How to Write a B2B Landing Page That Converts: 2025 Updated Guide (Template + Examples)
- Gil'ad Idisis
- 4 days ago
- 9 min read
Updated: 3 hours ago
Landing pages are one of the most confusing assets out there.
On the surface, they seem simple. What’s there to mess up? You already got the visitor — all you need is one more click.
But in reality, even experienced marketers still get tangled up, churn out meh landing pages, and lose conversions they should’ve pocketed.
It starts with the term “landing page” itself.
What a Landing Page Actually Is (and What It’s Not)
A landing page is not:
A product page
The homepage
A pricing page
A brochure in drag
A landing page is a single-purpose page built to turn attention into action. It has:
one audience
one traffic source (ad, email, or post)
one offer
one main call to action (usually, not always)
no distractions
The Checklist - The 7 Principles of a Working Landing Page
Before you write a single word of copy, read these principles.
When you’re done with your draft, revert to them to make sure you nailed each and every one of them.
1. One Page, One Focus
A landing page is usually a high-intent page.
The visitor came in wanting something, and if you start throwing irrelevant information at them, they’ll walk.
If the goal is to download an eBook, focus on why they should read it.
Your product, however great it is, is a distraction. If it gets in the way of what they came for, you risk making them feel that their trust was misplaced.
2. Respect the Fold
The fold isn’t just a line on your screen, but a psychological border. It’s the moment the visitor decides whether to stay or leave.
Above the fold earns interest with laser-focus. Below the fold earns commitment and drives the point home.
Above the fold:
Headline that promises the outcome in one sentence.
Subhead that explains how.
Primary CTA — clear, specific, visible.
Optional trust cue: logo strip, stat, or quote.
Below the fold:
Proof, features, visuals, FAQs, testimonials — everything that kills doubt. Not all of them. Pick three content points, max. This isn’t an all-you-can-read buffet.
Each scroll should defend the click that’s already half made.
3. Match the Content with the Click
A landing page is the second stop of a journey that began when a visitor read a post, an ad, an email, or an organic link, and decided to follow it.
How the visitor got there should dictate how your content reads — in tone, style, intent, and promise.
The click already told you their mindset.
Don’t ignore it.
Let’s break down three completely different examples:
Source | Visitor Mood / Intent | Tone of Voice (TOV) | Page Focus |
Email to existing customers about a future feature | Curious, semi-warm, wants to feel early access | Friendly, insider tone. Treat them like part of the club. | Explain what’s coming and why it matters to them personally. Make the CTA feel like “get early access”, not a sale. |
LinkedIn ad promoting a tech-heavy eBook | Analytical, mid-funnel, open to learning | Professional, value-driven, confident. | Highlight insights and credibility. Focus on what they’ll learn, not your product. |
Google ad targeting a competitor with playfully aggressive copy | Problem-aware, slightly pissed and/or curious. | Bold, direct, challenger tone. It’s not time to hold back your punches. | Contrast. Be decisive, show how your product solves what the competitor doesn’t, and keep the promise. If you intend to show you’re ‘winning by points’ and not by a knockout, change the ad copy accordingly. |
The golden rule: write for the moment before the click. If your landing page sounds like it forgot the how your visitor got there, your visitor will probably feel confused, annoyed, or both.
4. Friction Is the Enemy.
Buyers' attention span is growing shorter by the minute. A report from Unbounce shows that word difficulty, reading time, and word count all have an impact of 18-24% on conversion rates.
Every unnecessary field, pop-up, or paragraph bleeds conversions. Make the first click the easiest one.
Checklist:
Dumb it down (within reason)
Employ words=attention economy.
Three-four form fields max.
No captchas unless you’re under attack.
No “book a call” calendars for cold traffic.
Always tell them what happens next: “You’ll get instant access.”
5. Keep the “What, How, Why, Why Now” Flow
Every piece of content follows a natural logic - a storyline, if you will. Landing pages are no different.
Here’s the flow: .
WHAT — Start with emotion. Show the pain, the relief, or the promise.
HOW — Bridge it with logic. Show how the outcome happens. Features, proof, a short demo.
WHY — Build confidence. Use data, testimonials, or recognizable brands.
WHY NOW — Add relevance or timing. Give them a reason to act today — not someday. It can be a release, an event, a trend, or simply “this is happening now.”
