Landing pages remain the primary conversion tool in B2B, but this is where companies most often lose customers. The reason isn't the design or page load speed, but rather the copy, which is too general. Phrases like "We help companies grow faster" or "Automation that saves time" don't resonate because they don't reflect the audience's real problems.
ICP Pain Points allows you to completely change the logic of copywriting. This section describes specific pain points for your audience: what prevents them from achieving goals, what processes are too expensive, where companies are wasting time and resources. When you use this data to create a landing page, the copy ceases to be a mere declaration and becomes a reflection of the customer's situation.
HubSpot's Landing Page Trends 2024 study showed that pages where headlines and copy directly address pain points show a 45% increase in conversion compared to landing pages built on product benefits. This is explained by the fact that the client sees their own problems in the text and perceives the page as relevant to their reality.
Why Pain Points Are Becoming the Foundation of Landing Pages
When a potential customer lands on a landing page, they don't want to read about the product. Their primary goal is to find answers to their own problems. If the text doesn't address these problems, it's perceived as marketing noise. This is why pain points from the ICP become the foundation for copywriting. They set the right perspective: instead of talking about features, you start a dialogue with the customer in the language of their pain.
Pain points capture what's holding a segment back: rising costs, lost time, inefficient processes, integration difficulties, or a lack of resources. When these pain points become the center of a landing page, the page stops being about the company and becomes about the customer. Headlines and blocks are formulated to reflect their experience, not to describe your product.
In their Conversion Insights 2024 report, HubSpot notes that landing pages that open with a customer's pain point increase page views by 36%. This is because users immediately see relevance and continue exploring the page.
Example: For the CFO segment, the ICP identifies the pain point as "rising cost of capital." A landing page might begin with the statement, "Are rising financing costs putting pressure on margins?" This opening statement identifies the problem and invites a solution. For HR directors, the pain point might be "lengthy employee onboarding." The landing page opens with the question, "Is onboarding new employees taking longer than 60 days?" Both examples demonstrate that the copy is built around the client's reality, not abstract benefits.
It's important that pain points help shape not only the headlines but also the page structure. Each pain point becomes a separate block: the problem is described, reinforced with data or quotes, and only then is the solution presented. This approach allows for a logical path, where the user sees that the company understands their difficulties and offers a concrete solution.
Thus, pain points transform a landing page from a sales pitch into a tool for empathy and relevance. When a page addresses real problems, it becomes not a product showcase but a platform for solutions, and this is precisely what builds trust and increases conversion.
Headlines and subheadlines that address customer pain points
The landing page headline is the first point of contact with the audience. It determines whether a person stays on the page or leaves after three seconds. Most companies use headlines that sound appealing but don't address the real problems. Phrases like "A New Level of Automation" or "An Innovative Solution for Your Business" fail to engage because they are generic and unrelated to the customer's situation.
ICP Pain Points changes the approach to creating headlines and subheadlines. If a segment profile identifies a pain point called "CAC growth," the headline might read: "Has your customer acquisition cost increased by 35% in a year?" The subheadline clarifies: "We help reduce CAC and maintain ROI even as advertising costs increase." This approach works because it directly addresses the problem and promises a solution, not just an abstract benefit.
HubSpot's Landing Page Optimization 2024 study showed that headlines built around pain points increase conversions by 40%. The reason is simple: customers see copy that aligns with their internal dialogue.
Another example is the HR director segment. A pain point in ICP is "long employee onboarding reduces productivity." Headline: "Is onboarding new employees taking longer than 60 days?" Subheadline: "Reduce onboarding time to 20 days and accelerate team growth." This technique works because it sets the right focus: the problem is immediately identified, the solution is outlined, but without aggressive pressure.
Tone is also important. Headlines should be short and specific, while subheadings should expand on the context and add detail. If the headline poses a question, the subheading should hint at a solution. If the headline states a fact, the subheading can add statistics or social proof.
A good practice is to test multiple versions for different pain points. For example, for a segment of marketing directors, you could test two headlines: "Is Your CAC Growing Outpacing Revenue?" and "Is ROI Falling Due to Rising Ad Rates?" Both options are related to the same topic, but they test different wording. This helps you understand which pain point resonates more strongly with a specific audience.
Thus, headlines and subheadlines based on pain points become a strategic tool. They don't just grab attention; they demonstrate that the page is tailored to the customer's real situation. This builds trust from the very first seconds and increases the likelihood of conversion.
Body Copy: How to Demonstrate Understanding of Problems and Lead to Solutions
The headline grabs attention, but it's the body copy that determines whether a person stays on the landing page and takes the next step. It's important not to devolve into a mere description of product features, but to demonstrate a deep understanding of the client's problems. Pain Points from the ICP serve as a map that helps structure this copy and transform it into a logical dialogue.
The client comes with a set of questions: "Why is this so expensive?", "Why does the process take so long?", "Why are competitors beating us faster?" If the body copy answers these questions using pain points, it ceases to be marketing rhetoric and becomes an expert analysis of the situation.
For example, for a CFO, the ICP identifies the pain point of "rising cost of capital." The body copy might begin with an analysis: "Over the past year, the cost of financing has increased by an average of 15%, and companies are facing pressure on margins." This is followed by an explanation of why this is important: "Without new management tools, expenses are beginning to directly threaten profitability." Only then does the transition to a solution appear: "Our approach helps optimize costs by automating key processes, maintaining margins even as rates rise."
HubSpot's State of B2B Landing Pages 2024 report showed that pages where the body copy first acknowledges the customer's pain points and then leads to a solution increase the likelihood of form completion by 33%. This is because the customer feels their concerns are truly understood and perceives the solution as a natural response.
