Increase conversions from your B2B landing page


A landing page should be an action-orientated stand-alone webpage. They exist to get website visitors to convert to the next stage of a purchase journey.

Landing page design can differ depending if you are B2C or B2B. B2C tend to have more of a focus on the emotional drives to buy and B2B tend to play into the logic of the business mind. Furthermore, B2B products can be very complex so it is essential to convey your product simply whilst highlighting key benefits. 

Here are some of our top tips and examples to help you create a great landing page to boost conversions.

1. Do not clutter

One of the best ways to increase conversion rates is making it as easy as possible for your users to convert. The more you ask people to do the more barriers you are putting in place to prevent conversion. The only thing they should be able to do is the thing you want them to do.


2. Clear CTAs

On a landing page, it is best practice to only include a single CTA. It could be beneficial in some cases to ignore this. It is unlikely that you are going to convert anyone the first time. Try including a second CTA at the bottom of the page. In doing this, you are acknowledging that users who made it this far may not be ready to buy. They may be download something or sign up to a mailing list.

Make sure your CTAs are clear and actually tell users what the action is that you are asking of them. They should stand out from other visuals and elements on the page to help draw the users eye.


3. Visuals

  • Hero Banners

Try to select a hero image that is relevant to your business but also evokes an emotional response. It might not seem it, but appealing to users emotions is as important in B2B as B2C. You have to find the balance between appealing on an emotional level and logical at the same time.

  • Images

Images of the product are a popular for landing pages. It is even more effective to have real people using your products on a B2B site rather than product shots. See below for the difference between Apple's consumer and business landing pages.


 Landing page showing the shiny products that will appeal to consumers.

Landing page showing the shiny products that will appeal to consumers.

 Apple's Business page showing people using the product in the real world.

Apple's Business page showing people using the product in the real world.

  • Video

A case study by Unbounce shows that including a video on your landing page can increase conversion by up to 100%. It is something to consider if you have good content and are feeling bold!

  • White space

The worst landing pages are ones that are over cluttered and confuse the user. Don't be afraid to use white space. It makes your imagery stand out and can helps guide the user towards the end goal.


4. Features VS Benefits

A good thing to bear in mind is "People don't buy products - they buy better versions of themselves". UserOnboard

When trying to convince users to buy a product or service sell them on the benefits, not the features. It may be tempting to list out the key features of your product assuming that they are benefits also. Listing the features only describes the product. The benefits describe the better versions of themselves.


5. Remove navigation elements

Landing pages have a clear goal. You don’t want a user wandering off to other parts of your site at this point, you want to keep them focused. If you have the navigation present it will only distract their attention. You can place secondary CTAs and links in the footer to provide next step options.


6. Use trust marks

One of the most powerful elements on your landing page will be the trust signals you chose to use. The types of trust signals you can incorporate are:

  • Logos:

  • Customer/partner testimonials

  • Ratings

  • Reviews

  • Social Proof (providing feedback from real customers)

No longer are people swayed by anonymous reviews as they are far too easy to fabricate. Including testimonials and feedback from social media on your page is one of the best ways you can do this. Users appreciate honesty from real people. You do however, have to be certain that your services are up to scratch to avoid any negative reviews.

For B2B having partner testimonials and logos will help build credibility and trust.

Baring the above in mind, here are some examples of B2B landing pages.


Moz Content

What they did well:

Moz Content.png

The headline forms a strong value proposition that sell the benefits of the service.

The image allows users to visualise what using the product is like.

Having the copy split into small chunks optimises readability.

The CTA button colour draws the users attention.

There are no navigational elements that could distract the user from converting. They also use Social Proof at the bottom of the page to increase trust.

What they could improve:

The hyperlinked logo at the top of the page could give users the option of navigating away from. This something that could be A/B tested to see which has the higher conversion rate



HubSpot + Canva

What they did well:

Hub Spot plus Canva.png

The "How to" headline communicates a clear benefit of using the product. The copy is digestable and the image allows users to see what they will get after converting.

What they could improve:

The form is quite lonf which could put users off. Though the image of the product is good, placing it on a background of a mountain range is confusing. This page could benefit from some more white space to allow some of the elements to breath.



Content Marketing Insitute

Content Marketing Institute.png

What they did well:

The headline communicates a clear benefit emphasised further by the bulleted copy.

Having an option for users to select a webcast enables them to chose the most relevant content for them.

What they could improve:

The CTA button is easily missed. The large amount of text on the right could be quite intimidating and put users off as well. As could the large 9 field form.





What they did well:

The headline communicates a clear benefit of the product.

There are three separate CTAs on the page. They all work well together to convert prospects in different locations on the page.

What they could improve:

There could be more white space for a cleaner design and to help guide the eye even more.





What they did well:

The include testimonials from happy consumers which serve as social proof. They have removed navigational elements meaning users aren't distracted away from the page.

What they could improve:

The headline could be more benefit orientated. The CTA button does not draw the eye and it is an important element on the page.