How to Create High-Converting B2B Landing Pages

Whether you’re in the B2B or B2C industry, when it comes to lead generation, landing pages are a very crucial part of the strategy. No matter how beautiful your website is, if you want to generate quality leads from your site, you need to focus on the landing pages.

In this article, I will walk you through every aspect of the B2B landing pages and share some of my best tips to boost conversion on your website.

What are Landing Pages?

A landing page is a page specifically designed to provide a quality experience to a highly targeted audience and drive conversion by offering something relevant to them.

When you run campaigns across any platform, rather than directing the traffic from your ads to the homepage of your site, you need a specific page where people can learn more about your offerings and can be encouraged to take action that leads them toward conversion.

A landing page lies at the bottom of the B2B lead generation funnel, which is vital for the entire marketing campaign. This is where prospects come to learn more about your offering, and if you fail to convert them once, it is more likely that you won’t be able to convert them again using the same page.

Why do you need Landing Pages?

Many B2B marketers usually direct traffic generated from paid campaigns to the generic homepage of the company website. This isn’t a good strategy, and here are my reasons –

1. Homepages are not designed to convert. A typical homepage of a B2B website is intended to introduce the company, not to convert. You’ll see content related to every aspect of the company, from products to workplace culture.

2. Messages on the homepage aren’t targeted. There are multiple buyer personas for a brand, and the site’s main page has to be relevant for each of them. That’s why the messages on the page are not targeted, and they may not be relevant to the audience you’re targeting via the campaign.

3. Attention Ratio on the homepage is too low to convert. There are usually many links on the homepage to help the visitors navigate through different products and services they want to learn about. Basically, the homepage of a site is designed to drive traffic to the internal pages to provide information, not for conversion.

Well, these are some of the reasons that I can come up with for now. Still, the reality is that if you are running a marketing campaign, you need a specific landing page for a specific campaign to convert a specific set of customers – general pages won’t give you the results you desire.

Essential elements of a B2B landing page

Now, when it comes to creating a B2B landing page for lead generation, there are a few essential elements that you must add to get higher conversion.

  1. Headline – The headline is the first thing people see when they get to your landing page. A landing page headline should clearly state the sales proposition of your product or services.
  2. Call-to-action button – A call-to-action button is a button that guides the visitors to take any action that moves them toward conversion. 
  3. A lead generation form – A form is a vital component of a landing page because this is where users submit their information to get access to your offerings. While adding a form on the page, make sure that you ask for only relevant information and it is easier to fill in. You will find more tips in the later sections; keep reading!
  4. Testimonials – In B2B, customer testimonials are essential to winning the trust of the new prospects landing on your page. So, make sure you have two (or more) testimonials either in video or text format on the page.
  5. Clientele logos – Showcase the brands your company has already worked with. While picking up the logos to showcase, don’t just pick the most popular ones, instead, choose the brands that match the ideal customer profile and persona you’re targeting via the landing page. Consider the geographical location, industry, and company size to showcase the most relevant brands for better conversion. 
  6. Engaging content – A landing page is where people come to learn more about your offering from other channels. So, you have to make sure that the visitors get all the information about the product or service but you also have to ensure that the visitors are following the content throughout the page till they get converted.
  7. Supporting Images and Videos – Videos and Images allow you to present the value proposition and the idea behind the product in a visual format that can be easier to understand for your prospects. So, make sure to add visual elements related to the offering.
  8. Thank you page: A landing page is an essential component of the landing page because once a user submits their data, you want them to show what they need to do next to find the resource. A thank you page is a page you redirect visitors to after they submit the lead generation form on your site. Its purpose is often to give visitors a link to the lead magnet they opted for, guide them to the next step, or just thank them for opting in.

Best Practices to Create B2B Landing Pages

Now you have the checklist of all the essential elements of a landing page that you must have to create the best-performing landing pages for your business.

If you’re ready, let’s get started.

1. Clearly define your value proposition.

First things first, when a visitor gets on your landing page, you don’t want them to be confused with what you are actually offering and how it is helpful for them.

The more time visitors spend on figuring out the message, the lower the conversion rate you’ll see on your landing page. That is why you want to clearly state your proposition to the visitors (and possible prospects) about the product or services you are promoting on that specific landing page.

And the best way to put the value proposition is in the headline of the page like the way Hotjar Heatmap does.

Clear value proposition on landing page

2. Ensure that the Call-to-Action button is clear to visitors. 

The sole objective of landing pages is to make visitors take a specific action that leads to conversion, and that’s where call-to-action buttons come into the picture. Some of the common call-to-action buttons for B2B landing pages are –

  • Request a demo
  • Free Trials
  • Book a demo
  • Book a free consultation

The goal of a CTA button is to get visitors to click it and complete a conversion. To achieve that goal, you must ensure that the button(s) is clearly visible and catches your attention.

Take a look at the LeadOwl landing page. The call-to-action “Try LeadOwl for Free” clearly says what you want the visitor to do next. Also, the buttons stand out and are visible to the visitors.

Clear CTA on landing page

The design and number of call-to-action buttons on a page depend on the conversion goal, target audience, and design of the website. If your landing page is lengthy, it is a good idea to place multiple CTA buttons so that the visitors can find the button whenever they are ready to take action.

3. Add a video

When it comes to B2B products and services, sometimes, it is difficult to explain everything clearly. Videos allow you to convey ideas that images, copy, and animation cannot—and they help visitors understand your offering with little effort.

