5 Essential B2B Landing Page Elements for Conversion Success

What makes for a good B2B landing page? How should I lay out my new landing page? What are the key elements that make up a page that converts well? If you’re looking for tips on how to build a successful landing page for your new B2B campaign, then you’ve come to the right place.

Combining our own expertise from years of landing page optimisation, with the recommendations of Unbounce CEO & Founder, Oli Gardner, we’ve come up with the definitive list of core elements that go to make up a successful landing page.

1. Unique Selling Proposition
2. The hero shot
3. The benefits of your product/offer
4. Social Proof
5. Call-to-action

The unique selling proposition is the core promise of your product/offer and is often composed of:

a. THE MAIN HEADLINE & A SUPPORTING HEADLINE:

These headlines are the very first – and potentially only – elements the user sees. You might have little more than a few seconds to influence whether the user engages with the page or not, so your headlines need to summarise the USP in just a few words; to tell the core of the story at a glance.

b. A REINFORCEMENT STATEMENT

You can think of the reinforcement statement as a second headline – another strong, outstanding line of text that reinforces, or even expands on the main USP. It is often positioned somewhere in the middle of your page and is designed to remind the user of the product’s core advantages as he scans through the page.

c. A CLOSING ARGUMENT

As the name indicates, the closing argument usually sits at the end of your page. In one sentence, it should wrap up your main value proposition. Imagine you are finishing a presentation and want to leave your audience with the one key ‘take-home’ from your product/offer. The statement that makes it utterly logical to click and progress through to the next stage in the funnel. That – right there – is your closing argument.

This is a visual representation of your product or offer. Whatever the product, its visualization should help the user to quickly understand what it is and how it is going to help them. Are you selling fleet services? Use an image showing all your vehicles. Is it software? Show a picture of the interface.

Videos showing your product in action are also an option for your hero shot, but again, the content should be easy to digest and comprehensible at a glance.

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People often confuse benefits with features. While features are used to describe what your product can do, benefits explain what pain points your product/s solve. Focus on the benefits and you are focusing on the change your target audience wants to achieve. Only once you have grabbed their attention with the promise of better, will they give you sufficient time to explain how you are going to achieve it for them. So if you are designing a page that pushes users to sign up for a free demo, make sure your messaging and CTAs tell them what’s in it for them.

You should order benefits in a way that makes them visible and straightforward. To do so, best practice is to list them in the form of bullet points or dedicated icons so they can be quickly read and understood.

In a world with so many products and offers, B2B professionals want to know that they are choosing respected and proven products for their companies. Nothing reassures them like social proof, especially from well-known individuals or companies in the same industry. Make sure your landing page includes a section with a few customer logos, reviews and quotes.

Lead generation is often the conversion goal for B2B landing pages, with some personal details requested in return for the promise of further information, a call, a demo, etc. Your pages should have CTA buttons throughout the text linking back to this lead gen form and reminding users of the core action you want them to take.

CTA buttons should stand out from other elements on the page and contain text that clearly describes the desired action. Avoid using words that sound too committal, or are vague or might scare the user away. For example, you might want to avoid button texts like “Submit” – as it is not necessarily clear what is being submitted, or “Sign up now” – as it sounds like a commitment without really specifying what is being committed to or what they will get by return. A good button text should be clear and reassuring. “Request my free demo” does 2 good things at once – telling the user the main purpose of filling in the form and reminding (and reassuring) him/her that this is free.

Your landing pages have a huge influence on your business overall and especially the ROI of your paid campaigns. They are the ‘front-page’ of your offer to businesses and one of the most important conversion events in your sales funnel. Make sure that you give them the attention they deserve and get Front Row's expert help to design, build, and optimize your landing pages.