B2B landing pages are essential for businesses focused on lead generation in the online space. Not only do they provide improved traffic conversions through a mix of organic and paid efforts, but they can also help businesses acquire leads through form fills. They are designed to provide a sharpened user experience that can help convert an audience from the middle and lower segments of the sales funnel.
But if a B2B landing page is poorly optimized, it can be detrimental and even force a prospective audience away. Read on to discover how to create strong B2B landing pages that convert leads and view examples of success.
Conversion Starts With Outcomes
Before diving into tactics, let’s align on what matters. A strong B2B landing page isn’t just about aesthetics. It’s about performance. This includes reaching the right audience at the right moment and providing information and assets that are both timely and relevant to their needs — all with the end goal of turning a conversion into a sales opportunity.
Strong indicators of success include:
Conversion Rate
Conversion rate is your North Star. It tells you how many visitors are taking the desired action — usually filling out a form. It is one of the most important performance indicators for B2B landing pages because it analyzes the page’s ability to motivate visitors to perform the desired action. High conversion rates signal alignment between your offer, audience and experience. The average B2B conversion rate is 6.6%, but it varies by industry. Consider the following industry-specific conversion rates:
- SaaS: 3.8%
- Financial Services: 8.3%
- Health & Wellness: 5.1%
Cost Per Lead (CPL)
Efficiency counts. CPL measures how efficiently you’re converting interest into qualified opportunities. A lower CPL indicates better targeting and message-market fit. This demonstrates that leads are acquired at a cost-effective rate, and you are not overspending trying to reach the wrong audience.
Engagement Rate
Engagement rate is not a vanity metric. Are users clicking, scrolling or watching? Higher engagement suggests content that resonates — and converts. A higher engagement rate means that visitors are highly likely to engage with your content, which indicates a stronger potential for lead conversion.
Pageviews and Time on Page
Pageviews track traffic. Time on page indicates attention, though high duration could point to either interest or friction. Longer times indicate that the visitor is spending more time consuming the content, and is more likely to convert. But it might also mean that visitors are having trouble with the form. Lower times, on the other hand, indicate that the page is either not relevant to the audience or that the page lacks optimization. Always evaluate this metric alongside conversions to determine if this metric is telling a positive or negative story.
8 Proven Ways to Improve B2B Landing Page Conversion
After knowing what metrics to focus on, it’s time to focus on what drives conversion across your landing pages. Below are eight tips to help ensure your B2B landing pages are focused and designed to maximize conversions.
1. Lead With the Pain
Use your headline to mirror your audience’s biggest challenge — and promise relief. Stats, outcomes and direct language outperform platitudes. Using questions, exact numbers or providing an action statement on what your audience can do with your product or service are all excellent ways to create engaging headlines.
2. Design With Purpose
Any graphics included on the landing page should match your professional branding and color scheme, while also promoting the product or service. Visuals should reinforce rather than distract, but images can boost content engagement by 80%. Use branded graphics, white space and color to build trust and focus attention on your CTA. As a rule, avoid generic photos. Instead, identify photos that match the product or service you are providing.
3. Optimize Across Devices
The one thing that could make or break a B2B landing page is poor optimization. Mobile isn’t optional, and 88% of users won’t return after a bad experience. Your goal is to provide a clean and easy user experience so the viewer is encouraged to fill out the lead form. Pages loading in 2.4 seconds convert nearly twice as well; over 3 seconds, and 53% bounce. Keep UX fast and fluid to ensure your audience stays engaged once you have them on your site.
4. Say More With Less
You have seconds to make your case. The attention span of an average viewer has dropped from 2.5 minutes in 2004 to only 47 seconds in 2024. Use clear headlines, bullets and short paragraphs, and keep word count between 500–700 for readability and impact. If you use too many complex words, you run the risk of losing the viewer’s attention, so it’s best to use simple wording to get your point across.
5. Use Data as Proof
Trust is earned. Credible stats, benchmarks and A/B test insights validate your message and authority. There is no better way to build trust between your business and your audience than by using data statistics. In fact, 55% of companies have started to incorporate A/B testing into their landing pages. Companies like Dell have found great success with A/B testing. They reported an impressive 300% increase in sales through their website after implementation, with much of that success attributed to A/B testing.
