Why B2B Landing Pages Fail and How to Fix Them

B2B landing pages are often overlooked or poorly executed, leading to missed opportunities and wasted ad spend. 

But it doesn’t have to be this way.

In this article, we'll explore some of the most common reasons why B2B landing pages fail and, more importantly, how to fix them, drawing from a recent Attributed podcast featuring B2B SaaS landing page expert Tas Bober.

Check out the entire conversation here or keep reading for all the takeaways. 

Why B2B landing pages matter

For the uninitiated, a landing page is a web page tailored to a specific

audience and purpose, often used in campaigns to convert traffic from ads, emails, or search engines into nurturable leads. 

According to Tas, landing pages serve as “a marketer’s playground” or an opportunity to test messaging, refine the customer journey, and tailor content to specific campaigns.

However, despite their potential, a staggering 44% of B2B ad clicks dump users onto generic homepages instead of a dedicated landing page.

It's like you're looking for pants and you see an ad for pants and then they just dump you on the homepage and now you have to go search for the pants that you saw on the ad.

This mismatch not only squanders campaign dollars but also dilutes the user’s experience.

Why do B2B landing pages fail? 

So why, despite their importance, do many landing pages fail to deliver?

1. Treating B2B like B2C

Many B2B marketers mistakenly apply B2C tactics to their landing pages. This results in vague pages with minimal information, flashy CTAs like “Get a Product Tour,” and a lack of clarity about who the product is for - which is vital in B2B.

2. Hiding information buyers need

A recurring mistake is withholding critical information such as pricing, product details, or the sales process. This forces prospective buyers to look elsewhere for answers, or worse, give up entirely. 

Don't make it a longer process for them, they're already dreading having to put together a business case.

3. Irrelevant messaging

Landing pages often fail to clearly identify their target audience and their needs. This lack of specificity alienates potential buyers who land on the page with certain expectations and/or need assurance that the product or service meets their unique needs. 

4. Overemphasis on conversions

Marketers often fixate on immediate conversions, like form fills or demo requests, rather than focusing on nurturing the buyer on their page. 

How to fix your failing B2B landing pages

The good news? These failures are entirely avoidable. Here are some tips to improve B2B landing pages.

1. Be clear and specific

The first step to a successful landing page is answering basic questions: What do you do? Who is it for? Why does it matter?

One of the simplest fixes is adding what Tas calls an ‘eyebrow’, or a short, clear statement above your hero section. 

For example, a landing page might open with: “Application Security for Enterprise InfoSec Teams.” This immediately tells the visitor if the product is relevant.

2. Build trust with transparency

Tas advocated for including a “who we are not for” section to help unqualified leads self-select out. 

For instance, if your software is designed for teams of 50 or more, say so explicitly. This ensures only relevant leads engage, saving both sides time.

Another strategy for building trust is through the use of problem blocks/sections. These clearly outline the specific challenges your target audience faces and show a deep understanding of the buyer’s needs.

For instance, a landing page targeting healthcare organizations might include a block stating: “Manually tracking compliance is time-consuming and error-prone, taking your team’s focus away from patient care.” 

By laying out the problem, you not only empathize with the buyer but also position your solution as the logical next step.

3. Adopt a ‘business case’ framework

Tas urged marketers to think about the internal process buyers go through when considering a product. 

Buyers often need to create a business case for their boss, detailing what the product does, its ROI, and how it will be implemented. 

Your landing page should make their job easier by including:

• Clear problem statements.

• Contextual explanations of how your product solves those problems.

• Case studies or testimonials from similar companies.

• A transparent outline of the sales process.

Tas recommends what she calls the "Chipotle Framework" for structuring landing pages.

Much like how Chipotle uses the same core ingredients to create tacos, burritos, and bowls, landing pages can be built with reusable blocks tailored to specific needs.

For example, you can create a bank of content blocks ( testimonials, product benefits, and case studies) that are repurposed across various landing pages. The hero section serves as the ‘wrapper’ that customizes the page for different campaigns.

4. Test and optimize based on behavior

Instead of obsessing over form submissions, Tas recommends using heatmaps and session recordings to see how users interact with your page.

Heat map data is going to show you how people are consuming information, which blocks are most impactful, and what information they need more of.

FAQs can also be a powerful tool to gauge what information matters most to your audience. 

Tas explained that FAQs are often the most interacted-with block on landing pages, as they directly address common objections or uncertainties. 

One client found that the fourth FAQ on their page received 15% of all clicks. By moving it higher up and expanding it into its own block, they saw a significant boost in engagement and conversions. 

5. Offer value first, ask later

Rather than bombarding visitors with a form at the top of the page, Tas recommends a 90/10 rule: 90% of the page should provide value; 10% should include an ask. 

This approach ensures that visitors are fully informed before being asked to commit. 

Use the 90% to address key questions, objections, and concerns. Provide clear problem statements, showcase testimonials or case studies, and walk the visitor through your solution’s value proposition. 

By the time they reach the CTA, they should feel equipped to make a decision without hesitation.

When done correctly, this method not only increases the likelihood of conversion but also helps filter out unqualified leads, saving your sales team time and effort.

Conclusion

Tas’s insights highlight the critical components of effective B2B landing pages:

• Clarity and specificity - Address who you are, what you do, and why it matters immediately.

• Business case alignment - Structure pages to help buyers build internal business cases by answering their key questions and providing necessary proof.

• Building trust - Use transparency, problem blocks, and targeted FAQs to reassure and engage visitors.

• Testing and iteration - Use tools like heatmaps to understand behavior and optimize your pages over time.

• Prioritizing value - Follow the 90/10 rule to provide value upfront and reserve the ask for when trust has been earned.

By focusing on these elements, marketers can create landing pages that resonate with their audience, drive meaningful engagement, and ultimately support long-term success.

About the Speaker

Tas Bober is a seasoned B2B marketing consultant specializing in landing page optimization. With over 15 years of experience in digital marketing and a track record of working with 400+ companies, she has become a leading voice in the industry. Known for her data-driven yet creative approach, Tas regularly shares actionable insights on LinkedIn and consults businesses on crafting landing pages that drive meaningful results.