The scope of landings is quite wide: retail of complex or new products on the market, wholesale, promotion of agency services, as well as selling information products. Back in 2011 landing pages were used rarely, and now many people prefer to create several landing pages rather than develop corporate portals or online stores.
Quick launch, high conversion, ease of management – everything is simple and straightforward except for one aspect. When creating a landing page for B2B (“business to business”), you need a completely different approach than when developing a site for B2C (“business to consumer”). What differences between the two types of landing pages should a marketer be aware of?
1. Volume and structure of texts
The brain of an entrepreneur processes a lot of information every day, and of course he’s ignoring words that do not carry a semantic load. Why waste a busy person’s time when you can just offer what they need?
The operation principle of any product can be depicted in the form of infographics. Concise texts rendered in flat design are an ideal way to promote service or product through a website
In the B2C world, stories and detailed descriptions are welcome, although you should not forget: landing page is not a platform for publishing voluminous texts. But if you are sure that the process of creation, features or application of your product are important to the target audience, tell them about it.
2. Content type
B2B people love facts. A buyer in this case may not be the end consumer, and he approaches the choice of goods or services rationally. Try to share your knowledge about the product: technical descriptions will confirm your expertise. Numbers are the key trigger here: they can be research results, achievement data, or important business metrics.
Unlike business owners, private customers or end consumers are driven by emotions, namely fear of missing out, love, pride, greed, and various combinations of these feelings. A landing page structure lets you drive immediate sales by creating urgency or scarcity among visitors (by placing a free countdown widget, for example). Investigate your consumer base and make a portrait of the target audience. This practice is powerful in the B2C sphere and will tell you how sentimental your potential buyers are, whether they depend on the opinions of others, care about prestige, or just want to save money.
3. Target action
Landing for B2C is focused on quick sales. Promotion of business services involves the process of warming the client up, and the landing page in this case plays the role of a link, the transition from getting to know the product to buying it. It makes no sense to shorten the transaction cycle and encourage the site visitor to instantly order outdoor advertising, wholesale supplies of equipment or sign up for expensive courses. First of all, offer a free demo version of the product in the form of a site audit, cost calculation, or at least a personal consultation.
A similar method is also relevant when selling software, accounting services and services for managing sales. An alternative to a free demo – a cheap but very valuable product that motivates you to buy an expensive item or order a basic service in the future.
In B2C, you can limit yourself to a consultation or visit of a specialist. The exception is advertising of various courses. A free first lesson is the best for your studio or school, as it is non-committal and demonstrates the level of learning in practice.
4. Information assistance and evidence of quality
In most cases, the representative of the company does not make a decision on his own, but is guided by the instructions of the director. If the landing page was visited by the person making the order decision, most likely he takes on a lot of responsibility and needs help. Invite him to receive a personal commercial offer or calculate the individual cost of the project – such calls always increase the conversion in clicks.
Buyers’ questions in B2C can be very different: selection criteria and doubts about a purchase depend on age, gender, taste, and even mood. In B2B, everything is much simpler in this regard: there is a certain set of questions that concern a typical client of a particular company. Make a similar list and give detailed answers on one of the last screens of the landing page.
As for end consumers, it is important to take into account the psychology of socially oriented people. They can only be convinced with the help of testimonials, real life examples, stories, ratings and advice from famous people.
For business clients, only results matter. The way to achieve the goal is of least interest to the client in B2B, so it is advisable to focus on the guaranteed achievement of the goal.
The end consumer is concerned about the security of the transaction. An easy way to place an order, free and fast delivery, a transparent payment scheme – all this eliminates the doubts and fears associated with the purchase.
When promoting through a landing page, it is not necessary to limit yourself to one page. Combining sites with different offers or using dynamic content – choose one of the two if you are promoting business products. According to HubSpot research, 64% of B2B sales companies use 10 or more offers on separate landing pages.
Segmentation of the target audience and development of a sales funnel using a high-quality landing page will allow you to increase sales in any business niche, even the most specific.