7 Essential Landing Page Elements for B2B SaaS Conversion

1. Clear Headline: Grab attention and communicate value in seconds.

2. Supporting Subheader: Expand on the headline with specific benefits.

3. Customer Proof Points: Build trust with logos, testimonials, and results.

4. Benefits-Focused Copy: Highlight how your solution solves user problems.

5. Optimized Forms: Simplify forms to reduce friction and boost submissions.

6. Action-Driven CTAs: Use clear, benefit-focused button text like "Start Your Free Trial."

7. Mobile-Friendly Design: Ensure fast loading, easy navigation, and responsiveness.

Why it matters: These elements work together to reduce distractions, guide users, and increase conversions. For example, adding videos can boost conversions by 86%, while mobile optimization can improve conversion rates by 64%.

Focus on these essentials, test regularly, and track metrics like conversion rates and bounce rates to keep improving. Now, let’s break each element down with actionable tips.

Key Landing Page Components

A successful landing page combines seven key elements: a clear headline, a supporting subheader, customer proof points, a strong benefits statement, optimized forms, action-driven CTAs, and a mobile-friendly design. Together, these elements capture attention, establish credibility, and guide visitors toward taking action.

Including videos on landing pages can boost conversions by 86% [1]. Here's how each component plays its part: the headline grabs attention, the subheader provides context, proof points build trust, benefits highlight the value, streamlined forms reduce barriers, CTAs encourage action, and mobile-friendly layouts ensure easy access on any device. When these elements are aligned, they create a smooth, distraction-free experience that leads users to convert.

Next, we’ll dive into each element with examples and actionable tips.

1. Direct Main Headline

Your headline is the first thing visitors see - and it can make or break your B2B funnel. It’s responsible for about 70% of your page’s impact, deciding whether people stay or bounce [2].

To grab attention, use language that directly addresses decision-makers’ challenges. For instance:

"See how 30+ Fortune 500 companies reduced invoice processing touchpoints from 10 to 1 and increased no-touch throughput by 75%" [2]

This approach works better than vague claims because it includes specific metrics and builds trust with social proof.

SaaS expert Alex Garcia emphasizes, "80% of your website visitors will never make it past your headline" [3]. To create a headline that converts, focus on these key elements:

• Use terminology familiar to your B2B audience

• Include measurable results or a clear timeframe

• Emphasize business benefits like cost savings or improved efficiency

• Speak directly to your target audience

• Provide specific outcomes

• Briefly explain how you achieve these results

Don’t stop at one idea - draft 3–5 headline variations that focus on different angles like cost savings, efficiency, or competitive advantage. Then test them to find the one that’s the clearest and most compelling.

Once your headline is locked in, refine your subheader to back up its promise.

2. Supporting Subheader

Your subheader expands on the headline, addressing the challenges your audience faces and the results your solution can provide.

Key points to keep in mind:

• Highlight the transformation: Clearly show the shift from the audience's current struggles to the improved state your solution offers.

• Focus on outcomes: Concentrate on the benefits and results, rather than just listing product features.

Up next, we’ll look at how customer success stories can strengthen trust and confidence.

3. Customer Proof Points

Showcase awards, certifications, and client logos to demonstrate your expertise and build trust with B2B audiences.

For example, Tally.so highlights logos from companies like Notion, Rakuten, and Glovo - indicating that over 120,000 teams rely on its service [5]. Use this trust factor to create a clear statement that emphasizes the benefits of your solution.

4. Clear Benefits Statement

Highlight how your solution changes the game for users. Instead of listing features, focus on how it solves problems - like cutting down on repetitive tasks so teams can spend more time on meaningful work.

Organize your benefits by emphasizing results, addressing common frustrations, and using specific numbers when possible [4][6]. For example, replace "Manual data entry" with "Tired of losing hours to spreadsheets?" or swap "Save time" with "Let your team focus on big-picture projects."

Finally, fine-tune your form design to turn this interest into qualified leads.

5. High-Converting Forms

Your form design plays a huge role in driving conversions. Stick to single-column layouts for shorter forms, and for longer ones, use two-step or multi-step formats. Features like autofill, replacing dropdowns with radio buttons, and hiding extra fields behind toggles can increase completion rates by as much as 1,300%.