For a product-based landing page, an explanatory or tutorial video with different use cases allows visitors to grasp the concept behind the product and how it can fit in their ecosystem. Whereas for service-based landing pages, customer testimonials or direct messages from the leadership can help you build credibility with the visitors.

Take a look at how Instapage incorporates video on a landing page –

VIdeos on landing page

Instapage used three explanatory videos on its landing page to help visitors understand how easy it is to create a landing page using the tools and the features it offers.

4. Ask for relevant information in the form

All the effort you have put into designing a landing page to guide visitors toward the lead generation form. This is where the lead generation funnel ends and you don’t want your prospect to leave the page without submitting that specific form. 

Now, the game is that not everyone who gets on your landing page is an ideal customer for your business, but you don’t want to lose one just because you are asking for information that people might not be comfortable sharing.

In B2B, data like company revenue, size, and budget play a critical role in lead qualification, and to speed up the process marketers usually try to get these data via lead generation form.

Well, that’s a bad idea, and you must avoid such practices unless it is necessary. If you need such info, you can ask for it at the later stages of the funnel when the prospect shows interest and engages with your content.

5. Make filling up the form easier

B2B lead generation forms are usually not short, and this can be one of the reasons why you might be seeing massive form abandonment on the landing pages.

Well, getting the form short to 2-3 fields on a B2B landing page might not sound like a good idea because you won’t be able to qualify leads and may have to put more resources into getting info about the lead. This may boost your landing page conversion rate but hampers the rest of the funnel.

So, the best way to increase the conversion rate and reduce the friction in user experience on the landing page, you need to make filling up the form easier.

And one of the best ways to do so is by auto-completing form fields. Most browsers can autofill the fields on behalf of the user by using the user’s Autofill profile or previous form submissions.

To ensure that this happens with your forms as well, you need to make sure that autocomplete attributes are added in the form fields while designing the page. 

You can also add a LinkedIn Autofill Button to pre-populate the form fields with information from the LinkedIn profile of visitors.


6. Remove the navigation bar

Once a visitor gets on the landing page, you want them to take one specific action defined on that page. You want them to focus solely on what’s on that page, take action, and then explore other pages if they want to.

On the landing page, a navigation bar acts as a distraction element that may intrigue visitors to leave the page and explore others resulting in a low conversion rate.

For example, if you explore the landing pages of G2 resources from the navigation bar, you’ll notice that the page will open in a new window with no navigation links on top of the page.


7. Add trust indicators

A high-converting landing page builds credibility and wins the trust of the prospects. And you can do it by using the right trust indicators on the page.

Trust indicators are anything that helps you prove your expertise and credibility in the space you are operating. Some of the best trust indicators are-

  1. Customer Testimonials
  2. Case studies
  3. Quotes from industry leaders
  4. Awards and certifications
  5. Clientele logos

Take an example of the MoEngage landing page below. 

Trust indicators on landing page

They have included multiple trust indicators on the page –

  1. Product review from credible platforms
  2. Logo of brands they have worked with
  3. Numbers showing their experience and expertise in the space.

On scrolling down, you’ll also find a testimonial from one of the biggest brands showing the quality of services they deliver.

Best Landing Page Builders

If you are using a marketing CRM like HubSpot, SendInBlue, or email marketing or automation tools, it is more likely that they offer to land page builders as well. However, if you are looking for a standalone landing page builder, then here are my top recommendations –

1. Unbounce 

Unbounce is one of the best landing page builders and my favorite one because it offers hundreds of quick-launch templates, fully customizable to match your B2B marketing needs. 

It also provides a powerful AI-powered landing page optimization tool, Smart Traffics which allows you to create different versions of the page from different customer personas and this tool delivers the best landing page to each visitor.

Pricing & Plans: Unbounce’s most basic plans start at $80/month which makes it the most affordable and powerful landing page-building tool.

2. Instapage

Instapage allows you to create stunning, on-brand, mobile-responsive landing pages from one of 200+ templates with no coding knowledge required – it is a simple drag-and-drop page builder. Above all, I love their in-built heatmap tool allowing me to iterate the design of pages based on the user interaction on the page.

Instapage also provides codeless integration with some of the essential marketing and analytics tools including Google Analytics, Facebook Ads, Google Ads, HubSpot, GetResponse, etc.

Pricing and plans: With $149/month, Instapage is comparatively expensive to other landing page builders but the tools and features that it comes with make it worthwhile.

3. Leadpages

Leadpages offers 150+ high convertible landing page templates allowing you to build stunning opt-in campaigns for lead generation and conversion quickly. Leadpages also offers seamless integration with major marketing tools that include tools from analytics to automation categories.

You can run A/B testing campaigns side-by-side to analyze and iterate the design of landing pages for maximum ROI. Overall, Leadpages offers you a powerful landing page and campaign builder that can help you generate higher revenue from marketing campaigns.

Pricing & Plans: Leadpages’ basic plan starts at $25/month, which makes it the cheapest page builder with all essential features for marketers.

You can also check out my complete list of the best landing page builder software to explore more options within your budget and compatible with existing marketing tools.

B2B Landing Page – Necessity of a successful marketing campaign

Landing pages are one of the most essential elements of B2B marketing because regardless of how effective your marketing campaigns are, the conversion depends on how effective your landing page is.

So, while building your lead generation strategy, ensure that the landing page is equipped with all the essential elements and best practices put in place to get higher ROI on your marketing investments.

I have also picked some articles that I think you should read to optimize your website and landing pages for better conversion –

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