Reaching consumers and building a brand are challenging for nearly every business owner. When it comes to online sales, your first line of defense is designing an exceptional business-to-consumer (B2C) landing page.

Global B2C e-commerce sales are around $2.36 trillion annually. On top of that, the majority of people start the search for any purchase online. With that in mind, it’s essential to have a landing page that speaks to the consumer and makes your brand stand out. Here are eight key factors to include in your B2C landing page.

1. Start With a Great Headline

The headline is what viewers see in search engines and the minute they land on your page. The goal of the headline is to hook the reader and make them continue down your landing page. Put yourself in the mindset of your typical site visitor. What questions does your buyer have? How can you focus on those problems with your headline?

Including your keyword in your title or headline may help you rank better for that topic in search engines, too. Of course, Google changes its algorithms all the time, so what works now may not work in the future. For now, focus on writing the strongest headline you can that keeps your target audience in mind, and that incorporates the keyword that user is most likely to search for.

2. Limit Choices

If you offer a lot of different products or services, it’s tempting to throw everything up on the landing page and hope something sticks. However, this creates confusion for the site visitor. Your conversion rates will improve if you limit the number of options. If you need to feature multiple products, do so through multiple landing pages, instead of cramming everything on a single page.

shadow lake ranch

The simple design of Shadow Lake Ranch’s landing page puts the focus on booking the venue for a wedding or event. Site visitors only see a couple of options and images to look particular. There are two choices: amenities and contact info.

3. Speed up Load Times

Research shows more and more people are accessing websites via mobile devices, and they expect pages to load within three seconds. About 53 percent of people bounce away from a mobile page if it takes too long to load.

Speeding up your load times involves a variety of factors, including the speed of your server, size of your images and overall design of your site. Tweak each area and test page speeds on sites such as Pingdom.

4. Create Strong CTAs

A call to action, or CTA, gives your readers a clear direction about what to do next. CTAs are as crucial as headlines because 90 percent of users who check out the headline also read your CTA. Your CTA copy should be direct and personal. Using first-person commands results in better conversions, such as “Get my free guide” versus “Get the free guide.”

banko overhead doors

Banko Overhead Doors features clear commands for the user. Note how they define the action the user needs to take, such as “schedule an estimate” or “schedule a repair/service.” The design sets off the buttons from the rest of the text with plenty of white space around them to make them stand out and grab the user’s attention.

5. Add Images

Images leave a distinct impression on users, so choose them with care. Make sure images are relevant and enhance the text. People who follow directions that include text and illustrations complete the task 323 percent better.

We tend to remember messages for longer and with better recall if images accompany the text. The images can be in the form of a photograph, an illustration or an infographic. Video is another option some businesses use.

6. Work on Narrowing the Sales Funnel

Imagine you’re a person visiting your website for the first time. You land on the page, orient yourself to the navigation and features and then have to choose where to go next. We’ve already talked about limiting choices, but you should also think through the options that are most important and how to push your users through those choices and to specific areas of your site. The goal for a B2C business is to gain a new customer and make a sale.


Edupath offers services for students, parents and educational institutions, so it makes sense they’d have particular landing pages for different audiences. In the screenshot above, the landing page focuses on parents of teens looking for help with ACT and SAT prep.

7. Keep Forms Simple

If the goal of your form is to get users to sign up for your mailing list, you only need their email. If you want to personalize the emails, perhaps collect their first names. However, requiring information such as street address, phone number and other personal details lowers your conversion rates. Keep the form simple, with as few fields as possible.

8. Share Your Value Proposition

Your value proposition is what your product offers to the consumer that no one else does. If you sell dish towels, you’re competing with every other company that sells dish towels. How will your dish towels make their lives better? Perhaps your towels dry in five minutes or repel bacteria. Think about what matters to consumers and present the value of your product to them in a way that shows what problem buying from you solves for the consumer.

Test Your Landing Pages

Create a separate landing page for each offer so you can thoroughly test the different elements on your landing pages. Take time to conduct split testing and figure out what works best with your target audience. Change colors, arrange elements differently, reduce text and play around with the elements on your landing page until your conversions are where you want them to be.

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