provider leave their contact details there. Trust can be achieved in various ways, and the combination of these then makes the user feel good. Trust-building elements can be specific seals, fulfilled norms, direct contact persons, an appealing and convincing design, and mundane things like compliance with spelling and grammar.
Not stalling in the last few meters: user-friendly forms
If you have led your user to the lead goal quickly and without detours, now (almost) only the sending of the contact details is open. These last few meters of lead generation should not be neglected either. Ask for as little mandatory information as possible. Arrange the input fields correctly. Ensure that the forms function correctly. Once your leads have found you, they must, of course, be optimally looked after by the sales department to ultimately be converted from the visitor via the information to the buyer. And while your sales department is validating the valuable tips, you can check the success or the optimization potential of your website.
Station 4: Evaluate user behavior and derive optimization measures
Creating a landing page is not a complete process. After go-live, it should be checked whether the website is successful. There are quantitative as well as qualitative indicators. Traffic is initially quantitative but necessary to get a certain amount of traffic to the website. To do this, it must be optimized for SEO; otherwise, it will not be ranked well. The number of leads is qualitative. For this, the lead goal must be the right one, and the landing page must convince the user and ideally lead to the lead goal. Especially when landing pages are also optimized for search engines, there could be pitfalls in the form of too much distraction. This makes it all the more important to track the familiar figures such as traffic and conversions and think outside the box: Is there a certain point at which users jump off the website? Do one particular headline and call-to-action work better than the other? Which positioning of the CTA will generate more leads? Try A / B testing to see which combination works best. Always evaluate and derive the necessary measures to increase the success of your website. This way, you get to the optimal landing page step by step, and nothing stands in the form of successful lead generation. To increase the success of your website. This way, you get to the optimal landing page step by step, and nothing stands in the form of successful lead generation. To increase the success of your website. This way, you get to the optimal landing page step by step, and nothing stands in the form of successful lead generation.
Mark out your route exactly before designing the landing page. There is not just one essential success factor. Take note of the four central stages to generate valuable leads from website traffic. Put on the right keywords and arouse the necessary emotions through design, wording, and lead goals. Offer the content relevant to Google, but it always leads to the lead goal, thanks to optimal user guidance. So your visitors can reach their destination without a compass.