Tips for Field Labels and Layout

• Place labels directly above input fields for better clarity

• Match the field width to the expected length of the answer

• Use a red asterisk to indicate required fields

• Opt for clear, descriptive labels instead of vague or generic ones

Ways to Boost Engagement

• Break up long forms into multi-step processes with progress indicators

• Add microcopy to explain why you’re asking for certain details

• Address common objections with click triggers

• Include testimonials or recognizable logos near the form for added trust

"I started with the same mentality that most people have, that fewer form fields perform better. From a conversion standpoint, this is still true. But you'd be surprised at how adding a few more fields can impact results." - Oli Gardner, CEO and Founder, Unbounce [7]

Make sure to test your forms on different devices. Tools like Hotjar and MouseFlow can highlight where users drop off, helping you fine-tune field order, the number of steps, and the wording. The goal is to strike a balance between gathering the information you need and keeping the process smooth for users.

With your forms ready to perform, the next step is to focus on crafting CTAs that drive action and complement your form design.

6. Results-Focused CTAs

With your optimized forms ready to go, it’s time to focus on action-driven CTAs that encourage visitors to take the next step.

Where to Place CTAs

Place your main CTA in key areas of your landing page to maximize visibility and impact. Ideal spots include:

• Hero section (above the fold)

• After key benefit highlights

• At logical decision-making points

Use contrasting colors and plenty of whitespace to make your CTAs stand out without overwhelming the design. The idea is to guide users naturally through your page toward the desired action.

Crafting Effective Button Text

Your button text should reflect what users gain, not just what they do. Swap out generic phrases for action-focused, benefit-driven alternatives:

• Replace "Submit" with "Start Your Free Trial"

• Replace "Sign Up" with "Create Your Dashboard"

• Replace "Contact Us" with "Join Your Demo"

• Replace "Download" with "Get Your ROI Calculator"

These small tweaks can make a big difference in how users perceive and interact with your CTAs.

Fine-Tuning Through Testing

Run A/B tests to tweak and improve your CTA performance. Focus on one variable at a time - such as tone, urgency, or value proposition. For instance, one test saw a 104% increase in conversions just by refining the CTA copy [8].

Design Tips for CTA Buttons

A well-designed CTA button can make all the difference. Keep these design principles in mind:

• Use contrasting colors to grab attention

• Add ample whitespace to avoid visual clutter

• Maintain consistent styling across your site

• Ensure mobile responsiveness

• Include hover effects for interactivity

With your CTAs optimized, you're one step closer to maximizing conversions. Next, let’s dive into how mobile-first design can further boost your landing page performance.

7. Mobile-First Design Layout

Once you've fine-tuned your CTAs, make sure they work just as effectively on mobile devices. With mobile accounting for 57% of e-commerce traffic, your streamlined forms and action-driven CTAs need to work seamlessly on smaller screens to boost conversions [9].

Key Principles for Mobile Design

Design your landing page with a single-column layout that emphasizes the most important information first [9]. Studies show that optimized smartphone experiences can lead to conversion rates 64% higher than on desktops [9]. Focus on these elements to make your mobile design user-friendly:

• Sticky headers or footers for easy navigation.

• Concise, scannable copy to keep attention.

• Tappable buttons and spaced-out links for effortless interaction.

• Compressed images to improve loading speed.

Speed Up Load Times

Quick-loading pages keep users engaged and make your CTAs more effective. Here’s why speed matters: a one-second delay can reduce conversions by 7%, 47% of users expect pages to load in under two seconds, and 40% will leave if it takes longer than three seconds [9].

Steps to improve load speed:

• Minimize file sizes and reduce HTTP requests.

• Compress images before uploading them.

• Test performance on different networks, including Wi-Fi, 4G LTE, and 3G.

• Use Google's free mobile-friendly test to identify potential problems.

Writing Copy for Mobile Screens

Make your content clear and engaging for mobile users [9]:

• Write short, focused paragraphs with easy-to-read fonts.

• Use bullet points to highlight key benefits.

• Add click-to-call buttons for immediate contact.

• Delay pop-ups and provide a clear way to close them.

Test and Refine Mobile Layouts

A/B testing can help you identify the best-performing elements for mobile users. Test different variations of:

• Button size and placement.

• Form field order and design.

• Content structure and hierarchy.

Quick Tips for Better Results

Keep testing and refining to improve your landing page's performance. Regular tests on elements like headlines, CTAs, and forms can significantly boost conversion rates. Interestingly, only 2 out of 5 founders know their current conversion rate[11].

