6 Tips So You Don’t Waste Good Traffic
Your buyers decide in seconds whether your page is worth their time. A messy page works like a messy store: the product might be great, but no one notices because they’re too distracted by the mess. Most underperforming pages fail for the same few reasons, and none of them take a redesign or guesswork to solve. Here are the top six fixes for any B2B lander.
1. Send paid traffic to a dedicated page, not your homepage.
Campaign traffic on your homepage dilutes the message and muddies your data: you can’t tell what actually worked. Strip the nav and build one page per campaign or offer. For example, Fiverr used to send paid traffic to its service listing pages, until research showed those pages overwhelmed visitors. A focused landing page lifted conversion rate 15% and campaign ROI 6%.
2. Make the headline match the ad.
Visitors decide whether to stay based on one thing: does this page match what I just clicked? Use the same language and the same visual style as the ad. Mismatched messaging is one of the fastest ways to lose someone in the first few seconds.
3. Pick one clear CTA.
Multiple buttons pointing to different places (or even the same place) cause decision fatigue. The landing page rule to live by: confuse, you lose. Pick one action, make it obvious above the fold, and cut everything else.
4. Put the form at the bottom so visitors hear the pitch first.
This one’s counterintuitive, but logical. Every visitor sees the top of your page, but only about 30% make it to the bottom, so a form up top takes your most valuable space before you’ve earned the ask. Save the space above the fold for the story. The exception: a page for someone who searched for a demo and is ready to book.
5. Cut the buzzwords and write at an 8th-grade level.
Most B2B landers use words like “seamless” and “revolutionize” instead of saying anything specific. Buyers skim before they commit to reading, and 36 million American adults don’t read above an 8th-grade level, so plain language gets your point across faster. It also forces you to be specific. “Easy to set up” sounds like every competitor, while “up and running in nine minutes” tells the buyer what they actually get.
6. Add an FAQ and stack real testimonials.
In one test, 17% of all clicks on a landing page went to the FAQ block, because it’s often the only place visitors get a straight answer. Fill yours with your top sales-call questions. For testimonials, show at least three and link each to the person’s LinkedIn profile. Many buyers doubt testimonials come from real people, and a profile link proves they do.
Clear beats clever when it comes to landing pages.
If on-page conversions are slow to come (B2B buyers take a lot of touchpoints), don’t kill the campaign. Watch what you can control: scroll depth, FAQ clicks, and whether people come back to your site. Brevity and specificity are your friends on any landing page. Start with the page that gets the most traffic, and work through the list from there.
Want more on landing pages? Check out these resources:
