B2B Landing Page Examples, Broken Down by Page Type

Most collections of B2B landing page examples are galleries of screenshots: pretty pages, a sentence of praise each, and no way to tell which of them would work for your offer. The examples below are organised the other way round. Each one is a page type a B2B team actually builds, a demo request page, a webinar page, a gated report, an account-specific ABM page, a comparison page, a free tool, a pricing-led page and an event page, broken down into headline, subhead, proof, form and CTA, with the reasoning behind each choice.

Every example here is an illustrative example: the companies and copy are invented so we can show the full structure without guessing at someone else's results. Use them as blueprints. The structure transfers to SaaS landing pages, services firms and industrial B2B with small changes, and we note those where they matter. For SaaS sites specifically, pair these with website personalization for SaaS.

What Is a B2B Landing Page?

A B2B landing page is a standalone page built for one campaign or traffic source, with one job: getting a business buyer to take a single next step, such as booking a demo, registering for a webinar or downloading a report. It differs from a B2C landing page in three ways. The conversion is usually a conversation or a content exchange rather than a purchase. The visitor is often one of several people evaluating the purchase, so the page has to make sense to a user, a manager and sometimes IT. And the lead it produces is routed to sales, so the form carries one or two qualifying fields that a consumer page would never ask for.

That last point shapes everything below. A B2B landing page is judged on the quality of the pipeline it creates, not just on its conversion rate. For example, a page that converts at 8% but sends sales a stream of students and competitors is worse than one that converts at 4% with qualified buyers.

Our Position: Copy the Structure, Not the Page

Landing page galleries encourage a specific mistake: picking the page you like the look of and rebuilding it for your offer. The page you admired was built for its traffic. A demo page that works for a self-serve product with a short sales cycle will underperform for a six-figure deal with a buying committee, however good it looks.

We think the useful unit is the page type, not the page. The type is decided by what the visitor came for (which keyword, ad or email sent them) and what you want them to do next. Pick the type first, then the structure follows. Visual design is the last decision, not the first. If you are not yet sure whether a campaign needs a dedicated page at all, our comparison of a landing page vs homepage covers that choice. Once you have picked the type, capture the audience, promise and objections in a landing page brief before writing.

The examples below are all web-conversion pages. If the goal is an install rather than a form fill, the page has different jobs (store badges, deep links, a QR code for desktop visitors); see our breakdown of mobile app landing page examples for that page type.

The Anatomy We Use for Every Example

• Headline: repeats the promise that brought the visitor here.
• Subhead: says who it is for and what changes for them.
• Proof: the single most credible piece of evidence for this audience. A customer name, a screenshot, a number with a source.
• Form or CTA: only the fields this offer needs, plus one line on what happens next.
• Below the fold: answers to the objections that stop this visitor converting.

1. Demo Request Landing Page

Illustrative example: a B2B scheduling tool, traffic from a "meeting scheduling software for sales teams" search ad.

• Headline: "Book more first meetings without the email back-and-forth"
• Subhead: "For sales teams that run inbound and outbound meetings across time zones. See the routing and round robin rules in a 20-minute demo."
• Proof: a screenshot of the booking page a prospect sees, plus two customer logos from the same industry as the ad group.
• Form: work email, company, team size (dropdown), "What do you want to see?" (optional). Four fields.
• CTA: "See it on a 20-minute call". Under the button: "Pick a time on the next screen. No sales sequence before the call."

The length of the demo and the next step are spelled out, which removes the main fear of demo forms (an unknown sales process). Team size is the one qualifying field, used to route the lead. Routing speed matters more than most teams think: our post on speed to lead covers what happens when demo requests wait.

For comparison, a typical "before" version: headline "The all-in-one platform for revenue teams", nine form fields including phone and job title, CTA "Submit". After: the version above. The before page asks the visitor to work out relevance and accept an unknown process; the after page answers both questions on the first screen.

2. Webinar Landing Page

Illustrative example: a live session on "Pipeline forecasting for Series B SaaS", promoted by email and LinkedIn.

• Headline: "Forecast pipeline you can defend at the board meeting"
• Subhead: date, time with time zone, length ("Thursday 6 November, 16:00 CET, 45 minutes") and "Recording sent to everyone who registers".
• Proof: speakers with name, role and one line on why they are worth 45 minutes. Three bullet points on what attendees will leave with.
• Form: name, work email, company. Three fields.
• CTA: "Save my seat"

The line "Recording sent to everyone who registers" captures the people who cannot attend live but still want the content. The agenda is written as outcomes, not topics. For webinar landing pages the speaker block is the proof, so it sits next to the form rather than at the bottom.

