“Landing pages need to look appealing, but most of all they need to convert.”Russell Brunson, (New York Times Bestselling Author & Co-Founder of ClickFunnels)
There are so many B2B landing page examples and so much information floating about the significance of having an appealing landing page for your B2B brand. But what are the secrets of constructing robust B2B landing pages that drive leads down your sales funnel to boost conversions?
Due to a longer sales cycle, complex offerings, and multiple decision-making factors, B2B products and services are tricky to capture completely on a landing page, however, amazing B2B landing pages do exist!
Although, there’s no rocket science in designing the perfect B2B landing page as the ideal approach varies from one brand to another. But there are a couple of pointers to keep in mind for understanding the who, the what, the where, the when, the why, and the how of B2B landing pages that are:
- What desired action you want your audience to take when they arrive on your landing page?
- Where does your landing page live?
- When will your audience see the page?
- Why will your audience want that particular landing page?
- What path will your audience take to arrive at the landing page?
Along with the above-given pointers, it’s crucial to ensure that your B2B landing page nail three key principles apart from being visually appealing:
I. Lead your Leads Through The Buying Process
Your B2B landing page should build an engaging experience for making prospects aware of the pain point you are trying to solve through your B2B landing page. It means your landing page design should smartly take the leads from the consideration to the conversion stage in your sales funnel.
To drive your prospects through the buying process it’s a must to optimize the content of your B2B landing page in alignment with the various stages of your sales funnel.
For instance, if your lead is hanging in the demand generation phase it should be a great idea to offer him/her informative content so they can move ahead to the further stage!
Or, if any of your leads are at the decision-making stage it’s best to give them a product demo or free trial to persuade and take the buying call!
II. Promote Your Offer In A Clear Yet Interesting Manner
The offer on your B2B landing page is something that you offer your visitors in return for them taking the desired action that you wanted them to. These offers can be anything such as:
- A whitepaper
- Free version/free trial of your product
- Monetary offers such as coupons or discounts
The only thing that you must keep in mind when creating your B2B landing page offer is it should be relevant, creative, valuable, and sufficiently helpful so your prospects feel urged to share their contact details and move further in the conversion funnel.
Additional resource – 7 Sales Copy Techniques You Can Steal from Seth Godin
III. Make Your CTA The Hero Of Your B2B Landing Page
“Specific page(s) on a web site created for visitors referred from marketing campaigns, which are designed to achieve a marketing outcome.”Dave Chaffey (Digital strategist, Co-founder & Content Director At Smart Insights)
Don’t forget that it’s CTA (Call-to-Action) that brings visitors to your landing page because it acts as an instruction that evokes an immediate response. The core purpose of a B2B landing page is maximizing the conversion of visitors to a page or series of pages towards a sale.
Most typically, the desired outcome is conversion to action which is usually data capture where a site visitor fills in an online form to generate a marketing lead and your CTA can play a key role in persuading visitors to give-in their contact information!
After reading these tips if you are thinking that only the development is an integral part of designing a robust B2B landing page then you are highly mistaken! Apart from the development testing also plays a crucial role because once you build a landing page testing it with real users is the key to capture more leads.
“Landing pages are not wandering generalities. They are specific, measurable offers. You can tell if they’re working or not. You can improve the metrics and make them work better.”Seth Godin, (Blogger, Author & Founder of altMBA)
Once you have tested your B2B landing page with real users you will know what’s working and what’s not based on which you can tweak your other landing page version by customizing the placement and offer to match where the user is in the conversion process.
IV. Refrain From Using The Same Landing Page For All Your Marketing Campaigns
Each of your marketing campaigns has a different set of goals and objectives that your standard B2B landing page can’t justify. Also, a landing page isn’t a basic advertisement to display your offerings to the customers rather it should engage customers by providing them something that adds value to their lives.
Having customized landing pages for different campaigns helps in targeting the audience in a better manner and allows you to promote your offer clearly and drive visitors through the consideration stage gradually towards conversion.
As much as you discuss tips and tricks to develop seamless B2B landing pages the actual understanding happens by exploring real-world examples. So, to help you better understand what’s all needed to build a high-converting B2B landing page, let’s dive straight into the 15 best examples in 2020.
These B2B landing page examples will give you an idea of how these businesses are grabbing more leads with amazing landing pages.
It will help you in optimizing the user experience of your B2B landing pages by embracing some of the best marketing tactics and get some inspiration for your next campaign.
“Build a relationship. When your landing page is about a product or service, you should realize not many people will become a client during a first visit. So, don’t focus everything on the one and only conversion, because most visitors won’t be ready for that.
