Business to Business 101: The Role of Landing Pages in B2B Lead Generation

Did you know that, according to FinancesOnline, digital B2B sales increased by 10.9% in 2019? Out of B2B transactions, 61% of them start online, and the amount that B2B retailers are using the Internet to carry out operations is expected to increase.

Considering these statistics, you might be wondering about how you can use the Internet for B2B lead generation. After all, it’s clear that, with the right methods, you can get many leads and sales online.

However, if you aren’t sure how to get started, this can be stressful. There are so many strategies out there, so how do you know which ones are best?

Not to worry. In this article, we’ll review the important role of landing pages in B2B lead generation and how you can optimize your landing page for conversions.

Finally, you can get more leads, making your business more successful than ever. Read on to learn more.

What Is a Landing Page?

Before we go into how you can optimize a landing page for conversion, we’ll review what a landing page is. It’s a web page on your business website that’s standalone. When you create it, you’re creating it specifically for an advertising or marketing campaign.

For example, say you’ve put a link within an email to a product that you’ve sent to all your customers who receive your newsletter on exclusive deals.

Or, say that you’ve put an ad up on Twitter, Instagram, Facebook, YouTube, Bing, Google, or elsewhere online where your potential customers might end up finding that ad and having the option to click on it.

When your customers click on a link from one of the places mentioned above, they end up on the specific landing page you’ve set up for them to arrive at.

What differentiates this page from the others on your business website? Other web pages usually encourage exploration and have many goals.

A landing page, on the other hand, is one you design with a single goal or focus in mind. This is called the call to action, or CTA.


This CTA could have the aim of encouraging your landing page visitor to provide you with their contact information, sign up for a newsletter, buy a product or service, or complete some other action. The idea is that you’re encouraging the visitor to complete an action.

This is an action that’s directly connected to the aims you have on a larger scale.

For example, it might be tied to your ad campaign goals if they’ve arrived at the landing page through an ad that’s part of an ad campaign.

The Role of Landing Pages in B2B Lead Generation

When you’re focusing on B2B lead generation, landing pages are an important part of the process. When you’re running a B2B lead generation campaign, what you’re looking for is a way to convert people into leads you can contact.

So in the case of a B2B lead generation landing page, the CTA you want to include will encourage the page visitor to provide you with their contact details.

This way, you can build up your lead list. But how do you make your B2B lead generation landing pages as effective as possible? This is what we’ll review in the next section.

Conversion Optimization Tips for Your B2B Lead Generation Landing Pages

To optimize your B2B lead generation landing pages, there are strategies you must use when creating a landing page. These include paying attention to the web page design, making your calls to action effective, creating high-quality forms, and more.

Paying Attention to the Web Page Design

One of the most important strategies you have to use to make a landing page more effective is paying attention to the design of the landing page. After all, if the page is unpleasant to look at or has a confusing layout, this won’t make visitors likely to do what you want to do when they visit the page.

To ensure that the web page design is effective, make sure that the design is understandable and clear. Additionally, do the following:

  • Harmonize the colors of your theme
  • Play with symmetry
  • Play with shapes

When it comes to the “titles” of the paragraphs that appear on your landing page, you should differentiate them clearly. Additionally, space out the text on the page so that it’s easy for your landing page visitors to read it.

Making Your Calls to Action Effective

Another important strategy you have to use to make a landing page optimal for B2B lead generation is to make your calls to action effective. After all, if your potential leads land on your page and don’t know what they’re supposed to do, then how are they going to provide you with their contact information?

There are many different actions you can ask your landing page visitor to complete when you’re aiming to generate B2B leads. These include the following:

  • Newsletter subscription (email)
  • A registration form (where they give personal details)
  • Asking for callback/ contact

In all of these cases, the potential lead is providing you with their contact information. To make your CTA effective, first, decide which type you’ll be using. Then, come up with copy that introduces it.

For example, let’s say you’re inviting the page visitor to sign up for your newsletter. You can explain what they’ll be getting out of the newsletter.

Then, put in your CTA. Make it as clear as possible, writing something like, “Sign up now” or “Subscribe now.” You can also highlight the CTA by putting it on a button, making it feel to the webpage visitor like they’re pressing a button when they click on it.

It also helps to give your landing page visitors something in return for their information. This could include a free trial, a newsletter, an ebook, or something else of value to your potential leads.

