When our paid media team sets up ad campaigns (whether it be PPC or paid social), we work closely with clients to create a landing page that completes the user journey, focusing on five key elements to build a page that makes customers feel at home as they provide their data. If we’re successful in doing that, it’s a big green tick for a high-converting landing page.
A well-optimised B2B landing page is essential for turning those page visitors into valuable leads. B2C landing pages usually prioritise high appeal to emotion, but B2B pages also need to convey value, trust, and credibility quickly. Here are the five key elements of a high-converting B2B landing page:
1. A Compelling Headline
Your headline is the first thing visitors see. Make it clear what they are doing here, and make sure it aligns to the advert they clicked to arrive here.
The headline should be clear, concise, and immediately convey the value proposition of your offering. Avoid vague language: state exactly what the visitor will gain by engaging with your business.
2. Concise and Persuasive Copy
B2B decision-makers have seen enough ‘fluffy’ copy on LinkedIn. Your landing page is not a blog post or newsletter – don’t fall into that trap.
Your landing page copy should be succinct.
Address the pain points your product or service solves, and demonstrate how. Use bullet points or short paragraphs to enhance readability.
3. Trust Signals
This is a simple one to implement but as we’ve already mentioned, you don’t have much time to lock page viewers in as converters and the small things can make the difference.
The idea is simple here: businesses want to work with companies they trust.
Incorporate elements such as client logos, testimonials, case studies, and industry awards to build credibility. Highlight any recognisable brands that have used your solution to further establish trust, and prioritise anything that is unique to your business and sets you apart from competitors.
4. A Strong Call-to-Action (CTA)
Your CTA should be prominent, action-focused and persuasive. A generic “Submit” button is fine, but using more compelling phrasing like “Get Your Free Demo” or “Start Your Free Trial” reinforces what the users is getting and creates urgency.
Ensure the CTA stands out visually from the rest of the page. If a user has to look for it, you’re going to lose them.
5. Optimised Lead Capture Form
Too many fields can deter potential leads so your form should only ask for essential information. Consider this: what is the minimum amount of information your sales team need? Then work back from there.
If additional details are needed, consider drop down fields to streamline the process where possible.
Do you need to collect business emails only (e.g. no personal emails)? Make sure you have appropriate field validation enabled to do so.
Is Your B2B Landing Page Built to Convert?
A high-converting B2B landing page balances clarity, credibility, and ease of use.
If you implement the five key elements above, you will increase conversions and drive more qualified leads to your business.
To create a process of continuous improvement, optimise further by A/B testing different elements to help you fine-tune what works best for your audience and make tweaks to improve performance based on the results.
