The Ultimate Guide to B2B Landing Pages - Best Practices

updated on 29 March 2024

As a B2B marketer, you know that generating high-quality leads is critical to the success of your business. One of the most effective tools for capturing leads is a well-designed landing page. Landing pages allow you to offer a valuable resource like an ebook, whitepaper, or checklist in exchange for a visitor's contact information. If created properly, landing pages can be a lead generation powerhouse for your company.

What Is a B2B Landing Page?

A B2B landing page is a web page designed specifically for business-to-business lead generation. It captures contact information from visitors in exchange for a valuable offer such as a whitepaper, ebook, webinar, or product demo. Well-designed landing pages are essential for converting website visitors into leads and accelerating the sales cycle.

The key elements of an effective B2B landing page include:

  • A compelling headline and subheadline that capture attention and highlight the value proposition of the offer. For example, “The Definitive Guide to Improving Sales Productivity: 10 Strategies to Increase Lead Conversion Rates.”
  • An eye-catching and relevant image or graphic to reinforce the headline. Images including people, charts, or graphs tend to perform well for B2B offers.
  • A strong call-to-action, such as “Download the Guide” or “Register for the Webinar.” The CTA should be prominently placed at both the top and bottom of the page.
  • A lead capture form to collect contact information in exchange for accessing the offer. Typically, B2B forms request details like name, email, company, and job title.
  • Social proof in the form of testimonials, customer logos, case studies, or reviews to build credibility and trust. For example, “Over 5,000 marketing leaders have downloaded this guide.”
  • A brief page summary or bullet points highlighting the key benefits and takeaways of the offer. This helps visitors understand the value before completing the lead capture form.
  • Company information and links to your website and social media profiles. This establishes your brand and provides an easy way for visitors to learn more about your business.

In summary, well-designed B2B landing pages follow best practices for content, layout, and conversion optimization. By implementing these strategies, you can significantly improve lead quality and volume. The time and cost required to create landing pages depends on the complexity of your offer and whether you have an in-house web team or work with an agency. In general, expect to invest between $500 to $5,000 for a professionally designed B2B landing page.

Best Practices for Creating a B2B Landing Page

To create an effective B2B landing page, there are several best practices you should follow:

  • Focus on a single goal or conversion. The page should have a clear call-to-action, such as downloading a whitepaper or scheduling a demo. Trying to achieve too many goals on one page will confuse your visitors and reduce conversion rates.
  • Offer valuable content. The content you provide in exchange for contact information should be useful and relevant to your target audience. Things like whitepapers, ebooks, webinars, and product demos are proven to capture B2B leads.
  • Keep the page simple and concise. A cluttered page with too much text or too many images will overwhelm your visitors. Use plenty of white space and align elements neatly in columns. Focus on one key message or piece of content.
  • Place the form above the fold. The lead capture form should be prominently displayed at the top of the page so visitors see it immediately. This makes it more likely they will fill it out to access the content.
  • Build trust and credibility. Include client logos, testimonials, awards, or certifications to establish your business as a reputable and reliable source. This will make visitors more comfortable providing their contact information.
  • Optimize for mobile. With more and more people accessing the web via mobile devices, your landing page needs to be fully responsive. If it isn't mobile-optimized, you could be missing out on a significant portion of your target audience.
  • A/B test different versions. Try different headlines, copy, images, or call-to-action buttons to see which ones resonate most with your visitors. Even small changes can lead to big improvements in conversion rates. Continually optimizing your landing page is key.
Calls-to-Action (CTAs) That Convert
Calls-to-Action (CTAs) That Convert

Calls-to-Action (CTAs) That Convert

Clear and Concise CTAs

Your call-to-action (CTA) buttons should be clear, concise, and compelling. Avoid vague phrases like “Submit” or “Click Here.” Instead, use action-oriented language that communicates the value to the visitor, such as:

  • “Download the Free Ebook”
  • “Get Your Free Consultation”
  • “Start Your Free Trial”

These CTAs convey a specific action and benefit that will motivate the lead to convert. Position your primary CTA prominently at the top of the page so visitors see it immediately. You can also include secondary CTAs further down the page to give visitors multiple opportunities to convert.

Match CTAs to Your Offer

Ensure your CTA language matches the offer or resource on your landing page. For example, if you are offering an ebook, webinar, or whitepaper, use “Download Now” or “Register Now.” For a free trial or demo, use “Start Your Free Trial” or “Schedule a Demo.” The CTA should capture the visitor’s attention while accurately representing what they will receive upon conversion.

Limit the Number of CTAs

Do not overload your landing page with too many CTAs. This can confuse visitors and reduce conversion rates. As a best practice, limit your page to one primary CTA, positioned prominently at the top, and no more than two or three secondary CTAs further down the page. The CTAs should lead to the same conversion goal, such as downloading an offer or scheduling a demo. Avoid including CTAs for unrelated offers or resources.

Track and Optimize Your CTAs

Use analytics tools to track how visitors interact with your CTAs. Look at metrics like CTA click-through rates, conversion rates, and the pages where visitors drop off. Then make adjustments to optimize your CTAs, such as changing the wording, color, size or placement. Even small tweaks can lead to significant improvements in your conversion rates over time. Continually optimizing your CTAs is key to maximizing the effectiveness of your landing pages.

