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If you're spending thousands on media and your landing page is an afterthought, you're setting your ROI on fire.
Let’s not sugar-coat it: good landing pages are the difference between making your CAC bearable and haemorrhaging budget.
So what is a "good" landing page in B2B? It’s not just about being pretty. It's about:
- Getting the right eyes on the page
- Convincing them you’re worth their time
- Nudging them towards action
The Common Denominators of High-Performing Landing Pages
1. Clarity Over Cleverness
Good landing pages say what they do, fast; while simultaneously showing how they’ll solve your problems.
ake Airtable’s enterprise landing page. Clean headline: "Build Faster. Scale Faster". Followed by two CTAs — sure, we’d usually push for one, but these do a nice job of capturing both the solution-ready crowd and the early researchers. And, naturally, a solid spread of social proof seals the deal. It’s crisp, confident, and conversion-focused.
2. Fast Load Time and Mobile-Friendly Design
A study from Portent found that pages loading in 1 second convert 3x more than those taking 5 seconds. Your design can win awards, but if it crawls, it kills performance.
Tip: Use WebPageTest or PageSpeed Insights and check mobile usability in Search Console.
3. Focused Messaging for a Single Audience
The best landing pages avoid trying to please everyone. They speak directly to your ICP.
Example: Webflow’s landing page for marketing teams is not just a generic sales pitch, it speaks to how marketers can ship faster without dev bottlenecks. This makes it feel tailor-made to a common pain point for this audience.
4. One CTA. No distractions.
You don’t need seven buttons, a newsletter sign-up, a free eBook and a chatbot on the same page. One ask. One job.
HubSpot does this well with their demo request landing pages. Nothing but a very clear CTA above the fold, nothing to interrupt the journey. Simply fill in the form to gran a demo of the platform.
5. Social Proof that Doesn’t Feel Pasted On
B2B audiences, particularly high value ones like SaaS buyers or B2B Fintech buyers, want reassurance. Not just that you work with big names, but that companies like them saw success.
Stripe’s landing pages show logos, case studies, and clear outcomes, all with slick design.
Don’t Forget: It’s a Continuous Experiment
The best landing pages aren’t "done." They evolve. Keep testing headlines, CTAs, form lengths and layouts. Use Hotjar, Optimizely, or even just GA4 to track all your engagement events from time spent on page to scroll depth and specific clicks.
Because the best-performing landing pages aren’t just good. They’re proven.
Need to get more from your landing pages?
We optimise landing pages with your conversion goals in mind, from creative to CRO.
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