Lots of great resources have addressed the question,”What, if any differences exist between the style and content of an SEO versus a PPC landing page?”

SEO.com states that a typical SEO and PPC landing page should serve the appropriate purpose, contain the right mix between content and call-to-action, and provide links to outside information and to the main home page of your Web site.

SEOBook.com says the only major difference between an SEO and PPC page is that the call to action should come early, and much more often on a PPC page— but that otherwise the concept is the same.

But how does this formula change from a B2C site, where the goal is typically an instant transaction, to a B2B company site, where a prospect’s buying decision may still be weeks or months away?

An outstanding article by Proteus B2B states that B2B decisions are “driven by risk and the avoidance thereof.” As a result, a B2B landing page must be more complete, holistically-oriented, and must present a clear, competitive, consistent message through content, style, and feel . . . .

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