Creating High-Quality Forms

When your landing page visitor clicks on the CTA, they’ll be presented with a form they have to fill out. In this form, they’ll put in the personal information including their contact information. For this reason, you need to ensure that you create high-quality forms.

Otherwise, potential leads may not complete this last step that’s key to giving you the contact information you need.

To ensure that your form is high quality, make it stand out (from the webpage), use colors that are attractive, and give it a value proposition that’s interesting and clear. Here are some additional things you should do, too.

Ask Visitors for the Minimum

If you were to ask your landing page visitors for a large amount of information, you could end up scaring them off. For this reason, it’s better to ask for a minimal amount of information. All you usually need is the first name, last name, phone number, and email.

Sometimes, even a phone number isn’t necessary if it’s a situation where you only want an email. For example, this can be the case for newsletter signup.

To make your mind up about this, think about what contact information you’ll need based on your B2B lead generation goals.

Use Checkboxes and Buttons

Asking your visitors to write a lot of information into your forms can result in them being annoyed. To prevent this, replace fields they would have to fill in by typing with multiple selections, quizzes, and checkboxes.

This way, your leads will be more likely to breeze through the form, reaching the end without frustration and providing you with their information.

Optimize the Form for Mobile

Many people are now accessing websites on their phones. As a result, you need to ensure that your form shows up well on a mobile screen. The last thing you want to do is to make it awkward for your landing page visitors to put in the information you need from them.

When putting together your form, optimize it for mobile view and make it responsive. Another option is to create a form that’s designed specifically for mobiles.

Do A/B Testing

When you’re designing your forms, you might have different options of which ones to use. They might vary in terms of design or information you ask the web page visitors. How do you know which one is most effective so your forms are better over time?

This is where A/B testing can help. With this type of test, you’re comparing two different versions of the landing page on your site.

One has one form, while one has another form. When putting the links in that direct people to landing pages, have half lead to one landing page and the other half lead to the other landing page.

After you’ve analyzed how people have behaved when visiting the two landing pages that are the same except for their forms, you’ll know which form works best.

Offer Limited Offers

Another strategy you can use to get more B2B leads through your landing page is to offer limited offers. Maybe there’s an ebook they can get access to in exchange for their email contact information for only a short period, for example.

By making your offers limited in this way, they’ll be something your web page visitors want to snatch up quickly. This will get you those leads, faster!

Think About Your Conversion Funnel

When a potential lead lands on your landing page, they didn’t simply arrive there out of nowhere. They came across the link that led them to it from somewhere else. Maybe they came across an advertisement you posted on Google, or maybe they arrived there because of a link within an email.

However it is that your potential lead ended up on your landing page, you need to ensure that what appears on your landing page matches with their expectations.

This is why it’s important to think about your conversion funnel.

For example, say that, when you create a Google ad, you optimized for specific keywords. This should be reflected in the keywords you use on your landing page.

Another example? Say that you’ve created a Facebook ad with a specific customer segment in mind. In this case, you should create your landing page with that specific customer segment in mind, too.

By thinking about your conversion funnel when you create your landing page, you’ll be creating a page specific to the people (and their needs) who arrive there. As a result, they’ll be more interested in what you’re offering.

Therefore, they’ll be more likely to follow through with the CTA.

Make Your Resources Relevant

When you’re providing a resource to your landing page visitors, you need to ensure that it’s relevant to them. This way, they’ll be more interested in providing you with their contact information in exchange for the resource you’re offering them.

Some of the most common resources include articles, ebooks, guides, infographics, and videos.

Decide which of these is most likely to interest your potential leads. Then, provide relevant information in these resources.

Need More Information?

Now that you’ve learned about how landing pages help with B2B lead generation, as well as how to optimize them, you might need more information. Maybe you want to learn more about creating ads to lead to these pages or more about landing pages design.

Whatever information you need, we can help. At DesignLoud Agency, we’re experts when it comes to landing pages.

We also offer services in SEO strategy, SEO how-to, content marketing strategy, online advertising how-to, videos, and social media.

To learn more about our online advertising, SEO, and website design services, contact us now.


DesignLoud is a web development & digital marketing agency located in Wilmington, NC. Our team takes great pleasure in teaching others how to build and market their websites to see higher returns.

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