5 Tips for Creating High-Converting B2B Landing Pages
Creating high-converting B2B landing pages is a critical skill in today's digital marketplace. This article brings together expert insights to help businesses maximize their online conversion potential. From leading with clarity to solving specific problems, these tips will guide you in crafting landing pages that resonate with your B2B prospects and drive results.
- Lead with Clarity for B2B Conversions
- Align Intent and Strip Away Distractions
- Speak Directly to Your Prospect's Thoughts
- Add Personal Touch to B2B Landing Pages
- Solve One Specific Problem on Landing Pages
Lead with Clarity for B2B Conversions
My best tip is to lead with clarity, not cleverness. B2B buyers don't have time to guess what you do or how you can help, so your headline should instantly answer what problem you solve and for whom. The strongest landing pages I've built use a simple structure, clear value proposition, proof like testimonials or logos, and a frictionless call to action. One small change that made a huge difference was moving social proof higher up the page, right after the headline. It reassures people before they even scroll. Every element should serve one purpose: getting the visitor to take the next step without second-guessing.
Align Intent and Strip Away Distractions
At Solve, our top tip for creating high-converting landing pages is to focus on clarity and intent alignment above all else. That means stripping away distractions, crafting a single compelling call to action, and ensuring the headline, copy, and visuals all work together to speak directly to the user's goal. Every element should reassure, guide, or nudge the visitor forward, whether it's trust signals like testimonials, concise benefit-led bullet points, or intuitive page structure.
We also recommend running ongoing A/B tests to optimize conversion rates. Sometimes, a small tweak—like rephrasing a CTA to match the visitor's mindset—can have a measurable impact. Keep it simple, focused, and centered on solving the user's problem quickly and convincingly.
Speak Directly to Your Prospect's Thoughts
Absolutely. Here's the version with no em dashes, still in the tone of Luke Matthews:
Stop writing like you're trying to impress a boardroom.
The real B2B move is to say the thing your prospect is already thinking, right at the top. No buildup. No filler. Just hit the itch straight on.
When I launched my writing course, I didn't push FOMO. I didn't drop stats. I made fun of the gurus in my space. I told people not to buy it if they were expecting some magic formula.
It outsold everything I'd posted before.
Why? Because it sounded like a human. A little sarcasm. A little honesty. No fluff.
Here's the play: write a bold headline that actually calls something out. Make it clear what to do next. And if you can make them smile before they click, you already won.
Add Personal Touch to B2B Landing Pages
My customers are purely B2B, and the #1 factor I've found that converts them from visitors into leads (and eventually paying customers) is adding a personal element to your landing pages. People want to deal with other people, and seeing that someone is there waiting to speak with them and solve their problems is a very powerful factor in driving conversions.
Many B2B businesses have impersonal landing pages without any faces or humans in general. Instead of using photos of your product, a factory, or an office park, I highly recommend adding a video to your landing page with a person speaking directly to the camera about the key pain points of your target audience. This is cheap to film, since you can literally do it in your office, and it can generate leads at a much lower cost than the typical impersonal B2B landing page.
Solve One Specific Problem on Landing Pages
Stop trying to say everything and start solving one specific problem.
The biggest mistake I see with B2B landing pages? They're essentially company brochures disguised as conversion tools. Features are everywhere, benefits are buried, and there's zero focus on what the visitor actually wants to accomplish.
One visitor, one goal, one clear path forward.
I learned this during a campaign where our initial landing page had a 2.1% conversion rate. It was gorgeous—sleek design, comprehensive feature list, multiple CTAs. And it was completely useless.
The fix was brutal simplification:
- Cut the hero section to one sentence that matched the ad copy exactly
- Removed 80% of the features and kept only what solved their immediate pain
- Replaced generic testimonials with specific results from similar companies
- Made the form shorter (3 fields instead of 8)
- Added one line of social proof right above the CTA
Result: Conversion rate jumped
The elements that actually matter:
- Message match - Your headline should feel like a continuation of whatever brought them there
- Specific social proof - "Increased efficiency by 40%" beats "Great product!" every time
- Friction removal - Every extra form field costs you conversions
- Single, obvious CTA - Make it impossible to miss and hard to misunderstand
Test your page by asking someone to glance at it for 5 seconds, then explain what you're offering and what they need to do next. If they can't, neither can your visitors.
The best landing pages feel less like marketing and more like helpful answers to urgent questions.
