My B2B Landing Page Handbook

An in-depth guide on how to write a B2B landing page that converts.

Benjamin Watkins


As I start writing on Substack, I want to share my first article on that platform.

I can’t guarantee I’ll always crosspost (like this one). But I wanted to give you a glimpse of the long-form articles I’ll write weekly that may help your startup or entrepreneurial journey.


There are so many things that go into creating a persuasive landing page.

The most important thing to remember is that landing pages have one purpose — get visitors to take a specific action.

By looking at B2B landing page examples, we can get a better idea of how to create and improve conversion rates.

Here’s my handbook on everything I know about B2B landing pages.

Common B2B landing pages

Here are three common types of landing pages:

  1. Homepage
  2. Demo page (product page)
  3. Lead magnet pages

The good news is that these pages are similar in structure. You can use the same template to create a homepage, like a demo page and a lead magnet page.

You’ll also find that conversions improve for any of these pages if you follow these guidelines:

  • Have one goal — A single call to action that you want the user to take.
  • Follow the principles of persuasion — Get people to say yes and improve their desire for your product.
  • Reduce the amount of friction — Minimize the resistance it takes for the user to reach their desired goal.

We’ll dive more in-depth into these.

The goal of a landing page

The goal of a B2B landing page is to compel action by:

  • Creating value
  • Sparking curiosity
  • Writing clearly

When these work together perfectly, you create a compelling offer. However, when there’s friction (lack of understanding), there’s resistance.