Many companies underestimate the importance of the well-structured creation of landing pages. Simply insert a quick form and a submit button without paying attention to such decisive aspects as the value proposition, the arrangement of visual elements, and the clarity of the texts. They also neglect search engine optimization (SEO). This careless approach leads, in most cases, to mediocre conversion rates and the loss of valuable opportunities. In addition, it misses the opportunity to forge deeper relationships with prospects, who may remain hesitant or lose interest when encountering unattractive or confusing pages.
According to published data, a 1% improvement in the conversion rate of a landing page can translate into a significant increase in revenue, especially in B2B markets, where each qualified lead has a high potential value. Aware of this, in this article, we will delve into the fundamental principles for designing landing pages that convert, sharing practical ideas and insights gained from our experience in B2B marketing. We’ll look at how to structure the page, what elements are key to persuading the visitor, and how to make sure it’s all backed up by a coherent SEO strategy.
In the following sections, we will explore the first steps in designing the landing page and identifying clear objectives, to the layout of the crucial elements and adapting the page to search engine standards. Our purpose is to offer you a complete and accessible vision so that you can replicate these principles in your own company or project, generating a positive impact on your conversions.
How to create landing pages that convert?
One of the first steps in the creation of landing pages that generate results is to set clear goals. When designing a landing page, we must ask ourselves what action we want the visitor to take. Do we want them to download an e-book, request a demo, sign up for a webinar, or fill out a form for a free trial? Precisely defining this objective will allow us to design all the elements of the page coherently, reducing dispersion and communicating the benefit that will be obtained by those who interact with us.
In the B2B environment, in addition to defining the target, it is essential to understand the profile of the people we are targeting. Each sector, industry, or department within an organization may have different motivations. Purchasing managers may prioritize economic factors, while the technical team is looking for scalable solutions that are compatible with their existing systems. Therefore, the creation of landing pages should start with prior research on the target audience and their specific needs. An offer is more persuasive when it connects with the real challenges and expectations of users, which can only be achieved with a thorough understanding of their circumstances.
During this process, it is useful to involve the sales team and other areas, such as customer service, as they often have an insider’s perspective on prospects’ most recurring concerns and objections. This direct knowledge of the market will help us define exactly what the key benefit to be highlighted on the landing page is. From there, we will start to structure the message, the design, and the visual support elements that reinforce the argument.
Design focused on user experience
Once the conversion objectives and the audience have been defined, we move on to the design phase, which is particularly relevant in B2B marketing. Here, it is not only about creating something aesthetically pleasing but also about making it easier for the user to understand the value proposition and decide to act. Steve Krug, in his work Don’t Make Me Think, emphasizes the importance of usability and clarity in digital interfaces; this principle applies fully to the creation of landing pages, which should minimize confusion and the steps necessary for the visitor to take the desired action.
It is advisable to opt for a clean design, with enough white space to guide attention to the key points, such as the main value proposition or the form. At the same time, care should be taken to use legible typographies and color palettes that reinforce the brand identity but without distracting from the conversion objective. Another essential aspect is navigation: the landing page should be a “self-contained” page or one with very few exits (links), since the fewer escape options the user has, the greater the chances of completing the action.
In B2B contexts, it is common that the landing page visitor is not a final consumer but a professional evaluating different proposals for your company. This detail requires a more functional and clarity-oriented design, avoiding unnecessary frills. The content must explain concisely what problems the product or service solves, what real benefits it provides, and how it can be tested or purchased. Keeping in mind the premise “less is more” usually results in more effective landing pages, with very direct messages focused on added value.
Creating persuasive content
The third piece of the puzzle for the creation of landing pages that convert is persuasive content. While visuals and user experience are key, the words we use can tip the balance in our favor. There are several principles that apply to content writing, such as social proof, authority, and scarcity. Integrating these principles intelligently can make us stand out in B2B markets, where trust and evidence of results are often the deciding factors.
To write content that connects, we must first be very clear on the value proposition: What exactly does our product or service consist of, and why is it better than the alternatives that exist in the market? Explaining tangible benefits, using concrete examples or figures, and anticipating objections are crucial. In B2B, data showing efficiency improvements, cost reductions, or productivity increases are highly valued, as many prospects must justify their decision to managers or corporate boards.