Track Key Metrics

Use analytics to understand how your landing page is performing. Focus on these metrics:

• Conversion Rate: Measures how many visitors become leads or customers.

• Click-Through Rate (CTR): Shows how appealing your headlines and CTAs are.

• Time on Page: Indicates how engaging and relevant your content is.

• Bounce Rate: Highlights potential issues with user experience.

Use A/B Testing Wisely

Experiment with different headlines and subheaders to see what resonates. For instance, Andrew Case of NoonBrew boosted revenue per session by 72% by adding "Buy Now" product cards that skipped an upgrade step[10].

Focus on High-Impact Elements

Here are some areas to prioritize in your tests:

• Headlines: Test different value propositions (can increase conversions by up to 40%).

• CTAs: Experiment with button text, colors, and placement.

• Social Proof: Adjust placement, type, and quantity (only 40% of pages show proof above the fold).

• Forms: Try different field orders, lengths, and layouts.

Collect User Feedback

Use tools like Hotjar or GetSiteControl to run exit-intent surveys. These can help you understand why visitors leave and whether your copy and proof points are effective[11].

Make Data-Driven Changes

Analyze your data to pinpoint:

• Where users drop off in your conversion funnel.

• Which traffic sources bring the best results.

• Key behavior patterns of your visitors.

• Performance differences between mobile and desktop users.

Be cautious with small sample sizes - they can lead to inaccurate conclusions[10].

Plan Your Tests with a Calendar

• Set clear goals for each test.

• Record baseline metrics before making changes.

• Run tests long enough (at least two weeks recommended).

• Thoroughly analyze results to gain insights.

• Plan your next test based on what you've learned.

A consistent testing approach helps you better understand your audience and adjust to their preferences over time[10].

In the following section, we’ll explore form design strategies that align with these testing methods.

Form Design Options

Using insights from A/B tests, you can experiment with different form layouts - single-column, double-column, and multi-step - to align with your lead generation goals. Each layout has a unique impact on conversion rates.

Single vs. Double-Column Forms

For shorter forms (8 fields or fewer), single-column layouts tend to perform better by encouraging higher completion rates. However, for longer forms, double-column layouts can help reduce user fatigue and improve conversions by as much as 57% [7].

Multi-Step Forms for Complex Needs

When gathering more detailed information, multi-step forms keep users engaged. For example, a KlientBoost client saw a dramatic improvement by switching to a two-step form: their conversion rate jumped from 1% to nearly 20%, cost per acquisition dropped from over $800 to just $35, and monthly conversions increased from 6 to 135 [7].

Strategic Field Placement

The number of fields in your form significantly affects conversion rates:

• Forms with 4–6 fields convert at 51%.

• Forms with 1–3 fields convert at 41%.

• Forms with 7 or more fields drop to 30.6%.

Additionally, static forms typically convert at 45.5%, while modal forms average just 26% [12].

Mobile-First Optimization

To improve the experience for mobile users, consider these tips:

• Use HTML5 input types like email, tel, and number.

• Enable browser autofill for faster form completion.

• Design touch-friendly inputs.

• Take advantage of device features like cameras or geolocation [13].

Advanced Form Techniques

Hiding forms behind call-to-actions (CTAs) can significantly boost conversions. For example:

• Aweber achieved a 1,375% increase with popup forms.

• HubSpot improved conversions by 0.4% by using a dedicated opt-in page [7].

Form Validation Best Practices

Inline validation provides instant feedback as users fill out forms, creating a smoother experience. Avoid overly strict rules that might frustrate users. Instead of traditional CAPTCHAs, use hidden fields to block spam while maintaining ease of use [13].

Conclusion

Applying these seven elements effectively can lead to measurable growth for B2B SaaS companies.

Roll Out in Phases
Start with the basics: headline, value proposition, social proof, and simplifying forms. Focus on the elements that directly influence your top conversion priorities.

Test and Adjust
Run tests one change at a time. This approach helps you pinpoint which adjustments actually make a difference.

Key Steps to Implement:

• Review your current landing page with these seven elements in mind.

• Identify areas with the most potential for improvement.

• Make updates in a systematic way.

• Track performance metrics and collect user feedback.

• Use the data to refine and improve further.

Keep these seven elements as your guide for each step.

Optimization is an ongoing process. As your audience and market shift, keep refining and testing. Staying focused on these core elements will help you build a landing page that consistently delivers results for your B2B SaaS business.