Visitors are transformed into sure sales by optimising the landing page. B2B companies prefer continuous improvement of their websites to attract and retain visitors.
Compared to B2C customers, B2B consumers give high preference to data. They are also very attentive.
The optimisation of B2B SaaS landing pages is done by selecting a fundamental design, along with prioritising top-notch visuals. A proper structure is useful to craft great landing pages.
Why are B2B SaaS Landing Pages Approached Differently?
There is a need for greater effort to design a B2B SaaS landing page. B2B is generally more complex than B2C. A B2B marketing agency must focus on creating a compelling landing page.
Multi-Step Customer Journey
The customer journey of B2B SaaS products comprises multiple stages. This is also acknowledged by different stakeholders. Hence, a landing page must prioritise all the stages while offering valuable information.
Long Sales Cycle
The sales cycle of B2B is long. This makes it more complex than B2C. This brings the need for designing landing pages in such a manner that leads can be acknowledged properly. This strengthens the relationship of a company with its different stakeholder groups.
Complex Decision-making
B2B SaaS purchases ensure a tough decision-making procedure. This is because multiple parties have to approve a decision before finalising it. A SaaS website design must be prioritised in such a way that the needs of all the stakeholders are prioritised.
Landing page expectations differ between B2B and B2C:
| Features | B2B | B2C |
| Audience | Targeting businesses | Targeting individual buyers |
| Structure | Easy navigation and direct linkage to buying or conversion | Concise and highlighting the main product benefits |
| Content | Prioritising features, business values, and commercial benefits | Focusing on personal advantages |
| CTA | Encouraging businesses for demo scheduling, quote requests, and sales contacts | Motivating individuals to sign up or order products |
Table: Comparing the Landing Page Design Features of B2B and B2C
Crucial Components of High-Converting SaaS Landing Pages that a Business must follow
A B2B marketing agency always focuses on designing an effective landing page. This helps to convert visitors, thereby resulting in a purchase.
- Clarity in Value Proposition
The value proposition feature in a landing page must provide adequate information on how the SaaS item mitigates a problem. Using a short but informative headline is useful in this case. Businesses must opt to remove any kind of distractions.
A landing page must prioritise a particular goal. A single page must not be used to achieve multiple goals. You can design an efficient landing page by crafting an informative value proposition statement.
- Building Trust
To create trust, a B2B company must have ratings, reviews, customer feedback, and testimonials on its landing page. Offering data privacy certifications makes a company more reliable to its customers.
Customers can easily trust if they find security badges on the landing page. This gives an assurance of a reliable offering.
- Ensuring Effective CTAs
Your CTA must be concise but action-oriented. SaaS website design ensures that this section must stand out on the entire page while making it an effective B2B SaaS landing page practice. Relying on contrasting colours is useful in this case.
You can provide multiple secondary CTAs along with keeping a primary CTA. These must result in additional information.
- Using Outcome-Driven Content
Highlighting the product outcomes rather than listing the characteristics is one of the best landing page practices in B2B SaaS products. Using clear language is advantageous in grabbing the attention of busy professionals.
To improve SEO, relevant keywords must be incorporated. Here, businesses must not compromise with the user experience.
- Considering a Minimalist Design
B2B companies must refrain from acknowledging a cluttered design in their landing pages. This makes a visitor emphasise important areas like the headline, product benefits, CTA, and others.
Using top-quality photos and videos creates effective user engagement. The visuals used must be engaging as they help to optimise a landing page for B2B SaaS products.
- Mobile Optimisation
Whether in B2B or B2C, mobile searching is common. This makes a B2B marketing agency make its landing page mobile-optimised. Well, faster loading is a top priority.
- Video Integration
B2B SaaS organisations can put a short explainer video of their offerings on the landing page. Well, it must not exceed 2 minutes. This will help a visitor make a purchase decision quickly.
Summary
Landing pages of B2B companies must be well-designed and informative. A minimalist design helps to grab the attention of the visitors. Offering customer reviews and feedback creates the necessary trust among new businesses.
Optimising the Landing Page of your Saas Product
Is your current landing page design ineffective in converting sales? The time has come to acknowledge the best practices so that you can grab the attention of the visitors. Hire a professional expert for effective optimisation.