On the other hand, it is extremely useful to include well-defined calls to action (CTAs). These CTAs must be concrete, compelling, and visible. A simple “Contact us” is not enough; something that communicates immediate value, such as “Schedule your free demo” or “Download the full report” is preferable. Using action verbs and creating some sense of urgency or relevance can increase the conversion rate. It is also recommendable to include testimonials or success stories of similar customers to generate trust and credibility, a very appreciated resource in B2B marketing where investments are usually high and require solid validations.
Elements of an effective landing page
Impressive headline and subtitles
The headline of a landing page is the first opportunity to capture the visitor’s attention. It must reflect, synthetically and powerfully, the essence of the value proposition. A generic or vague headline may cause the user to leave the page without even exploring the additional content. On the other hand, a precise headline, which speaks directly to the problem that our product or service solves or which promotes the main benefit, increases the probability that the reader will continue reading. The subtitle, on the other hand, can give a little more detail about the promise or the expected result.
In B2B markets, where the offer is often complex, the headline must leave no doubt as to what is being offered. For example, a phrase such as “The end-to-end system to reduce your manufacturing costs by 25%” can be much more effective than a generic “Leading the digital transformation of the industry” type of statement. The second sentence is attractive but perhaps too broad to hook the reader immediately. David Ogilvy, one of the legends of advertising, stated that 80% of an ad’s effectiveness lies in the headline; in landing pages, we could say something very similar: the headline and subhead are responsible for generating the first impression and deciding whether people stay or leave.
The key is honesty and relevance. We are not talking about making impossible promises or falling into hyperbole that later disappoints. On the contrary, the headline should accurately reflect the proposal that will be developed on the page. In B2B, seriousness and trustworthiness are highly valued, so it is advisable to balance persuasive appeal with truthfulness. A discrepancy between what is promised in the headline and what is offered on the rest of the page can ruin the experience and damage the brand’s reputation.
Value proposition and benefits
In addition to the headline, the creation of landing pages requires a block that explains the value proposition and benefits in more detail. This section answers the questions “Why should I be interested in this solution?”, “What problems does it solve?”, “How does it fit into my business model?”. In B2B marketing, the answer to these questions should be concrete and quantifiable when possible, showing examples of time or money savings, testimonials from similar companies, or numerical data reflecting the effectiveness of the solution.
In this section, it may also be useful to state, in a very summarized form, the main features of the product or service, always linking them to a clear benefit. For example, if our cloud solution integrates several management modules, we will emphasize how this integration reduces data duplication and streamlines processes, instead of just saying, “We offer five modules”. The focus should always be on how that helps the customer and generates an impact on their day-to-day or business results.
To reinforce this section, it is common to include bullets or icons that make it easier to read and memorize key points. People tend to skim content, so a visually appealing design with bullets and well-distributed spaces is essential. Also, the incorporation of accurate figures (such as “We have helped more than 200 companies reduce their logistics costs by 40%”) brings legitimacy and catches the attention of those looking for real, proven solutions.
Contact form and call to action (CTA)
The contact form —or registration, download, or demo request form— is the heart of the landing page since it is the door that separates an anonymous visitor from an identified lead. It is, therefore, advisable to design it carefully, avoiding unnecessary fields that make the process tedious. In B2B marketing, it is usual to require more data than in B2C since we usually need the position of the interested party, the company name, the corporate email, etc. Even so, it is advisable to maintain a balance so as not to discourage filling out the form.
As for the CTA, its design and message must stand out on the page. A button with contrasting color, accompanied by a short and persuasive text, can significantly increase conversions. Phrases such as “I want my free demo” or “Send me more information” are perceived as more empathetic than the typical “Submit” or “Submit form”. In addition, placing the form and the CTA in a visible place (generally, above the “scroll zone” or repeated below for users who read the entire content) encourages people to act the moment they feel convinced.
We must not forget the importance of trust at this point. Showing security seals, privacy policies, or even mentioning that we will not share data with third parties can remove mental barriers. In B2B marketing, information confidentiality is critical, especially in highly regulated industries. Any gesture that communicates a responsible data processing policy will contribute to the prospect’s peace of mind and, therefore, to their willingness to give up their information to continue the process.
How to optimize a landing page for SEO
Keyword relevance and search intent
The creation of landing pages focuses on persuading visitors, but also on the possibility that they will be found by those searching on Google or other search engines. To do this, it is key that we define which keywords are relevant in the context of the page and that we integrate these terms in the appropriate places (headlines, subheadings, descriptive text, and metatags). However, we should not saturate the text with keywords but naturally use them, paying special attention to the user’s search intention.