Offering Valuable Content or Resources

To capture high-quality leads, your B2B landing page must offer visitors valuable and relevant content or resources in exchange for their contact information.###

Providing truly useful content shows your audience you understand their needs and are able to provide solutions. For example, offer an informative whitepaper, research study, or video on an industry topic. A webinar or online course are also excellent options. Whatever you choose, ensure the content directly relates to your product or service and the challenges your target customers face.

In addition to gating some or all of your content behind a lead capture form, consider offering content upgrades or bonuses for visitors who provide their information. For example, provide an executive summary of a report in exchange for a name and email, but offer the full report for those who provide additional details like company name or phone number. This technique encourages visitors to provide more comprehensive information to access the most valuable resources.

The types of information you request on your lead capture forms should be tailored to your audience and goals. For a B2B technology company, asking for details like company name, title, and business function in addition to contact information may be appropriate. A professional services firm may want to know areas of responsibility and budget authority. Keep your forms concise while capturing the details that will help you effectively qualify and nurture leads.

An effective B2B landing page provides a clear call-to-action, typically in the form of a lead capture form, prominently displayed at the top of the page. Use compelling copy and design to encourage visitors to take action. Explain exactly what they will receive in exchange for providing their information. Make the benefits of doing so very clear.

In summary, a successful B2B landing page offers visitors valuable, tailored content and resources in exchange for contact information and other relevant details. The types of information you request should be customized to your audience and goals to help effectively qualify leads. An effective call-to-action and clear benefits statement will motivate visitors to provide their details so you can begin to nurture them into customers.

Optimizing Your B2B Landing Page for Mobile
Optimizing Your B2B Landing Page for Mobile

Optimizing Your B2B Landing Page for Mobile

To optimize your B2B landing page for mobile devices, there are several best practices you should follow:

Responsive Design

A responsive design automatically adjusts the layout to fit the screen size of any device. This provides an optimal viewing experience for visitors on mobile, tablet, and desktop. A responsive landing page is especially important considering that over half of all web traffic now comes from mobile devices.

Clear Call-to-Action Buttons

On a small screen, you have limited space to capture a visitor's attention. Place prominent call-to-action buttons at the top of the page that are easy to tap on a touchscreen. The buttons should have a simple, compelling message like "Download Now" or "Get Started."

Streamlined Content

Keep content concise on mobile by highlighting only the most important information. Use bullet points instead of paragraphs when possible. Remove any content that isn't essential to conveying your key message or capturing leads.

Easy-to-Fill Forms

Forms on a mobile landing page should be short, simple, and easy to complete. Only ask for the minimum information needed, like name, email, company name. The fields should also be large enough to tap on easily with a finger. Consider using a "one-field" form that only asks for an email address.

Fast Load Times

According to research, 40% of visitors will abandon a mobile site if it takes more than 3 seconds to load. Compress images, minimize redirects, and enable browser caching to optimize load times. A fast, lightweight landing page will lead to higher conversion rates on mobile.

Following these best practices will ensure your B2B landing page is optimized for the increasing number of visitors on mobile devices. An optimized mobile experience is critical to capturing high-quality leads and driving conversions. Continually test and improve your mobile landing page to keep up with the latest trends and technologies.

A/B Testing Your B2B Landing Page

To optimize your B2B landing page and increase conversion rates, you should implement A/B testing. A/B testing involves creating multiple versions of your landing page and comparing them to determine which one performs better. Some elements you can test include:

Page Layout

You can test different page layouts, such as a two-column layout versus a three-column layout. A two-column layout may be easier to navigate while a three-column layout provides more space for content. Test to see which your audience prefers.

Headlines and Copy

You can test different headlines, subheadlines, and body copy to see which resonates most with your audience. For example, test a headline focused on the benefits of your offer versus one focused on the features. Or test a short, attention-grabbing headline versus a longer, more descriptive one.


Test different images, graphics, icons, and videos to determine which visuals capture your audience’s attention and effectively convey your key messages. For example, you may test a stock photo versus an original photo or test an image of your product in use versus an image of just the product.


Test different CTAs, such as “Download Now” versus “Get Started Today.” Test the color, size, and placement of your CTAs. Even small changes can significantly impact conversion rates.

Form Length

If your landing page includes a lead capture form, test a shorter form versus a longer form. A shorter form may be less intimidating for visitors to complete but a longer form will capture more lead information. Test to find the right balance for your audience.

A/B testing your B2B landing page and optimizing based on the results can increase your conversion rates by up to 40% or more. Be sure to only test one element at a time so you can accurately determine which changes make a positive impact. With regular testing and optimization, you'll create a high-converting landing page that generates more and higher quality leads for your business.

Top B2B Landing Page Examples to Inspire You

To create an effective B2B landing page, it helps to analyze examples from other successful companies. The following landing pages demonstrate best practices in action:


ActiveCampaign’s landing page targets visitors interested in personalization and segmentation. The page features client testimonials, social proof with over 100,000 users, and a clear CTA to start a free trial. The minimal design and concise copy make a compelling case for their product.


