I recently ran a small experiment on a B2B campaign and wanted to share what actually worked.This is for a distributor / reseller type product.
Before changes, we were getting ~1 form submission per 100 visitors (~1%).After a few adjustments, we moved to ~5 submissions per 100 visitors (~5%).

1. Audience-message alignment (this was the biggest lever)

Before:

• Broad targeting
• Generic messaging

After:

• Narrowed down to a much more specific reseller persona
• Matched ad copy directly to their real concerns

People clicking already “felt understood”

2. Rebuilt the landing page around real questions (not marketing copy)

Instead of writing what we think matters, I pulled actual questions from existing distributors:

• “How does logistics work?”
• “What happens if customers request refunds?”
• “Do you provide marketing support?”
• “Is there proof this product actually sells?”
• “What kind of brand backing do you have?”

Then I turned the landing page into basically a FAQ-driven trust page

3. Added concrete proof instead of vague claims

Replaced generic claims with:

• Global presence (150+ countries)
• Distributor network
• Awards / credibility signals
• Real operational support (not just “we support partners”)

1. In B2B, conversion = risk reduction, not persuasion
2. Traffic quality matters, but message matching matters more
3. The best landing page copy is often already in your inbox / chats
4. If your ad promises X, your landing page must immediately confirm X

Start with this: “What are people already asking before they buy?”

Then answer that clearly on the page.

Curious how others structure B2B landing pages for reseller-type offers.