Anatomy of the Perfect B2B Landing Page

B2B_puzzleThe function of a landing page is pretty specific: conversion. Whether it’s tied to a PPC campaign, banner ad, e-mail blast or direct mail campaign, your landing page has to do the heavy lifting of taking your prospects to the sales level of engagement with your brand.

So what are my recommendations for developing landing page content that’s ideal for conversion? They are really quite simple…


Be sure to write headlines that are attention-grabbing and benefit-oriented. If a customer has to ask “What’s in it for me?” then you’ve missed your mark and potentially lost that conversion.

Calls to action

Tie your headline to a specific action that’s clear and delivers value. People are more likely to take an action like “Download” or “View” and less motivated to explore vague directives like “Submit” or “Click”.


When gating your content behind a lead capture form, try to limit the amount of information that’s required, especially at the beginning of the sales funnel when you’re trying to establish a relationship with customers who haven’t completely bought into your brand.

Body copy

Keep your body copy short and simple and be sure it pays off the headline and call to action. Testimonials can go a long way to help establish trust and credibility, as can industry statistics that support your claims. Overcome customer objections with relevant product features or benefits.

Guarantees and assurances

If your product or service includes a money-back guarantee, by all means include it on your landing page to alleviate any fears new customers might have about trusting your brand. The same goes for returns and exchanges. Limit the risk associated with the desired action, and you are more likely to get a good outcome.


Keep your design branded yet clean, simple and mobile-optimized to avoid the friction that can be caused by image-heavy designs that take too long to load–or don’t load at all. Place your lead capture form as close to your headline and call to action as possible and highlight call-to-action buttons with bold color.


Place social media buttons at the bottom of your landing page where they are less likely to interfere with your call-to-action and form-capture fields. Once your customer has clicked through to social channels, they might not come back to complete their action and you could lose that conversion.

Struggling with a landing page that’s consistently underperforming? Contact us for content that drives landing page conversion.