How to Create a Perfect B2B Landing Page

B2B sales can take a long time. But a good landing page can help you get leads faster.

Reading long landing pages bothers most people. For companies selling to other companies, it is different, though. To draw in the proper clients, these pages must be visually appealing and informative.

The challenge now is what makes a B2B landing page “perfect?” No one has one correct response. This post will show you what works for B2B landing pages using case studies of profitable companies. 

The Basics of B2B Landing Pages

Like B2C landing pages, B2B ones will feature some simple components. Although this is one of the two things they have in common, the manner in which you show data on a B2B page counts the most. Let us educate ourselves with the fundamental components of a landing page.

Headline

Source: Yelp

People initially look at your headline. Tell them what your product or service does and make it appealing.

The first and usually only impression a visitor has of your content is a header, sometimes called a title, H1. Their stay or departure is decided by their digital handshake. 

Subheadline

Source: Yelp

Between the header and the body of your work, a subheadline—also called a deck or subtitle—acts as a link. It invites readers to probe more by providing a brief summary of the key ideas.

Call to Action (CTA)

Source: Yelp

A call to action (CTA) is a strong cue meant to inspire your audience to react specifically. CTAs are usually implemented as buttons with carefully placed messaging, design, and surrounding elements on web pages.

Visual Content

Source: Yelp

Visual content is crucial for enhancing your landing page’s appeal and conveying your message effectively. 

Use relevant, high-quality images, videos, and infographics to create a more engaging experience. Remember: relevance, quality, and functionality are key.

Form Design

Source: Yelp

Well-designed, concise forms are crucial for lead generation on B2B landing pages. The form’s length and design can significantly influence conversion rates.

Before designing your landing page form, define your desired conversion goal. Primary conversions occur when visitors are ready to purchase or take immediate action (e.g., placing an order or booking an appointment). Secondary conversions happen earlier in the customer journey, such as signing up for a newsletter or downloading a resource.

Trust Signals

Source: Monday

On websites, trust signals—visual clues and messaging—help to inspire confidence and lower perceived risk, therefore motivating businesses to interact with an online company.

Customer feedback, security badges, certifications, social proof, and clear, succinct information can all be part of trust signals.

Besides these, there could be more landing page elements below or even above the fold. You can be creative and play around with the things that make a landing page. Nonetheless, the elements mentioned above are the most basic ones.

Tips to Create the Perfect B2B Landing Page

After looking at some of the brands that are holding their spots at the top of the industry, we were able to compile a few tips that can help you with your B2B landing pages. Let’s get started!

1. Focus on Loading Speed

For B2B landing pages, loading speed can make a huge difference. In fact, a page that loads in 1 second will have 3x more conversions than a page that takes 5 seconds to load (Portent). 

If your page loads longer than five seconds, it will not be sufficient even if you managed to design the most aesthetically pleasing landing page for your website.  

There could be many reasons why your landing page is taking longer to load. If you are using cheap shared hosting, the server won’t be dedicated to your website, making it slower. In this case, dedicated hosting can help. 

Measuring Page Speed

To improve your website’s performance and reduce bounce rates, check how fast your pages load using Google PageSpeed Insights.

It is a free tool that analyzes your website’s speed and gives tips for improvement. Just enter the URL, click ‘Analyze,’ and get a report with scores for mobile and desktop.

If you find that your landing page is taking way too long to load, talk to your web developer and get it fixed as soon as possible. 

2. Write the Best Possible Headline

Your headline is the gateway to your content. A compelling headline can instantly grab your visitor’s attention and entice them to stay, while a weak one can send them bouncing away.

3 Elements of Effective B2B Landing Page Headlines

1. Clarity: A headline should be clear, concise, and directly relevant to the visitor’s needs. Avoid vague language, metaphors, or beating around the bush.
2. Relevance: Ensure your headline is consistent with the ad or search query that brought visitors to your page. A mismatch can lead to confusion and increased bounce rates.
3. Empathy: Effective headlines address visitors’ pain points and highlight the benefits of your product or service. Reassure them that their problem can be solved effectively.

Let’s have a look at the headline of one of Squarespace’s landing pages.

Source: Squarespace

The headline “All you need to power your ecommerce website” is clear and concise. It lets you know that Squarespace is providing an all-around solution for building an ecommerce website. 

3. Keep Signup Forms Short

Source: Shopify

Keep sign-up forms concise to maximize conversions. Each additional field can increase the likelihood of abandonment, especially in contexts like e-commerce or SaaS, where quick access is crucial.