Webinar landing page checklist

• Date, time and time zone in the first screen, plus a line converting it for your second-biggest region ("16:00 CET / 10:00 ET").
• An add-to-calendar link on the confirmation page, not only in the email. A calendar entry reminds people on the day; the confirmation email is buried by then.
• Three outcome bullets written as what attendees will be able to do, not the topics covered.
• Speaker photos, names and roles beside the form.
• A recording promise for people who cannot attend live.
• An on-demand version after the event. Change the headline to "Watch the recording", keep the same URL so links and rankings carry over, and cut the form to email only. Many webinar pages are abandoned the day after the event, while an on-demand version can keep collecting registrations for months.

For a series, give each session its own landing page rather than one page with a dropdown. Each page can then match the email or ad that promoted that specific topic. Speaker clips and recordings are covered in our guide to B2B video marketing.

3. Gated Report or Ebook Landing Page

Illustrative example: an annual benchmark report for procurement teams.

• Headline: "How procurement teams in manufacturing set supplier payment terms"
• Subhead: one sentence on method: who was surveyed or what data was analysed, and when.
• Proof: the table of contents and one chart from inside the report, shown in full.
• Form: work email and company size. Two fields.
• CTA: "Get the report". Under the button: "The PDF opens on the next page. We also email you a copy."

Showing a real chart from the report proves it contains something worth an email address. A method line answers the question a careful reader asks first. No phone field: asking for a phone number to download a PDF is the fastest way to collect fake numbers.

Landing page for an ebook

An ebook landing page follows the same structure, with one difference: an ebook is usually a guide rather than research, so there is no method line to build trust. The preview has to do that work instead. Show the table of contents with page counts, and one full spread from the inside (a checklist, a framework diagram or a worked example), so the visitor can judge whether it is a real guide or a padded blog post with a cover.

• Headline: the outcome, not the title of the ebook. "Plan a quarter of LinkedIn ads on a five-figure budget" beats "The Ultimate LinkedIn Ads Guide".
• Cover image: fine as a recognisable visual, but never the only visual. A cover proves nothing.
• Who it is for: one line, so the wrong audience self-selects out.
• Form: work email plus at most one qualifier. Ebook downloaders are early in their research; route them to nurture, not to a sales call.

A variant worth testing is the ungated version: the full report as a web page with an optional PDF download behind the form. Visitors who download are fewer but more interested, and the web page can rank in search.

4. Account-Specific ABM Landing Page

Illustrative example: a security software vendor targeting a named list of regional banks.

• Headline: "Security monitoring built for regional banks' audit cycles"
• Subhead: "Evidence packs for your examiners, generated from the same data your SOC uses."
• Proof: a banking customer story, the relevant compliance frameworks named, and a screenshot of the audit export.
• Form or CTA: a direct calendar link to the named account executive for that region, with their photo. No form.
• CTA: "Talk to Anna, who covers banks in your region" (with the real first name of the account executive for that region)

For a short list of high-value accounts, the goal is a conversation, so the form is replaced with a person. The page is per segment (regional banks), not per company, which keeps it maintainable. One-to-one pages with the prospect's logo can work for a handful of strategic accounts, but they are expensive to build and can feel intrusive if the prospect did not expect them. More programmes by tier are in our post on account-based marketing examples.

5. Comparison or Alternative Landing Page

Illustrative example: a reporting tool, traffic from searches for alternatives to a named competitor.

• Headline: "Looking for an alternative to your current reporting tool with per-seat pricing?", with the competitor named in the live headline
• Subhead: names the two or three reasons people switch, honestly, and who should stay with the competitor.
• Proof: a comparison table with sourced, dated facts (pricing model, integrations, hosting regions). A migration guide link.
• Form: work email, company, current tool (prefilled with the competitor's name).
• CTA: "See a migration plan for your account"

Visitors on comparison searches are close to a decision and are checking for bias. Saying who should stay with the competitor buys credibility for the rest of the table. Keep the table factual and dated, because outdated claims about a competitor do more damage than a missing row. These searches sit high on the intent ladder described in our guide to buyer intent keywords.

6. Free Tool or Calculator Landing Page

Illustrative example: a payroll cost calculator from an HR software company.

• Headline: "Payroll cost calculator for teams hiring in more than one country"
• Subhead: what the calculator includes and what it leaves out.
• Proof: the calculator itself, working above the fold. Assumptions listed under it with sources.
• Form: none to use the tool. An optional "Email me this breakdown" with one field after the result.
• CTA: after the result: "See how our platform runs this payroll for you", using the product name

The value comes first and the ask comes after, at the moment the visitor has a number they care about. Gating the result behind a form turns a tool people share into a form people abandon.

7. Pricing-Led Landing Page

Illustrative example: a SaaS landing page for "category plus pricing" searches, here "project management software pricing".

• Headline: "Project management software pricing: what you pay at 10, 50 and 200 users"
• Subhead: what is included in every plan and what costs extra.
• Proof: three worked price examples and a list of what is not charged for (setup, support tier, integrations).
• Form or CTA: "Get a quote for your team" with work email and team size, plus a self-serve signup link for small teams.

