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What a demo landing page has to solve
The person requesting a demo of a bioreactor or TFF system is usually a process scientist or an engineer who already has a project in mind. Before leaving their details, they want to know three things, whether the system fits their scale, what kind of demo they can get and how much work it will take on their side. If the page does not say, they leave without filling in the form.
That is why a demo landing page works differently from a generic contact page. It has a single goal, explains the process before asking for anything and removes doubts for a technical buyer. In return, the sales team receives requests with the information it needs to prepare a good demo.
Demos at your site, at the customer's lab or online
The landing page should state which demo formats you offer and what each one involves. Watching a system run at your facility is very different from testing it in the customer's lab or seeing the control software on a video call. Each format needs different preparation and appeals to different people.
If you offer all three formats, let visitors choose one in the form itself, so the sales engineer knows from the start what needs to be organised. If you only offer one or two, say so clearly on the page to avoid requests you cannot handle.
| Format | What the customer sees | What you need to prepare |
|---|---|---|
| At your site | The system running and the technical team that builds it | Travel, scheduling and a sample process |
| At the customer's lab | The system with their own process and conditions | Shipping, space, utilities and duration |
| Online | The control software, the data and live questions | Connection, a script and an application specialist |
Should we add a calendar so people can book the demo directly?
For online demos, yes, because it saves emails back and forth to find a time. For a demo at your site or at the customer's lab, a form followed by a call works better, since you need to discuss logistics, the sample process and who will attend. In those cases, say on the thank-you page when they will hear from you.
What the landing page should show before the form
The headline should say which system is being demonstrated and for which scale, whether lab, pilot or production. Then explain what the demo includes, who runs it and what the customer needs to bring or prepare. An application specialist with a name and job title builds more trust than an anonymous form.
A short video of the system helps an engineer understand what they will see before asking for it. An application note or an anonymised case study also fits here. All of this should sit above the form, because buyers decide whether to fill it in while they read.
Want us to check whether your demo form asks for what sales needs and nothing more? Leave your details and we will tell you what we would remove.
Review my formForm fields that qualify without scaring off an engineer
The form should only ask for what sales will use to prepare the demo. The GDPR asks for this in article 5(1)(c), which says personal data must be adequate, relevant and limited to what is necessary for the purposes of the processing. On top of that, every extra field is another reason for an engineer to leave it for another day.
These are the fields we suggest for most equipment manufacturers. Dropdowns qualify faster than free text and take less effort to fill in. Phone number and budget can be left out or made optional, because the sales engineer can ask for them in the first conversation.
- Name, work email, organisation and country.
- Scale, with options such as lab, pilot plant or production.
- Process, such as cell culture, microbial fermentation or tangential flow filtration.
- Approximate project timeline.
- Preferred demo format.
- An optional field to describe the project.
How many fields should a demo request form have?
There is no magic number. Every required field should help sales prepare a better demo, and the rest should be optional or removed. If nobody looks at a field when the request comes in, drop it. Scale, process and timeline usually give the most information for the least effort.
What should happen after the form is submitted
The thank-you page should say what happens next, who will contact the customer and how. For online demos, you can offer a calendar to book a slot straight away. A confirmation email summarising the request saves the customer from having to explain everything again.
Behind the scenes, the request should enter the CRM with its source and go to the right specialist or to the local distributor. The submission itself should be marked as a key event in Google Analytics 4, so you know which channels bring demo requests rather than just visits.
Do we need a separate landing page for each system?
If you run Google Ads campaigns by equipment family or scale, yes, because the page has to answer what the person who clicked was looking for. For organic traffic, a demo block on each product page that leads to a shared form with the system already selected may be enough.
If the page gets Google Ads traffic, it also needs to be fast
Google Ads calculates Quality Score from three components, and one of them is landing page experience, meaning how relevant and useful the page is to people who click the ad. That is why it pays to have one landing page per equipment family or scale, using the same language as the ads and keywords.
Speed matters too, especially on mobile. Google recommends that the main content appears within 2.5 seconds, that the page responds to interactions in 200 milliseconds or less and that unexpected layout shifts stay at 0.1 or below. Videos and 3D viewers should load without slowing down the form.