• Limit Fields to Essentials: Limit form fields to essential information, such as name and email address. Avoid unnecessary fields, like usernames or confirmation passwords, that can deter users.
• Use Clear Value Propositions: Clearly highlight the value proposition of signing up. A concise statement outlining the benefits can incentivize users to complete the form.
• Consider Multi-Step Forms: For more complex sign-up processes, consider breaking them down into multiple steps. This can reduce cognitive load and keep users engaged.

Continuously test different sign-up form variations to optimize conversions. A/B testing can reveal the most effective design and field selection.

4. Maintain Minimalism Above the Fold

The above-the-fold section of a landing page should provide a clear and concise message while maintaining a visually appealing and uncluttered design.

Above the fold, include only the most critical elements that directly support your main conversion goal. This typically includes:

• A clear, benefit-driven headline
• A concise subheadline or tagline that elaborates on the headline
• A prominent call-to-action (CTA) button
• Minimal supporting text or bullet points
• Relevant imagery that demonstrates your product or service

Use ample whitespace to create a clean and uncluttered design. This helps guide the user’s attention to key elements and enhances the overall aesthetic appeal.

5. Don’t Worry about Navigation Bars

While it makes perfect sense to have navigation bars on the homepage of your website, you don’t need to have them on your landing pages. 

Source: Semrush

B2B landing pages should prioritize the promoted product and minimize distractions. A navigation bar can divert visitors’ attention, potentially hindering conversions.

Eliminating navigation bars from landing pages has been proved in A/B testing to greatly increase conversion rates. Leading CRM and marketing automation system, HubSpot tested their middle-of-the-funnel (MOFU) landing pages extensively. By removing the navigation bar, they achieved a substantial lift in conversion rates, ranging from 16% to 28%.

6. Add a Video

Image Source: HubSpot

HubSpot’s research on landing page effectiveness has consistently shown that video content significantly outperforms imagery or graphics in driving conversions. This is likely due to several factors:

• Video can keep guests interested for longer stretches of time by more successfully grabbing their attention than still photos.
• Video can more dynamically and captivatingly provide complicated material or product demos than words or images by itself.
• Showcasing genuine individuals and honest testimonies, video can help prospective consumers develop trust.
• Video can create a more immersive and gratifying user experience, therefore increasing the likelihood of visitors engaging in the intended action—that is, registering or making a purchase.

When adding videos to your B2B landing page, keep it short, typically between 30 and 90 seconds. This length is ideal for delivering key messages without overwhelming viewers. Ensure the video aligns closely with the landing page content and the specific offer being promoted.

Position the video prominently above the fold. This ensures it’s one of the first elements visitors see, potentially leading to up to 50% more engagement compared to videos placed lower on the page.

7. Include Social Proof

Trust is key to conversions. Showcase social proof, industry expertise, and certifications. Offer valuable resources and maintain transparency to build credibility and increase sales.

Leverage customer reviews as strong trust signals. Videos are ideal for showcasing genuine experiences. If videos aren’t available, link directly to the review source for added authenticity. Avoid using fabricated or misleading reviews to maintain credibility.

Examples of High-Converting B2B Landing Pages

Theory will only take you so far! To make sure your B2B landing page drives high conversion, you have to learn from the best in the industry. Here are some examples of successful landing pages that hit the mark quite well.

1. Hootsuite

Hootsuite’s landing page is a masterclass in simplicity. It’s clear, focused, and easy to use. They cut out distractions and offer a simple choice. This is a great example of how a simple landing page can drive results.

2. Gusto

Gusto’s landing page stands out with its interactive quiz format. This approach immediately engages visitors and collects valuable data for targeted marketing. The page effectively combines a quiz, key features, and trust elements to create a compelling experience.

3. Yelp

Yelp’s landing page is a prime example of effective messaging. They immediately highlight the value proposition of listing your business for free and provide a simple, frictionless call to action. By focusing on the most important benefit and making it easy to sign up, Yelp effectively encourages users to take the next step.

4. Airbnb

Airbnb’s B2B landing page effectively targets hosts seeking to maximize their earnings. The slider bar, which allows hosts to visualize potential income based on location, is a standout feature. 

Combined with a clear feature summary, comparison chart, FAQ, and the option to connect with a Superhost, Airbnb creates a user-friendly and informative experience. By prioritizing profit and providing essential information, Airbnb successfully attracts and converts potential hosts.

5. SmartReach

The last example is SmartReach, where we have mastered the art of B2B landing pages with our continuous A/B testing. While we can’t share all the secrets, it’s evident that our step-by-step visual on the right side has increased conversion. 

Even if you can’t add videos, you can try out animated GIFs that can turn your static landing page into an attractive lead bait. If you’re looking to create visually stunning and highly effective B2B landing pages without the hassle of coding, page builders can be an excellent choice, which empower you to design customized sections easily, helping your landing pages not only look professional but also convert better