Try to start a relationship by offering interesting offers (something to download, read, or learn). Make sure this is really worth it. Nothing is more frustrating for someone who’s interested in your product or service than to receive a generic white paper or ebook with tips that are just common knowledge.”Karl Gilis (Keynote speaker on Customer Experience, UX, & CRO & Managing Partner In AGConsult)
When attempting to grab B2B leads, it’s impossible to ask every question that your sales team is willing to ask from the visitors such as: “What’s your name?”, “What’s your contact number?”, “What’s the size of your organization?”, etc. Adding too many questions will easily make your leads switch tabs and your company as well!
However, the Canadian eCommerce giant Shopify’s landing page is a testimony of proving that less is more. Instead of scaring the leads by bombarding them with multiple questions, they’ve made the entire process easy a breeze!
All that the visitors have to do here is enter their email address to get started with the free trial. If you are thinking that collecting less information at this point will be not a great idea, remember you will get ample time to interact and grab details from your leads in later stages as this is just the opening wedge!
Tip To Takeaway
Make the first step as easy as a pie.
Imagine telling your visitors about your B2B tool without having any idea of who your target audience is or why they want something like your tool in the first place. Sounds tedious, right? No worries as many SaaS platforms face a similar challenge as they’ve multiple target audiences and use cases that means ample space will be required on the landing page to elaborate on every point for separate individuals!
However, HubSpot has done an excellent job by designing a short landing page for different audience segments:
As you can see, instead of going into details and explaining how different audience segments can use their software this crisp landing page from HubSpot drives each segment of their audiences into a personalized demo!
Tip To Takeaway
Segregate your leads with landing pages.
“It needs to focus on what’s in it for the user. Spend most of your time crafting a compelling value proposition.”Peep Laja (CRO Expert & CEO At CXL Institute)
Dealing in the B2B landscape you have the responsibility to fix particular pain points for your prospects and to make them feel that they’re at the right place where their problems will be sorted, you just have 15 seconds!
ActiveCampaign has nailed it with its amazing landing page where they’re targeting visitors who are either looking for an old email marketing platform or are concerned about segmentation and personalization.
Their headline “Put the right emails in front of the right people.” doesn’t focus on any specific feature of ActiveCampaign but on the visitors who are concerned about targeting and the goals they’re trying to accomplish.
Tip To Takeaway
Solve the issues your visitors are dealing with.
Free trials, demo requests, and consultation calls are some of the words that come to mind when we think about B2B landing pages as the main focus on the bottom of the funnel leads. However, if any of these leads aren’t ready to purchase yet driving them to such pages can land them in an awkward position.
In such cases, the top of the funnel comes into the scene as eBooks, webinars, and other free resources are great for grabbing the attention of new visitors and persuading them to fill in their contact information. This helps you in building a healthy relationship with new customers and nurture them to turn into paying buyers!
Impraise has done an amazing job by designing a distraction-free lead capture page by using Unbounce focusing on HR professionals.
The main focus on this landing page examples is on the free resource “The Guide to People Enablement Programs” and Impraise is giving two options to their visitors:
- To download the guide directly from the page by filling in their email addresses.
- In case they’re looking for a performance management platform they can go ahead and explore Impraise.
Tip To Takeaway
Leverage landing pages to grab the top of the funnel leads sometimes.
“Finally, a good landing page needs to portray trust and credibility to your audience: social proof is key and should be a feature of any landing page, especially for users still in the awareness or consideration phase(s) of your funnel.”Christopher Nolan (Head Of Growth At ShipBob)
Without any doubt, Slack is one of the best business communication platforms but seeing this landing page of them will make you think how beautifully they’ve tried to change peoples’ thinking about their offerings.
This landing page of Slack has three crucial factors above the fold that is worth grabbing attention:
- Bold and straightforward heading
- Strong and relevant subheading
- A visually appealing hero image
- An easy submission form
In the hero section, Slack has its brand new positioning in action that’s “Slack is where work happens.” that’s the attention-seeker of the entire design. To establish trust factor they’ve added names of some of the biggest brands in below the fold section who are their clients such as Airbnb, AutoDesk, EA, Oracle, Ameritrade, etc.
Besides, further down the page, Slack has added rich descriptions to elaborate on the platform’s key features and position it as a team collaboration hub. They’ve made sure that the features section highlights the versatility and adaptability of Slack notably:
In a couple of minutes, Slack’s landing page changes the way people think of it and urges them to consider the platform for their business.
Tip To Takeaway
Experiment with new positioning on your B2B landing pages to portray differently in the minds of the audience.
6. B2B Quotes
“Don’t just write “click here” on your button. Provide specific details about what you want people to do.”Rachel Foster (B2B Copywriter & CEO At Fresh Perspective Copywriting)
Mostly, B2B landing pages have similar types of CTA buttons such as “Request a Consultation” or “Start Your Free Trial”. Although these CTAs work well they aren’t the best alternative to leverage all the time!
