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The B2B SaaS Copywriting Blog

5 Biggest Landing Page Mistakes B2B Companies Make

1. Powerless Copy

Having weak and powerless copy on your landing page is absolute death for your conversion rates. Without the right words and the right formula, your visitors won’t even read past the headline before exiting your page.

That is why the top B2B copywriters today are so expensive.

They get results.

Excellent B2B copywriters know what and how to write to boost conversion rates and attract leads. The difference of a few words can effectively increase conversion rates by several percents.

Many elements must come together to make B2B copy effective.

Below are a two.

The text must target your reader

For your landing page to convert, the copy must target your readers.

Before you start on the copy, you have to be crystal clear on whom you’re targeting. There are many decision-makers in a company, and they all have different interests, needs, and desires.

As a consequence, this means that your landing page can look completely different depending on which key person you’re targeting.

Be sure to show that you fully understand your target’s problems. That you know their goals, and that you offer the solution to them.

If you do that in the right way, you have just gained a new lead. Simple as that.

The headline must be perfect

The headline is the first thing your reader notices when entering your landing page. If your headline doesn’t resonate and spark interest with your reader, they are not going to read a word more of what you have to offer.

A golden rule in copywriting is that you spend the most time crafting the headline.

Think of an email, in which case the subject line would be the headline. If an email subject line is not of interest to you, you either ignore or delete it.

It’s precisely the same with landing pages. If the headline isn’t tremendous or of any relevance or interest to your reader, they will close the page faster than you can blink.

2. Rough Design

Tons of studies made on landing page design: lousy landing page design and layout hurt your conversion rates.

Remove the distractions

If you fill your website with distractions such as ads, banners, menus, multiple buttons, and text boxes, chances are your reader won’t finish reading before looking the other way.

Remember, a landing page is what its name suggests. It’s a page where the reader lands, coming from a PPC-ad, social media post, or email.

The final destination

This landing page should be the end destination. Remove all design elements that could confuse your reader. Remove the options to get transferred to a different website.

Get them to explore the landing page to take action fully.

3. Poor Pictures

Humans love pictures. Business decision-makers also, consequently.

Tests done on landing pages with pictures of people shows the direction they look can affect conversion rates. 

Looking away from the copy

In the first test, they placed the text to the left, image to the right. The subject in the picture looked to the right, away from the copy.

The results were interestingly were that the readers followed the subject’s point of view. They also looked away. As a result, conversion rates were lower.

Looking at the copy

In the second test, with the image placed to the left, and the subject looking at the copy to the right, they saw increased conversion rates.

The choice of picture(s) plays a vital role in how your landing page will perform.

When readers are taken to your landing page, the first thing they will notice is the pictures and the headline. The images set the tone for your landing page and can increase the importance of your copy.

Using the right pictures increases perceived professionalism and instills trust. Grainy, low-quality and inappropriate images immediately take away any confidence your reader had for your company.

Make sure your landing page contains relevant, high-quality photos that convey the message you want to send.

4. Complicated Sign-up forms

Many B2B make this horrible mistake. They might have excellent copy and design but request way too much information from the reader in the sign-up form.

For example, let’s take a landing page for a white paper.

Name and email is enough

Name and email should be enough information to be able to read the white paper.

You don’t need to know how much the company spends on marketing each year, how many employees they have, and what the color of their underwear is.

It’s excellent information for you, but why should the reader give it away? It isn’t worth a white paper. I’ll tell you that.

Ask for only the necessary information. If you’re building on your list of leads, company name and email should be enough, as written earlier.

5. Multiple or bad CTA’s

The ultimate goal of your landing page is for your reader to click on your call-to-action button. It could be to sign up, download a free white paper, or try your demo. If you’re not able to persuade your reader to click, it counts as a missed lead. If no one clicks on your CTA-button, you have to do things over.

Do this, this… and this.

Having several CTA’s, no matter how tempting, hurts conversion rates. As discussed before, fewer distractions mean more clicks. You want your reader to take one action. Not several. And even if all the buttons lead to the same thing, it confuses the reader.

Having one clear call-to-action button makes it the end destination. Go or no-go. If you’ve done everything right, it should be a go.

Powerful CTA’s convert

Similar to having powerful headlines, having clear and compelling call-to-action buttons is very important.

Stay clear of vague, general, and boring buttons like “click here” or “submit.” The text in the CTA-button should clearly state the benefit the reader will receive by clicking on your button.

For example, “Download Your Free Productivity Report” is better than “Download.”

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