You work hard to drive traffic to your landing pages – they’re the backbone of lead generation and conversion.

In this session from our Ultimate Roast of B2B Websites, Tas Bober, Founder of The Scroll Lab, Gabi Sellam, Conversion Specialist at Fiverr, and Will Hoekenga, Founder of Six Words Studio and expert copywriter, sit down to discuss how to nail your B2B landing pages. The panel breaks down real B2B landing pages, highlighting common mistakes, best practices, and live optimizations that can increase conversions and improve user experience.

Danielle, Gabi, Tas, and Will cover:

1. Why clarity, user intent, and strong CTAs are crucial for high-converting landing pages.
2. The biggest design and messaging mistakes B2B marketers make.
3. How to structure a landing page that captures attention and drives action.

Timestamps

• (00:00) - - Introduction to Tas, Gabi, and Will
• (03:29) - - What makes a landing page high-converting?
• (05:17) - - The difference between landing pages, homepages, and blog posts
• (07:00) - - Why user intent matters in landing page optimization
• (08:37) - - Why you need clear headlines and strong CTAs
• (11:04) - - Common mistakes that kill landing page conversions
• (13:31) - - Why mobile optimization is critical for discovery and first impressions
• (16:01) - - The role of trust elements: testimonials, reviews, and credibility badges
• (18:36) - - Live landing page roast: VC3
• (31:27) - - Live landing page roast: Mira
• (48:13) - - Live landing page roast: Metal 3D Printing Forming Page
• (50:27) - - Why B2B landing pages must prioritize clarity over creativity
• (53:19) - - How accessibility and contrast impact user engagement
• (55:30) - - Final takeaways on what makes a great B2B landing page

Send guest pitches and ideas to hi@exitfive.com
Join the Exit Five Newsletter here: https://www.exitfive.com/newsletter
Check out the Exit Five job board: https://jobs.exitfive.com/
Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership

***

Today's episode brought to you by Navattic.

B2B websites are filled with too much story, too much narrative these days. You visit a website and you have no idea what the product does and how it works. 

This is why Navattic has become a popular product for B2B Marketers. They help you build interactive demos so you can give buyers a real look at the product before they ever talk to sales.

And guess what - it works. They found that companies using interactive demos with Navattic have seen up to a 25% lift in website conversion rates and a 10-20% increase in inbound leads. 

They just released their 2025 State of the Interactive Product Demo report, and it proves just how much more control B2B buyers want over the buying process. Buyers have more access to information than ever, and companies are finally catching up by making their product front and center.

Their report breaks down the top-performing demos, why ungated demos drive higher engagement and the best use cases and strategies for making them work.

So if you want to learn more about using product demos on your site, go check out Navattic’s State of the Interactive Product Demo report now. 

***

Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.

• They give you unlimited podcast editing and strategy for your B2B podcast.
• Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
• Visit hatch.fm to learn more