Happy landings! 30 brilliant b2b landing pages, why they convert and what you can copy | Sticky Content | Catherine Toole

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The best way to absorb best practice is to experience it in action. In this presentation, you’ll take a whistlestop tour of 37 B2B landing pages (good and bad). See who’s making the best first impression on their customers and prospects and what tips and tricks you can take away to use tomorrow. Led by popular speaker and Sticky Content founder Catherine Toole, this presentation will: • Inspire you go back to work and punch up your landing pages • Trigger some ideas for new ways to engage with prospects • Give you plenty of good examples to share internally • Identify some key writing techniques you could use to your advantage • Give you a benchmark against which to audit your own pages • Trigger ideas as to how to present dull content in a more impactful way • Make you chuckle – with some B2B examples played for laughs You can also register for an extended webinar version on 16 July at 3pm here: http://www.b2bmarketing.net/events/webinar-happy-landings-%E2%80%93-how-you-can-write-brilliant-b2b-landing-pages-convert

Catherine Toole, chairman
Happy landings!
30 brilliant b2b landing pages, why they
convert and what you can copy
@catherinetoole
@stickycontent
#B2BSummit15

@catherinetoole
ENGAGING HEADLINE
BENEFIT-DRIVEN TEXT

easy
adjective
achieved without great effort; presenting few difficulties
@catherinetoole

Ideas for easy content
• Simple, clear and short
• Use defaults
• Reassure
• Reduce effort everywhere!
• Logical pathways
• Demonstrate use (context)
• Break down tasks
• Show and tell

attractive
adjective
pleasing or appealing to the senses;
having qualities or features which arouse interest
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@catherinetoole
Copyright Brad Blake, Hill Holliday, 2011

Copyright Brad Blake, Hill Holliday, 2011
@catherinetoole

@catherinetoole 39
Copyright Brad Blake, Hill Holliday, 2011

Ideas for attractive content
• Arrest the eye
• Compelling language
• Positive modelling
• Show outcomes & rewards
• Use the perception of choice

social
adjective
relating to society or its organisation
@catherinetoole

Ideas for social content
• “real people speaking”
• Encouraging herd mentality
• You, not us
• Empathy is social
• Social rewards are powerful

timely
adjective
done or occurring at a favourable or useful time; opportune
@catherinetoole

@catherinetoole
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Ideas for timely content
• Take topical opportunities
• Use insights to get your timing right
• Join up content
• Emphasise the ROTI
• Add urgency!

Easy
Attractive
Social
Timely
@catherinetoole

Catherine Toole
emailus@stickycontent.com
@catherinetoole
www.stickycontent.com

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Insight: In a landscape where traditional narrative structures are giving way to fragmented and non-linear forms of storytelling, there lies immense potential for creativity and exploration. 'Collapsing Narratives: Exploring Non-Linearity' is a micro report from Rosie Wells. Rosie Wells is an Arts & Cultural Strategist uniquely positioned at the intersection of grassroots and mainstream storytelling. Their work is focused on developing meaningful and lasting connections that can drive social change. Please download this presentation to enjoy the hyperlinks!

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Suzanne Lagerweij - Influence Without Power - Why Empathy is Your Best Friend...

Suzanne Lagerweij

This is a workshop about communication and collaboration. We will experience how we can analyze the reasons for resistance to change (exercise 1) and practice how to improve our conversation style and be more in control and effective in the way we communicate (exercise 2). This session will use Dave Gray’s Empathy Mapping, Argyris’ Ladder of Inference and The Four Rs from Agile Conversations (Squirrel and Fredrick). Abstract: Let’s talk about powerful conversations! We all know how to lead a constructive conversation, right? Then why is it so difficult to have those conversations with people at work, especially those in powerful positions that show resistance to change? Learning to control and direct conversations takes understanding and practice. We can combine our innate empathy with our analytical skills to gain a deeper understanding of complex situations at work. Join this session to learn how to prepare for difficult conversations and how to improve our agile conversations in order to be more influential without power. We will use Dave Gray’s Empathy Mapping, Argyris’ Ladder of Inference and The Four Rs from Agile Conversations (Squirrel and Fredrick). In the session you will experience how preparing and reflecting on your conversation can help you be more influential at work. You will learn how to communicate more effectively with the people needed to achieve positive change. You will leave with a self-revised version of a difficult conversation and a practical model to use when you get back to work. Come learn more on how to become a real influencer!

Competition and Regulation in Professions and Occupations – ROBSON – June 202...

OECD Directorate for Financial and Enterprise Affairs

This presentation by Professor Alex Robson, Deputy Chair of Australia’s Productivity Commission, was made during the discussion “Competition and Regulation in Professions and Occupations” held at the 77th meeting of the OECD Working Party No. 2 on Competition and Regulation on 10 June 2024. More papers and presentations on the topic can be found at oe.cd/crps. This presentation was uploaded with the author’s consent.

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Happy landings! 30 brilliant b2b landing pages, why they convert and what you can copy | Sticky Content | Catherine Toole

1. Catherine Toole, chairman Happy landings! 30 brilliant b2b landing pages, why they convert and what you can copy @catherinetoole @stickycontent #B2BSummit15

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37. @catherinetoole Copyright Brad Blake, Hill Holliday, 2011

38. Copyright Brad Blake, Hill Holliday, 2011 @catherinetoole

39. @catherinetoole 39 Copyright Brad Blake, Hill Holliday, 2011

40. Copyright Brad Blake, Hill Holliday, 2011 @catherinetoole

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56. @catherinetoole So, you’ve heard an ISO audit is in your near future and you want to know what you can do to get ready? One of the best ways you can prepare for an audit is to learn the language your auditor will be using.

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63. Case study courtesy of www.contentverve.com Control: Insights and experience from 4 years of research and over 350 A/B tests distilled into one 26-page free ebook Treatment: Read the book in just 25 minutes and get Insights from 4 years of research and over 350 A/B tests @catherinetoole

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67. Ideas for timely content • Take topical opportunities • Use insights to get your timing right • Join up content • Emphasise the ROTI • Add urgency!

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70. Catherine Toole emailus@stickycontent.com @catherinetoole www.stickycontent.com

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