A B2B landing page is a standalone website dedicated to collecting lead data for a speciﬁc marketing campaign. Landing page design follows a different formula than general-purpose websites, but is easy to master with these 9 simple rules!
1. Hero Image
2. Value Proposition
3. Lead Capture Form
4. Trust Elements
6. Call to Action
8. Images + Visuals
9. Customer Reviews
A pattern, screenshot, or stock photo that helps the buyer understand the tone & purpose of your product. Avoid cheesy, busy, or distracting images. Remove all navigation/external links.
A clear statement that describes the beneﬁt of what you are offering, how you solve problems, and what distinguishes you from the competition. Speak to the needs of your buyer & avoid jargon.
Optimized forms have 4-6 form ﬁelds and a transparent explanation of what the buyer gets when ﬁlling out the form. Avoid CAPTCHA and long forms; they create stress and friction.
Include examples of your company’s reception in your industry. Popular trust elements include customer logos, awards, and puplications that have featured you. Use well-known companies.
Communicate the 2-5 most valuable and unique beneﬁts gained from your product. Try to be speciﬁc (use numbers to back up claims). Avoid overly simplistic beneﬁts like “Save Time/Money”.
Use a CTA that offers an enticing beneﬁt. For software buyers, “Get Free Trial” or “Get Free Demo” work best. Avoid vague CTAs like “Get Started”/”Contact Us” and CTAs that imply work like “Request Demo”.
Include your most important product features on your landing page, but keep descriptions short and easy to skim. Avoid long paragraphs. Use bullets, additional white space, or icons to break up text.
The best way to break up long pieces of text is with high-quality images. Include screenshots of your product and pictures of people using your product. Avoid cheesy, non-unique photos.
Gain trust with positive reviews from current customers. Use quotes that sound organic and believable. Ideally include the reviewer’s photo, name, position, & company. Keep quotes under 3 sentences.
Check out some examples of optimized landing pages below. Want some help desiging a landing page for your SAAS marketing campaign? Our team of dedicated conversion rate optimization designers are ready to turn your traffic into leads. Reach out to us at firstname.lastname@example.org today!