B2B Quotes has designed an amazing landing page and shown how to get more specific with your CTA leading more prospects to convert.
The highlight of this B2B landing page is the form at the top that asks the visitors to fill in some basic information about what they’re searching for that ends with an appealing button at the bottom saying drumroll… “Get 3 Quotes Now.”
This effort by B2B Quotes is quite powerful by mentioning the number of quotes they’ll be providing the visitors with once they fill in the details. Imagine, if the button said “Submit” then the visitors would have no idea of what they might get after clicking on the button. But here they do know what they’ll be getting in return hence have more chances of following through!
Tip To Takeaway
Make your CTA as specific as possible.
When you show your visitors what exactly they can expect from your platform the chances of them getting turned into customers are higher. This is what the online course platform Thinkific has done. They’ve created a beautiful landing page form that is not only visually appealing but cautiously organized!
Besides, what’s the USP of this landing page is about halfway through the page Thinkific has added an interactive tool named: “This is how much you could earn on Thinkific.”
The tool as shown has two fields that can be customized:
- How much you plan to charge per online course
- How many students you estimate to have
By integrating this interactive tool Thinkific has cleverly helped the audience to visualize their future success with the platform and signing up for a 30 days free trial looks like a no brainer decision!
Tip To Takeaway
Show visitors a glimpse of what outcomes they can expect with your B2B platform.
8. Resource Guru
Solving complex problems of users is one of the key goals of B2B products and services. Good landing page examples will feature this, which is why B2B landing pages are designed in a manner that the prospects can easily understand the features and perks of a particular B2B brand.
One of the most effective ways to make the audience understand the features and benefits of your B2B brand is adding visual elements such as videos and animations that help in driving conversions as 80% of people prefer watching videos to reading blogs!
Resource Guru has designed an engaging landing page by adding a large play button to greet visitors as soon as they land on the page.
Resource Guru has Once a visitor clicks on the play button a high-quality explainer video starts playing which does all the talking and instantly requests an action from the visitor.
An important point to keep in mind here is that it’s recommended to reiterate all the core points from your video script in the form of text on your B2B landing page. This is to make sure that even if you have a low play rate your target audience can still learn about your offer without having to click the play button. Irrespective if they’ve forgotten their headphones at home or prefer reading text, having a backup plan is always good!
Tip To Takeaway
Leverage videos to help your audience envision a complex idea.
“A good landing page needs to effectively answer the core sales objections the user will have. That could how much the thing will cost, what features it has, what it will look like, how it’s different from the competition, etc., etc. So, talk to prospective customers, or when failing that your sales team, make a list of the most common objections and ensure these are dealt with.”Andy Budd (Startup Advisor & Founder At Clearleft)
Remember business leaders never make a purchase based on the very first landing page they dive into. Because this is a business investment. Most decision-makers will want to research and perform due diligence before making the final call. This is the reason why competitor landing page examples you examine are also one of the proven B2B sales strategies for driving revenue.
The notion behind competitor landing pages is that you bid on one of your business rival’s keywords or a brand leveraging Google ads and design a landing page that directly weighs up your offerings to the ones your audience is looking for.
This is the strategy behind Zoho’s landing page as it comes up when visitors search for “Mailchimp alternatives”.
You can’t use a competitor’s name in your ads as it can lead to legal trouble however using one at the top of your landing page for making it more relevant is a great idea that Zoho has done!
Tip To Takeaway
Target your competitors in your B2B landing pages to make them more relevant.
It’s a fact that social proof carries more weight in comparison to the branded messages by organizations themselves because they come from customers and act as an external validating factor to influence the decision of the potential buyers.
Salesforce has leveraged this very technique to design a no-nonsense landing page that is minimalistic and without any fancy elements like visuals or animations. However, still, they’ve made a compelling case to convince their customers why they should try their CRM solution.
The secret weapon that Salesforce has used in this landing page is the social proof that they’ve made with their tool: “Discover how Canadian customers have achieved: +37% increase in sales, +45% increase in customer satisfaction, and +43% increase in marketing ROI.”
Besides, they’ve added another number at the top: “Grow Your Business with the World’s #1 Business CRM.” Numbers are something that proves the credibility of a particular B2B brand and data is quite powerful in persuading potential customers especially in the B2B landscape where hard numbers reinforce the fact that they’re making the right call!
Tip To Takeaway
Integrate social proof in your B2B landing pages and let your KPIs/metrics do the talking!
