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Why Burying the Form on Your B2B Landing Page Gets Better Results
In the world of B2B landing pages, there's a common practice that most companies swear by: the form at the top of the page. You know the one. It’s placed in a prime location, hoping to convert visitors the moment they land. But what if I told you that burying the form actually leads to better results? Let’s unpack why this shift in approach makes all the difference.
The Conventional Approach: Form First, Everything Else Later
Here’s how most landing pages are set up:
- The form takes center stage, immediately asking visitors to sign up, book a demo, or submit an inquiry.
- A brief value proposition or 3-sentence pitch is nestled somewhere above the fold, explaining what the company does.
- A generic feature list follows, along with some stock images that are as uninspiring as they are irrelevant.
- Pricing is nowhere to be found. Instead, there’s an ambiguous promise of “affordable solutions” or “custom pricing available.”
And then… companies wonder why their sales cycles are long and leads aren’t qualified. Spoiler: It’s because they’ve made the ask before delivering the value.
Why Burying the Form Works: Earn the Scroll, Earn the Form Fill
The key to a successful B2B landing page lies in understanding the buyer’s journey. B2B buyers are not looking for fluff. They are solving a problem and need clarity about how your product fits into that picture. When they land on your page, they need answers to a few essential questions before they decide whether to engage further:
1. What do you actually do?
Don’t leave them guessing. A straightforward explanation of your product or service should be prominent.
2. Is this for me?
Buyers need to know if your offering aligns with their needs. Tailor your content to their specific pain points.
3. Do you solve my problem, and how?
Clearly communicate the benefits of your product or service and how it addresses the buyer’s challenges. Testimonials or case studies work wonders here.
4. What’s this going to cost me?
Pricing should be front and center, at least a rough estimate or transparent pricing model. No one likes the guessing game of “contact us for pricing.” If they’re serious, they want to know if they can afford it before filling out a form.
5. Have others like me had success with you?
Social proof is essential. Case studies, testimonials, and recognizable client logos instill trust and credibility.
6. What happens after I contact you?
Don’t leave your potential lead hanging. Be explicit about the next steps once they fill out the form – whether it’s a demo, consultation, or phone call. Let them know they won’t be left in limbo.
The Formula for Success: Problems, Product, Proof, Pricing, Process
Here’s the magic formula for crafting a B2B landing page that works:
- Problem: Make it clear that you understand the buyer's pain point.
- Product: Describe what you offer and how it solves their problem.
- Proof: Show social proof, testimonials, or case studies from similar customers.
- Pricing: Be upfront about what your product costs (or at least give a range).
- Process: Explain the next steps once they’re ready to engage.
Once you’ve answered these questions and shown the buyer that you have what they need, only then should you present the form.
The form goes at the bottom, because by the time they reach it, they’ve already made the decision to engage. They've earned the right to fill it out.
The Result: Higher-Quality Leads, Faster Conversions
The beauty of this approach is that by the time your visitors reach the form, they’re serious. They’ve had time to self-qualify, they know what you offer, they know the price range, and they’re ready to take the next step. This ensures that the leads you capture are better qualified, which shortens the sales cycle and improves conversion rates.
Summary
Most B2B companies throw a form at the top of their landing pages, and it’s no wonder they struggle with long sales cycles and unqualified leads. Instead, shift your focus to providing value up front: address their problems, explain your product, offer proof of success, provide pricing, and outline the next steps. Only after delivering all of this should the form appear, ensuring that leads who make it that far are serious and ready to convert. Earn the scroll first, and the form fill will follow.
