High Converting B2B Landing Pages

When I first started building B2B landing pages, I struggled to find the right tools and templates that actually worked. None of them were converting, and no matter what I tried, I couldn’t get the results I wanted. I even hired consultants and designers, but after ten days, they handed me my money back because they couldn’t deliver the high converting page I envisioned.

So, I took matters into my own hands and built it myself.

Since then, I’ve helped over 500 companies implement this same landing page system that drives high conversions. I’ve seen landing pages convert as high as 80% with organic traffic and up to 40% with cold traffic like ads.

So, how do you build an effective landing page?

In this article, I’m sharing the three key principles that will help you create high converting landing pages. By applying these principles, you’ll accelerate your business’s growth and get better results from your content marketing funnel.

What is a B2B Landing Page?

A B2B Landing Page is a focused web page created to turn visitors into leads by guiding them toward a specific action, like filling out a form or signing up for a demo. Unlike a regular web page that may have multiple links and distractions, a landing page zeroes in on one clear goal: capturing the visitor’s contact information. It’s a key tool in lead generation strategies, offering something valuable– like a 3-Point Guide, checklist, or free trial– in exchange for their information.

A well designed B2B landing page is simple, direct, and speaks to the unique needs of business buyers. By doing this, it helps companies boost conversions and build a strong pipeline for growth.

What Doesn’t Matter on a Landing Page

One of the most important lessons I’ve learned over the years is that certain elements people often stress about–like colors, branding, or even the length of the page— don’t actually impact conversions as much as you think. While it’s tempting to focus on design details, those are secondary when it comes to creating a high converting landing page.

What truly matters is the content. Visitors aren’t there to admire your color palette or logo… they’re there to find value. It’s the message and structure that determine whether they’ll take the next step or not. After helping hundreds of companies optimize their landing pages, I’ve found that there are three key elements essential to driving conversions.

Principle 1: Who Is This For?

The very first thing your B2B landing page must do is clearly state exactly who it’s meant for. You have to narrow down your audience and make it obvious that this page and the content you’re offering, speaks directly to them. I often emphasize the importance of knowing your Ideal Customer Profile (ICP), and that same principle applies here. For every landing page I create, I make sure to call out exactly who should be paying attention.

Why?

Because when visitors land on your page, they’re often skeptical. They’re unsure about giving away their contact information and might not even know why they’re there in the first place. By clearly stating who the content is for, you immediately capture their attention and build trust. This simple tactic has consistently improved the conversion rates of any landing page I’ve worked on.

Principle 2: What Do They Get?

When a visitor or potential customer gives you their contact information, they’re expecting something in return. How you present this on your landing page will determine how effective it is at converting visitors into leads. There are two things you need to clearly communicate:

1. What is the tangible offer?

What will they physically or digitally receive after filling out the form? This could be a lead magnet like an ebook, checklist, blueprint, or a guide. You need to show exactly what they’re getting upfront to eliminate any doubt or hesitation.

2. What is the result they’ll achieve?

At the end of the day, people aren’t just after a ten-point guide or a checklist. They want results. Your landing page must clearly outline the results they can expect from using your ressource. What problem will it help them solve? What transformation will they experience? This is the ultimate value they care about.

The key is to focus not just on what you’re offering, but also on the specific benefits it delivers. Show them what’s inside, but more importantly, emphasize the result they’ll get if they download it and apply it. Landing pages that fail to highlight the results and the true value of the offer will struggle to convert visitors. On the other hand, pages that clearly define the outcome for the specific visitor tend to see significantly higher conversion rates. If people don’t see how your offer benefits them, they’ll move on.

Be specific about the results and the value your lead magnet provides and you’ll see much better engagement and conversions.

Principle 3: Why Should They Trust You?

The final key to a high converting B2B landing page is building trust. After visitors see that your offer is for them and they understand the results they’ll get, the next question they ask is: “Why should I trust you?”

Establishing credibility is what sets you apart and boosts conversion rates. This is known as a credibility builder in marketing.

To build trust, highlight your experience, track record, or the success you’ve helped others achieve. For example, if your lead magnet is based on strategies you’ve used yourself, share the results you’ve seen. This instantly reassures visitors that they’re getting reliable information.

Even if you feel you don’t have a lot of “big” credentials, that’s okay. Start with the credibility you do have. It could be years of experience, knowledge gained from reading hundreds of books, or the fact that you’ve helped hundreds or thousands of customers. You don’t need to embellish. Just be honest and own your achievements. Whether it’s 15 years in the industry or expertise from serving clients, these details will show that your advice is worth trusting. Including these credibility builders on your landing page will make a noticeable difference in your conversion rates.

In Conclusion

Creating a high converting B2B landing page doesn’t have to be complicated. By focusing on who your page is for, clearly communicating what they’ll get, and building trust with credibility, you’ll see a significant boost in conversions. Remember, the design details don’t matter as much as the message and value you provide.

To make this process even easier, I recommend using Instant, a company that I own. It helps you build landing pages using these three core principles. Instant also guides you through the Content Marketing Funnel you need to promote your landing page effectively.

Want to learn more about building a proper Content Marketing Funnel? Grab a complimentary copy of my 3-Point Content Marketing Blueprint here.

TK was CEO & Founder at ToutApp (backed by a16z, Jackson Square Ventures and prominent angel investors in Silicon Valley). After scaling ToutApp, it was acquired by Marketo where TK went on to join Marketo's executive team and serve as their Senior Vice President of Strategy. After running a 2-year transformation as part of the executive team, Marketo was acquired by Adobe for $4.75bn.?

TK now spends his time as a Strategic Advisor to 300+ B2B SaaS Founders globally. As the Founder of Unstoppable, he helps other SaaS and B2B Founders grow their startups faster through his Weekly Youtube videos and his application-only SaaS Go-To-Market Program.?

Want to learn more about building a proper Content Marketing Funnel? Grab a complimentary copy of my 3-Point Content Marketing Blueprint here.