Recently I said that we had to pay attention to our B2B landing pages since Google is rating them. Well, Tim Young has done some experimentation with landing pages and came to this conclusion, rejecting the one-path no-link landing page that tries to hard to capture a ‘conversion’:
“Complex sales requires education and information because it’s complex. Prospects need to know specifically what you do, how you do it, for whom you do it, what your track record is and so on, before they’re willing to talk with you. Often this is because they want to arm themselves with the knowledge needed to ask relevant questions. Sure, they know what their problem is, but they don’t know how to best solve it on their own, and they don’t want to risk ‘being sold’. So they need education.
The marketing implication is that landing pages, whether within a site or micro-sites, need to be more education focused than sales focused.”
Read more: Tim Young’s B2B Lead Generation & Management Blog: Landing Pages and Lead Generation
A B2B marketing blog by an honest-to-goodness marketing manager for an industrial manufacturer.