Here’s a breakdown with an eBook landing page as an example
Stage | What to Include | Purpose | Example Copy |
WHAT (Emotion) | The question or pain the eBook answers. | Create curiosity and urgency to know more. | “AI is writing your code. But who’s securing it?” |
HOW (Logic) | 3–4 bullets summarizing what’s inside. | Prove it’s worth their time. | “Inside: 1️⃣ How AI-assisted dev changes risk. 2️⃣ What ‘ACSA’ means for AppSec. 3️⃣ How to secure code at machine speed.” |
WHY (Confidence) | Author credibility, data, or research source. | Build trust and authority. | Backed by 400+ enterprise data points/the results of a survey by a recognized research company. |
WHY NOW (Urgency) | Timeliness or relevance hook. | Give a reason to download today. | “New 2025 insights just released.” |
5. Forget the Rules, Build with Reason, Verify with Testing
Okay, here’s my qualm with landing page best practices: they all make sense—but B2B audiences vary, and each campaign is different. So all those rules of thumb are Just that—general rules that sound good in a vacuum, but don’t mean you can’t do better.
Two quick examples:
The “No Nav Bar” Rule
Why it makes sense: You want to focus your visitors' attention on a single action—not have them wander your site and never return.
Why it doesn’t always make sense: Let’s say your LP is part of an ad campaign for a new feature. The product is expensive, the feature is complex, and your ICP has a short attention span.
Your CTA is to book a demo. But what if they’re not ready?
What if they want to learn more about the company first?
Or get a broader sense of your offering?
Maybe letting them explore is smarter. B2B buyer journeys are multitouch, right?
That “Book a Demo” button will be there across the site—and you can always retarget them later.
The “One CTA” Rule
Why it makes sense: Too many options can paralyze your visitor. They landed here for a reason—nudge them to act.
Why it doesn’t always make sense: Depending on your goal, a secondary, softer CTA can catch visitors who’d otherwise bounce.
Take a live webinar: maybe this one isn’t relevant, but they’re impressed by the content. A secondary CTA like “Notify me about future webinars” could keep them in the loop.
How do you know what’s working?
With the two most beautiful letters in the English alphabet: A/B. Test everything. B2B content is never one-size-fits-all.
5 Great Landing Page Examples (and What They Could Fix - Because I'm a Picky A**hole)
You’ve got the theory. Now let’s see it in action. These are real B2B landing pages — not homepages in disguise — each doing one job and doing it well.
1. Bynder — eBook / Lead Magnet
Why it works:
Clean, single-offer layout: “Download the DAM Vendor Comparison Guide.”
Short form above the fold — zero friction.
Clear value bullets (“define your company’s DAM needs”).
Let’s be picky:
Proof (logos, stats) appears later — moving it up could anchor trust faster.
No urgency trigger. A “New for 2025” badge or time-limited CTA could nudge more clicks.
2. LaunchDarkly — Free Trial
Why it works:
One purpose, one CTA: “Start Free Trial.”
No distractions. The eye lands exactly where it should — on the form.
Clear next step: the user knows what happens after the click.
Let’s be picky:
No trust signals above the fold. Even one “Trusted by X companies” line could lift confidence.
CTA copy could be stronger: “Start building securely” beats “Start trial” any day.
3. Twilio Segment — Webinar Registration
Why it works:
Perfect message match: headline, topic, and form align with the ad click.
Above the fold: value, date, time, and CTA — all visible.
Below the fold: agenda and short speaker bios = proof and relevance.
Let’s be picky:
Design’s a little corporate — speaker photos could add warmth.
Needs a repeat CTA mid-scroll for late-stage sign-ups.
4. Hotjar — Free Tool Landing Page
Why it works:
Strong outcome headline: “Create Surveys in Minutes.”
Form and CTA front-and-center, friction-free.
Proof and benefit bullets below the fold reinforce trust.
Let’s be picky:
Scroll section feels copy-heavy — tighter grouping would boost flow.
Hero image could better visualize the outcome (survey results in motion).
5. Lemon Squeezy — Competitor Switch Page
Why it works:
Bold challenger stance: “Gumroad Alternative.”
Side-by-side comparison nails pain and payoff.
Clear CTA: “Switch Today.”
Let’s be picky:
CTA button lacks contrast — could be more visually aggressive.
The hero could hit harder emotionally (“Stop losing money to fees” would sting better).
