Key takeaways
- A landing page has one audience, one message and one call to action.
- It should repeat the promise of the ad or email that sent the visitor.
- Short forms and clear proof matter more than design flourishes.
How is a landing page different from a homepage
A landing page serves one visitor arriving for one reason, while a homepage serves everyone and points them in many directions. The homepage has full navigation and introduces the whole company; a landing page often removes the menu so the visitor's only choices are to act or leave.
That focus is why campaigns link to landing pages rather than the homepage. A visitor who clicked an ad about a payroll guide should land on the payroll guide, not on a page about everything you do.
What should a B2B landing page include
A B2B landing page should include a headline that matches the source, a short explanation of the value, proof and one clear action. Everything else is optional.
- A headline that repeats the promise of the ad or email.
- Two or three points on what the visitor gets and why it helps.
- Proof such as a customer quote or a certification you hold.
- One call to action, repeated lower down on long pages.
- A form that asks only for what you need now.
What are common types of landing page
The common types of landing page are named after the action they ask for. B2B teams use a handful again and again.
- Demo or meeting request pages.
- Content download pages for guides, reports and templates.
- Event and webinar registration pages.
- Sign-up pages for a free account or trial.
- Campaign pages for one segment, such as a single industry or role.
How do outbound emails and ads use landing pages
Outbound emails and ads use landing pages to give the reader somewhere specific to go when the message is too short to say everything. The page picks up exactly where the email or ad left off.
This is called message match. If an email to finance leaders mentions month-end close, the link should open a page about month-end close for finance leaders, with the same words in its headline.
What mistakes make landing pages underperform
Most landing pages underperform because they try to do too much. Several calls to action, a long form and a headline that does not match the ad all give the visitor reasons to leave.
- Sending every campaign to one generic page.
- Asking for phone number, company size and budget on a guide download.
- Slow pages on mobile.
- No test of headline or form changes over time.
Where Pebbles Ai fits
- CapabilityOutreach contentPebbles Ai does not build, host or test landing pages. Outreach content writes the email and LinkedIn campaigns that send readers to one, with a personality for each piece; LinkedIn messages are drafted for you to send yourself.
- FoundationCompany IntelCompany Intel's brand voice is built partly from your own website, which gives the assistants your wording to start from and makes message match between an email and its page easier to keep.
Common questions
How long should a landing page be?
As long as the decision needs. A guide download can be short; a demo request for a complex product usually needs more explanation and proof before people act.
Should a landing page have a navigation menu?
Usually not. Removing the menu keeps attention on the one action, though some teams keep a minimal header so visitors can still find the company's main site.
Does each campaign need its own landing page?
Each distinct audience or offer should have one. Campaigns that share the same audience and offer can share a page.
About this page. Written by the Pebbles Ai team for people who run sales, marketing and growth. Last updated .
