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
Dave, I totally agree with your thoughts. I’m currently in the process of revamping my site and have created a blog in order to educate my visitors. I have found that as there are so may brands for the consumer to choose from, they need to know what benefit you can provide and how important your service is. Therefore, a sales focused landing page will simply destroy the integrity of what I do.Furthermore, simply creating your home page as your landing page will not be a direct follow up to the google ad (or any other web marketing ad), thus confusing the visitor and potentially losing the lead.
Dave, I totally agree with your thoughts. I’m currently in the process of revamping my site and have created a blog in order to educate my visitors. I have found that as there are so may brands for the consumer to choose from, they need to know what benefit you can provide and how important your service is. Therefore, a sales focused landing page will simply destroy the integrity of what I do.Furthermore, simply creating your home page as your landing page will not be a direct follow up to the google ad (or any other web marketing ad), thus confusing the visitor and potentially losing the lead.