What is a Landing Page
A landing page is a standalone page that a user reaches after clicking through from a campaign – such as a PPC campaign, email, social media post or banner. Unlike a standard website:
- It has a single main objective (CTA) – to fill in a form, book an appointment or download material.
- It minimises navigation – often hiding the main menu so as not to distract the user.
- It reflects the campaign message – the headline and visuals tie in with the ad copy so that the user finds what was promised.
- It includes social proof – client logos, testimonials, success statistics.
- It is measured and optimised – every section can be tested using A/B testing.
According to a survey by Unbounce, pages with a single clear CTA achieve an average conversion rate 30% higher than multi-page websites with the same message.¹
Key elements of a landing page
| Element | Why it is important |
|---|---|
| Main headline | It must confirm that the visitor is in the right place and promise a benefit. |
| Subheading | It clarifies the offer and addresses the first objection. |
| Visual | An image, video or mock-up showing the result/product. |
| Form / CTA | As few fields as possible, a prominent button, contrasting colour. |
| Trust elements | Client logos, reviews, certificates, money-back guarantees. |
| Additional sections | Features, statistics, FAQs, contact details for detailed enquiries. |
Why a Landing Page is important for B2B
- Increases the conversion rate of
B2B campaigns PPC clicks tend to be expensive (200–500 CZK). A landing page increases the chance that every click will turn into a lead and reduces CPL. - Tests the value proposition
Quick A/B tests (headline, image, price anchor) reveal which messaging variant resonates with decision-makers. - Shortens the buying cycle
Clearly structured content (benefits, ROI calculations, testimonials) gives stakeholders arguments for internal investment advocacy. - Collects high-quality data for scoring
Fields such as ‘company size’ or ‘time to implementation’ help the CRM prioritise follow-ups and sales resources. - Supports an account-based approach
For top accounts, a hyper-personalised landing page can be created featuring the target company’s logo and relevant case studies, which boosts engagement.
Practical applications and examples
- An IT
integrator’s whitepaper campaign promotes a study on cybersecurity. The landing page, headlined “How to reduce ransomware risk by 67%”, features a name-email-company form. Conversion rate: 24%, CPL: CZK 280, 35% of leads convert to MQLs. - Demo request A
SaaS project management landing page displays a simple three-field form alongside a “60-second walkthrough” video. An A/B test comparing longer text with the video increases conversion from 11% to 18%. - Event registration
A machine manufacturer is hosting a webinar. The landing page features a countdown, the programme and speaker highlights. Adding social proof (photos from previous events, participant reviews) increases registrations by 27%. - Lead capture for ABM
A sales representative sends a personalised LinkedIn InMail with a link to the landing page, where the target company’s name and logo appear in the headline thanks to a parameter in the URL. Response rate: 32%, compared to 9% for a generic landing page. - Retargeting abandoned visitors
Visitors who stopped filling in the form receive an email with pre-filled details and a ‘Complete registration’ button. Conversion rate increased by 14%.
5 tips for creating a landing page that converts
- One goal, one page
Remove menus and external links so that the user’s attention isn’t distracted. - Keep the form short
Every additional field reduces conversion by 5–10%. Only collect what you’ll actually use in your CRM or scoring. - Use a visual hierarchy
Eye-tracking studies by the Nielsen Norman Group confirm that the “F-pattern” of reading highlights the need for a strong headline and a left-hand column for bullet points.² - Test incrementally
Start with an A/B test of the headline, then the CTA colour, and finally longer text versus video. Small changes often have a greater impact than a complete redesign. - Optimise for mobile
Even in B2B, 40% of traffic now comes from mobile devices. A responsive layout and tap-friendly buttons are a must.³
Related terms
- Lead Generation – the process of acquiring leads, where the landing page plays a central role.
- Conversion Rate Optimisation (CRO) – a methodology for increasing the conversion rate of a landing page using data and testing.
- A/B Testing – an experimental technique for comparing two versions of a landing page.
Further resources
- Unbounce – The Conversion Benchmark Report (https://unbounce.com/conversion-benchmark-report)
- Nielsen Norman Group – F-Shaped Pattern of Reading on the Web (https://www.nngroup.com/articles/f-shaped-pattern-reading-web-content/)
- HubSpot – Landing Page Best Practices (https://blog.hubspot.com/marketing/landing-page-best-practices)
Summary
A landing page is the most effective way to turn expensive clicks and visits into real B2B leads. A clear message, trustworthy elements and continuous testing can increase conversions by tens of per cent and reduce acquisition costs. Do you want to design a landing page that delivers measurable results? Just get in touch with us.