B2B lead generation company: En route to success

The design of the landing page is of prime importance for a B2B lead generation company. Some might even say that it’s the heart of the online marketing efforts. And irrespective of how one drives traffic to the site, visitors are going to interact with the page and decide whether they wish to stay or leave based on their interaction. So, the ability to convince prospects to stay and get them to do business with you means that the landing page needs to be in the best shape.

Effective landing pages are the lifeblood of a successful B2B lead generation company, and a well-designed pare ensures that visitors spend more time, which increases their chances of giving business. The first step to ensure this is make the call to action stand out. Simply because for visitors to complete a desirable action, they must be told what it is that one wants them to do. So, the CTA and form are not supposed to be dominated by pictures or other elements.  An anchor point needs to be used to draw the visitor’s attention, while using more subtle colors for the rest of the page.

Next, long capture forms are the bane of a B2B lead generation company. Many people think it’s not worth filling fields that are not necessary to complete the transaction. The amount of information asked from a customer needs to be proportional to what is being offered. Also, one must never break a promise, like if the button at the bottom says download, a file should download after the person has entered their information and clicked on it. Also, instead of using paragraph forms, it’s better to use bullet points, headlines and hypertexts to highlight all the key information. A rule of thumb is to reduce the original text by half and remove unnecessary adjectives.

Visual distractions work against a B2B lead generation company campaign, and using motion that doesn’t support the CTA is unhealthy for achieving the objective. The human brain can’t ignore motion and chat pop-ups, for instance, that are difficult to close, tarnish the user experience. it’s also unnecessary because the user hasn’t had the time to look at the page. Using trust symbols like showing reviews and awards, media coverage, marquee clients and trade associations helps establish trust in an entity that one can’t see in person. It’s also necessary for these symbols to be above the fold for maximum visibility.