Types of Landing Pages (for B2B Businesses)

Landing pages play a critical role in how B2B businesses turn website traffic into qualified leads and customers. Unlike regular web pages, landing pages are built with one clear goal: conversion.

Different business goals require different types of landing pages, each designed to guide visitors toward a specific action. From lead generation and SaaS sign-ups to sales and campaign launches, choosing the right landing page type can directly impact your conversion rates.

In fact, businesses using targeted landing pages see significantly higher engagement and lead quality. This guide breaks down the most effective landing page types and explains when and how to use each one for B2B growth.

Common Types of Landing Pages

There are several types of landing pages, each suited to different marketing goals. Below are some of the most common landing page types used in B2B marketing:

Lead Generation Landing Pages (Lead Capture Pages)

Lead generation pages are designed to capture visitor information (like name, email, company, etc.) via a form. In exchange for these details, the page typically offers something valuable, for example, a whitepaper, eBook, webinar registration, or a free demo.

This is one of the most popular landing page types in B2B because it directly fuels the sales pipeline. A strong lead capture page has an enticing headline, a clear description of the offer, and a prominent form with a call-to-action (CTA). The visitor must perceive the offer as worth providing their contact info. Keeping the form minimal is key; asking for too many fields can hurt conversions. (One study found 81% of people abandon forms that are too long, but reducing form fields to five or fewer can double conversion rates.) Lead generation pages are often used mid-funnel, when a prospect is interested enough to trade info for a resource or trial.

Click-Through Landing Pages

A click-through landing page acts as a stepping stone to another page, rather than collecting info upfront. It presents important information and convinces the visitor to click a button that takes them to a final destination (such as a signup page or shopping cart). No form is required on the page itself, the goal is to “warm up” the visitor with details or an offer, then send them further down the funnel.

For example, in B2B SaaS, a click-through page might highlight a product’s features and then lead the visitor to a free trial signup or pricing page once they’re interested. These pages are common for e-commerce or SaaS purchases where you want to educate the prospect before they commit.

A successful click-through page has an engaging overview of the product/service and a single, prominent CTA button that clearly tells the visitor what will happen next (“Continue to Demo Signup,” etc.).

Splash Pages

A splash page is a very simple introductory landing page that a visitor sees before entering a website. It often has a minimal design with either an announcement, choice selection, or simple yes/no question. The purpose of a splash page is usually to capture attention or segment visitors without asking for much commitment. For instance, a B2B company’s splash page might ask the user to select their region or language, or it could announce a big event or update and include a “Learn More” button. Splash pages aren’t primarily for lead capture or sales, instead, they prescreen or route visitors.

In B2B, you might use a splash page to direct different industries or company sizes to the most relevant content on your site. Because they appear at the very start of a visit, splash pages should be quick to load and easy to dismiss if the visitor isn’t interested.

Squeeze Pages

A squeeze page is a stripped-down variant of a lead generation page. Its sole goal is to “squeeze” a visitor’s email address out of them, typically to grow an email list. Squeeze pages have extremely minimal content, usually a brief teaser or benefit statement and a simple email opt-in form (often just one or two fields).

They don’t usually offer a full content piece like a whitepaper; instead, the promise might be something like “Join our newsletter for industry tips” or a small free resource. The key is that a squeeze page presents basically two choices to the visitor: enter your email or leave. There’s no navigation or other links on a true squeeze page, reducing distractions. B2B marketers might use squeeze pages for top-of-funnel list building. for example, offering a free checklist or a email course relevant to their niche. Because they’re so focused, when done right, squeeze pages can convert a high percentage of visitors into leads.

Sales Pages (Long-Form Landing Pages)

Sales pages are longer landing pages focused on directly driving a purchase or sign-up. Unlike lead capture pages (which typically generate a lead for follow-up) or click-through pages (which hand off to another step), a sales page aims to convince the visitor to take an immediate buying action. These pages often contain in-depth persuasive copy, detailed benefits and features, social proof (testimonials, case studies), and multiple CTAs throughout – all geared toward getting the prospect to say “yes” now. In B2B, a sales page might be used to sell a product subscription, a service package, or an event registration.