Your B2B Landing Page Template - Best for 2025
Every landing page that converts follows the same anatomy. You can repaint it, rearrange it, or swap the product — but the skeleton stays the same.
Here's a basic table for you first. Scroll further down for a downloadable PDF.
Above the Fold — Earn the Click
Element | Purpose | Example |
Headline | Promise the outcome in one clean sentence. | “Ship features faster without breaking things.” |
Subhead | Explain how you deliver that outcome. | “LaunchDarkly lets dev teams test safely in production.” |
Primary CTA | Tell them what to do — once. | “Start Free Trial” / “Download the Guide” / “Register Now.” |
Trust Cue | Borrow credibility early. | “Trusted by 10,000+ teams” / logo strip / rating badge. |
Below the Fold — Earn the Commitment
Element | Purpose | Example |
Proof | Show receipts: testimonials, stats, logos. | “98% of users shipped faster in week one.” |
How It Works | Explain your product/process in 1–3 bullets. | “Connect, configure, go live.” |
Visual | Show the thing you’re promising — not stock art. | Demo GIF, dashboard still, speaker lineup. |
FAQ / Objection Killer | Disarm hesitation. | “Do I need a credit card?” “Is it really free?” |
Secondary CTA | Repeat the action once they’re convinced. | “Start Now” / “Get the Guide.” |
On-page Form (Optional, But at a Cost)
Add a form when:
You’re gating content (eBook, webinar, lead magnet).
You’re qualifying leads (you actually need that data).
You can keep it short (name + work email + one extra field max).
Skip the form when:
You’re driving signups or free trials. Let them start immediately.
You can capture data later (in-product or post-click).
You’re targeting warm traffic that already trusts you.
The Landing Page Checklist
✅ Single audience, single goal.
✅ No navbar — kill all exits (a rule of thumb, but not always the best practice).
✅ Message matches the ad/email that brought them.
✅ Consistent CTA color and phrasing.
✅ Everything below the fold supports, not distracts.
✅ Test, don’t guess.
Here's the template (scroll to view the entire doc):
You can also download the template to use as a mockup, or print and hang above your bedboard (not judging!):
The Gist of It
A landing page is a single-purpose page that exists to turn attention into action: one audience, one offer, one CTA, zero distractions. Most marketers mess this up by stuffing in navigation, sidebars, and product detours. Keep it clean and focused:
Above the fold earns the click. That section needs to answer why the visitor should care — instantly. Headline, subhead, CTA, and trust cue. That’s it.
Below the fold kills doubt. That’s where you earn commitment with proof, testimonials, features, visuals, and FAQs.
Read Next - How to Write a Case Study in 2025
I analyzed over 30 B2B case studies published or updated in 2025 by leading vendors across payments, cloud, security, data, and productivity, to create the best guide on how to write a proper case study.
Read it here:
Landing Page FAQ
1. What’s the biggest mistake B2B marketers make on landing pages?
Trying to make them do too much. A landing page isn’t your homepage or brand story — it’s a single-purpose pitch for one offer, one audience, and one next step. Anything else drains attention and trust.
2. How much copy should be above the fold on a B2B landing page?
Enough to explain what you do and why it matters — and nothing more. The hero section should pass the five-second test: if a visitor can’t grasp the offer instantly, it’s too long. Save bullets, features, and proof for below the fold.
3. Do B2B landing pages need a form, or is a CTA button enough?
Use a form only when you’re gating something valuable (like a whitepaper or webinar). Otherwise, let them click straight to the next action. Every extra field adds friction and bleeds conversions.
4. How do you test if a landing page is converting well?
Start with one variable: headline, CTA, or hero image. Run A/B tests, check scroll-depth and heatmaps, and watch where visitors bail. If no one scrolls, the issue isn’t analytics — it’s the headline.
5. How do you match a landing page to your ad or campaign?
Keep message and emotion consistent. If the ad was bold, the landing page can’t turn meek. If the ad promised insights, don’t bait-and-switch with a product pitch. Continuity between the click and the copy is what earns conversions.
About the Author: Gilad Idisis is a B2B content strategist and writer who helps B2B SaaS companies create an efficient content engine to power their marketing and lead generation efforts. Previously at Melio, Agora RE, currently at Checkmarx, and also flying solo as the Logonaut.
Comments