Visitors searching pricing want a number. Pages that hide all prices behind "Contact us" send this traffic back to the search results. Even when enterprise prices are custom, worked examples for common sizes answer the real question: "is this in our budget range?" For live versions from Slack, Linear, Jira, Figma and others, see our SaaS pricing page examples.

8. Event Landing Page

Illustrative example: a vendor's booth and side-dinner at an industry trade show.

• Headline: "Meet us at the show, booth 214, 12 to 14 November", with the event's name in place of "the show"
• Subhead: the reason to stop by: a live demo of a new feature, or a dinner for a specific audience.
• Proof: who will be at the booth, by name and role.
• Form: name, work email, company, and a time-slot picker for a booth meeting.
• CTA: "Book a 15-minute slot at the booth"

Most event pages just announce attendance. Booking a specific slot turns a vague "see you there" into a meeting on two calendars.

Which Example Fits Your Traffic

Landing Page Wireframes for Each Type

Before writing copy or opening a page builder, sketch the page as grey boxes in order. A landing page wireframe forces the team to agree on what goes where, and how much space each element gets, before anyone argues about colours. It also makes missing elements obvious: if there is no box for proof next to the form, there will be no proof next to the form.

Here are the wireframes for three of the types above, top to bottom. On desktop, items marked "beside" sit in a two-column layout; on mobile they stack in the order shown.

Three rules hold across all of them. The form appears in the first screen on desktop. Main site navigation is removed or reduced, so the page has one exit. And the repeat CTA at the bottom goes back to the same form rather than to a different offer. Wireframe in whatever is fastest: paper, a slide, or the wireframe kits in Figma. Our landing page brief template covers the copy decisions that fill each box.

How to Build Your Own From These Examples

1. List your traffic sources. For each paid campaign, email programme and organic page group, note what the visitor searched for or clicked on. For display campaigns, that means every headline in a responsive display ad must be true of the page it points to.
2. Assign a page type from the table above. If two sources need different types, they need different pages or variants.
3. Write the headline from the ad or email. Take the promise in the ad copy and repeat it. This is also the core of a good landing page experience in Google Ads.
4. Pick one proof element that is credible for this audience. Do not stack five.
5. Cut the form to the fields you will actually use to route or qualify the lead.
6. Add the "what happens next" line under the CTA.
7. Measure per source, not per page. A page that converts well for email traffic and badly for search traffic needs a variant, not a redesign. Check traffic against our A/B test sample size tables before calling a winner.

For the process side, such as what to test first and how to prioritise, see our guide to B2B landing page optimization. For visuals, our post on landing page images covers which screenshots and graphics earn their place.

One Page, Several Audiences

The examples above assume each audience gets its own page. In practice, a demo page receives visitors from a dozen industries and company sizes, and building a page for each is not realistic. The alternative is one page with variants: the headline, proof block and CTA change by segment, and the rest stays the same.

Markettailor's visitor identification resolves anonymous B2B visitors to companies, and its segmentation lets you swap the proof block on one demo page so a bank sees a banking story and a manufacturer sees a manufacturing one. Our how-to on creating personalized landing pages shows the setup step by step.

Frequently Asked Questions

What makes a good B2B landing page?

A headline that repeats the promise of the ad or email, one credible proof element for the audience, a form with only the fields you will use, and a clear line on what happens after the visitor converts. The page type, such as demo, webinar or comparison, should match where the traffic came from.

How are B2B landing pages different from B2C landing pages?

B2B pages usually ask for a bigger commitment (a sales call rather than a purchase), serve several roles in a buying committee, and need proof that speaks to a company rather than an individual. That is why B2B pages lean on qualifying fields, peer customer stories and a clear description of the sales process.

What should a SaaS landing page include?

For most SaaS landing pages: a product screenshot or short demo near the top, the main use case in the headline, pricing or a pricing example if visitors searched for it, peer logos or a customer story, and a CTA that matches the buying motion, either a self-serve signup or a demo request.

How many form fields should a B2B landing page have?

As few as the offer needs. Content downloads rarely need more than email and one qualifier. Demo requests usually need three or four fields so the lead can be routed. Remove any field nobody uses for routing or qualification.

What should an ebook landing page include?

An outcome-focused headline, a line on who the ebook is for, a preview that proves the content is substantial (the table of contents and one full page from inside), and a short form, usually work email plus one qualifier. The cover image alone is not proof. Send downloaders to a nurture sequence rather than straight to sales.

What is a landing page wireframe?

A landing page wireframe is a simple box-and-label sketch of the page's sections in order, without design or final copy. It is used to agree on structure, such as where the form sits, what proof appears next to it and which objections are answered below the fold, before design and writing start.

Should webinar landing pages ask for a phone number?

Usually not. Registrants expect an email with the link and the recording, and a phone field mostly reduces registrations and collects placeholder numbers. Ask for it later, when there is a reason to call.