Another example is the HR director segment. The pain point is "long onboarding reduces productivity." The body copy might be structured like this: "Onboarding new employees takes more than two months, and during this time, team productivity declines. Turnover increases, and the HR department is overloaded." Then the fact is added: "Our research has shown that companies lose up to 20% of revenue due to slow onboarding." After this, it's logical to offer a solution: "We shorten this process to 20 days by providing ready-made tools and templates for HR teams."
The structure should be consistent:
- Acknowledge the pain point based on the ICP.
- Reinforce the significance of the problem with facts or figures.
- Transition to the solution by explaining its rationale.
This approach makes the copy compelling without being pushy. The customer feels the brand understands their context, and trust is built even before the product features are mentioned.
Thus, the main copy, built around pain points, transforms the landing page into an expert tool. It leads the customer from awareness of their problems to readiness to consider a solution, creating a bridge between attention and conversion.
Social Proof and Pain-Related Case Studies
Even if the landing page's headlines and body copy perfectly reflect the client's pain points, without proof, it remains a promise. B2B audiences are highly skeptical: they see dozens of pages with similar terms every day. This is why social proof is a must-have element of copywriting, and it works best when it addresses the same pain points captured in the ICP.
A classic mistake companies make is using generalized testimonials like "We are happy with the result" or "The product helped us grow." Such statements are unpersuasive because they are vague and don't relate to the client's problem. A case study that directly addresses the pain point is much more effective. For example, if the CFO's ICP lists the pain point as "increasing cost of capital," a client testimonial might sound like: "Using this solution, we reduced financing costs by 18% and maintained margins in the face of rising interest rates." This format not only confirms value but also demonstrates that the problem is being solved in the specific context of the potential client.
HubSpot's Trust Signals in B2B 2024 report showed that landing pages with social proof linked to specific pain points increase click-through rates by 37%. This is because clients perceive relevance and apply others' experiences to their own situation.
An example for the HR director segment: the ICP records the pain point of "long employee onboarding." A case study might be presented as follows: "Previously, onboarding took 60 days, which reduced team productivity. After implementing the solution, the process was reduced to 20 days, and turnover decreased by 15%. This example not only confirms the result but also directly addresses the pain point of the target segment.
A good practice is to use multiple formats of proof:
- Case studies with numbers: specific results expressed as percentages or timeframes.
- Customer quotes: phrases that express the customer's pain point ("we struggled with a high CAC").
- Company logos: visual proof of trust.
- Video testimonials: emotional delivery that enhances perception.
It's important that each piece of evidence answers the customer's question: "Does this work in my situation?" ICP Pain Points helps structure this section: each pain point can be accompanied by a corresponding case study or testimonial. If the landing page is built according to this logic, the customer sees not just words, but real stories where their problem has already been solved.
Thus, social proof linked to pain points transforms the landing page from a collection of promises into a compelling trust tool. It demonstrates that the company doesn't just talk about problems, but actually solves them, and this directly increases the customer's willingness to take action.
CTAs that promise pain relief, not a product sale
A CTA is the point where a visitor decides to take action. But this is where most landing pages lose customers. The reason is that the calls to action are generic: "Submit a request," "Try it free," "Learn more." These phrases focus on the product, not the customer's problem, and are therefore perceived as a push for a sale. To increase conversions, the CTA should promise relief from the pain identified in the ICP, not a product demo.
Let's take an example from the ICP for CFOs. The pain is increasing financing costs. Instead of "Request a demo," you could test a CTA like "Get a savings calculation for your budget." This offer sounds like a solution to a specific problem, and the customer understands they'll receive an answer to their inquiry, not a product demo.
HubSpot's Conversion Triggers 2024 report showed that CTAs that address pain points increase conversions by 31%. The reason is obvious: they're integrated into the page's logic and continue the dialogue started in the headlines and text.
An example for HR directors: pain point is long employee onboarding. Instead of a CTA like "Try it for free," you could use "Download the onboarding template and reduce onboarding to 20 days." Here, the call to action promises a result directly related to the pain point. The customer clicks not because they want to see the product, but because they want to solve their problem.
A good practice is to test several CTA variations for the same pain point. For example:
- "View a case study on reducing CAC by 30%."
- "Calculate campaign ROI in 2 minutes."
- "Get a checklist for launching in a week."
All variations promise a solution to the pain point and make the next step feel natural.
It's equally important to tailor forms to the pain points. If the ICP detects that the audience is afraid of complex processes, the form should be minimal: one or two fields, a quick result. If the key pain point is related to rising costs, the form can include a "Your current budget" field to immediately personalize the calculation.
This way, a pain-point-based CTA transforms from a barrier into a logical continuation of the conversation. The customer doesn't feel pressured because they see the promise of a solution to their specific problem. This increases the likelihood of a click and turns the landing page into a tool that leads to conversion, rather than detracts from it.
Conclusion
A landing page only works when it speaks to the customer in the language of their problems. ICP Pain Points gives marketers exactly what's most often missing when writing copy: a clear understanding of what's preventing a segment from achieving their goals and which processes are causing the most stress.
When headlines reflect pain points, the body copy supports them with facts, and case studies demonstrate solutions in a similar context, the page becomes a customer story, not a product presentation. CTAs promising pain relief become the logical conclusion of this story, not an aggressive appeal. This approach not only increases CTR and conversion, but also builds trust, which is especially important in B2B.
HubSpot research confirms that pages built around pain points convert almost 1.5 times better than those that emphasize features. But the main value isn't even in the increase in metrics, but in the fact that the customer feels understood, their problems are heard, and solutions are being sought.
As a result, ICP Pain Points become not just a copywriter's auxiliary tool, but a strategic basis for creating landing pages that actually work.
.svg)
