6 must-haves for your B2B landing page

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Online marketing without landing pages? Hardly imaginable! 

B2B marketing uses landing pages as campaign tools; they are supposed to encourage potential customers to take action and increase your conversion rate . Landing pages differ from normal homepages: they pursue a single, clearly stated goal. 

What really defines a landing page, though? Which elements must be included to ensure excellent performance?

By following these simple guidelines, you will be able to create a landing page that is impressive all along the line!

What do B2B companies need a landing page for?

A landing page is a self-contained web page on your website to which visitors may be directed via hyperlinks (e.g. adverts, search results, social media posts, links in emails...). This page is part of a specific campaign and its aim is to convert visitors into leads. This happens via a targeted call-to-action. For example, landing pages feature forms that collect contact information from potential customers. In exchange, you provide exclusive offers. As an alternative, you refer directly to a specific offer via buttons, for example to your webshop.


Landing pages can have various intentions, including: 

  1. Collect newsletter or blog subscribers
  2. Receive registrations for online events 
  3. Provide exclusive content (downloadable)
  4. Promote price offers
  5. Sell products and services
  6. Offer free trial periods


Most often, a landing page is used for lead generation . However, it can also be used for the direct sale of products and services or to simply provide information about your range of services and direct the traffic in a target-oriented manner.

In order for a landing page to deliver the desired results, it must meet the needs of the visitor. Before creating a landing page, you should be aware of the following aspects:

  • Who are your buyer personas ?
  • In which phase of the customer journey are your potential customers?
  • Which specific offer do you provide?

Must-Haves: These 6 elements are essential parts of every landing page 


1   Headings and closing argument  

Once prospects hit your landing page, there are only a few seconds to get them excited about your offer and to create loyalty to your brand. First thing that catches the user's eye is the main headline and the sub-headline below it – which is why they have to be 100% convincing! Headlines must attract attention and express the core message of your offer.

Using strong statements and a convincing closing argument, you will leave a lasting impression on your visitors. Make sure to summarise your offer's unique selling proposition within just a few words.


2   Visual presentation 

Words on their own do not have very much powers to convince. For this reason, better come up with graphics, product photos, thumbnails or videos into the landing page to present your offer. Especially videos are suitable in case the product is a bit more complex and requires a certain amount of "explanation", e.g. in case of software or consulting offers.


3   Listing of advantages 

Consider highlighting the benefits of your offer instead of just describing its features. Point out the specific benefits for your customers and introduce your offer as a solution to a problem which your buyer personas would typically face. Communicate how your offer will improve the current situation. This should be done by using bullet points.


4   Social proof

Possibly your visitors may have never heard of your company. Therefore, why should they trust your promise of improvement? In order to attract new customers, your company must present a so-called social proof. This is your way of proving that you work professionally, seriously, purposefully and result-oriented. Insert testimonials, customer reviews, partner logos or quotes into the landing page. Trustworthy symbols such as security certificates and seals of quality likewise help to gain the target group's trust in the shortest time possible.

Create landing pages yourself

Create your landing pages quickly and easily yourself. Log in, set up the page using drag & drop, publish. No previous knowledge required. GDPR-compliant and on a subdomain of your company website.

5   Input box

To generate leads, it is essential to collect contact details! Therefore, landing pages come with fields or more complex forms in which prospects leave their email address, and in some cases also their name, company name, industry and company address. Certain forms may even contain a text field for custom messages, which is particularly useful if a personalised product offer is to be requested.

Visitors provide their contact details by choice. However, they only do this because they are expecting a special offer or free content in return. By using helpful tools, test versions or demos, e-books or whitepapers, you can " lure" interested people. This provided content offers some added value to your leads and is perceived as a reasonable return for the requested information. Remember to actually provide added value without letting expectations down. 


6   Call-to-action

Right below the input field, which helps generating leads on the B2B landing page, the call-to-action button follows. Visually, this button stands out from other elements making sure it is easy to find. A call-to-action consists of a short, inviting text that once again highlights the main purpose of the action and, at best, reminds the user that the offer is completely free of charge.

Call-to-action buttons usually consist of texts such as "view prices", "start your research", " request a free offer", "chat with our experts", "request access", "start free trial", "download a white paper", etc. 

One more tip: 

Match your landing page to your corporate design in terms of colours, fonts and logo positioning. Stylistically, the landing page should be very similar to your regular homepage. It is however recommended to remove the navigation menu as well as all links ( except for the call-to-action) in order not to distract visitors from the planned action. Avoid leading visitors away from your landing page using internal or external links, unless this explicitly feeds into your target intent.

There are numerous inspiring examples of successful, effective B2B landing pages online. 

The perfect landing page will lead your marketing campaign to success 

Basically, a landing page consists of a very simple structure: Eye-catching headlines, a listing of product benefits, a form, an exclusive offer and a call-to-action that takes visitors to exactly where you want them to be. However, landing pages only achieve their full effect when all elements are harmonised with each other and you present some convincing arguments.

Landing pages only work due to their simplicity and the targeted process. Don't give visitors any other option than to follow the call to action. Align the landing page with the needs of the target group and have an almost irresistible offer ready. And after a short time you will expect new business customers!

And what about our call-to-action? ;-) 

Why not creating your own B2B landing page as a trial? Using Webmag, landing pages can be created simply by dragging and dropping - customised to the specific needs of your company. Include your own corporate design and link the landing pages to your own domain. Give it a try right away - free of charge and without any strings attached.

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