6 B2B landing page best practices to increase conversions

By: Nicole Chin

Your landing page is like the hype man for your product. A good hype man is persuasive. And they have one focused objective: turn the crowd into die-hard fans of the performer. 

Landing pages are kind of like that, too. Hear me out. Landing pages are also focused on one thing: conversion. They emphasize the value of your product/offering so that the visitor takes the action you want. 

Of course, landing pages will look differently depending on your objective. But what are the most important elements to focus on in order to grab a visitor’s attention? Here are the six best practices to better optimize your landing page for increased conversions.  

1) Understand your objective

The best way to make sure your landing page is effective is to understand your objective. Your objective will determine how your entire page is built. It will help you make decisions about copy tone and length, whether your content will be gated, related resources you should include, the number of CTAs that will appear, and generally, what will be included on your page. 

For example, if your landing page is BOFU, your landing page should include social proof. By providing substantive evidence that includes awards, logos and impactful testimonials from recognizable clients, you beef up your credibility and create trust. 

If your landing page has a TOFU or MOFU objective, then we advise using language that is customer-centric versus product-focused. With TOFU and MOFU landing pages, the main goal is conversion. By identifying what the visitor gets out of your offering, they are more likely to provide their information and click your CTA. With a BOFU landing page, go ahead and boast about yourself! 


2) Use language that’s clear, concise, and persuasive  

Writing convincing copy in one page can be tricky, but it’s all about being strategic. 

Your copy should explain how your offering is beneficial to the visitor, so they click your CTA. But before you jump into writing, first thing’s first — you need to define your audience. Knowing your audience is key to understanding what to communicate on your landing page and will help your messaging connect with your audience in an authentic way. The most important thing to remember is that B2B landing page copy should be customer-focused and based on the users’ needs and pains. Placing important information above the fold is a good rule of thumb, since the majority of visitors’ time is spent there

Headlines and subheadlines

Good landing pages grab a visitor’s attention from the get-go. And the best way to do that is with an effective headline and subheadline. These two pieces of copy work cohesively to hook your visitors— your headline is what catches their attention, the subheadline is what makes them stay. Your headline should be concise, clear, and direct. Your subheadline should be persuasive and explain important information about your offering. 

landing pages best practices

The copy on Freshbooks’ resource landing page for their eBook is direct, compelling, and actionable. It focuses on the benefits of the offering and is not bogged down by too much copy. Plus, it places the CTA in the spotlight.

Take it from us…
When building out your landing page, we recommend:

– Explaining the benefits (rather than just the features) of your offering.
– Focusing on messaging that evokes emotion with your reader.
– Showing how your offering elevates the visitor’s expertise, improves their lives by removing obstacles or barriers for success, and makes them better professionals.

Keep it simple

As a general rule of thumb, writing simply is the best way to ensure your visitor will convert on your landing page. The readability of your page can play a huge role in your SEO. Yoast SEO (a WordPress plugin) places a big emphasis on this — ideally, your writing should be straightforward and easily understood by a 13-15 year old. While it might be tempting to flex your Shakespearean writing chops, using succinct and clear language will connect with your readers more.

Focus keywords

Last but certainly not least, make sure you are using your focus keywords in your copy for optimal SEO. We recommend using keywords in your page title, URL, meta description, body text, and headline. 


3) Reduce friction in the user experience 

Don’t be the one to cramp your own style. Reduce friction on your B2B landing page and keep it streamlined.  

The easiest way to do this is to remove your navigation from your landing page. It’s been proven that removing the navigation from landing pages increases conversions. And it makes sense. It gets rid of a big distraction and focuses your efforts towards conversion because their attention is directed towards your CTA. Want to make sure your CTAs stand out? Use a contrasting color and place your dedicated CTA above the fold. 


dropbox landing pages best practices

Dropbox’s landing page makes the focus crystal-clear by omitting their navigation so the visitor pays attention to one thing: their CTAs.

If your landing page includes a form, keep it short and simple. You’re more likely to get visitors to convert when they don’t feel bogged down by multiple fields just to access the asset. Read more about optimizing your forms for conversions here.


Not reaching the conversion metrics you want? This article breaks down ways you could be optimizing your CTAs for increased buyer conversion.


