You've spent weeks perfecting your ad campaign. Your targeting is dialed in. Your message is compelling. The clicks are coming in at a decent cost.

Then...nothing.

Because here’s the thing: even the best ad campaigns will fail if the landing page is weak. 

The good news? Most B2B landing pages suffer from the same fixable problems. 

And Tas Bober has seen them all. She’s worked on 400+ paid ads landing pages for growth-stage B2B SaaS companies. 

In this article, you’ll learn:

• Why including LinkedIn profiles with your testimonials is a game changer
• Why a form at the top of the page is the absolute worst place for it to be
• Why an 8th grade reading level is the sweet spot
• 8 of the most common reasons your landing pages aren’t converting and quick fixes to change that immediately

These aren't complex UX overhauls or expensive redesigns – they're straightforward fixes that can dramatically improve your results, starting today.

1. You’re Treating it Like a Homepage

Imagine you're shopping for golf pants. You click on an ad that promises the perfect pair, but instead of taking you to the golf pants section, it dumps you onto the brand’s homepage. Now you have to do extra work to find what you came for. Frustrated, you'd probably leave.

Yet this is exactly what many B2B companies do – drive precious paid traffic to their homepage instead of a dedicated landing page.

Your homepage is designed for multiple audiences with different needs: prospects at various stages, existing customers, potential employees, investors, and the press. It's a choose-your-own-adventure experience with navigation bars, multiple CTAs, and links galore.

A landing page, on the other hand, should be laser-focused on a single goal. It's the destination at the end of the journey.

When you send campaign traffic to your homepage, you're not only diluting your message, you're contaminating your data. How will you know if that campaign was effective if visitors are mixed in with organic traffic, direct visitors, and everyone else landing on your homepage?

The solution is simple:

• Create dedicated landing pages for each campaign, offer, or audience segment (you just don’t want too many!)
• Remove distractions like full navigation, unnecessary links, and competing calls to action
• Focus on a singular goal that's aligned with your campaign objective

Quick Fix: Even if resources are tight, create a simplified version of your homepage with navigation removed and a clear focus on your campaign's specific offer. It'll perform substantially better than your homepage, while giving you clean data to measure campaign effectiveness.

2. Your Messaging Doesn't Match Visitor Intent

By the time someone gets to your landing page, they already have an expectation of what they’ll find.

If it’s not what they wanted, chances are pretty high they’re not going to stick around much longer than a few seconds.

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Many landing pages fail not because the offer is bad, but because the messaging doesn’t align with what the visitor expected. 

If your ad said, “Get a free security audit,” and your landing page pushes a paid consultation, they’re going to leave without converting. And probably not trust any other offer you make in the future.

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But there are simple steps you can take to build trust and improve your landing page conversion:

• Mirror the Original Copy: Your headline should closely match the language used in the ad that brought them there. This creates a recognizable experience and reassures the visitor they’re in the right place.
• Maintain Visual Consistency: Colors, fonts, and imagery should be consistent between the ad and the landing page. A sudden design shift can confuse visitors and make them second-guess the legitimacy of your offer.
• Have a Clear Next Step: Does the visitor know exactly what they’re supposed to do next? Make the CTA obvious and aligned with their original intent.

Quick Fix: Double check the promise you initially made. Does your landing page reinforce that? If you’re introducing something new, remove it ASAP. 

3. You’re Using Too Much Text

Your buyers don't read. They scan. When they land on your page and see massive walls of text, they're likely to bounce.

"About 95% of landing pages were just buzzword stuffed," Tas observed after reviewing dozens of B2B landing pages. "Seamless, AI-led, revolutionize, driving revenue. If I bought everything from those landing pages, I'd be the richest person on earth."

The problem isn't just quantity – it's quality. Technical jargon, corporate buzzwords, and complex sentences make your content boring to even the most interested prospect.

Instead, structure your content to be consumed by busy, distracted people: 

• Headline: Keep it short, clear, and benefit-driven. Aim for 3-5 words that instantly show value.
• Subhead: Add clarity without fluff. Support the headline with a single sentence that elaborates on the main benefit.
• Bullets & Icons: Call out key takeaways and make scanning easy. Group features into thematic buckets rather than listing everything.
• Whitespace: Let the content breathe. White space isn't wasted space – it's essential for readability.

Quick Fix: Use the 3-second rule. If someone can't tell what you do and why it matters in three seconds, revise it. Remove any jargon, cut sentences in half, and ruthlessly eliminate buzzwords that don't add meaning. Shoot for writing at no higher than an 8th-grade reading level.

4. You Have Competing CTAs

We face about 10,000 decisions a day. So when visitors come to your landing page and see multiple CTAs (even if they all lead to the same place) you’re adding another decision to their plates.

Then, they start to stress that they might not choose the right CTA. 

The solution is simple:

• Make one primary CTA stand out visually
• Use specific language that clearly communicates what will happen next
• If necessary, include a softer secondary CTA that visually doesn't compete
• Maintain consistent CTA language throughout the page

So pick one, test it out and try other variations down the line.

Quick Fix: If you have multiple buttons in the hero, you have a problem. Remove distractions and make the primary action you want people to take unmistakable. Use specific language like "Schedule a 15-Minute Demo" rather than vague phrases like "Learn More."

