How Do You Create a Landing Page That Converts?

How do you create a landing page? Explore our comprehensive guide to designing high-converting B2B landing pages that captivate your audience and drive results.

Kara Hartnett

5/9/20236 min read

In the competitive B2B landscape, creating a high-converting landing page is essential for driving growth and generating leads. With this comprehensive guide, we'll take you through the process of building a professional landing page that resonates with your target audience and helps you achieve your business goals. From defining your objectives to optimizing for conversions, we'll provide practical advice and examples to guide you every step of the way.

Step 1: Define your goals and target audience

Before diving into the design and content creation process, it's crucial to identify your landing page's primary purpose and the target audience you want to reach. Ask yourself what action you want your visitors to take, whether it's signing up for a webinar, downloading a whitepaper, or requesting a product demo. By establishing a clear goal, you can tailor your landing page to cater to your audience's specific needs and pain points, ultimately improving your conversion rates.

Understanding your target audience is also key to creating a relevant and great landing page. Consider the following when defining your audience:

  • Job titles and roles

  • Industry or market sector

  • Company size

  • Geographic location

  • Challenges and pain points

Example: A project management software company is targeting project managers and team leads working in the construction industry. They want to create a landing page that highlights the benefits of their software for construction projects. The primary goal is to generate leads through a free trial sign-up.

Their landing page focuses on addressing the specific pain points of construction project managers, such as streamlining communication, reducing project delays, and increasing efficiency. The company includes testimonials from professionals in the construction industry who have successfully implemented the software and experienced positive results.

Step 2: Choose a landing page builder

Select a good landing page builder that suits your needs and provides the features necessary for creating a professional, mobile-responsive B2B landing page. Consider tools like Hubspot, Unbounce, or Instapage, which offer landing page templates and built-in analytics. Be sure to choose a platform that integrates seamlessly with your CRM and marketing automation tools for efficient lead management.

When evaluating landing page builders, consider the following:

  • Ease of use and learning curve

  • Customizable and available templates

  • Integration capabilities with CRM and marketing tools

  • Mobile responsiveness

  • Analytics and reporting features

Example: A B2B SaaS company is looking to create a landing page for its upcoming webinar. They opt for Unbounce as their landing page builder because of its user-friendly interface and wide selection of customizable templates.

Unbounce also offers seamless integration with their CRM, Salesforce, and their email marketing platform, Mailchimp. This allows them to manage leads effectively, automate follow-up emails, and track the performance of their landing page with ease.

Step 3: Craft compelling content and design

Your landing page's content and design should engage visitors and clearly convey the value of your product or service. Use industry-specific language and jargon that resonates with your B2B audience. Create headlines that grab attention and address your audience's pain points. Include visuals, such as images or videos, that demonstrate your product's features and benefits.

When designing your landing page, keep the following in mind:

  • Clear and concise headlines

  • Relevant and engaging visuals

  • Logical content flow and structure

  • Consistent branding and design elements

  • White space to prevent clutter and improve readability

Example: A B2B cybersecurity firm wants to create a landing page to promote its new threat intelligence platform. They focus on crafting a clear and concise headline that addresses the primary pain point of their target audience – keeping their business safe from cyber threats. The landing page features a video demonstrating how their platform provides real-time threat analysis and mitigation.

The company also includes a section with key features and benefits of its platform, using industry-specific terminology to resonate with its target audience. Throughout the page, they maintain consistent branding, using their company colors and logo, and ensure the content is logically structured with plenty of white space for readability.

Step 4: Provide social proof

To build trust with your B2B audience, include social proof elements like testimonials, case studies, or customer logos. These endorsements from other professionals in your industry will help establish credibility and persuade prospects to take action.

Incorporate social proof elements such as:

  • Testimonials from satisfied clients

  • Case studies showcasing success stories

  • Customer logos and endorsements

  • Industry awards and recognitions

  • Media mentions and expert reviews

Example: A B2B marketing automation software company is creating a landing page to promote its solution to marketing professionals. To establish credibility, they include a section featuring testimonials from satisfied customers, discussing how the software has streamlined their marketing processes and improved their ROI.

