You’ve invested time and money into launching a B2B digital marketing campaign to attract potential customers. But despite your efforts, your landing pages aren’t converting, leaving you with a sinking feeling of disappointment and frustration.

In this article, we’ll explore why your landing pages may not be converting and provide actionable tips to help turn your B2B marketing strategy around

Long loading time

We’ve all clicked on an ad, only to be left waiting for the landing page to load. After what feels like a long time, but was probably just a few seconds, we give up and click away.

A long loading time can significantly impact the user experience – and it’s unlikely that visitors will wait around. One study found that 40% of consumers will abandon a website that takes more than three seconds to load. In addition, a delay of just one second can cut conversions by 7%.

To improve your landing page’s loading time, some steps you can take include keeping image sizes small and hosting your site on a fast server.

Not optimised for mobile

With 60.7% of web traffic coming from mobile devices, it’s crucial to ensure that your landing pages are easily accessible on smartphones.

Despite this, many businesses still overlook the importance of mobile optimisation, and only half of all landing pages are mobile-friendly. However, visitors who can’t properly view your content will likely click off the landing page without converting.

To improve the accessibility of your landing pages on mobile, use a responsive design, simplify your page layout and reduce the amount of content and images.

Poor design

To convert visitors into leads, your landing page needs to be visually appealing and professional. A poorly designed landing page can leave a negative first impression, leading to visitors clicking away without taking action.

To avoid this, focus on creating a clean, simple design that’s easy to navigate and highlights your key messaging and call-to-action. Avoid using too many colours or fonts, and ensure your images and text are properly aligned.

A well-designed landing page can make a huge difference in conversion rates, so it’s worth investing time and resources into creating a page that makes a positive and lasting impression.

Unclear call-to-action

An unclear or poorly defined call-to-action (CTA) can also negatively impact the conversion rates of your landing page.

Visitors need to know exactly what action to take next, whether it’s downloading a resource, filling out a form or making a purchase. Your CTA should be clearly worded, using action-oriented language that leaves no room for confusion.

Providing a clear value proposition or reason for visitors to engage with your offer is also crucial. Consider offering a lead magnet such as an eBook or whitepaper that addresses a specific pain point or provides valuable insights into your industry.

Forms are too long and complex

Visitors are more likely to complete a form if it’s straightforward, requiring only the most essential information, such as their name and email address.

Asking for too much information can cause visitors to abandon your landing page altogether, which means you may miss out on valuable leads. A study by HubSpot found that forms with three fields had the highest conversions.

In addition, it’s important to ensure that your form is placed high enough on the page and clearly visible to visitors. Ideally, your form should be above the fold, meaning that visitors shouldn’t have to scroll down or search for it, which helps make the form submission process as easy as possible.

Content requires improvement

The quality of your landing page content can significantly impact its conversion rate.

Your headline should clearly communicate the value of your landing page to visitors in just a few seconds so they know they are in the right place and are compelled to stay and continue reading.

The page content needs to be clear and concise, highlighting your product or service’s most important features and benefits.

Including videos on your landing page can also be an effective way to improve conversions, as research shows that relevant video content can increase conversions by 86%.

In addition, it’s a good idea to include social proof, such as customer testimonials, to provide further validation and credibility to your offer.

By ensuring your landing page content is relevant to your target audience and offers them real value, you can improve the likelihood of visitors converting.

Contact us to optimise your B2B marketing landing pages

At The Lead Agency, we are an experienced B2B marketing firm that has worked with various industries across the B2B sector. If you’re interested in developing a B2B marketing strategy and optimising your landing pages for conversions, get in touch with us today.

b2b digital marketing