#185: Content | We audited 40 B2B Landing Pages – Here’s What Stood Out with Tas Bober, Founder of Delphium Solutions and Matthew Carnevale, Marketing Manager at Exit Five

64 snips

Oct 17, 2024

Tas Bober, founder of Delphium Solutions and a landing page optimization expert, joins Matthew Carnevale, Marketing Manager at Exit Five. They dive into the vital distinction between homepages and landing pages for campaign effectiveness. The duo highlights the importance of website speed and ADA compliance, predicting these will be critical in 2024. By simplifying language and focusing on storytelling, they stress the need to convey the true value of products. Additionally, Bober shares insights on leveraging testimonials and FAQs to enhance user engagement on B2B sites.

Ask episode

AI Snips

Chapters

Transcript

Episode notes

ADVICE

Make Content First, Design Second

Run clear, focused landing pages because content matters most and design supports it.
Use a simple one-page site builder if needed; there is no excuse for a messy landing page in 2024.

ADVICE

Fix Accessibility First

Prioritize ADA accessibility on landing pages by checking color contrast and keyboard navigation.
Use contrast checkers and aim for a 4.5:1 ratio and verify keyboard usability.

ADVICE

Make Pages Load Under 3s

Target a page load time of three seconds or less and run Lighthouse or PageSpeed Insights.
Ask devs to lazy-load scripts and enable CDN image compression (WebP) to cut seconds off load time.

Get the Snipd Podcast app to discover more snips from this episode

Get the app

Matthew Carnevale, Marketing Manager at Exit Five, welcomes back Tas Bober, Founder of Delphinium and expert in landing page optimization. Tas recently audited 40 B2B landing pages submitted by members in the community, and in this episode, she and Matt break down her biggest takeaways and share everything marketers should know about B2B landing pages.

Matt and Tas cover:

Why you should separate homepages from landing pages to maintain data integrity and make sure your messaging is optimized for campaigns.
Why website speed, ADA compliance, and accessible design are critical in 2024—and how to address these.
Avoiding buzzwords and feature-dumping by telling compelling product stories and focusing on the value customers receive instead of jargon.

Timestamps:

(00:00) - - Intro To Tas
(02:49) - - Landing Page Teardown In The Exit Five Community
(06:47) - - Content Is King, Design And Experience Is Queen
(11:14) - - ADA Compliance for Websites
(15:14) - - How To Optimize Website Speed
(17:33) - - Why You Should Use Separate Landing Pages for Targeted Feedback
(21:20) - - The Best CTAs For Decision Fatigue
(25:01) - - Why Simplified Writing Is Often Better For Engagement
(28:01) - - How To Tell A Story About Your Product
(30:57) - - Adding A Problem Block To Your Home Page
(36:54) - - How to Craft Unique Language to Differentiate Your Brand
(40:18) - - Why You Need Testimonials On Your Site
(43:57) - - Why You Need FAQs On Your Site
(47:03) - - Prioritize Value Before Requesting User Engagement
(51:05) - - Niche Services Are A B2B Differentiation Strategy
(54:08) - - Simplifying Demos
(57:57) - - Tools For Optimizing Landing Pages
(01:00:04) - - Closing Remarks

Join 50,0000 people who get our Exit Five Newsletter here: https://www.exitfive.com/newsletter
Learn more about Exit Five's private marketing community: https://www.exitfive.com/

***

Today's episode is brought to you by Knak.

Email (in my humble opinion) is the still the greatest marketing channel of all-time.

It’s the only way you can truly “own” your audience.

But when it comes to building the emails - if you’ve ever tried building an email in an enterprise marketing automation platform, you know how painful it can be. Templates are too rigid, editing code can break things and the whole process just takes forever.

That’s why we love Knak here at Exit Five. Knak a no-code email platform that makes it easy to create on-brand, high-performing emails - without the bottlenecks.

Frustrated by clunky email builders? You need Knak.
Tired of ‘hoping’ the email you sent looks good across all devices? Just test in Knak first.
Big team making it hard to collaborate and get approvals? Definitely Knak.

And the best part? Everything takes a fraction of the time.

See Knak in action at knak.com/exit-five. Or just let them know you heard about Knak on Exit Five.

***

Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.

They give you unlimited podcast editing and strategy for your B2B podcast.
Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
Visit hatch.fm to learn more