Last updated: May 5, 2026
In this report, I’m excited to share with you the average conversion rate data we gathered from B2B companies over the span of 2019 to 2026. We meticulously segmented this information by landing page type and industry. By analyzing data from 83 companies across 27 diverse industries, we provide a comprehensive insight into the world of B2B landing pages. Each of our clients in this study turned to us for an SEO campaign, and 38 of these organizations additionally took advantage of our content creation, email marketing, or LinkedIn marketing services.
When I mention conversion, I refer to actions like filling out a contact form, signing up for a demo, downloading a gated white paper, subscribing to a newsletter, making a purchase, or any other action that aligns with the page’s call-to-action. The conversion rate of a page is the percentage of visitors who perform one or more of these actions in a given timeframe (commonly measured quarterly).
Our analysis covered six different types of landing pages: Product Pages, Service Pages, Industry Pages, Location Pages, Customer Type Pages, and Application Pages. We intentionally excluded Home Pages, About Pages, and other general informational pages.
The findings from our study are presented below:
B2B Landing Page Conversion Rates by Page Type
.table1 tr:nth-child(n+2) td:nth-last-child(1) { text-align: left; } .table1 td { border: 1px solid black; } .table2 td { border: 1px solid black; }| Landing Page Type | Example Page | Conversion Rate | Notes |
| Customer Type |  | 3.5% | Customer-type pages are explicitly targeted to well-defined client profiles. Consequently, when this client lands on this page, the conversion rate is high compared to other landing pages. |
| Application |  | 3.1% | Similar to service pages, application pages should demonstrate your experience in solving a problem related to the reader’s issue. |
| Product |  | 2.9% | Product pages are typically direct and enjoy relatively high conversion rates since they target the most transactional search intents. |
| Service |  | 2.7% | Service pages are akin to product pages, enjoying high conversion rates due to the customer journey stage visitors are in when they reach a service page. |
| Industry |  | 1.8% | These pages serve a dual purpose: demonstrating your understanding and expertise in the industry. |
| Location |  | 1.1% | Location landing pages should make it clear that you’re familiar with the specific geographic area’s nuances necessary for delivering the service/product. Many location pages suffer from poor conversion rates due to duplicate content. |
B2B Landing Page Conversion Rates by Industry
| Industry | Conversion Rate |
| Aerospace & Defense | 1.8% |
| Automotive | 1.2% |
| Aviation | 1.0% |
| B2B SaaS | 1.1% |
| Biotech | 1.0% |
| Business Consulting | 1.7% |
| Commercial Insurance | 1.6% |
| Construction | 1.9% |
| Cybersecurity | 1.4% |
| eCommerce | 1.6% |
| Education | 2.7% |
| Engineering | 1.2% |
| Entertainment | 1.1% |
| Environmental Services | 1.3% |
| Financial Services | 1.8% |
| HVAC Services | 3.1% |
| IT & Managed Services | 1.5% |
| Legal Services | 3.4% |
| Manufacturing | 2.2% |
| Medical Device | 1.6% |
| Oil & Gas | 2.6% |
| PCB Design & Manufacturing | 1.1% |
| Pharmaceutical | 1.9% |
| Real Estate | 2.8% |
| Software Development | 1.2% |
| Solar Energy | 1.8% |
| Transportation & Logistics | 1.4% |
How to Improve B2B Landing Page Conversion Rates
The following landing page strategies have consistently improved conversion rates for our clients. Let me walk you through them:
- Reduce Form Fields: For early-stage conversions, I recommend limiting fields to email, first name, and company (optional). For demo requests, include additional fields like job title or phone number.
- Add Trust Signals: Ensure your landing page includes client logos, review scores, testimonials, and certification information if they’re not already there.
- Include Product Features & Highlights: Present your product’s value clearly by addressing the reader’s pain points in a visually engaging manner.
- Include Mid-Page Calls to Action: Anticipate that readers might not scroll to the bottom of the page. Provide opportunities for them to engage further with offers such as a free demo or newsletter signup.
Further Reading and Requesting a Copy of This Report
If you’re interested in learning more about conversion rates, I invite you to explore our other resources below:
- Sales Funnel Conversion Rate Benchmarks: 2025 Report
- Lead-to-MQL Conversion Rate Benchmarks by Industry & Channel
- SQL to Closed Won Conversion Rate (Close Rate) by Industry: 2025 Report
- Landing Page Conversion Rates by Industry: 2025 Report
- B2B Conversion Rates By Industry
- SEO Conversion Statistics Compendium
- SEO vs. PPC Statistics: Conversion Rates Compared
- Average SEO Conversion Rate by Page Type
For a PDF copy of this report, or if you want to dive deeper into maximizing conversion rates, reach out to our agency here.
Inspired by this post on First Page Sage Blog.
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