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Categories: Marketing,

Creating high-converting landing pages for B2B products requires careful understanding and design that focuses on outstanding copy and presentation. Without these, landing pages can’t deliver the results you want. Your landing page has to put the user first and communicate your value proposition clearly.

Each campaign you run and each offer you create should have its own custom landing page. An ambiguous homepage that forces the visitor to guess what to do next leads to lower conversions, but a simple, clear lead-capture page with the right elements is more likely to bring in the leads you want. Those basic elements include:

  • A headline
  • A brief description of the offer and its value
  • A relevant supporting image
  • A sign-up form
  • Supporting elements like testimonials
  • A privacy policy statement

How these elements are put together can significantly affect your landing page conversion rates. Here are qualities of high converting landing pages that you may have overlooked.

1. The Simple, Uncluttered Design

Video hosting and analytics provider Wistia exemplifies the simple, uncluttered landing page design. There’s one field in the sign-up form, and it’s clearly set apart by contrasting color, which essentially eliminates the friction involved in creating an account. People who want to know more can scroll down to read answers to common questions before signing up. This level of simplicity won’t work for everyone, but it can inspire you to keep clutter off your landing pages.

2. The Landing Page That Keeps You from Bouncing

One of the most important principles of search engine optimization (SEO) is making your site easy to navigate. However, for your landing pages, you can suspend this rule to some extent. By removing the main navigation from your landing pages, you keep clutter down and make it less likely people will bounce off without at least reading it. People can still, of course, use their browser’s “Back” button, but the absence of main navigation can keep people on your landing pages longer.

3.The Landing Page Specific to the Offer

Each campaign or offer should have its own custom landing page. There may indeed be visitors who want the white paper, the free ebook, and to sign up for the free webinar, but putting all these offers on the same landing page can subtly overwhelm visitors. There is a positive correlation between the number of landing pages a site has and lead generation, so don’t be afraid to break all your offers out individually.

4. The Landing Page That Uses Color Effectively

Your landing page sign-up form should contrast with the rest of the page. Within the form, the submission button should contrast with the other form fields. File management software provider WebDAM uses a fairly simple blue form against a mostly white background. Each of the five information fields contains a small icon representative of the information requested. And the submission button stands out clearly in orange.

5. The Landing Page With a Clear, Direct Privacy Statement

WebDAM’s landing page also contains a simple, clear privacy statement at the bottom of its sign-up form. No matter how light and fun you make your landing page, your privacy statement should be straightforward and serious: “We take your privacy seriously and will never share your information.” People are wary of giving up personal information, and you should reassure them, in all seriousness, that you will not misuse the information they share with you.

Landing page form.

6. The Page With the Optimized Sign-Up Form

The optimal sign-in form varies from business to business. While Wistia gets away with a one-field form, you may require more. In general, however, you should keep your sign-up form brief to keep from overwhelming visitors. Data enrichment providers can help firms that need additional information to keep their forms simple by providing real-time data appending based on up-to-date records, so short sign-up forms can nonetheless gather rich information.


Landing page design should never be an afterthought. Effective landing page design that’s simple, uncluttered, and clearly states a value proposition will have a higher conversion rate than one that is ambiguous, unattractive, and doesn’t make clear what the visitor gets in return for his information.

To ensure your landing pages deliver data you can actually use, you need to ensure that data is clean: accurate, up-to-date, complete, and non-redundant. The Leadspace customer data platform can help you do just that. Download the Ultimate Guide to Driving Revenue with a B2B Customer Data Platform to learn more.

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Jim Hopkins
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