5. You Need To Build More Trust

If your brand isn't a household name, credibility is everything. Badges, testimonials, and data-backed proof are non-negotiable.

But having testimonials isn't enough. By interviewing technical buyers, Tas found that many don't believe testimonials are real. So what would convince them otherwise? Turns out including their LinkedIn profile is all it takes.

The credibility gap grows even wider when your testimonials are generic. "Great product, love them, great team" doesn't tell visitors anything. Specific testimonials that highlight results are way more powerful.

To build trust effectively:

• Show well-known customer logos (but only if they're actually customers)
• Include powerful testimonials that specifically mention problems solved and results achieved (bonus if they quantify results)
• Link to real people when possible to verify testimonials come from actual customers
• Use social proof metrics: "Used by 500+ IT leaders" or "97% customer retention rate"
• Showcase industry awards or certifications relevant to your audience

Quick Fix: No social proof above the fold? Fix it now. And don't hide your best testimonials behind case study links – pull out the most compelling quotes and feature them prominently throughout your page.

6. Your Form is at the Top of the Page

Imagine if someone asked you to marry them before you ever met. Hard pass.

Yet this is exactly what most B2B landing pages do by having a form at the top of the page before visitors have any idea if the product solves their problem.

By immediately asking for contact information, you're asking visitors to give up their 2 most valuable pieces of leverage:

1. Their personal information
2. Their time (since submitting the form means sales follow-up)

But before they’ll even begin to consider parting with either, they need to understand:

• What specific problem you solve
• How you solve it differently than alternatives
• Evidence that your solution works
• What will happen after they submit the form

"Put the form all the way at the bottom," Bober advises, "and what you want to do in the bottom is set the expectation for what happens next. Someone will contact you within 24 hours. We'll have a quick discovery call. It'll be 30 minutes."

Instead, Tas recommends having your form all the way at the bottom. “And what you want to do at the bottom is set the expectation for what happens next. Someone will contact you within 24 hours. We'll have a quick discovery call. It'll be 30 minutes."

Quick Fix: Move your form lower on the page where it follows a logical information sequence. If you're worried about losing conversions, add anchor links from your CTA buttons at the top to smoothly scroll visitors to the form when they're ready to convert.

7. You’re Missing An FAQ Section

Most B2B marketers treat the FAQ section as an afterthought – if they include one at all. Yet data shows these sections might be the most valuable real estate on your landing page.

"Seventeen percent of all clicks on the page were just in the FAQs," Tas found after analyzing heat map data across numerous landing pages. "People just jump there."

Why? Because FAQs often provide what the rest of your landing page doesn't: clear, straightforward information without the marketing fluff.

An effective FAQ section serves multiple purposes:

• Answers objections before they become conversion barriers
• Provides specific details that would clutter your main copy
• Delivers clarity about aspects of your offer that might be confusing
• Creates scannable content for visitors who want quick answers
• Gives you information about what questions matter most to your audience

When creating your FAQ section:

• Focus on genuine questions prospects ask during sales calls
• Include features that don't warrant a full section but still matter
• Answer pricing and process questions honestly
• Keep answers brief and direct
• Use 5-7 questions for optimal engagement

Quick Fix: Don't have an FAQ section? Create one immediately using the top 5 questions your sales team hears on discovery calls. Use heat mapping tools to track which questions get the most attention – these insights will help refine your entire page's messaging.

8. You Need A Better User Experience

First impressions really matter. Your visitors’ initial experience sets the tone for the entire relationship. 

When you’re trying to win someone over, you bring the absolute best version of yourself. Make sure your landing pages are doing the same.

Focus on:

• Page load speed: There’s nothing more frustrating than being sent directly to a slow landing page. A clunky, slow-loading page signals that your product might be equally difficult to use.
• Accessibility: Simple issues like poor color contrast can make your page unusable for up to 25% of internet users – and potentially result in legal problems.
• Mobile optimization: B2B buyers discover brands on mobile but convert on desktop. So if your page is a nightmare on mobile, you've already lost them.
• Visual hierarchy: Guide visitors' attention by using proper heading sizes, whitespace, and visual cues that make content scannable at a glance.

Quick Fix: Open your landing page on your phone. If you have to pinch and zoom, it's time to redesign. Then run your page through tools like Google's PageSpeed Insights and an accessibility checker like WAVE or accessiBe to identify critical issues that are costing you conversions.

The Bottom Line

Landing pages are the workhorses of your marketing strategy. They bridge the gap between initial interest and meaningful engagement. But even small missteps can significantly impact your conversion rates.

The good news? Most of these issues are relatively simple to fix. You don't need a complete redesign or massive investment to see improvement. Start by tackling one problem at a time:

1. Create dedicated landing pages instead of sending traffic to your homepage
2. Align your copy with visitor expectations
3. Simplify your text and eliminate jargon
4. Consolidate to one clear CTA
5. Add compelling social proof
6. Move your form below your value proposition
7. Create a helpful FAQ section
8. Fix basic user experience issues

I promise you’ll be surprised by how quickly small changes can lead to significant conversion gains.

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