In B2B marketing, we can have very specific terms (long-tail keywords) that fit perfectly with our offer and that, although they do not have a large search volume, can capture highly qualified visitors. The objective is to ensure that our landing page responds completely and directly to the user’s need, as reflected in the phrase entered in the search engine. Rand Fishkin, founder of Moz, insists on the importance of “semantic relevance”: Google increasingly values the quality of content and its ability to comprehensively resolve user queries over and above simple keyword density.
If, in addition to the landing page, we use other resources (such as blog articles or videos) that expand the information and are properly linked, we favor a robust SEO ecosystem. Whenever Google detects that a set of content is interconnected and maintains thematic coherence, it increases the likelihood that all these materials will gain visibility in the SERPs (search results pages). Thus, the landing page can benefit from the authority built by other pages on the same domain, as long as the web architecture is logical and the links make sense to the user.
Loading speed and mobile experience
Another determining factor for the SEO positioning of a landing page is loading speed. Google has repeatedly stressed the importance of fast sites in its ranking algorithm, and B2B users are no strangers to impatience either: no one wants to waste time waiting for a site to display in full. It is, therefore, essential to optimize images and code, take advantage of asynchronous resource loading, and generally ensure that the page is ready to respond quickly, both on high-speed networks and in more constrained conditions.
Moreover, in a world where more and more professionals use their mobile devices to search for information on corporate solutions, responsive design is imperative. A landing page that does not display correctly on smartphones or tablets can ruin a prospect’s experience. This mobile usability factor not only directly affects conversions but also affects SEO positioning, as Google evaluates compatibility with mobile devices to give a better or worse ranking in its results. Making sure that forms and CTAs are easy to click on small screens is, therefore, a priority point.
In B2B marketing, we must not believe that the user will always be sitting in front of his computer in the office. Managers who travel frequently, sales teams in external meetings, or consultants moving between clients are examples of profiles that may need to quickly discover or review information from their mobile devices. Therefore, an adaptive and agile design is not only an SEO best practice but an actual usability necessity that defines the quality of the landing page experience.
Meta tag structure and structured data
Finally, to complete the SEO optimization of the landing page, we must pay attention to the meta tags (title, meta description) and, in specific cases, to the use of structured data (rich snippets or schema markup). Meta tags give search engines and users a quick summary of what the page is about. An SEO title that contains the main keyword and, at the same time, is attractive can improve the click-through rate (CTR) in the SERP, which is one of the factors that Google values to better position a page. Similarly, a clear and persuasive meta description can motivate users to visit the landing page, differentiating it from other options.
Structured data is a set of HTML tags that “explain” to search engines the type of content on the page. Although not all landing pages need schema markup, it can be valuable if we include customer testimonials with ratings or if we present a product or service in a particular way. These rich snippets can increase the visibility and relevance of the page in the results, as long as the content is authentic and provides real utility to the user.
However, the priority in landing page creation should remain on the human experience. Technical optimization is no substitute for a clear message, attractive design, and a compelling value proposition. The goal is to achieve a balance: structure the content so that Google understands it and classifies it appropriately, without losing sight of the fact that those who will ultimately decide to fill out the form or hire the service are people with specific needs and expectations.
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Although the visual part and the user experience are decisive, the words we use in the creation of our landing page can tip the balance in our favor.
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Conclusions
Throughout this article, we have explored the creation of landing pages fundamentals and best practices that convert in B2B. We have emphasized the importance of clarity, both in message and design. A concise headline, a clear value proposition, and a functional and accessible form can capture the attention of a decision-maker, as well as the role of intelligent persuasion. This is based on trust and evidence of results rather than exaggerated promises that end up discouraging the user.
On the other hand, we should not underestimate the importance of SEO in the creation of landing pages. A page that responds adequately to a user’s search intent, loads quickly, and is easy to navigate on mobile devices will be more likely to appear in the first results of Google. This is essential to organically reach an audience that is often unaware of the existence of our company but that is looking for solutions to the problems that our service addresses.
In short, the development of successful landing pages requires a comprehensive approach. We start by defining the goal and knowing who we are targeting. We continue by carefully designing every detail to impact the user and culminate with the adaptation of the page to the technical and content requirements set by SEO standards. This process must undergo constant evaluation, A/B testing, and data-driven improvements to stay relevant and competitive in a constantly evolving digital landscape. At the end of the day, the goal is not merely to generate leads but to create relationships of trust and mutual value that translate into lasting business partnerships.
