• Rob Swystun

How to Create the Ultimate B2B Landing Page According to an SEO Pioneer

The ultimate B2B landing page is within your grasp. With some well-written content and some advice from a pioneer of SEO, you too can have a landing page that ranks highly and, more importantly, gets that coveted click, leading to the even more coveted conversion.

I recently took a course with the inimitable Heather Lloyd-Martin (someone who has been doing SEO so long her work actually predates SEO as a concept) and this is what she had to say about creating an amazing landing page for B2B businesses.

Use your audience’s questions.

Lloyd-Martin talks about “micro moments” when people do their searching. In that moment, what are they searching for? Some of them may just be putting in a string of keywords (we’ve all done it), but grammar enthusiasts like me often put in a full question and it’s those questions you want to answer with your content.

In fact, you don’t just want to answer them in your content, you want to literally use them in your content, particularly for subheadings.

If you use an SEO tool like SEMrush, it’ll have a “Questions” tab in the keyword research tool or you can use Google’s “People also ask” function on its SERPs. If you don’t mind being stared at for a bit, you can also check in with AnswerthePublic.

Screenshot of People also ask section of a Google SERP
Admit it. You've always wanted to know.

The key is to try and answer the questions you find and (if it makes sense to do so) also use the questions as subheadings.

Let’s take the example of construction accounting software. Some questions people are probably asking in regards to that are:

  • What is the best accounting software out there?

  • What is the best accounting software specifically for construction?

  • Will it connect to other apps I use in my business?

Potential clients are going to want to know that they can use this software anywhere, that it’s compatible with other apps they use and they’d most likely appreciate some legitimate testimonials from other businesses in that same industry.

(And probably a free trial.)

If you’re using an information page as a landing page (so, an article, basically), make sure to give it a table of contents. It’s especially good if your table of contents has questions and keyphrases as subheadings à la this page from Pipedrive, which is outperforming some pretty big brands for some keywords.

Drill down with your keyphrase selection.

The keyphrase with the highest search volume is usually going to be insanely competitive. So, it’ll pay to dig down a bit and find one that may have lower search volume, but also less competition.

In keeping with our construction accounting software example, the keyphrase “accounting software” gets a ton of search volume each month, but it’s crazy competitive. “Small business accounting software” is less competitive, but it’s not really targeted, either.

Fortunately, “construction accounting software” still gets a decent amount of search volume, but is less competitive. You can also work in other keywords you find during your research like “best” and “cost.”

A real life example that impressed Lloyd-Martin was Quickbooks. While it’s true that Quickbooks has a lot of name recognition, upstart Xero swooped in a few years ago and was eating Quickbooks’ lunch, outperforming them in search in a lot of different areas.

So, Quickbooks changed how they wrote their copy and made it more customer-centric. Knowing that people wanted to see if the software could be integrated with their existing apps, the company even started putting the apps it integrates with in the meta description so it would show up right on the Google SERP. Smart.

Learn some word math.

Remember way back in elementary (or primary) school when you learned greater than (>) and less than (<) in math class?

You can apply that to SEO.

Like this:

Benefit statements > Feature statements

Weaving your keyphrases into benefit statements is far better than putting them into statements about the features of your product or service.

Check out these two statements about safety harnesses:

1. Anatomical design is close fitting while giving optimum freedom of movement.

2. Exclusive design reduces the need for harness adjustment throughout the day, allowing for more comfort and freedom while working.

Technically, they both list a feature and a benefit, but the first one does it in a dry and academic way. The second one does a much better job of capturing the real benefit of not having to adjust your harness all the time.

Remember, your audience is always asking (even if it’s subconsciously): “How does this benefit me?”

Target for verticals.

If your product or service can be used by many different industries (like accounting software, for example), then it’s a good idea to have multiple landing pages for each of those different verticals that explains how your offering is good for that specific purpose and solves problems for that exact industry.

Here we go back to Quickbooks, which has individual landing pages for:

  • Restaurants

  • Construction

  • Churches

  • Retail

  • Nonprofits

  • Legal

  • Manufacturing and wholesale

  • Professional services

This allows them to target more specific keywords pertaining to those industries rather than generic keywords.

While a keyword like “accounting software legal” may get fewer searches than “accounting software,” the people searching for it are hotter prospects because they’re searching for something specific.

On your industry-specific landing pages, don’t forget to include testimonials from people in those industries rather than more general testimonials.

Take a stab at using tabs.

We’ve all seen those landing pages that take forever to scroll and give you carpal tunnel by the time you get to the bottom. (Just kidding, nobody ever gets to the bottom.)

Instead of one of these monsters, consider using a tabbed format on your landing page so you can talk about the different benefits of your product or service without giving people scroll fatigue. Put your content under tabs discussing various elements of your product or service and let people click through the tabs while still staying on the page.

If you do this, you can also have rotating FAQs to match the tab content rather than having a single set of FAQs that are the same for all the tabs.

You know who does this really well?


(Bet you thought I was gonna say Quickbooks, didn’t you? Okay, fine. They also use tabs really well.)

Ditch the “Learn more.”

One thing that makes Lloyd-Martin sad, by her own admission, is the amount of times businesses use generic “Learn more” or “Click here” links or buttons on their landing pages when linking to other parts of their site.

Using generic phrases like this may look a little slicker, but it means missing out on the opportunity to use what she describes as “Wingman links,” which are key phrases internally linked to other pages on your site, which can help with your SEO.

Make it with your model.

Lastly, from Lloyd-Martin, in the B2B sphere where things can get highly specific, if it makes sense, you can use the model make and number in headings like Tektronix does with their spectrum analyzers. They have the model right in the top heading in case anyone is searching for that exact model.

Mark it up.

While we didn’t get into any technical SEO in our course, I will add here that you should always use structured data on your landing pages (and your website in general) because it’ll increase your chances of getting a rich snippet on a SERP. Google actually recommends using structured data on your website (with JSON-LD, specifically) because it makes things easier for their crawlers and the internet in general is trending toward structured data so you might as well get started now if you haven’t already.

To recap:

  • Answer your audience’s questions with your content.

  • Use your audience’s questions as subheadings (and include a table of contents if your landing page is in an article format).

  • Target more specific keyphrases.

  • Use benefit statements instead of focussing on features.

  • Have individual landing pages for each vertical you are targeting.

  • Use tabs on your landing pages to present information about different elements of your product or service.

  • Instead of using generic phrases like “Learn more,” try to use keyphrases in your internal links when pointing viewers to other areas of your website.

  • Consider using specific model names and numbers if you think your audience may search for those directly.

  • Use structured data when possible.

So, there you have it. Do your research, dig into your data and use the right formatting to build a B2B landing page that does it right. It’s well worth the effort and will please both your audience and those finicky algorithms.

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