Consider the distinctions between a business audience and consumers when designing landing pages that are meant to generate B2B leads, suggests Abraham Nord. What may be dull to a consumer may be interesting to professionals, who who need clarity on a business topic, not entertainment. Study results and other news can convert better than company literature, so tailor landing pages to prospects at every stage of the sales funnel, making clear offers, and be sure to include an urgent call-to-action, Nord suggests.

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