As an industrial business, the needs of your target audience are quite different than the needs of customers of e-commerce stores or other types of companies. Your landing page has to meet the specific wishes of your clients.
If you try to throw up a page without an eye toward who you’ve created it for, your conversion rates will fall flat. There are approximately 1.7 billion websites, but the number varies by the millisecond. Not only are you competing for attention against your competitors, but against the different distractions the average person faces when browsing online. Even if your site visitors come to your page to get more information about your specific offerings, they may get a notification from Facebook that draws them away or a text message from a family member.
Your job is to grab your users and keep them on your page long enough to convince them they need what you have to offer. Here are six tips for industrial landing pages to inspire your next design. Learn why these stand out and create a strong possibility of conversions. Special thanks to Burst for the cover image.
1. Add a Video
Videos tell a story without the need for a block of text. Using a hero video in the background near the top of your landing page highlights what you do. The text on the page then becomes tightly focused on leading the user through the sales funnel. As many as half the people who land on your page aren’t a match for what you offer. A video lets those who aren’t a fit see at a glance that you aren’t for them and saves you both time and energy.
Dudek & Bock adds a video showing part of their process. You see their manufacturing process, then the text explains that they manufacture springs and custom solutions.
2. Use Specific CTAs
Your calls to action (CTAs) can push your buyers through the journey or stop them cold. Think about what problems your customers need to deal with, and address the solution in your CTA. The focus of the page should be on the CTA button, and all attention should point toward taking action.
Hard Chrome Specialists offers chrome plating and hydraulic repairs. Their landing page puts the focus on the CTAs by keeping the design simple and straightforward. Note the specific language, such as “Get a Quote” and “Our Services.” They’ve tapped into the pain points of their audience and created actionable language that offers solutions.
3. Include Your Mission
As a brand, it’s essential to know why you do what you do. If you don’t already have a clear mission statement, now is the time to write one. Every decision you make about your business should run through the filter of that underlying mission. Share your purpose with your site visitors as well, so they can see if their views and yours align.
Astec Industries does an excellent job of outlining their mission statement on their homepage. They don’t focus only on their goals for their business, but also what they want to provide their customers, such as reliable and safe equipment and unparalleled customer service.
4. Create Powerful Headlines
Past studies and common knowledge state people spend about 15 seconds on a website after landing there. You need to grab them and keep their attention if you want them to stick around longer or at least get the gist of your message. Your headline is the most obvious way after images to capture the user. Use phrases that are highly descriptive and send a powerful message. Think action verbs and words that have a deeper meaning.
Ring Container Technologies offers a headline on their landing page that reads, “Where packaging innovation takes shape.” This headline considers the audience — people looking for packaging solutions. It also uses the word innovation, which is much more impactful than other words they could have used. Note the play on the word “shape” as well, to indicate they offer containers in different shapes and sizes.
5. Share Big News
Another way to grab user interest is by sharing exciting news about your company or industry. Post press releases, link to articles and share information about major advances your company is part of. Publishing news shows you are up to date on the latest trends and an expert in your niche.
Vorago Technologies posts news on its landing page about new materials used in the space industry and for defense needs. Exciting new products are often noteworthy, and might be the reason the visitor arrived on your page in the first place.
6. Post Customer Testimonials
People are much more likely to believe what someone else says about your business than what you say. Gather up testimonials from some of your favorite customers and post them, or link to them on your landing page. This approach offers some additional credibility for those who’ve not heard of your brand before.
Harrington offers a prominent box with a link to customer testimonials. By making these reviews easy to find, they show their faith that they can deliver what customers want.
While it’s smart to study what other business landing pages look like and learn from their successes, you should also strive for something out of the ordinary. If you want to grab users, you must use what makes you different from your competitors. Stick to design basics, then add your unique twist on the page for something truly memorable and user-friendly.