Landing pages are the digital first impression for many B2B companies, yet most overlook tailoring them to directly engage industry insiders. In a recent Whiteboard Friday, digital marketing expert Jason Dodge unpacks this missed opportunity. As he explains, “We mistakenly think industry-specific landing pages are some silver bullet for connecting with niche B2B audiences.”
This oversight is particularly prevalent among HVAC manufacturers and suppliers flying under the consumer radar despite equipping major brands. As Dodge points out, “A vast realm of B2B commerce happens behind-the-scenes with companies making the products powering bigger name corporations.”
By taking a scalpel versus shotgun approach, HVAC companies can craft landing pages speaking the insider language of engineers, contractors, facility managers, and other decision-makers. Dodge shares tangible tips for honing HVAC B2B appeal through personalized copy, strategic layouts, and interactive features. The goal is conveying value to industry people versus end consumers.