Shopify’s landing page highlights their ecommerce platform in an engaging way. Large images showcase their product features, while the bold headline and subheads draw you in. The page is optimized for conversions with a prominent free trial CTA and lead capture form. excels at storytelling and branding. Their landing page leverages the rule of three, highlighting three key benefits of their project management software. The benefits are reinforced through client testimonials and images. A free trial CTA encourages visitors to experience the benefits for themselves.


MediaValet’s landing page also utilizes the rule of three, focusing on three key features of their digital asset management platform. The page has a clean design with minimal copy to ensure the features and benefits are clear. Client logos and a free trial CTA build credibility and encourage conversions.


Thinkific’s landing page features a bold value proposition at the top, stating they make it easy to create and sell online courses. The page highlights three key features using images, headers, and short descriptions. The uncluttered design and clear messaging make a compelling case for anyone interested in creating an online course.

Using these examples for inspiration, you can craft a B2B landing page that captures leads and moves visitors through your sales funnel. Focus on a clear value proposition, social proof, minimal design, and a strong CTA. With the right approach, your landing page can be a powerful lead generation tool.

About B2B Landing Pages creation - Unicorn Platform

To create effective B2B landing pages, the Unicorn Platform provides an AI-powered solution with various capabilities to streamline the process.

AI-Enhanced Editing and Customization

The platform allows you to easily modify website blocks using its powerful AI. You can seamlessly insert custom HTML code with the AI's intelligent assistance. This makes customizing landing pages quick and efficient.

AI-Generated Dynamic Content

The Unicorn Platform automatically generates content for your landing page like pricing plans, reviews, features, and FAQs. The AI produces this dynamic content to match your brand voice and key messages. This content generation saves you time and resources.

Intelligent Optimization and Translation

The platform uses AI to quickly correct grammar, optimize your content, and translate your entire landing page with precision. This ensures your landing page is optimized for search engines and accessible to international audiences.

Integrations and APIs

The Unicorn Platform integrates with various tools like marketing automation software, CRMs, email services, and more. It also offers open APIs so you can connect other applications. These integrations and APIs allow you to capture lead data, trigger workflows, and personalize content.

A/B Testing

The platform makes it easy to create different versions of your landing page and test them against each other. Its A/B testing capabilities allow you to determine which version resonates most with your target audience so you can optimize your landing page.

Affordable Pricing

The Unicorn Platform offers affordable monthly subscription plans for small, mid-market, and enterprise businesses. Pricing starts at $99/month for up to 10 landing pages and goes up to $499/month for unlimited landing pages. This range of pricing options makes the platform accessible to companies of all sizes.

In summary, the Unicorn Platform provides an AI-powered solution with robust capabilities to help you create high-performing B2B landing pages. Its intelligent features, integrations, A/B testing, and affordable pricing can streamline your landing page creation process.

How Much Do B2B Landing Pages Cost?

The cost to create a B2B landing page can vary depending on the complexity of your needs and whether you have an in-house team to design it or choose to outsource the work. For small businesses with limited resources, a DIY approach using a landing page builder may be the most budget-friendly option.

DIY Landing Page Builders

Platforms like Unbounce, Instapage, and Leadpages offer drag-and-drop landing page builders with pre-made templates to choose from. Plans range from free to $148/month. The highest tier typically includes 100 published pages with unlimited collaborators and partnerships. For a small business, a mid-tier plan around $50/month should suit most needs.

Hiring a Designer

If you want a custom landing page design, hiring a freelance graphic designer is a good option. According to Glassdoor, the average pay for a freelance graphic designer in the U.S. is $73,000 per year or roughly $35-50/hour. For a single landing page, you could expect to pay between $500 to $3,000 depending on the complexity. Be sure to review the designer’s portfolio to find someone experienced in landing page design.

Working with an Agency

For a completely custom landing page with premium features like A/B testing, personalization, and integration with your marketing automation software, working with a digital marketing agency may be your best choice. Agency fees for landing page design and development typically range from $3,000 to $10,000 per page or more for enterprise-level clients. While the upfront cost is higher, agencies have the expertise to create a high-converting landing page that generates a strong ROI.

In summary, you can create a basic B2B landing page for a few hundred dollars using a DIY builder, hire a freelance designer for $500 to $3,000, or work with an agency for $3,000 to $10,000 or more per page. For long-term success, the investment in a custom landing page that aligns with your brand and converts visitors into leads can be well worth the cost. Choose an option that fits your budget and needs to start generating more leads for your business.


In summary, creating an effective B2B landing page requires focus, planning, and investment. By following the best practices around design, content, and conversion optimization, you can craft a landing page that speaks to your target audience and generates quality leads. While the costs to build a landing page will vary depending on complexity, working with a developer and designer is well worth the investment. A high-performing landing page will fuel your sales pipeline and move your business forward. Now that you understand the elements of an impactful B2B landing page, you have the knowledge and tools to get started. Build your landing page, drive traffic, capture leads, and accelerate your growth.

Read more

Make your website with
Unicorn Platform Badge icon