Usually, sales landing pages work best with warmer audiences (people who have some awareness of your brand or problem). For example, after a webinar or email campaign, you might send traffic to a long-form sales page that thoroughly addresses a product’s value and then asks for the sale or sign-up.

(Aside from the above, you may also encounter other landing page types or terms, such as thank-you pages (the page a user sees after converting, which can offer next steps or upsells) and microsites (multi-page experiences acting as an extended landing page). However, the types listed above are the primary ones B2B marketers leverage in campaigns.)

How to Optimize Landing Pages for Lead Generation?

For most B2B businesses, lead generation is the number one goal when it comes to landing pages. In fact, 43.6% of marketers say lead generation is the primary purpose of their landing pages.

B2B lead generation landing pages work best when they target a specific audience or problem. For example, a cybersecurity company might have a landing page offering a “Cloud Security Checklist for Finance IT Teams”, this appeals to a very specific segment, making the offer more compelling to that audience.

The messaging should be persuasive yet concise, highlighting how the content or offer addresses a pain point or need. Because trust is crucial in B2B, adding elements like client logos or brief testimonials can boost credibility. (Remember, 9 out of 10 consumers, including business buyers, read reviews or testimonials before making a decision, so social proof on a lead gen page can be powerful.)

To maximize conversions on lead gen pages, keep the user experience simple: one clear call-to-action and as few form fields as necessary. Form friction is a common drop-off point – as noted earlier, long forms deter users, with 81% abandoning a form after starting if it feels too tedious. It’s often better to ask for just a name and business email to start; you can always gather more info later in the sales process. Also consider using interactive elements to engage visitors.

For instance, involve.me allows you to create interactive lead funnels, forms, quizzes or calculators that make the data capture more engaging for the user. Such interactive landing pages can qualify leads (by asking a few questions) while capturing contact info, resulting in higher quality leads for your sales team.

What is the Difference Between a Landing Page and My Website’s Homepage?

A homepage is the front door to your website, it generally provides an overview of your company and links to many other sections (products, about, blog, etc.). It’s designed for exploration and has multiple goals.

A landing page, by contrast, is a focused, standalone page with one specific goal or call-to-action. Landing pages are typically where you “land” after clicking on an ad, email link, or social post that’s promoting a particular offer. Unlike a homepage, a landing page usually has no navigation menu or extraneous links, this is intentional, to minimize distractions and keep the visitor focused on the single action you want them to take (sign up, download, request info, etc.). In short, while your homepage tries to show everything you have, a landing page zooms in on one thing. This singular focus is why landing pages often convert better than homepages.

For example, sending an ad click directly to your homepage can confuse a visitor (too many options), whereas sending them to a targeted landing page that matches the ad’s message is more likely to result in a conversion.

What is a Good Landing Page Conversion Rate for B2B?

“Good” conversion rates can vary by industry and offer complexity, but we can look at benchmarks. Across industries, the median landing page conversion rate is around 6.6% (meaning about 1 in 15 visitors convert on an average page). In B2B sectors, conversion rates tend to be in that single-digit range.

However, a good goal is to beat the average, many marketing experts consider 10% or higher a strong conversion rate for a landing page. If you’re hitting 15% or above, that’s often considered excellent performance (top performers achieve those levels). Keep in mind the conversion action matters: downloading a free resource might naturally have a higher conversion rate than filling out a “Contact Sales” form for a high-priced product. Also, small differences in quality of traffic will affect conversion rate. For B2B, if you’re running highly targeted campaigns (e.g. LinkedIn ads to specific job titles), you might see higher conversion rates because the visitors are a great fit. Conversely, broad traffic might convert lower.

As a reference point, most marketers (in a Databox survey) believed a good landing page conversion rate falls between 20% and 50%, though realistically, not everyone will achieve that. Use 10% as a solid benchmark to aim for, and then optimize from there.

How Can I Improve My Landing Page’s Conversion Rate?

Improving conversion rates involves testing and refining several aspects of your landing page. Here are some proven tactics to boost performance:

• Streamline the page and remove distractions: Make sure your page has a single, clear purpose. Consider removing navigation menus or external links that might lead visitors away. In one case, simply removing the navigation bar doubled conversions for a landing page. Keep the path to the CTA as friction-free as possible.

