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Market Smart: How to Gain Customers and Increase Profits with B2B Marketing

much text? Landing pages should be clean and open
with big fonts and plenty of white space. Less is more.

Keep all key information “above the fold”—the part
of the screen that users can see without scrolling.
Browsersize from Google Labs (http://browsersize.
googlelabs.com) is a free tool that can help.

In addition, try a two-column page layout. Layouts with
a main column and a narrow, second column have
the highest conversion rates. Use the main column to
convey your offer and primary value proposition and the
narrow column to repeat key points and link to the offer.

• Simplify Forms
Long sign-up forms with many required fields
hurt conversion rates. Keep forms simple and
uncomplicated to encourage participation. A prospect’s
name, company, and email address is all you need at
this stage; the rest of their information can be gathered
later as you engage with them and learn more about
them, their business, and their needs.

• Engage With New Leads Right Away
Respond as soon as possible to all leads generated
through your landing pages. These visitors have
entrusted you with their contact information, so show
them you appreciate their visit by quickly engaging
with them. Once a prospect has filled out your form,
have the landing page redirect them to a page that
confirms their submission and thanks them for their
time and information. For the follow-up email, set up an
automated response system that sends out a message
to thank the prospect for accepting your offer. The email
should also provide links to other information about
your company. Now that you’ve captured the lead, you
can give them more content options.

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© 2012 Lisa Shepherd