Unless your B2B product or service serves one specific industry, your ideal B2B clients are active in several different industries.
It is important for your website to resonate with prospects from each industry served by your solution.
It could mean the difference between landing a client or losing them to a competitor.
In this article, we cover the importance of industry landing pages and the benefits they bring to your B2B website.
Let’s dive in.
What are industry pages?
Industry pages are pages on a website that cater to specific audience segments for each industry.
You can use industry pages to highlight unique industry-specific features and selling points of your products and services.
Industry pages can also help drive valuable, targeted SEO traffic to your website.
Industry pages target high buyer intent SEO keywords
SERP Builders specializes in SEO for B2B fintech businesses, so let’s use subscription management software as an example.
It makes sense for a subscription management software company to create a dedicated landing page targeting the keyword “subscription management software.”
The company can also include keyword variations such as “subscription billing software” and “recurring billing.”
But what if someone searches for long-tail versions of this keyword, such as “subscription management software for gyms”?
Keywords like this typically have less search volume compared to the main target keyword.
But they also tend to be less competitive.
These searchers are likely further along in their buyer’s journey. Even if only a few people search for this keyword per month, it is worth getting in front of them.
SubscriptionFlow lists 40 different industries and has dedicated industry landing pages for many of them:
Industry pages allow you to speak to your audience
You want your brand messaging to resonate with everyone in your target audience. But this typically means making your message a bit generic – particularly if you have a diverse target audience.
But here’s the thing:
You have to get specific with each of your audience segments
If you sell invoicing software, a dentist probably wants to know if it can integrate with a patient management system.
A construction company would be more interested in your invoicing software’s ability to itemize invoices into several different sections and cost structures.
Industry pages are the perfect vehicle to address specific client pain points and really speak to your various audience segments.
Industry pages create trust
Potential buyers will compare your solution to your competitors’ solutions. Whether they feel they can trust you or not will be a key factor in their decision.
Showcasing your expertise in their industry helps build that trust.
Prospects want to know that you can solve their specific challenges.
Using industry-specific jargon (if appropriate) and examples from their field gives them confidence that you are familiar with their business and clients.
That you understand their needs and you can help them.
You also create a great opportunity to include links to client case studies and supporting content related to the particular industry.
Industry pages are scalable
You may be able to create one or two industry landing page templates for all of your industry pages.
Popular Content Management Systems (CMS) such as WordPress and HubSpot have standard functionality for landing page templates and page duplication.
This makes publishing many different industry pages a scalable process.
Make sure to write unique page titles, header tags, and page content for each industry page to avoid duplicate content issues.
What should you include on industry pages?
Here are eight elements to include in a great industry page:
- A short header or paragraph that explains what specific problem your product or service solves.
- Unique images related to the industry.
- Information about the compatibility of your solution with other popular software and systems in that industry.
- Testimonials from clients in the same industry.
- Links to client case studies in the same industry.
- Reasons why your solution is superior to your competitors’ solutions.
- Frequently asked questions.
- Call to Action buttons to encourage your audience to reach out to you.
Every element on the page should speak to your target audience.
How to leverage industry pages for your B2B website
You probably have a good idea of what industries your current clients are active in. Or at least the most common ones.
Start by making a list of all of these industries, and also brainstorm any other industries your products and services would be useful for.
Think of synonyms and different ways to describe each industry.
Do keyword research around each industry and determine what keyword variations are best to target.
Use the keywords in your page titles, header tags, and page content.
Write supporting content to target long-tail keywords and link this content into your main industry pages.