“If you want to improve the conversion rate of a campaign, you must make a habit of testing your copy over time.”Eddie Shleyner, Senior Copywriting Manager, G2Crowd
As we have seen from the earlier B2B landing page examples, one of the biggest advantages of creating landing pages is that you can test it to figure out what’s working and what’s not for your brand. This is what Unbounce has done with its landing page where the team is trying two variants of this top-of-the-funnel page for their guide: “How to Optimize Your SaaS Landing Pages.”
Instead of running A/B tests and getting results faster, Unbounce has leveraged Smart Traffic and used AI to match each of their visitors with the variant of a landing page that’s more likely to convert!
Tip To Takeaway
Experiment with different variants of your B2B landing page to figure out which is driving maximum conversions.
There’s something magical about the number three as it’s pervasive throughout some of the greatest stories, quotes, fairy tales, and myths. The digit makes it easier for humans to process information and is the secret sauce for making content memorable!
The digital asset management giant MediaValet has used the miraculous rule of three on its landing page when showcasing its benefits and testimonials. The successful layout of their landing page is due to its easy-to-consume, clear, and crisp structure.
This landing page from MediaValet has three highlights:
- Introduces the product in an engaging manner
- Backs up their claims with facts
- Offers an easier way for the prospects to request a demo
Providing the visitors an easier way to consume and retain the content on its landing page is a smart move by MediaValet for driving them an inch closer towards making the buying decision.
Tip To Takeaway
Leverage the rule of three for seamless landing page layout and crisp copy.
“Trust is always something you want to cultivate with your customer base and having testimonials, more often than not, perform better than not having them, especially if you’re trying to get a user to purchase something.”Chris Lindekens (User Interface Design Expert & Art Director At Screen Scientific D & M)
There’s no doubt that social proof and testimonials work wonders in persuading visitors to make the buying call but there are numerous other ways you can build trust on your B2B landing pages.
The landing page examples from Blink shows how you can add social proof to your landing page in three unique forms:
- Logos of big clients like NASA, Google, Amazon, and Starbucks
- Chosen testimonials from satisfied clients
- A couple of esteemed awards Blink has won over the years
Adding a couple of social proof is helpful but when you add this much social proof on your B2B landing page it creates a bandwagon effect and the chance of your target audience making a purchasing call increases as other people are doing it!
Tip To Takeaway
Add the right type of social proof to build trust and loyalty with your visitors.
If you are thinking of linking to different pages of your website from your B2B landing page leave the idea right away because you want to keep your visitors focused on a singular CTA for increasing the chance of their conversion. However, in the B2B landscape sometimes it’s required to provide your audience with more details before they make the final call of buying.
Intercom has designed an interesting landing page where the main CTA is to begin your free trial but they are also providing the visitors with an option to learn more about how they can leverage the platform to support, engage, and grab more customers.
The different CTAs on this landing page takes you to different sections on Intercom’s website to offer more details and use cases to the audience. In this manner, the landing page acts as an entry point for the visitors who want to get started right away and build your B2B sales pipeline. Also, the page serves as a path for a more problem-aware audience to explore.
Tip To Takeaway
Consider linking to other pages from your B2B landing page if your audience is in search of more details.
“If you have anything on the page that isn’t designed to make a visitor feel comfortable and confident taking action, you’re building something else.”Brian Massey (Founder At Conversion Sciences)
One of the crucial objectives of a B2B landing page is to answer the most common questions your audience might have. As a marketer, your job is to answer these questions even before your visitors think of asking them!
Salesflare landing page is a perfect example where they’re highlighted and answered all the potential questions of their visitors. The page acts as both a free trial sign-up page and a lead magnet with an offer to download their “Free Sales Funnel Template.” But for visitors who aren’t familiar with the concept of sales funnel they’ve answered all the possible questions such as:
- What is a sales funnel?
- Why do you need a sales funnel?
Moreover, the page specifies when you are exhausted from leveraging the free Excel templates, it’s the right time to begin the free trial of Salesflare. Also, using the same question-answer tone the page elaborates on the perks of the platform and why you should use it!
Tip To Takeaway
Answer all the potential questions your audience might be having in their minds.
Using B2B Landing Page Examples to Craft Your Own!
Great B2B landing page examples are those that successfully define their value to the target audience and grabs quality leads.
Designing an effective landing page therefore depends on your specific business objectives, target audience, and brand.
While most of the B2B landing pages differ in their looks and leverage various strategies to pull in visitors, they all have one common purpose that’s mainly driving website visitors to the next stage in the sales funnel and turn them into paying customers!
The landing page examples shown in the article can help you in designing an engaging B2B landing page for capturing quality leads and optimize your conversion rates. So, why wait? Take some inspiration and start building a great landing page for your B2B brand.