Does this sound familiar? Your sales team complains that they don’t have enough leads to get you more business. You ramp up your ad spend to get more leads. You get some, but you aren’t seeing the lift in the bottom line that you expected. So what is holding your business back?
Your website.
Maybe it’s is showing. Maybe it’s trying to be everything to everyone. Maybe it’s tied into a legacy system that’s integral to your business but frustrating for prospects. May you lack the access to update the content or the structure. Whatever the reason, it shouldn’t stand in the way of converting new leads.
Is Your Website Costing You Leads?
Here are some telltale signs:
- Your ads generate clicks but your cost per lead feels way too high
- Engagement rates are well below industry benchmarks
- Contact forms sit untouched
- Your sales team complains the site is confusing for prospects
- Your page load time is over three seconds
You’re not alone. B2B websites struggle with low lead capture rates because of common pitfalls like unclear messaging, underwhelming value proposition, poor user experience (UX), confusing navigation, slow load speeds, and non-responsive design. In some cases, the lead capture strategy is not personalized to the target audience, reducing their propensity to fill out their contact information.
The Typical Solution
And the typical “fix” for these problems? A full website overhaul. But that requires months of development time and significant investment. Time and resources you don’t have when your business needs leads, and you need them now.
The Smart Solution
Smart B2B companies are turning to landing pages to capture leads while their main website catches up. You don’t need an expensive overhaul to get started. In fact, most lead-generation campaigns with landing pages can be built and deployed in less than 24 hours.
What Is a Landing Page?
A landing page is a single, purpose-built web page designed to achieve one goal: convert visitors into leads. It eliminates distractions and presents a clear path to conversion. Whether you want visitors to request a quote, sign up for a webinar, book a demo, or make a purchase, a landing page is optimized to guide them toward that specific outcome.
It speaks directly to your target audience, addressing their unique challenges, presenting a compelling value proposition, and encouraging them to take the next step in their buyer’s journey.
Why Do Landing Pages Convert Better?
Landing pages work because they eliminate distractions and reduce choice paralysis. There are no navigation bars, footer links, or unrelated content, so visitors stay focused on the message. The page builds interest and urgency, while a clear call to action (CTA) guides them to convert.
Unbounce reports that the median landing page conversion rate across all industries is 6.6%, with the highest performers in specific industries like events and entertainment (12.3%) and education (8.4%). Even industries with lower median rates, like SaaS (3.8%), can generate high-value leads, making landing pages a valuable sales tool for any B2B strategy. (source)
How To Capitalize With Landing Pages
According to the Unbounce study, email is the highest converting channel. This makes sense; it’s often a middle- or bottom-of-the-funnel activity. But what if you’re focused on net-new leads?
For top-of-the-funnel growth, PPC campaigns that drive traffic to high-converting landing pages can be your new lead generation engine. These landing pages prevent wasted ad spend on slow, clunky websites that repel potential customers. By aligning your landing pages with your campaign messaging, you can boost your quality score and improve overall campaign performance. Your landing page is your new strategic conversion tool that works 24/7.
Let your main site handle general traffic and tire kickers. Your landing page is where your ROI lives. When you eliminate the distractions and optimize every element for conversion, you lower your customer acquisition costs (CAC) and boost return on ad spend (ROAS). Your marketing budget works harder because your landing page works smarter.
A Client Success Story
One of our clients, a property management company, was driving paid search traffic to their main website with limited success. After conducting a performance marketing audit, we implemented a new strategy focused on landing pages.
With ongoing UX improvements, conversion-focused copy, and strategic campaign management, we increase their paid ad conversion rate by an impressive 51.7%! Check out the case study to learn more about how we did it.
Making the Switch
For the love of ROI, stop sending paid traffic to generic web pages. Build focused landing pages that speak directly to your prospect’s needs and guide them toward specific actions. Your conversion rates, and your bottom line, will thank you.
Interested in driving more inbound leads and conversions for your business? Let’s have a quick conversation to explore how we can help.
Written By:
Jennifer Domansky
Jennifer is an experienced Marketing Director with over 20 years of proven success on award-winning agency and in-house teams. With a wealth of experience across a wide range of industries; from CPG and Hospitality to Retail and B2B; she is passionate about crafting creative solutions that connect through thoughtful strategy and execution.
