If your B2B landing pages aren’t converting, you’re likely focusing on the wrong thing: your solution. Specifically, while you’re busy explaining features and capabilities, prospects are asking themselves, “Do they understand my problem?”
Instead, make your landing pages reflect your prospects’ world by calling out the pain they’re trying to solve. When you acknowledge their challenges, you build an instant connection. More importantly, prospects will trust you to fix those problems.
Use the five-point checklist below to help you evaluate whether your landing pages speak to prospects’ pain:
1. Are your headlines about them?
Headlines create your first impression on landing pages. If they don’t address prospects’ problems, they’ll leave. Look at these examples:
Deliver More Parts With Precision CNC Systems
Cut Production Time by 40% Without Sacrificing Quality
Connect With Top C-Suite Talent in Your Industry Build Your Executive Team in 3 Months – Before Your Competition
Streamline Global Shipping With a Single Network Ship to 170 Countries Without Managing Multiple Vendors
Strong headlines focus on customer outcomes – not features. Furthermore, they must be specific to show clear value. Avoid vague claims or generic benefits. Show that you know exactly what keeps your prospects up at night and how you help them fix it.
2. Are you telling their stories?
Too often, B2B content reads like a company brochure from back in the day:
“At XYZ Manufacturing, we pride ourselves on being the best-in-class leader in the industrial sector. Our state-of-the art facilities and cutting-edge technology enable us to deliver unparalleled value to our customers. For over 50 years, we’ve consistently exceeded expectations by leveraging our proprietary processes and strategic capabilities.”
Don’t do this on your B2B landing pages. Instead, make your prospects the heroes. Here’s an example of what you could write:
“Tired of production delays eating into your margins? You’re not alone. Plant managers like you are under constant pressure to boost output while maintaining quality. When supply chain issues or equipment problems hit, you’re the one who has to explain deadlines to customers.”
See the difference? The second example puts prospects center stage, specifies their challenges and acknowledges the pressures they face. Make your landing pages about their stories – not yours.
3. Does your proof tie to their goals?
Proof points are only effective if they relate to customer results. Therefore, your B2B landing pages should contain statistics that highlight meaningful customer successes. Additionally, include testimonials that focus on specific customer problems.
Think of proof as reassurance. Even short, clear statements – like a statistic showing time saved or a brief story of a prospect’s challenge you solved – will build trust and boost conversions.
Here are examples of stats that miss the mark versus stats that matter:
100 access points installed 100% increase in uptime
150 safety protocols implemented 0 workplace incidents in 12 months
1,000 global shipping partners $250K saved in annual shipping costs
Next, review examples of testimonials that fail versus testimonials that convince:
“ABC Solutions is a great partner. Their team is responsive and professional. We recommend their services.” “We were losing $50,000 monthly on late deliveries. Within 60 days of working with ABC Solutions, our on-time rate increased to 98% from 82%.”
“Working with QC Partners has been an excellent experience. Their attention to detail is outstanding.” “We cut defect rates by 40 percent in three months by working with QC Partners. That’s $2 million in saved production costs and zero customer returns since implementation.”
“The consultants at XYZ Group are fantastic. They really know their stuff and are a pleasure to work with.” “Our teams were stuck in silos, missing deadlines and pointing fingers. XYZ Group helped us rebuild our processes. Now, we finish projects on time and under budget.”
4. Are you tackling objections up front?
Visitors arrive on your B2B landing pages with questions and doubts. Consequently, if you don’t acknowledge these concerns, they’ll assume your solution isn’t the right fit and move on. By anticipating common objections, you demonstrate understanding and build credibility.
For example, compare the difference between vague reassurances that are about you and objection-focused copy that’s about them:
❌ Our services are cost-effective and reliable.
✅ Implementation takes only 30 days, and our team handles every step. As a result, your business won’t experience downtime.
❌ We have extensive industry experience.
✅ More than 90% of clients achieve measurable cost savings within three months, even in complex manufacturing environments.
❌ Our platform is secure and compliant.
✅ Your sensitive data will be protected without slowing down operations or adding extra steps for your team.
When you address objections up front, you remove friction and give prospects confidence to act.
5. Is your call to action (CTA) the next logical step?
A call to action is more than just a button – it’s a solution to your prospects’ problem. On B2B landing pages, generic CTAs like “Learn More” or “Contact Us” fall flat because there’s no payoff for clicking. If I’m a CEO dealing with high turnover or a plant manager fighting equipment downtime, I don’t want a brochure or a sales pitch. I want to know exactly what I’ll get and how it will move me closer to my goal.
An effective CTA should:
- Offer clear value
- Promise specific help
- Feel low-risk
- Match your prospects’ urgency
Test each landing page CTA by asking, “Would someone with this problem click this?” If not, clarify the benefits and make the value unmistakable.
Time to evaluate your B2B landing pages
Take a fresh look at your landing pages this week and try improving them by tweaking headlines, sharpening your CTAs or adding proof that matters. Small changes that center on your prospects’ problems can drive big gains in engagement and conversions. Show that your understand their world, and your landing pages will start doing the selling for you.