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11 secrets to building high-converting B2B landing pages

Image of Andi Croft
November 10, 2022 | Andi Croft - guest blog

B2B products and services can take time to capture fully on a landing page. Whether it’s defining a conversion goal or writing excellent copy, it’s not always easy.

Not to mention, B2B needs many decision-makers you need to appeal to with landing pages.

What is a B2B landing page?

A B2B landing page is designed to turn business professionals and owners into customers. You want to engage, create trust, and convince them that you have everything that they need.

Now, depending on your product, you want to create a landing page that generates leads or guides customers in making a final purchase. Your landing pages should also be tailored for a specific target audience. It’s also worth noting that B2B prospects differ from B2C visitors. So, it would be best if you also considered that.

To help you understand how you can make an effective B2B landing page, we’ll walk you through eight handy tips to help you enhance your conversions.

1. Clearly define your value proposition

When a visitor first gets on your landing page, you don’t want them to be confused with what you’re offering.

Also, the more time visitors spend trying to figure out your message, the lower the conversion rates will be. That’s why you need to clearly state your value proposition to your visitors or prospects from the get-go. It would be best if you were clear about the products or services you promote with that specific landing page.

2. Streamline forms

Lead generation forms are one of the most crucial elements of a B2B landing page. However, they can also hurt your efforts without optimization:

"We always tell clients that decreasing the number of required fields boosts the conversion rate. It can also lead to lower-quality leads." ─ At Sytian Productions, web developers at philippines

On the other hand, too many requirements can also scare away qualified leads. You can test various aspects of the form, such as placement, number of fields, wording, etc., for the best results.

3. Provide clear CTAs

In the same way, you should also provide clear CTAS. Ideally, this should be a button linked to your short form above the fold of your page.

It should clearly state the action you want buyers to take, whether a free trial or a free demo. By doing so, buyers will know what you want them to do and what they’ll get in return.

In the same way, you should also keep the linked form as short as possible. That’s because a form that’s too short may overwhelm the buyer, causing them to abandon your site altogether.

Ideally, the sweet spot for CTA forms is four to six fields. It would help if you also made your CTA stand out from your background images and chose colors that will attract buyers as much as possible.

4. Incorporate video

It can be challenging to explain everything clearly when it comes to B2 products and services. Video lets you convey ideas in a way that animations, images, or even a good copy cannot. It lets your visitors understand what you’re offering with minimal effort on their part.

For a landing page that’s product based, an explanatory video allows your people to understand the concept behind the product and how it fits their ecosystem.

5. Remove the navigation bar

As soon as the visitor gets to the landing page, you want them to take a particular action on that page. Ideally, you want them to focus on what’s on the page, take action, and then look at other pages.

A navigation bar on your landing page might be a distraction since it can intrigue visitors to leave the page, which causes low conversion rates.

6. Put trust indicators

A highly converting landing page can build credibility and win your prospect’s trust. You can do this by adding the right trust indicators.

These can be anything that allows you to enhance your expertise and credibility. Here are some of the best trust indicators:

  • Case studies
  • Testimonials
  • Relevant quotes from industry leaders
  • Awards and certifications
  • Client logos

7. Personalize

Even with your business products, prospects will still want a personal interaction with your brand. However, it would help if you didn’t try overly promotional with your landing pages. Instead, you must create content centered on your target prospects’ primary interests. Here’s how you can create high-converting, personalized, landing pages.

Aside from that, landing pages should also give real-life insight into your organization, allowing you to form a more emotional connection with your brand. One of the best ways to do this is by using conversational language instead of being overly formal.

8. Use thank you pages

Not being able to use thank you pages to your advantage is another lost opportunity. Thank you pages let you reintroduce your primary header and footer navigation, giving prospects an idea of what the next steps are.

Examples include not following through with the delivery and expectation of the promised content or not having the opportunity of sharing what you’re offering.

9. Make filling up forms easy

Most B2B forms aren’t short, and thus one of the reasons for massive form abandonment on landing pages. One of the best ways you can boost conversion rates and decrease friction in user experience is by making filling up the form a lot easier.

You can also do that through auto-complete form fields. Browsers can autofill the fields for the user via previous form submissions or an autofill profile.

To ensure that this also happens to your forms, make sure that you add autocomplete attributes on the form fields while designing the page.

10. Think about the entire funnel

Successful landing pages create a funnel that targets a large number of people, which are then narrowed into a smaller number of prospective customers.

Also, instead of focusing on the whole funnel process, focus on the bottom point of the conversion. If you lose sight of the funnel’s upper layers, you can significantly decrease the number of leads.

  • Early segmentation: Visitors on your landing page may come from different parts of the organization, and their roles may vary. Thus, you must provide a customized landing page for specific target audiences.
  • Relationship building: The top funnel is where the relationship starts. Most businesses want to work with brands that they know and trust. Most people aren’t going to buy from someone they don’t trust.
  • Give them a reason to return: Give prospects an incentive to return. For instance, a multi-day informational series is one of the best ways to keep customers returning for more.

11. Stay authentic

Finally, a nice finishing touch to your landing page is staying true to your company’s brand. You must ensure that the images you’re using are standard stock photos.

Also, when choosing great stock images, or the images you’ve created yourself, you always need to keep your brand and target market in mind.

Make sure that you add relevant images and icons which add to the page’s value. Meanwhile, unauthentic ones can distract you from your overall message.

Over to you

Your landing page is one of the most crucial elements in B2B marketing because no matter how effective your marketing campaigns are, conversions will depend on how effective your landing page is.

So, when generating leads, you must ensure that your landing page has all the essential elements. You should also make sure to put these best practices into place to get a higher ROI. Good luck!


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