• Use strong social proof: Trust is key in B2B. Add testimonials, client logos, or data points that show success. Remember that 90% of consumers research reviews before taking action – a quote from a happy customer or impressive metrics (e.g. “Trusted by 500+ companies”) can reassure visitors and improve conversion likelihood.

• Add engaging media: Incorporating visuals or interactive content can increase engagement. For instance, including a video on a landing page can boost conversions by up to 86% because it quickly conveys value and builds an emotional connection. Similarly, interactive elements (quizzes, calculators) can capture attention and personalize the experience – something involve.me specializes in.

• Optimize your call-to-action (CTA): Your CTA button text should be clear and action-oriented (“Get My Free Demo” is better than “Submit”). Ensure the CTA stands out with a contrasting color. Also, placing an additional CTA button in longer pages (e.g., one mid-page and one at the bottom) can capture those who need to scroll. Personalized CTAs (tailoring the message to the visitor) have been shown to perform 202% better than generic CTAs.

• Test, test, test: Implement A/B tests on key elements like headlines, images, and page copy. Nearly 90% of marketers use A/B testing to improve landing pages – it’s one of the best ways to learn what resonates with your audience. Try out different value propositions or formats and measure which version converts more. Over time, continuous testing can substantially lift your conversion rate.

• Improve page speed: Make sure your landing page loads quickly. Many visitors will abandon a page that takes too long to load, especially on mobile. Every second counts – some data suggests that each additional second of load time can cause a significant drop in conversions. Aim for under 4 seconds load time for the best results (1-2 seconds is ideal).

How Many Landing Pages Should My Business Have?

It’s generally better to have multiple, targeted landing pages rather than a few catch-all pages. Each landing page can be tailored to a specific campaign, audience segment, or offer, which makes it more relevant to the visitor and thus more likely to convert. If you’re wondering how many is enough, consider this: companies with 10 to 15 landing pages see 55% more conversions than those with fewer pages.

And those that really scale up, having 40 or more landing pages – generate over 5X the number of leads compared to companies with only a handful of pages. The reason is that more landing pages allow ultra-specific messaging. For example, instead of one generic product page, you could have separate landing pages for each industry you serve, each marketing channel (one for LinkedIn ads, one for email traffic, etc.), and each major campaign or content offer.

Now, you don’t need to create dozens overnight, but as a rule of thumb, create a new landing page whenever you have a new distinct offer or audience. If you’re launching a new ebook, build a dedicated page for it rather than sending people to a generic resources page. If you run ads targeting CFOs and another set targeting CTOs, having two landing page variants (speaking directly to each role’s pain points) will likely outperform a single page aimed at both. It’s no surprise that 48% of marketers report building a fresh landing page for each campaign, it pays off in conversion lift.

The good news is that using templates and a good landing page builder (like involve.me’s platform), creating new pages can be relatively quick. You can duplicate an existing page and just swap out the content for the new context. The bottom line: Don’t be afraid to proliferate landing pages. As long as each page stays focused and relevant, having more of them is a positive for your B2B lead generation efforts, not a burden.

Final Words

In the world of B2B marketing, effective landing pages are a game-changer for turning traffic into tangible results. We’ve explored the various types of landing pages and how each can serve a unique purpose, from capturing leads with a compelling offer to driving SaaS trial sign-ups and everything in between.

The key takeaway is that one size does not fit all. By matching the right type of landing page to your goal and audience, and by following conversion best practices, you set the stage for significantly better outcomes.

Remember, even industry benchmarks show many marketers struggle to get above a 10% conversion rate, so if you apply the insights and optimize continuously, you’ll already be stepping ahead of the crowd.

References

1. Unbounce – Paul Park, “What is the average landing page conversion rate? (Q4 2024 data)” (Updated March 4, 2025)

2. HubSpot – “State of Marketing Report (2023): Conversion Rate Optimization section”

3. Powered by Search – “B2B SaaS Landing Page Statistics & Benchmarks” (2024)

4. Genesys Growth – Matteo Tittarelli, “Landing Page Conversion Rates — 40 Statistics Every Marketing Leader Should Know in 2025”

5. Chili Piper – David Gargaro, “What is a Landing Page + Different Types” (July 14, 2021)

6. Leadpages – “Types of Landing Pages – Splash, Squeeze, and Sales Pages”