Today’s episode welcomes Sahil Patel, CEO of Spiralyze. They help companies grow by providing data-driven performance Conversion Rate Optimization (CRO) services.

The point of a great landing page is to lead your potential clients to take action on your offer - whether it’s a demo, a strategy call or a free trial. Sahil mentions that while lead gen gets a bad rap on LinkedIn, it’s still part of a holistic brand strategy and exists as a necessary bridge between prospects liking your brand from afar and prospects actually talking to your team. A great landing page can hook your prospects into taking action, which can ultimately be the difference between you and your competitors getting a chance to make their case that their product is a good fit for the prospect.

Sahil considers a double-digit lift in your metric of choice as mission success when optimizing your landing page. Most companies don’t see this level of improvement because their landing pages consist of a huge wall of text that’s boring, their forms are too long and they don’t actually show you the product.

When asked about examples of great landing pages in SaaS, Sahil refers to Service Fusion and Record360. The strategy of showing your product on your landing page is what Sahil calls the “shiny car in the parking lot” - when you see it and you want it.

A big part of becoming a shiny car is credibility. While building brand credibility happens outside of the landing page, you still have real estate within the page to place exceptional testimonials from those clients that have the biggest brand and best match your ICP. A great testimonial should have a simple message that roughly translates to: “I bought the product and it worked”:.

Tune into the full episode to learn more on how to build a high performance B2B landing page.

KEY INSIGHTS:

02:06 Increasing your landing page conversions

06:05 Examples of great landing pages

08:19 The point of a landing page

11:25 Differentiating intent

13:27 Mapping your visitors by intent

19:02 Adding credibility to a landing page

24:04 Optimizing for low-intent visitors

25:25 How to measure visitor intent