4) Use eye-catching visuals 

Visuals grab your attention. And there’s a good reason why – the brain processes images 60,000 times faster than text. And you want to use that to your advantage in your landing page.  

Hero images and headers

The best place to start is with a visually striking hero section. This is a great opportunity to use a large, attention-grabbing image to communicate to the reader what your business (or offering — depending on the purpose of the landing page) is like prior to them reading your copy. Want your visitor to focus more on your messaging? Wash the photo in a subtle color that aligns with your brand guidelines and use it as a background. 

Visuals of your offerings 

If you are creating a landing page with a resource or content offering (like an eBook or how-to guide), we advise providing a picture of what it actually looks like. This is a common oversight we see many smart B2B marketers make. If the visitor clicked on a CTA for an eBook, show them the cover — this loops back to creating an expected user experience. Try it out today and watch your landing page conversions rise!

landing pages best practices hubspot

Hubspot does a great job of using eye-catching visuals to communicate the important elements of their offerings in just a glance. In this example they use the logo of their presenting partner, Adobe Spark, alongside their own, as well as a sharp image of the webinar, so it’s easy for a visitor to see exactly what they’re signing up for.


Visuals optimized for web

In order to provide a positive user experience for your website visitors, you’ll also want to make sure the images on your landing page(s) are optimized for web. If your image files are gigantic, they will have a slow load time and will likely cause your visitors to leave before they’ve even taken an action. If you have a high bounce rate on your landing pages — this may be the cause.

SEO and alt-tags

Make sure that the images that appear on your landing page are SEO friendly and searchable. We recommend including a clear, keyword-driven description of your images in the alt-title. 

5) Harness the power of video

People remember 95% of a message that is presented in a video compared to 10% when reading it as text. Which is part of the reason why videos can help increase conversions — they communicate complex ideas in a way that’s easy to retain quickly. A video can easily exhibit your value proposition by showing your business in action or letting the visitor visualize how your offering can make a positive impact in their own business. If that’s not enough to convince you, most visitors spend 88% more time on a web page that has video.

I’d be a hypocrite if I didn’t include at least one video here: 


Here’s a video we use on our bottom-of-funnel landing pages that showcases our capabilities in a different format. It’s brief and complements the existing information on the page.  


When creating your video, use a large play button and a visually compelling thumbnail. You can also put essential video insights in bullet points on the landing page. That way if your visitor doesn’t play the video they will still be able to get the key takeaways. Finally, make sure your video is captioned. This is an important component that ensures it’s accessible. Plus, you’re removing the friction for visitors that can’t or don’t want to listen to audio and serving them up your content in a way that works for them.


6) Optimize your thank you page for lead nurturing  

When a visitor downloads an asset from your landing page, take advantage of your “Thank You” page by using it to direct your user to other pathways on your website. Your “Thank You” page can provide next steps like other downloads or opportunities to interact with your business like additional relevant content.  

While we don’t recommend putting unrelated downloadable content on your landing page because it can distract from the main goal of converting, your thank you page is another story and can be a great way to extend the visitor’s interaction with your company.

Make sure your thank you page has a thank you message, related resources, and other avenues to download or access your offering (ie a link to download the eBook and have it emailed to them).

landing pages best practices

We love this thank you page. Why? It’s simple, gives you two options to access the content offering (a download button and an email), and it gives three pieces of recommended content. We couldn’t have asked for more.  

These are important elements to include in your landing page to maximize conversions, but there is no hard and fast rule as to what elements (and in which way they are employed) will drive conversions the most. While there is no guaranteed formula for the perfect landing page, we recommend focusing on these areas and using A/B testing to find the elements, copy, and language that work best for your company and audience.

Next steps:  

If you’re interested in what elements your business should focus on to improve conversions on your landing pages, we’re here to help. Contact us to speak to an expert. 




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Nicole Chin

Nicole Chin

Content Marketing Specialist

Nicole has extensive experience creating content for businesses within a wide range of industries. Her passion for content includes her own writing projects which have been published by House of Anansi Press and magazines like Quill & Quire and Room. Her work has appeared in the anthology, The Unpublished City, which was a finalist for the Toronto Book Awards. At Brainrider, Nicole is part of the Sales & Marketing team, developing and writing engaging content with a focus on helping B2B companies identify areas of growth and providing solutions for continuous improvement.