6. Make Your CTA Do the Heavy Lifting
“Learn more” won’t cut it. Your CTA should complete the sentence: “I want to…” Action verbs tied to value (e.g., “Get the Report,” “Start My Trial”) can lift conversions by 202%. Returning to your goal for B2B landing pages is important when designing a CTA, so make sure it matches the page and stands out.
7. Prioritize Content Above the Fold
Users spend 57% of their time above the fold. Lead with your value prop, use a compelling visual and place your form or CTA where the viewers eyes land naturally. Keep as much above the fold as possible, with content on the left and the form to the right to create both an efficient and attention-grabbing B2B landing page.
8. Align Design With the Funnel
Tailor design to your campaign goal. For example, nurture campaigns may need progressive forms, while paid campaigns require keyword alignment. Remember, intent shapes design. For example, if you are running a paid media campaign, you may want to include specific assets. If you are designing a landing page for SEO or for PPC, you will want to make sure the landing page content aligns with the targeted keywords. Or if it’s a nurture campaign, it’s best to use progressive forms. Refining landing pages to match the campaign type helps make the journey through the sales funnel more efficient for your audience.
Real Results: B2B Landing Page Success Stories
There are many ways an agency can help strengthen your landing pages. Walker Sands has years of experience refreshing and optimizing B2B landing pages to ensure lead conversion opportunities aren’t missed. Here are a few strong B2B landing page examples.
AHEAD
To support AHEAD’s @Scale campaign, we built a high-impact landing page that extended new creative assets across video, digital and print. Results: 62 media placements, 3.9M+ impressions and a page that turned attention into action. Landing pages are the backbone of a strong campaign; you can’t have one without the other. Gathering impressions and pulling them into the sales funnel to convert are necessary processes in any sales organization.
Magnetic
Magnetic partnered with Walker Sands to reduce CPL and improve landing page performance. After refining copy and aligning keywords with paid campaigns, conversion rates rose from 0.6% to 3.75% — with peaks over 5%.
Bring Your B2B Landing Pages to Life
Conversion isn’t luck — it’s the result of smart design, strategic messaging and continuous optimization. Whether launching a new campaign or refreshing old assets, Walker Sands helps build landing pages that don’t just capture leads — they convert.
Ready to make your marketing work harder? Let’s create a landing page that converts.
FAQs
What’s the difference between a landing page and a sales page?
A landing page’s intent is to direct a specific action, to have a viewer download something or register within a company’s site. Their purpose is to capture leads. A sales page is designed to promote a product or service by going into detail about the specifications, product information and overall marketing of that specific offering. They are designed to take leads and turn them into sales.
What makes B2B landing pages unique?
Traditional (B2C) landing pages are aimed at an individual and often incorporate more emotional appeals or how a product can influence the day-to-day life of the audience. The copy is usually more direct, looking for a quick conversion of an individual who won’t have to go through a multistep process to find if a product is right for them.
B2B landing pages are targeted at a business. These landing pages will be more professional, providing detailed information that nails down specific pain points relevant to the businesses they are targeting. B2B landing pages use case studies, testimonials and certifications to build trust with the target audience. These pages are typically designed to target the middle to bottom of the sales funnel. The goal of these pages is to motivate the user to download educational content like a study or white paper or to direct a signup.
What should every B2B landing page include?
Headline
A headline is the first thing your audience will see when they open the landing page. This should be something that resonates with the audience.
Subheadline
A subheadline is optional, but can provide more information as to the purpose of the headline.
Body Copy
This will include introducing the product or service and explaining how it relates to the specific needs of your audience. This could include lists of features and benefits, examples of case studies or short testimonials.
Imagery
Imagery can include hero images or videos that align with what the landing page is promoting. This could be a demo video, a picture of the product itself or an example of what the service being provided can do.
Lead capture form
A lead capture form is what you will use to drive conversions. For B2B landing pages, the fields will most commonly include:
- First & Last Name
- Company
- Job Title
- Industry
CTA
A CTA is ultimately your goal for this landing page. Whether to download an educational asset, register for a specific promotion or sign up for a trial.
