How to Generate More B2B Leads with Killer Landing Pages

Posted by Wendy Marx


Last week we discussed how to convert prospects into customers with the perfect CTA. And we trust you're now getting more clicks on your CTAs!

However, clicking on a CTA is but one of the first steps in a prospect's buying journey. In this post we'll discuss how to generate more B2B leads with killer landing pages, including:

  • Landing page software
  • Design elements every landing page should include
  • How to write copy that converts
  • What to include on your landing page form

The Best Landing Page Software

It's not enough to merely create a basic web page for your landing page. Why not? Because you want to measure each step the buyer takes in order to analyze what's working and what's not. 

For example, your CTA may be getting many clicks, but the companion landing page doesn't convince the viewer to submit your form. You'll want to measure the number of:

  • Ciicks your CTA gets
  • Views your landing page gets
  • Submissions your form receives

Let's discuss some of the best software options for your landing pages. 

1. Hubspot

Hubspot is the gold standard. It's the CRM that we use here at Marx Communications. The process to create a landing page is very simple, and the analytics are built in. 

Hubspot has hundreds of templates available for free or for purchase. Or, you can create your own template using its  simple drag-and-drop tool. 

Landing pages are easily integrated into automated workflows, so that once your automation is set up, viewers will receive custom offers based on their preferences. 

Price: $200+ per month

2. ClickFunnels

The idea behind ClickFunnels is to "sell stuff more profitably." Its landing page templates are refreshingly clean and easy to use. 

ClickFunnels encourages users to start a "funnel" for each project, beginning with landing and thank-you pages, and following through with email automation triggers. 

Its analytics are clearly displayed, and you don't need a marketing degree to understand them. 

Price: Free for 14 days, then $97 per month (on a month-to-month basis)

3. Unbounce

Unbounce is your middle-of-the-road solution. If you don't need a full-on CRM like Hubspot, but you want many of the same features, Unbounce could be your best option. 

Like Clickfunnels, Unbounce features clean, drag-and-drop templates. However, Unbounce offers a few things that a basic ClickFunnels subscription does not, including:

  • Unlimited landing pages
  • 30-day trial
  • Mobile responsive templates
  • 100,000 visitor limit (ClickFunnels is 20,000)

Price: Free for 30 days, then $199 per month

Design Elements Every Landing Pages Needs to Get More B2B Leads

Now that you've chosen your software, you can start designing the perfect page.

Whether you use a template, or create your own custom page, there are a few basic rules to follow when you create your landing page. 

1. Include at Least One Image

If you're offering an ebook, include an image of the ebook. If you're offering a subscription to your blog, include an image that highlights what your brand is all about. You get the idea. 

An all-text landing page is a big yawn, so make sure to grab attention with eye-catching visuals. 

2. Include Your Logo

Always include your logo on your landing page to reassure viewers that the page is authenitically yours. Typically, on a landing page you don't want to make your logo clickable so that it takes the viewer back to the home page. However, you can do this on your subsequent thank-you page. 

3. Include Social Sharing Buttons

Encourage prospects to share the gem they have just found by including social sharing buttons. 


“Our jobs as marketers are to understand how the customer wants to buy and help them do so.” ~Bryan EisenbergCLICK_TO_TWEET.png

4. Use Contrasting Fonts and Colors

Include two to three colors in your landing page fonts. One color is far too dull, but four will make it far too busy. 

The same goes for fonts. One font is a snooze fest, but too many fonts will make the page visually confusing. Two different fonts is optimum, making sure that they complement each other. Typically, if your primary font is a SERIF font you will want to make sure your contrasting font is SANS-SERIF.

5. Use a Clean Format

When laying out the elements for your landing page, you may think that certain elements must be included. However, including too much information can deter the prospect from spending more than a couple of seconds on your landing page. 

First impressions count; make sure your landing page is clean and clutter-free on first glance. 

How to Write Copy That Converts

When writing your landing page, you want to make your offer clear. Don't promise anything that you can't deliver. 


"Your most powerful writing skill is simplicity. Simplicity sells." ~Neil Patel CLICK_TO_TWEET.png               


If your eBook is about how to market to Millennials, don't promise a step-by-step tutorial if all you can deliver is an overview with some statistics.

Likewise, be careful about advertising results viewers will get from your offer. Will they increase traffic? Perhaps. But, will they increase traffic by 500%? Maybe, but that's a tricky promise to make. 

That said, being specific in your copy is helpful. You just don't want to promise the moon. Instead of saying "Increase traffic by 500% in one month," say "See how one company increased their traffic by 500% in just one month." Make sure you deliver by including this information in the offer. 

In summary, here are few rules of thumb to writing a successful landing page:

  • Repeat the offer from the CTA in your headline 
  • Provide a brief description of your offer. However...
  • Make sure the majority of your copy lets the viewer in on the benefits of your offer

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What to Include on Your Landing Page Form

Remember, generally speaking, mobile page views have now surpassed desktop views. This means that your form needs to be simple and your submit button needs to be clear. Only if you know your analytics well enough to see that your desktop views are higher should you request extra information (one supplemental question at most).

It can be tempting to try and get the most information from your prospects on the first try. However, long forms, which ask for too much personal information, quickly repel viewers. Instead, try this:

  • Ask for name and email address only 
  • Make the result of clicking the button clear ("Get my FREE ebook")

You'll have an opportunity to get more helpful information later on in the sales funnel, after your prospects know you a little better. 

Are you ready to grab some new leads? Great! Check out a few more ways to gain traction in your B2B marketing by grabbing your FREE copy of my social media prospecting workbook. Inside, you'll find workbook pages to help you get noticed on social media and get more leads for your efforts.

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Mar 7, 2016

Wendy Marx

Wendy Marx is the founder and president of Marx Communications, a boutique inbound marketing and public relations agency. An award-winning B2B public relations pro, she has helped many small- & medium-sized firms (SMBs) become well-known industry brands and transform their businesses, going from Anonymity to Industry Icon™.

Her business articles have appeared in The New York Times, InformationWeek, Inc., Advertising Age, & Fast Company, among other outlets. 

View all posts by Wendy Marx