The company also showcases a case study from a well-known client, detailing how the marketing automation software helped them increase lead generation and conversion rates significantly. To further reinforce their credibility, they display logos of recognized industry publications that have featured or reviewed their product positively.

Step 5: Optimize your landing page

Ensure your landing page is fully optimized for both desktop and mobile devices, as well as for search engines. Incorporate your target keywords, such as "How do you create a landing page," in your H1, title, and meta description. Implement Google Analytics and other tracking tools to monitor your landing page's performance and make data-driven decisions.

Optimization tips for your landing page include:

  • Mobile responsiveness

  • Fast loading times

  • Clear and descriptive title and meta tags

  • Proper use of header tags (H1, H2, H3)

  • Integration of target keywords and semantically related terms

Example: A B2B data analytics company has created a landing page to promote its data visualization software. They ensure their landing page is fully optimized by making it mobile-responsive and minimizing loading times.

The company incorporates its target keyword "data visualization software" in the H1, title, and meta description. They also include related terms such as "data analytics" and "business intelligence" to improve search engine visibility. By implementing Google Analytics, they can track key metrics such as bounce rate, time on page, and conversion rate, allowing them to make data-driven decisions to further optimize their landing page.

Step 6: Create a clear and persuasive call to action (CTA)

Your CTA is a critical element in driving conversions. Make it prominent, using action-oriented language and contrasting colors that stand out. Tailor your CTA to your B2B audience and ensure it aligns with your landing page's primary goal. Driving traffic to your landing page is useless if there isn't a clear action you want visitors to take.

Effective CTAs should:

  • Be visually prominent

  • Use clear, action-oriented language

  • Align with the primary goal of the landing page

  • Employ contrasting colors to stand out

  • Avoid generic phrases like "submit" or "click here"

Example: A B2B cloud storage provider is designing a landing page to encourage potential customers to sign up for a free trial of their platform. They create a visually prominent CTA button using a contrasting color, placed strategically at the end of their benefits section.

The CTA text reads, "Start Your 30-Day Free Trial Now," clearly indicating the desired action and creating a sense of urgency. By aligning the CTA with the landing page's primary goal, they increase the likelihood of driving conversions and generating leads.

Step 7: A/B test your landing page

Continuously test and optimize your landing page to maximize its performance. A/B testing (also known as split testing) involves creating two versions of your landing page with variations in elements such as headlines, images, or CTAs. By comparing the performance of each version, you can identify which elements are more effective in driving conversions.

When conducting A/B tests, consider testing the following elements:

  • Headlines and subheadings

  • Images and videos

  • CTA button text, color, and placement

  • Layout and design

  • Form fields and length

Example: A B2B IT consulting firm has created a landing page to generate leads for their consulting services. They decide to conduct an A/B test to determine the most effective headline for their target audience.

In version A, the headline reads, "Maximize Your IT Efficiency with Our Expert Consulting Services," while version B's headline states, "Transform Your IT Infrastructure with Our Proven Solutions."

By running the A/B test for several weeks and analyzing the conversion data, the company discovers that version B's headline results in a 15% higher conversion rate. They implement a more effective headline and continue testing other elements of their landing page to further optimize its performance.

Take your landing page to the next level

Creating a high-converting B2B landing page requires a combination of goal setting, audience targeting, compelling content, effective design, optimization, and continuous testing. By following this guide, you'll be well on your way to getting people to visit your landing page. that drives conversions and supports your business objectives in today's competitive market.

If you find yourself short on time or resources, The Writing & Visuals Co. would be more than happy to help. Our team of experienced content creators specializes in crafting high-converting B2B landing pages tailored to your specific needs and goals. Don't hesitate to reach out and let us take your landing page game to the next level. Click here to get started with The Writing & Visuals Co

Remember, a well-crafted landing page can be the difference between success and stagnation in the B2B landscape. Make sure your landing page is working to its full potential by leveraging expert guidance and assistance when needed.